How Writing Attracts Customers

Our tone of writing has changed RAPIDLY. In the past, written words were formal (almost COLD). Writing didn’t have much soul. Then, over time, as our world has evolved, so have our words.

Fast forward to 2022. These days it’s all about writing that touches your emotions, especially if you want to succeed in PR. Companies connecting with the hearts and souls of their tribe are getting rewarded with loyal customers, followers, likes, comments, shares, and great press. GREAT messaging and branding might even get you the GOLDEN ticket. If you’re really on point, you might even grow up to become a unicorn (a privately held startup company valued at over $1 billion.)

This heart-based writing trend is here to stay.

Companies that do good. 

Let’s face it. We’re all hungry for good news. Good PR. The pandemic has taken its toll on most of us. Some people I know are making life changes and concluding that health, family, community, and kindness are really what matters. It’s also driving the need to hear about companies and people that do good.

Our world needs MORE kindness.

On top of this, Millennials and Gen Z are almost demanding heart-driven messages in writing, preferring to buy from companies that practice corporate social responsibility. Research conducted at the Haas School of Business at Berkeley reports millennials understand this, as “more than nine in ten millennials would switch brands to one associated with a cause.”

Here is what Mary Leigh Bliss, VP of Content, Pulse (Forbes), concludes, “We know that authenticity is incredibly important to Millennial consumers – though we’ve found that’s not the exact word they think of when describing what brands appeal to them. Instead, they think of a brand that is true to themselves.”

There’s further evidence to support these writing changes in tracking studies. Companies like Dove, Nike, and Netflix scored among the highest on the Pulse’s “true to themselves,” and all these brands are highly popular with younger people.

Writing must be RELATABLE and relaxed.

Millennials want words that are relatable and relaxed. This generation has grown up with the internet, and they’re very news savvy. They don’t fall for the tired old sales tactics and apparent attempts to manipulate customers. So, forget about phony “flash sales” and forceful sales copy and start writing words that are relatable and relaxed.

If used correctly with heart and soul, Words can reach their tribe and help attract and touch loyal customers. In PR, it’s important to learn what kinds of social issues your audience may care about. By consistently advocating for these causes and opening up an honest dialogue, companies can publicly demonstrate both authenticity and their genuine devotion to making the world a better place.