Finding your voice
What is 'relationship writing'?
Relationship writing is a process that can have powerful
results when applied to web communication. The term is rarely
used, although Steve Morris claims to have invented the idea
in his book Wired Words.
I define relationship writing as
A way of writing that is so closely targeted to your reader's
interests and needs that it resembles a one-to-one conversation,
enabling the reader to have a sense of relationship with
your organisation.
The purpose is to connect with the reader as a human being,
reduce the distance between you and show that having a relationship
with your organisation is possible. This encourages web visitors
to return to your site and sooner or later do business with
you.
The key to relationship writing is regarding readers not
as anonymous mass audiences but individuals.
Ideally you should focus on one typical member of a mass
group as an individual and write 'one to one', anticipating
his or her reaction to every word. As a result, the reader
feels part of a conversation and that 'the company is talking
to me'.
In relationship writing you essentially have to apply interpersonal
skills to the web in an appropriate written style.
Take, for example, the analogy of a face-to-face meeting
with someone interested in your business, whatever the objectives
might be. Translate the situation to someone visiting your
website for the first time. But first take time to sum up
that particular person in detail and put yourself in his or
her shoes.
Obviously the environment, or 'look and feel' of the site,
needs to convey a positive impression of your organisation.
The words you use should also greet that person in a friendly
and natural way. You need to put him or her at ease, and offer
further information - or hospitality - through links.
To ensure the communication is two way, invite feedback whenever
practical.
Above all, your task is to try to remove any sense of fear
from the relationship. As Nick Usborne writes, 'Of all things
that can poison a relationship, fear sits high on the list'
(Net Words).
This means a total ban on corporate speak, marketing hype
and any form of ambiguous writing which will only discourage
a visitor.
Similarly, you won't establish a relationship if you only
talk about yourself. It's essential to show a genuine interest
in that other person and his or her needs.
Next: Making brand values work
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