Business writing isn’t just an art, it’s also a science. Recently, brain scans have the ability to show us exactly what entices readers - from unexpected plot twists, to colourful metaphors, it appears there is a scientific strategy to creating content that delights readers on a primal level, and releases those feel good chemicals. Here’s how to find your personal winning formula for crafting a reality that makes a positive impact.
Business writing isn’t just an art, it’s also a science. Recently, brain scans have the ability to show us exactly what entices readers - from unexpected plot twists, to colourful metaphors, it appears there is a scientific strategy to creating content that delights readers on a primal level, and releases those feel good chemicals. Here’s how to find your personal winning formula for crafting a creation that makes a positive impact.
{{divider}}
The anthropologists got it wrong when they named our species Homo Sapiens (‘wise man’)... In reality, we are pan narrans - the storytelling chimpanzee. - Terry Pratchett
{{divider}}
The S’s of Seductive Scientific Storytelling
{{divider}}
Bill Birchard is an author and writing coach who's worked with many successful business people. In his book ‘The Science Of Strong Business Writing’, his review of the scientific literature identifies eight features of satisfying writing: simplicity, specificity, surprise, stirring language, seductiveness, smart ideas, social content, and storytelling.
{{divider}}
This sounds incredibly similar to many works of fiction - so how is it that such elements are also core pillars of the science and business world? As sensual beings we translate and communicate our experience of the world around us, and the world within us - our imaginations, through language. The more visual and emotive this is, the more it engages.
{{divider}}
Writing business plans is about selling and sharing a vision, personal brands or portfolios are a form of self-expression, and science is a technical tale of events in consciousness. There’s never been a better time to find, share and contribute your voice, whether that be to the world of science, business or the arts.
{{divider}}
The Wiring Of Writing
{{divider}}
Our brains are wired for consumption in all its forms. Analysing brain scans using an fMRI (which measures blood flow to the brain in stimulated areas), researchers have detailed the impacts of both reading and writing on the monkey mind. But there were noticeable differences between two groups of subjects: the inner workings of the professionally trained writers in the bunch, scientists argue, showed some similarities to people who are skilled at other complex actions, like music or sports.
{{divider}}
The research is drawing strong reactions. Some experts praise it as an important advance in understanding writing and creativity, while others criticise the research as too crude to reveal anything meaningful about the mysteries of literature or inspiration. So there are clearly two different narratives at play…
{{divider}}
As the scientists report in a new study in the journal NeuroImage, the brains of expert writers appeared to work differently, even before they set pen to paper. During brainstorming, the novice writers activated their visual centres. By contrast, the brains of expert writers showed more activity in regions involved in speech. Therefore both groups appear to be using different strategies. It’s possible that the novices are watching their stories like a film inside their heads, while the writers are narrating it with an inner voice.
{{divider}}
When the two groups started to write, another set of differences emerged. Deep inside the brains of expert writers, a region called the caudate nucleus became active. In the novices, the caudate nucleus was quiet. This plays an essential role in the skill that comes with practice, including activities like board games. When we first start learning a skill, we use a lot of conscious effort, however over time this becomes second nature. The caudate nucleus and nearby regions start to coordinate the brain’s activity as this shift happens.
{{divider}}
Fanciful Frameworks
{{divider}}
In the media, the 8 S’s would be encapsulated within the framework of an inverted pyramid - starting with the ‘who, what, why, where, when’ at the top, then the important details and down to the background and general information. In business, the structure works in a more calibrated manner - honing in on the key message, rationale and then call to action.
{{divider}}
The key message is the elevator pitch - one that’s easy to understand and could fit on your forehead: ‘we teach girls code’, ‘we create sustainable under-garments’, or ‘we are strategic experts’. The rationale is the raison d’etre - why your readers should care and what you are prioritising; leading onto the call to action - how this information can be used to create solutions.
{{divider}}
Many professionals struggle to find their narrative, not just because they lack confidence, but sometimes they don’t feel as though they have anything to say. It’s easy to feel overloaded with information, and increasingly difficult to decipher fact from fiction. However, carving a strong and sincere message is like learning to sing - it takes flexing those vocal cords. As well as an understanding of who you’re addressing and what their needs are, much like in business itself.
{{divider}}
Learn the rules like a pro, so you can break them like an artist - Picasso
{{divider}}
From Passion To Purpose
{{divider}}
The way we communicate continues to transfigure at a rapid rate, largely thanks to the power of globalisation and the advent of the internet. As well as shifting the tone, the internet has affected the way we do the writing process. It’s much faster to produce a piece of writing than it used to be, and it’s much easier to get it into more hands. Most of us are writing all day every day.
{{divider}}
This is a good thing because the writer’s journey is about moving from consistency to depth. Publishing and rewriting all the time allows you to turn it into a habit, and as you gain wisdom and experience - you can focus on depth. This will allow you to focus on and publish only your best ideas, the ones that will stand the test of time, as opposed to being click bait.
{{divider}}
A key spark for this is to avoid actively chasing originality. Authenticity and originality are one of those strange paradoxes - they can’t be found by looking for them, they’re developed as a byproduct. So focus on surrounding yourself with things that feel like divine sparks of inspiration, the ones that tickle your heart and eventually inhabit your soul. A genuine passion and interest is what allows you to synthesise unique tales over time.
{{divider}}
A Technical Art
{{divider}}
At it’s heart, the science of business writing is about discovery and revising assumptions. But it’s also about knowing what not to do. According to statistical analysis conducted on thousands of books by Ben Blatt in his book Nabokov's Favorite Word Is Mauve: What the Numbers Reveal About the Classics, Bestsellers, and Our Own Writing, the best-selling literature supposedly contains relatively few adverbs.
{{divider}}
Granted, stripping all the adverbs from your writing won't instantly make - or better yet, transform - you into an amazing writer, much less a best-selling author. But if avoiding words that unnecessarily modify verbs and writing in a more direct manner is good enough for some of the best authors of all time, that should be good enough for the rest of us.
{{divider}}
Blatt’s short tips and tricks analysis also uncovered that the best opening sentences are short, statistically authors use more clichés than female authors (although it was unclear whether the effects of this were a hinderance or not), and victory is contagious. In other words - if you find success with your writing, that eventually boosts your confidence (ego) and people want to read what you write.
{{divider}}
However the key is ensure that the reader always feels seen, heard and appreciated. Your writing aims to serve by communicating a decision, action, or thought provoking response. So while the technical side assures that you start with a goal in mind and aims to execute on an outcome, the sensual side achieves this in a subliminally seductive manner that leaves an imprint on the tongue.
{{divider}}
What’s clear is that the data can only tell us so much, and that organic progression takes time. However it starts with really getting to know 3 things: you, your subject matter and your reader. This is arguably one of the most impactful crafts you can hone. So why not start by making your contribution to the narrative today. There’s no place more full of ideas, inspiration and vision than at x+why.
{{divider}}
.jpg)
.jpg)
