In the past post, Compassion is Good for Business, three components of compassion were listed:
- Affective: “I feel for you”
- Cognitive: “I understand you”
- Motivational: “I want to help you”
Ya can’t fake ’em. So, hopefully, your health and wellness company is one in which you feel for, understand, and want to help your clients. Hopefully you are putting your thoughts and feelings into action be it through community education, charity events, compassionate business practices, or truly looking to connect with your customers. Today, let’s talk about how you can express this core connectedness with your audience through writing.
5 Ways to Express Your Compassion Through Your Written Communication
- Empathy is not the same as sympathy. When writing an article about stress management for people with MS, it is important to listen to others with the condition. Hear the challenges and remember not to pity. Try to understand in your own life, as well as the lives of those who matter to you, how difficult it is to manage stress. But realize that, though a huge issue, it is one of many conditions that make up a person and this single component does not fully define the individual. Understand the impact but keep the whole person or group of people in mind at all times. Visualize yourself amonst your consumers while writing, not floating above.
- Don’t over-dramatize. Yes, managing stress is difficult and there are times it can be crushing. But avoid using words such as “crushing” over and over again. A wall of terror, a gripping anxiety, a mind-scrambling flurry of thoughts. Those are great discriptors but, if you over-indulge, the reader will either be turned-off…my gosh! Your causing more stress! or they will think you are trying too hard. Select your words carefully. Use the powerful ones sparingly, just where you need them the most.
- Inpire and enlighten. Readers want a compassionate writer who understands their needs and then, they want to drive ahead. They want to see the light; they want solutions, ways to reframe their current state. And isn’t what you want too? You want them to act! And hopefully act toward the product or service you have to offer, but be careful of the hard sell. We’ve all been approached by the lady at the grocery counter telling us how beautiful our skin is, how radiant we are, only to have her slip us her pink Mary Kay Make-up, Independent Sales Consultant card. Major turn off! If you go at it properly, if you truly inspire, if you really believe in what you are doing, your reader will naturally go toward your light
- Be ready to respond promptly. Understand the connectedness between your health and wellness product and your consumer. Your company is not a hawk swooping through the fields at its prey, it is an interconnected flock of sparrows that heads the vote of a subltle wing flap and changes course when neccessary. You will arrive at your destination with a dance of awe-inspiring choreography, in a cloud of like-minded individuals that rely on each other for the journey. Listen to what your audience needs, truly needs, and be ready to provide it. If it’s education. Respond. If it’s sponsorship. Respond. If it’s leadership. If it’s research. If it’s respite. Respond, respond, respond. And don’t forget to communicate all you do through your writing opportunities.
- Offer your hand. This may require a little selflessness. Sometimes it’s finding a lower cost service for a client that can’t afford to pay for services. Sometimes it’s adding a tool or product that serves a smaller, though very much in need, group of individuals. Sometimes it’s an employee who needs to be let go early to be with his kids. These are things that you can’t always write about, but I assure you, come back to you. When your create a culture of compassion, the energy is contagious, and you and your company might just make headlines!