While there are many ways to communicate — speaking, dancing, singing, painting, and even non-verbal communication — writing remains the most elegant and valuable form for individuals to master. A well-written paragraph can sell your product, launch your brand, or galvanize your followers.
Powerful writing creates movement.
But what elevates writing from mediocre to good? One simple approach can help you write better regardless the medium. Social media, brochures, brand narratives, web copy — you’ll write with more power when you amplify contrast.
Classic literature uses contrast to great effect, creating power and momentum. Good versus evil. Angels versus demons. Weak versus strong. Our most famous stories, movies, comics, superheroes, and heroic rescues all use contrast to connect the reader with the story.
Businesses can also use contrast to connect audiences to their social media posts, brochures, websites, and anything else they write. Here are some examples:
Heroes versus Villains
In your business space, who is the hero and who is the villain? Don’t be afraid to employ contrast and paint a picture for your customers about good vs. evil. You can find villains all around your business: competitors, market forces, cultural frustrations, impossible challenges. Find the force that pushes against your company and create contrast with your product or service.
Future Glory versus Future Pain
Great business writing isn’t shy about painting a detailed picture of a glorious future that includes your product or service… and how dismal the future will be without it. A little drama makes the customer’s choice clear.
Pain Point versus Product Benefit
Whatever your business or service, you likely have created a list of customer pain points and product features and benefits. Don’t be afraid to bring these together! Find tension and contrast between these two lists and use it to strengthen the power of your message.
Now versus Later
There is power in immediacy, in acting now rather than later. Use your writing to amplify the value of acting now instead of putting off decisions about your product or service.
Take this lesson from generations of authors and use it to improve your business writing. The difference between good writing and mediocre writing is that good writing employs contrast. Mediocre writing is bland and boring.
So don’t be lukewarm! Be hot, or cold, or better yet, stage a battle between the frozen arctic wind and the sweltering tropical sunshine.
Need help with your communication? Contact the expert team at Matt Jensen Marketing!