Are you a different person online? (And why this might confuse your readers)
Image: a photo of me in real life, next to my online profile picture, wearing the same top in both.
(This blog post was originally sent to my email list in early August 2020.)
Big news this week:
I WENT OUT FOR DINNER TO AN ACTUAL RESTAURANT 😱
Before that, it was over 130 days since I ate a meal at a table.
With the kitchen table buried under a mountain of monitors, keyboards, anti-static mats (no, I don’t know either) and other work-from-home accoutrements, we have no place to eat.
I know the WFH lockdown experience has been much harder for many, but in the Shanahan household, it will forever be associated with eating food off trays with cushions attached.
So, Tuesday evening was the first time I ate at a table since lockdown started in March. It was only the local pub, but it was like getting ready for a night at the opera.
"We’ll see friends!"
"We’ll choose food items from a (disposable) menu!"
"We’ll wear non-stretch fabrics!"
And it was lovely. The staff were super vigilant but the extra hygiene shenanigans weren't intrusive. Safe, surreal, and delicious.
I ended up wearing a top I hadn't worn since getting photos done for my website (see above). Funny thing, seeing your face on the internet. I'm kinda sick of seeing that top (it's in all my profile pics too #consistency), but I like wearing it.
Anyway, it got me thinking about whether we show up in the same way online and IRL. My profile shot might be professionally done, but it's still me. I still wear that top 😂
The same should be true of your copy.
If people are getting to know you through what you write online – in social media posts, in emails to your list, on your website – it should feel similar to how you'd sound if they bumped into you at an event.
This isn't about sharing your deepest, darkest secrets. We all have a private life. But there should definitely be consistency in the language and tone you use when you communicate online and in person.
Because when we're building relationships online (and that's what we ultimately need to do in order to build a community/sell services/grow a business), it's a whole lot easier when you're being yourself.
People want to make a connection with a real person.
So, if you're someone who speaks very gently and thoughtfully over a coffee, don't feel the need to turn into Marie Forleo's Jersey Marie in your emails.
Equally, if you wouldn’t wear a suit and tie to the gym, no need to get all buttoned-up and overly formal in your copy.
Side note. It’s not quite as simple as ‘writing like you speak’ (or your readers would hit the back button as soon as they hit the first ‘umm’), but that’s a good way to think about it.
It's like dressing for dinner: still you, but slightly more polished.
When it comes to writing online, think smart-casual rather than lockdown athleisurewear.
(Want some tips on writing copy that sounds like you? I wrote a blog post a while back on how to write confidently in your own voice,)
If you want some help finding the right words, give me a shout.
