When you are trying to decide who should become the writer in your business, always choose the person who is the most passionate and excited about the company and what is happening. You’ve always heard, “It’s not so much what you say, but how you say it!” When you believe in something and want the entire world to feel that way too, then you will write or speak your best.
As a shareholder, I felt that passion and excitement last night at the annual meeting of Just Food Co-op in Northfield (www.JustFood.Coop ). When the annual report described the Co-op’s purpose as “We’re not driven by just one bottom line, but by three: financial, social and environmental,” it made me want to read further. When specific community efforts were recognized as the backbone of profitability, and attendees from a wide range of backgrounds were observed smiling, hugging, and ardently discussing the meeting handouts, something extraordinary definitely happened. I was feeling very “pumped.”
How do you write to get that kind of attention? Ask yourself, what is that your audience wants to know? How are they exceptional? Then tell them, simply. The Co-op purpose could have been described as “We are here for you and your support is important to us and you do a great job.” Amid yawns, this structure would have invited Benny’s and Baxter’s editing commentary. Focus on your passion for a topic and then write just enough to keep the audience interested.
Long story, short: A succinct writing style, stated with gusto, is most impacting.
