How to write Human in B2B comms
A massive barrier to writing Human in the B2B world is nounitis — the over-use of abstract nouns. (Coined by writing doctor Rupert Morris in The Right Way to Write, Piatkus 1998.)
Words like provision, solution, integration, focus, enhancement and strategy abound. They’re all abstract nouns, theoretical concepts that only engage one part of the brain, the neo-cortex. In evolutionary terms this is the youngest part of the brain, responsible for things like logic and intellect. The oldest, deepest part, housing emotion, memories, imagination and intuition, is the limbic brain.
The decision-making brain
Neuro science asserts that big decisions — like changing career or getting married — are taken in the limbic brain, then post-rationalised in the neo-cortex.
Abstract nouns don’t engage this vital, limbic brain.
A second problem is that, because abstract nouns are intangible (you can't touch a solution or a strategy in the same way that you can touch a table or a book), they’re harder for the reader’s brain to process; they demand more processing power.
That’s because we think in images, which abstract nouns don’t evoke. Don’t know about you, but when I read the phrase ‘integrated solution’, no image comes to mind. Funny that.
Then there’s a third problem with abstract nouns: because they’re emotionless, they lack energy. They’re lifeless.
Martin Luther-King didn’t have a business plan
Martin Luther-King didn’t have a 10-point plan for societal improvement; he had a dream.
Combining everyday language (‘…we’ve come to our nation’s capital to cash a check’) with a lofty vision of social justice and biblical references (‘every valley shall be exalted, every hill and mountain shall be made low’), MLK knew how to move his audience and stir the soul of a nation. Writing that conjures mental images and emotion stays long in the memory. The speech is one of the most quoted in history.
So nounitis creates three problems in our writing: the reader’s brain is less engaged; they have to work hard to get our meaning; the language is lifeless.
How can you cure nounitis?
Make your writing more concrete and less abstract; use words that are easier for the reader to relate to and visualise. Don’t be afraid to use everyday, conversational, plain English, especially if the topic is complex or technical. And if you have to use an abstract term like solution, give the reader a concrete example of what you mean.
The more neurologically engaging your writing, the more impact it will have.
? Scott Keyser 2020
Scott Keyser is The Writing Guy, a twice-published bid writer & consultant, and writing skills trainer. Scott helps organisations to write Human and double their tender win-rate. scott@writeforresults.com
Therapy Writing Specialist: Helping people to manage their anxiety and stress using my simple writing system. Writing retreats in Ireland & France. From the creator of 460+ short stories and two novels.
4 年A Scott Keyser — The Writing Guy nice read. Something that crossed my mind while reading this is that with social media is that you have no idea?who actually reads our posts, articles. We attempt to narrow our target audience with hashtags, keywords, etc. It's not like writing an email and sending it to a specific target audience on your mailing list. Then, the language, wording, and tone would be tailored to suit. As an engineer, with over 40 years in helping people find integrated solutions for their business. So, I can see an image of an "integrated system" in many forms. But, I agree that, for most, it might not conjure up an image. This is one of the pitfalls of the openness of social media. You're writing into a digital black hole.
MD at Real Coaching Company and the Pure Coaching Academy
4 å¹´Well said Scott - there is genius in simplicity and that is key to clear and powerful communication
Build your business around ONE Mission, ONE Message & ONE Movement
4 年Amazing Scott and so true. We live in a human to human world, so the more we speak from the heart like MLK and less from our head, people will feel more motivated to step into action. I love how you have broken down the psychology behind this. Very thought provoking, thank you. I would love to interview you on my show about this as I think my viewers and listeners would benefit a great deal from following you. Here’s the link to book yourself into the next available show slot: https://calendly.com/sammyblindell/changemaker ????
Award Winning Leadership Coach | Leadership Development| Training Facilitator| Author |Speaker| Thought Leader with Forbes Coaches Council
4 å¹´Great article and advice Scott and a really good way to use our understanding of neuroscience!