Episode 37: How to write with personality

00:54 You're listening to The Business of Stories with Susan Paton, showing you how to share stories that do the selling in your business so you don't have to. So I've had a few emails recently from people asking to be a guest on this podcast which is hugely flattering and I got quite excited when they first started coming in until I started reading them and realised something They were all written by AI. It was very obvious, so I had no way of knowing if they were a good fit for this podcast because i haven't got time to go and track them down and find out who they really are right? They had their chance to show me...and they didn't! They left it to a bot. And I get that AI can help you get what you're trying to say out of your head

01:55 Professional. In quotes But there was no personality in any of them, they're so professional that they're bland The way they tell me about the particular podcast topic that I covered that they really liked which i know is what people are told to do it didn't sound anything like a human talking to another human It sounded stiff and formulaic So how could I possibly know what they sound like in real life? Or actually connect with them and their story, human to human. I couldn't! So if you're going to reach out to someone and ask to be on their podcast write something that sounds like YOU your voice your thoughts your personality And that goes for anything you write or record or put out into the world. I was recently working with someone who wanted me to rewrite their homepage for them

02:55 So I sent them a form to fill in that gives me all the information that i need, to get a real sense of who they are and what they're about so I can write their homepage in their voice. But when I started reading their form just a few sentences in my heart dropped because it had clearly been written by AI The problem with that is it means I'm writing a homepage based on something AI has given me, rather than me getting to truly understand the human behind that business. But I appreciate not everyone knows how to get more of them into their content and emails and their business so i thought i'd do a quick practical episode on how to write with personality

03:47 Okay, let's go. Here are 8 ways to inject more personality into your content, your outreach, your website, your writing, your socials, emails… anything you create that you're putting out into the world that is going to represent, reflect and talk about you and your business So that people actually get a feel for who you really are and a good sense of whether or not you're someone they feel drawn to and connected too. So number one is write like you talk, not like you were taught! Most of us were taught to write in a way that sounds nothing like us – formal, structured, safe

04:42 But we don't talk like that in real life. We talk with passion and personality, quirks and character! So write like you talk… And don't worry about the rules – I start sentences with words that I was told at school not to start sentences with but focus on what sounds good, what flows best, will resonate with my audience AND sound like me My goal is to connect with the person reading my stuff, human-to-human. And if a grammatical error upsets them that much they're probably not my people anyway! One of the best ways to write like you talk is to record the first draft of anything you want to write on your phone I used to do this a lot

05:34 I would just ask myself a question or think about the topic I want to write about, hit record on my phone and start walking. And talking! I wouldn't worry about getting it right or editing as I go – I would just talk. Then when I got back to my desk I would transcribe it, start to edit it and take out the ramblings & repetitions to keep it concise and punchy But at the same time, I would make sure that I didn't change the tone or conversational style. Don't think content – think conversation! So keep your language simple and use everyday words that you know your idle client uses and resonates with which takes us to number two Use Everyday Words

06:27 Stop trying to sound impressive or professional. Focus more on being personal! If you're trying to sound smart, or more experienced, or more expert... You can end up sounding like everyone else which is honestly what the podcast pitches I've had are like People don't connect with impressive they connect with real relatable human So, use simple everyday language. Not because your audience is not intelligent but because they will connect more with something that feels like a conversation – you talking to them – than a stiff formal piece of writing that is devoid all personality or quirks! Which brings us to number 3… Leave your quirk in

07:21 Your personality lives in the little things, the way you say things. The phrases you repeat. The words you choose. The stories you tell. The way you explain things. Sometimes slightly odd comparisons that your brain makes! All the things that make you, YOU. Embrace who you are don't try and be anyone else Your ways of thinking and feeling and communicating is what makes you unique. So don't edit them out, don't sand off the edges, don't try to be perfect because that's exactly the stuff that some people will like about you – just the way you are! 4. Let People Hear Your Tone

