Regarding the word itself, I remember a girl in my 9th grade English class used to say “pair of docs” as in “Doc Martins” in order to remember the word. It was the 90s.
Using words that bring you alive, that evoke an emotional reaction, is super important in generating great content. But that’s not what we’re talking about today.
Today we’re talking about my favorite writing paradox.
And that paradox is what I like to call the paradox of specificity.
If you want to appeal to the most people, you must generate content that’s as specific as possible.
It seems logically unacceptable, right? If you want to appeal to the most people you should make your writing as general and sweeping as possible. Not so fast.
Follow me here for a second: if I describe to you the kitchen in my childhood home…the vinyl chairs that swiveled all the way around, 360-degrees, the way the cabinets made an l-shape along the walls, a sink under the window that looked out onto our big back yard with the jungle-gym, the linoleum squares on which on sat with my sister and played with blocks, and the orange and green cactus wallpaper…what do you think about?
First, you probably can picture exactly what I’m talking about.
And then, when you see it in your mind’s eye, you can identify with the image because in some way it reminds you of your own childhood kitchen, right?
Reasons why this works:
Be direct and connect: Being really specific in our writing invites our audience into our world. And beyond that, it encourages true understanding of where we’re coming from and a clearer understanding of what we are trying to communicate.
The “Me Too” Factor: It invites them to connect emotionally with what you’re writing about. They see themselves and identify with what you’re talking about
The paradox: The more specific you are the more your content will resonate, because we need to see ideas in practice instead of vague assertions.
The next time you’re writing content, be as specific as possible when you’re describing what you do, who you help, and the results you deliver.
Saying you help people find alignment in their lives, find their purpose, remove blocks, discover what brings them alive isn’t good enough anymore. It’s what every life coach says. What you do is different. But in what ways?
Be specific about what it’s like to work with you, how you’ve helped people in the past, and what your experience has been that makes you perfect to do what you do, today.
What else do you want to know about creating awesome content to support your coaching business? Let me know in the comments below. Or contact me through the site.