There’s a comment that often comes up when I’m training B2B communicators in better business writing. It usually happens when I say something along the lines of: ‘To write well, you have to think about what your audience are feeling as much as what you’re telling them’.
And when I say that, someone usually replies with something like: ‘Ah, but we’re not fluffy and consumer. We’re all about business to business. Everything we do is all about being as rational as possible. So we really don’t need to worry about the emotional side of things when we’re writing.’
I’ve had that comment from finance people, technical types, insurers, charity managers – just about anyone you can imagine. And there’s a specific story I always tell in response to it, from psychiatrist Antonio Damasio’s excellent book on how our brains work: ‘The Feeling of What Happens’.
Where facts can’t go
Damasio describes how one patients suffered a traumatic brain injury that turned off the emotional part of his mind, leaving him unable to feel. All he could do was reason.
And instead of turning him into some Spock-like genius, one who – unhampered by the confusing distractions of emotion – ended up secretly ruling the world, or at least doing pretty well within some important part of it, it broke him. He found making even the simplest decisions impossible.
That’s because he only had reason to rely on. And reason deals in firm, hard facts. And most of the time there aren’t enough firm, hard facts available to know whether or not you’re making the right choice.
Damasio’s patient couldn’t even decide what colour socks to put on in the morning, because he had no way of knowing for sure how the choice of either one might affect his day.
So what do you really feel?
Damasio uses that story to make the point that we decide by feeling as much as thinking.
Reason helps us deal with what we know will happen. But we can’t know everything. So emotion – lovely, fuzzy emotion – helps us fill in the gaps, feeling our way through all the vaguenesses and uncertainties of life, and reacting accordingly. It’s a fundamental part of being human.
And every piece of business writing is written by a human for a human. And that human audience makes his or her decisions by feeling as much as by thinking, because that’s how we’re built. That’s how we make our minds up. That’s who we are.
So, no matter how rational a piece of business writing you’re working on, you always need to stop and work out how you want it to make your audience feel. Because they’re another human, just like you, so how you make them feel is just as important as what you make them think.