08:12 When my book came out, a lot of people told me that as they read it they could hear my voice in their head. And that's because I wrote the book as close to how I speak as I could! Obviously, my publisher wanted to tidy up a bit but as much as possible I kept my tone and voice and personality in there so that people felt like I was talking to them So what are you like? Funny? Straight-talking? Slightly sarcastic? Supportive, challenging. Let that come through! Be you – the real you – the same person you'd be if someone was having a cup of coffee with you or working with you And if you're not sure, ask some trusted friends Maybe they'll say you're passionate Or calm Or inspirational Or relatable Or down to earth Or reassuring

09:13 Then see if that is coming across in your writing and your marketing. Number 5, be specific Being vague can kill the personality in your writing because it becomes generic So for example instead of saying I felt overwhelmed you might say... That's specific, right? And relatable. And because it is specific and relatable it's memorable! So include some of the details to bring your writing to life and use your senses & emotions too Don't just say what happened talk about what you were thinking and feeling when it happened

10:12 Okay, number six. Write for your people. Write for your ideal client I always tell people in Storytelling Mastery to read and tune into their customer story before they write anything so that you can really feel like you are talking to them And don't worry about the people who are not your ideal client You're not writing for them Stay focused on who you're showing up for Because as well as having the problem you help solve and the story you've come to know and understand, your ideal client is actually someone who likes your stuff appreciates your viewpoint. And who might have been having that exact conversation in their own head just this morning!

11:00 So don't try and write for everyone. You can't, it's impossible! And if you don't believe me go to Amazon click on any book and read the reviews chances are there'll be glowing five-star reviews and scathing one star reviews Same book different people so just be you and you'll attract the people that get you like you trust you maybe want to work with you Number seven speak your mind I'm not suggesting you start ranting, but don't be afraid to share your thoughts and ideas. Have an opinion! Start conversations – get people thinking – throw ideas out there Give another perspective Ask questions Talk to your audience Sharing your thoughts & opinions and experiences even the messy ones will build trust

12:01 People will see you as someone who is contributing to the conversation. You don't have to know everything, but when you talk about how YOU see the world – the change YOU want to see and the stuff that's important to YOU – you'll attract people who see it that way too or like that you've opened their eyes to another way. And number 8 Use Stories Of course I was going to tell you to share stories! Whether they're short stories, personal experiences, anecdotes funny stories honest stories everyday real-life things that have happened. This is what will really make whatever you are writing or creating stand out cut through feel real and personal and authentic this is the show don't tell principle of storytelling

12:58 Don't tell people you're passionate or down to earth. Show them what that looks like by sharing stories! So now, you have 8 ways to inject personality into everything you do and here's 2 more final tips to think about that will help you right from the heart in a way that feels true to who you are 1. Get your writing juices flowing before you write that story or piece of content or email to your list. Get warmed up by writing something, anything. Journal for 10 minutes or write whatever comes into your head

13:41 Or write a letter to yourself or the universe. Or simply write how you're feeling right now, it really doesn't matter what you write – it's just getting things flowing rather than trying to get going from a standing start especially if you don't do a lot of writing or find it particularly easy. Always read everything out loud when you're done before you send or publish it Reading it out loud will really help you literally hear what it sounds like and spot where its going off track or getting too long or sounding a bit stiff. You'll be surprised how reading something in your head is very different to reading it out loud, so I highly recommend making that part of your writing ritual! But if you only take one thing away from this episode...I hope it's this

14:40 Be more you. In your writing, in your talks, in your videos on your website, in your copy, in your posts and write from the heart for the person who will read it think about it engage with it and take a moment out of their busy full-on life to hear your words step into your story and feel a little bit more connected to you be more YOU for them So, as always before I go let me give you a quick action step that you can go away and do. Here's your action step for today Write something from the heart and share it! Write it how you talk use everyday words Inject your personality into it Make sure it sounds like you Forget the rules or trying to sound polished

15:38 Don't over edit. Simply talk to your ideal client in a way that feels very real, very honest and relatable. So that's your action step for today! Write something from your heart that 100% sounds like you and share it! And I'll see you next time for more stories that do the selling for you so you don't have too Thank you so much for being here. I love that we get to do this together! Would you do me a huge favour and please rate, review and follow this podcast in Apple Spotify or wherever you listen to your podcasts? And i'll see you next time for more honest conversations meaningful connections and of course stories