Writing with emotion: let’s connect
When did you last meet someone whose passion for a subject left you in awe?
I met IoIC Fellow Sandra Lowman-Simpson at a Fellowship lunch. Her zest for internal communications blew my guests and me away. She spoke from the heart, drawing us in and connecting with us.
Sandra Lowman-Simpson receives her IoIC Fellowship from Dominic Walters.
Writing with feeling is easier when a subject is personal to you. But what if you’re copywriting for an organisation and it wants audiences to react in a specific way?
Follow my 6 tips on adding emotion to your copywriting:
- Be curious. Research everything to gain a deeper understanding. If you know about the subject, you can motivate people, whether writing a speech for the CEO or explaining CSRD reporting.
- Listen: Showcase a person’s authentic voice in an interview. It’s the best way to show their true passion and sincerity. If an interview isn’t possible, you can ask for video or speech recordings capturing their emotions.
- Identify emotions: Consider how to enhance emotional appeal and what you want the reader to feel. Ask for the company’s tone of voice guide to understand its tonal values, such as a natural and informative tone or a genuine and professional one.
- Paint a picture: Use evocative language to tell a story, such as a blog about a dramatic rescue, instead of simply telling. However, this technique may not be suitable for website content, where readers prefer a concise message.
- Avoid jargon: Be positive by showing a message’s problem-solving or other benefits, but avoid corporate jargon if you want to appear authentic and genuine.
- Use active voice: It’s more engaging and improves the narrative flow, making reading more enjoyable. For example, Sandra loves communication (active), whereas communication is loved by Sandra (passive).
Writing with emotion is less suited to factual writing, which has no room for ambiguity. Examples include academic research, governance reports, technical manuals and news reporting.
Practise these 6 things, and writing with emotion becomes easier. Read more on copywriting for powerful results.
