A Simple Lesson from Obama’s Speechwriter

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It all comes down to one thing: emotion.

That’s what Cody Keenan told the Today show this morning. He said that communication comes down to simply creating emotion. And as President Obama’s speechwriter, he should know.

Keenan is the one who stirred laughter in the 2009 White House Correspondents’ Dinner remarks — and then stirred sobering respect in Ted Kennedy’s eulogy. He was the one who called for national unity in Tucson in 2011 when Gabby Giffords was shot.

And he is the one who stayed up this morning until the wee hours, putting the finishing touches on the State of the Union address that Obama will deliver tonight. Keenan has been applauded for creating the right emotion for each circumstance, and he’s worked hard with Obama in hopes that they’ve created it again for the nation.

So what does this mean for business leaders?

As you face 2016, consider the primary emotion that you want to inspire in your people. Peace, security, clarity, gratitude . . . . Think about the one thing they need most from you this year.

With this emotion in mind, rethink the ways you communicate in your personal and professional life. What’s working? What can be changed to create this emotion?

Here are just a few ways you can change your communication to inspire change in others:

  • Create peace by boldly talking about the elephant in the room, forming and documenting a resolution plan, and regularly checking progress.
  • Create security by keeping promises, regularly updating clients on projects, accepting ultimate accountability, and requesting online endorsements to prove your track record.
  • Create clarity by forming a mission statement, writing clear job descriptions and expectations, posting answers to FAQs, and providing a clear plan of action.
  • Create gratitude by steadily expressing appreciation for others in every situation.

When you focus on emotion, every form of communication becomes an opportunity to motivate and inspire others.

What emotion will drive your communication in 2016?

Ella Hearrean Ritchie is the owner of Stellar Communications, a Houston-based publishing company that delivers quality editing, writing, and publishing services on time to nonfiction authors, business leaders, nonprofit organizations, and federal government agencies.  Connect with her on LinkedIn or check out her website for more information.

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How to Get Your Writer to Write Like You Talk

talkingheads“This sounds nothing like me,” a client recently confided about his content from another writer. “It’s not what I wanted.”

His disappointment was evident–and not uncommon.

What do you do when you read your first draft of content from your writer in high hopes . . . and feel disappointment instead?

Some people give up on their writer and return to cobbling together their own words. Some seek another writer, hoping to find The One that will magically breathe life into their content.

To be sure, not all writers are equal. Some are better than others at certain forms of writing, such as blogging, business, or advertising. And some are simply just better writers.

But before you ditch your writer, consider this: Have you provided her with enough guidance? Have you taken the time to tell her about you and what you want? Writers are a bit like hairstylists: Provide little instruction, and you’re likely to get a mohawk instead of that simple trim you wanted.

My clients are usually sure about one thing: They want a writer who can write like they talk. And a good writer changes her tone to accommodate each client as easily as she changes her wardrobe.

But what clients aren’t always certain of is how to communicate what they want to their writers.

To get your writer on board with your expectations, consider these four simple ideas:

  1. Compile a style guide, which is simply a list of what you want in your written communication. The most well-developed guide I’ve seen so far is that of Explore God, a nonprofit organization that invests deeply in its team of writers. In addition to six instructions dedicated to tone alone, the organization provides 15 more parameters as guidance—down to the ideal number of words to include in a sentence.
  2. Provide your writer with any existing corporate materials that help her get a feel for the way you’ve been presenting your company, including your online materials such as your website and social media forums as well as print materials such as article, brochures, and flyers.
  3. Provide direct, specific feedback. You’d be surprised how many people hesitate to tell their writer they’re unhappy with their content in an effort to avoid an awkward conversation. Experienced writers, however, already know that their writing will not satisfy every client, particularly a first draft. They appreciate clients who are honest and specific about what they want to change.
  4. Perhaps the most critical—and most overlooked—piece of information is the published version of your content. Don’t let your busyness or fear of an awkward conversation get in the way of this step. In addition to providing specific guidance to your writer, she can begin compiling a study guide based on the final product. That way, you both win.

With a little effort and communication, you can align your writer with your expectations – and you might get a better haircut to boot. What other strategies have you used to communicate with your writer?

Ella Hearrean of Stellar Communications is a Houston-based freelance editor and writer for companies, publishers, and organizations. Connect with her on LinkedIn or check out her website to continue the conversation.