You didn't think we would be doing math...

Mistakes made when writing & how to build an impactful brand

Author

Verónica Lawson Vilches
August 04, 2023

The newsletter that explores the art of storytelling, effective communication strategies, and the everyday impact we can create 🧚‍♀️

👋 Buongiorno, Bonjour, Hola, Hello

Welcome to the first edition of The Word on Record’s Newsletter: Words that Echo. This newsletter is intended to help you better your message and communication, and be a source of inspiration in how we can leave a positive impact through our choice of words.

❝

Never start a business just to “make money”. Start a business to make a difference.

Marie Forleo

In this edition we will be setting the record straight on…
1. The foundation of messaging and mistakes to avoid
2. Building an impactful brand with Emma May 
3. Verónica’s news

At the foundation of it all is our message

I have always thought about writing as something that goes beyond expressing thoughts on paper; it is a purpose-driven form of communication that aims to create a positive change in the hearts and minds of readers.

In today’s digital world, I find that the art of impactful writing often takes a backseat amidst marketing campaigns, social media posts, and content creation. I’ve seen firsthand how businesses and organizations strive to stay relevant and capture as much attention as possible, but the foundation of what can make their message resonate gets lost in the noise.

The consequences?

First, there is a dilution of the impact their content could have had if approached with a more deliberate and mindful strategy to its message. The overwhelming amount of content we see online makes it challenging for any piece to stand out from the crowd.

Secondly, there is a missed opportunity to construct connections with readers that can eventually become leads, supporters and advocates for the business, organization or movement.

And writing helps people stand out as thought-leaders in their area of expertise.

Yet, in wanting to go viral and gain likes, sensationalism, clickbait and shallow content become the “get-rich/famous/make buzz schemes” that are used. It lacks impact and doesn’t maintain the attention of the audience.

Writing lies within its ability to touch the core of emotions, spark curiosity and start conversations that matter.

So… wondering why you are struggling with your messaging? Wondering why there is a lack of interaction with your content? It’s probably because you aren’t truly making an impact to be remembered.

And at the foundation of it all is our communication, which at the core is writing.

The 5 biggest mistakes when it comes to writing

  1. Lack of clarity: If your writing lacks a clear purpose, it becomes challenging for your reader to connect with your content on an emotional level.

    💡 Before you start writing, define your central message. Focus on one main idea and structure your content around it.

  2. Ignoring the reader: Impactful writing requires understanding and connecting with your target audience. Neglect their needs, desires, and pain points leads to disengagement.

    💡 Think about one person when writing and direct your message to them.

  3. Overlooking storytelling: We are all humans, and we all connect through each other’s stories. If you don’t incorporate this into your writing, it makes it less memorable.

    💡 Use personal experiences, case studies, or success stories… but make sure to always bring it back to the reader and their needs.

  4. Neglecting a Call to Action (CTA): These inspire action, and without a clear CTA, readers don’t know what steps to take or what they can do to solve the issue.

    💡 Start by encouraging readers to share, comment, then move towards CTA’s that align with other goals as well.

  5. Lacking authenticity: Inauthenticity pushes readers away. Talking too much about what your service does and not what it can do for others sounds over promotional. This all fails to establish trust with your readers.

    💡 Be genuine. Be transparent. Try to write like you talk. Share values and personal experiences. All this creates a connection with your readers, and they’ll come back time and time again.

Why organizations should amplify their message

Business and organizations seeking to amplify their message can simply. not. overstate. writing.

CEO’s, founders, consultants or anyone else within a business or organization should be sharing stories and insights and show not only what their business does but what it can do.

Build trust and loyalty with your audience, and be the entity that left such an impactful message that resonated with the reader, making them come back for your services.

So whether the business model is B2B, B2C, C2B, G2C… ok, you get it… the messaging is important.

Messaging is the key to the actual potential of any kind of communication strategy.

First LinkedIn Audio Event with Emma May

Missed it? Don’t freak out, you can re-listen to Emma and I’s conversation on how to build an impactful brand by clicking the link below.

Key Takeaway

🧠 Finding your purpose & unique value is an equation. Didn’t think we would be doing math today, did you?

Skills and top strengths + personal values = unique value

How to find your skills: Ask yourself what skills and talent you are most proud of, which strengths are complemented by people and what you enjoy doing the most.

How to find the personal values: Figure out what drives you, what your core values are, and the aspect of work that you are most passionate about.

🗞️ Verónica’s news

I just got back from working on a nice balcony overlooking the sea in Paphos, Cyprus. Can’t wait to go back…

But in the meantime, I am already packing my bags again 🧳

I will be visiting

  • Lake Como

  • Amalfi Coast

  • Naples

  • Rome

I may put together a few blog posts about where to go and what to do… but in the meantime, that’s where I will be working from.

The impact of words extend far beyond the page.

Have a good weekend!

Verónica