Make it personal (even if it’s not)


Thousands of people are reading these words right now, but as far as I’m concerned, it’s just you. When I say something or ask a question, I’m not asking or speaking to everyone. 

Just you. 

If you want to get more people listening and reading, more people responding, sharing, and liking what you write (and ultimately hiring or referring you), you should do the same.

When you write, write to one person. Not “everyone”.

Even if you’re writing a blog post or newsletter article, or speaking from the stage—even on social media. Write or talk to one person. Don’t call for a show of hands, don’t address everyone in the aggregate, don’t say, “I’m wondering what y’all think about this?” And whatever you do, don’t say “Hey gang!” (my personal pet peeve). 

As far as your listener is concerned, there’s nobody else there. Don’t bust that bubble, however fictive it might be.

They’re sitting in their office chair or propped up in bed, reading your words or listening to your voice, and for a moment, hearing a personal message from a friend. When you speak in the collective, it puts distance between you and the reader. Communication is most effective when it is personal. 

So, make it personal. 

That also means writing from your perspective, not “for the firm”. Tell the reader what you think about the subject, what you did yesterday, what you plan to do later today. Tell them to call you, not “the office”. 

“Talk” to them as though you were sitting together, having a chat. Because, virtually speaking, you are. 

How to write an effective blog