Regardless of our occupation, the truth is that we have to write. The issue is writing well. Looking at practices of interactive copywriting, nonverbal communication, and the traditional written word, I'll reveal some new ways to approach writing that has real effects on our communication and community-building. From writing internal emails to marketing copy, I've shared methods and theories that govern communication, which may lead to approved ideas, closed business, improved relationships, and, ultimately, being understood.

1. “I’ll Never Be a Writer”
lies we tell ourselves &
why Communication trumps talent

2. Who Am I?

3. You don’t get paid to drive...

4. As humans, we are taught
and capable of being
excellent at many things.
We chose to specialize out
of the basics.

6. So what?

7. Interpersonal
Communication
Before large and small brands
succeed in it, we each must first
re-learn how to communicate with
each other personally. Then, we’ll
see and understand the shift in
marketing that ‘gurus’ have
prophesied to us for years.

8. Purposes of Writing
• Reporting (facts)
• Story-telling
• Information gathering

9. Benefits of Writing Better
• Better understanding...faster
• Ideas approved
• Persuasion
• Agenda setting
• Trust
• Advancement

10. Back to the Basics
8 Simple Rules for Interpersonal Writing

11. Writing. What, like it’s hard?
What?! Like it’s hard!

12. Rule 1: Know Your Audience
• Who are you writing to?
• How do they read?
• What do they want?
• How do they want it?

13. Most Readers:
• Want it brief
• Want it simple
• Want it honest
• Want it easy
• Want to be reminded

14. Who has the Power?

15. 5 Types of Social Power
• Reward power - perceived ability to give
positive consequences (remove negatives)
• Coercive power - perceived ability to punish
the nonconforming
• Legitimate power - organizational authority
• Referent power - gained through association
with others with power
• Expert power - have distinct knowledge/skills

16. Writing without Power
• Qualify your directives/suggestions:
• “I think...”
• “I believe...”
• “I feel...”
• Ask for recipient’s thoughts/suggestions
• Provide reasoning/explanation
• Use ‘hedges’ (communicate degree of accuracy)
• ex: “I’m not at an expert, but...”

17. Rule 2: Soften Your Info

18. Gossip = Storytelling
• People really do love/listen/
remember gossip
• Present hard info as though it’s
soft
• Turn data into insights
• Make facts seem fascinating

19. Do me a Favor:
Send a Tweet to
@brendanbkbk
that I’m praising
HUGE ;)

20. Movie Rec

21. Rule 3: Spellcheck & Proofread
• Does it make sense to you?
• Misspellings:
• Disrupt message absorption
• Can change meaning
• Take more time from the reader

22. Rule 4: Know the Language
• Know the connection between
language, thought, and perception
• Sapir-Whorf Hypothesis
• linguistic determinism
• linguistic relativity

24. Sapir-Whorf Hypothesis
Each company has their own
language. Organizationally,
their thoughts and perspective
on clients, trends, and their
industry are shaped largely by
their language.

25. Rule 5: Think Like a Teacher
• Use active voice
where possible.
• Parallelism in
bullets & lists.
• Cut out two-fers
• Punctuation
matters

26. Rule 6: Reduce Uncertainty
• Uncertainty Reduction Theory
• Clarity vs. Sincerity

27. Rule 7: Look Beyond Yourself
• Use insight into personality & previous
behavior
• Predict their stance/disposition
• Persuade wisely & with their benefits in
mind

28. Facial Expressions
• S - sadness
• A - anger
• D - disgust
• F - fear
• I - interest
• S - surprise
• H - happiness

29. Schlitz Beer

30. Rule 8: Know Thyself
• Know your motivations/needs
• Know how others perceive you
• Know when (not) to be the ________

31. Have an Alter Ego

32. Wrap-Up
• Know your audience.
• Soften your info.
• Spellcheck and proofread.
• Know the language.
• Think like a teacher.
• Reduce uncertainty.
• Look beyond yourself.
• Know yourself.

33. Holla
chrisjpitre@gmail.com | chris@chaione.com | twitter.com/chrispitre