Maybe you know this already: hospitality in the Model of Attention, consists of three components:

1. Overall body language
2. Tone of voice
3. Words that you use

 See also the “three major forms of being hospitable. What about writing texts?

Writing in a hospitable way? What for?

With hospitable copywriting I mean all written communication done from your company to the outside world. For example:

– Texts on your website

– Texts in quotations

– Texts in emails

– Texts in manual

– texts via SMS or Whatsapp

– Texts in Facebook posts

– Texts on Instagram

– Texts in ads

– Texts on signings in the main hall, parking etc

“Hospitable writing is almost the same as having contact with your audience in real life.”

Why?

An important goal of a company is success in business. Mostly this success is achieved by customers who buy products or services from your company. If they are satisfied they will come back to buy more and share their positive experiences with others, who will become new customers. Every part of your company, big or small, contributes to the success of your business. Likewise the hospitable contact with your customers, guests, patients, visitors or passengers.

Good writers or good readers?

Good writers are good readers and therefore they are able to make textual contact with their audience. They read their texts critically and throw away their ‘darlings’, as they use to say at advertising companies. If you’re not a critical reader, then your copywriting will be an ego project. No worries: you can ask a professional to do the writing for you. In fact, we are all bad or good readers. Give ten people the same text and the majority will have different opinions. How come?

Roll out a red carpet for your readers audience.

Different worldviews

Each person has his or her own worldview. Ask ten people what their favourite holiday is and you’ll get ten different answers. Especially if you’re going into details. Maybe one person would say that he likes a sunny beach holiday, another loves visiting different cities and yet another wants to have a sporty holiday. And I just asked a question about something ‘trivial’ as a holiday. If I would ask: ‘what would your holiday look like’, than immediately many will see themselves during that wonderful holiday. They see it in pictures or even like a video, that pups up from their memories. They even feel the sun on their skin, or smell delicious food or hear the sound of the sea. Our brain is wonderful to bring these sensations.

Visual readers

The majority of human beings are visually oriented. People read a text and instantly they see a ‘picture’. The question is, will that be a positive, negative or boring picture? It’s all in your hands as a writer. When several readers have a different outcome, after reading your text, then you are in the danger zone.

Write with a red carpet in mind

Hospitable writing is almost the same as having contact with your audience in real life. See one target person for you. Put in mind a red carpet. Make sure your reader have free access on your red carpet, because he or she is the special guest. Treat him that way in your text. With words and right tone of voice. And lead him the way, you want him to go.

Write with a smile

When you feel comfortable you will write other texts, than when you’re stressed. To bring you in the right writing mood it’s important that you feel comfortable. An inspiring working space and clothes that matches the text you want to write, help you to bring you in the right mood to write the right text for the right target audience. With success. Remember: smile! 🙂

Next time I would like to talk to you about the tone of hospitable copywriting. I had great fun writing this text especially for you. With a smile on my face. And I really hope it inspires you to write more successful texts. Hope to meet you again at my next blog.

With warm regards,

Robert Bosma

This post is also available in: Nederlands