Is Narcissism Dripping From Your Copy?

Congratulations! You do not have narcissistic personality disorder. Is narcissism dripping from your copy? Emily Yoffe explores the complexities of narcissism in the Slate article, “But Enough About You …What is narcissistic personality disorder, and why does everyone seem to have it?” Yoffe’s explanation of narcissistic personality disorder has many breathing a sigh of relief. One must wonder if our copy rubs readers the wrong way.

Many throw out narcissism as a catchall term and lump the egocentric with those with disabling personality disorders. In reality, the narcissism trait escalates upwards three grades on a spectrum. We like our narcissists in healthy doses. When they are charismatic and daring, we hang onto a narcissistic business leader’s every word. That leader’s thirst for adulation becomes irritating to followers at the second graduation. We might pay attention, but not as intently.

At the third stage, true narcissistic personality disorder, a narcissistic leader’s preoccupation with him or herself inhibits their ability to create and maintain productive working and personal relationships. Their stunted emotional development hinders their capacity to consider for others’ feelings.

What does this mean for their copywriting? Narcissists (and their organizations) often produce marketing collateral, web content or editorial copy that reads like the Autobiography of My Company and Me. Shockingly, it is only a few pages shorter (and slightly less humble) than the majority of the copy circulating today.

Fear not if you find traces of narcissism in your copywriting. After pouring hard work, creativity and countless resources into your business, you deserve to sing its praises. Your competitors are singing the same tune. Without a meaningful connection and tangible benefits to separate you from the pack, phrases such as a “we are the leading so-and-so” are nothing more than bombastic clichés.

Add to that the curse of knowledge shared in Chip Heath and Dan Heath’s bestseller, Made to Stick. Based on Dr. Elizabeth Newton’s tappers and listeners experiment at Stanford University, the Heath brothers surmise our years of experiences infuse us with an inherent desire to share our knowledge. When we do communicate this knowledge, we unleash it like a raging river bewildering everyone in our path.

Thankfully, an antidote exists for the curse of knowledge. People pay attention when writers research their market and weigh readers’ needs before they write. Seth Godin opens his book, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World, with the following: “I have no intention of telling you the truth. Instead, I am going to tell you a story. This is a story about why marketers must forsake any attempt to communicate nothing but the facts, and must instead focus on what people believe and work to tell them stories that add to their worldview.”

Develop a concern for your audience’s wants and needs, and then create a story so compelling your readers cannot help but to develop an ongoing relationship with you. I promise they will hang on to your words. But enough about my opinion. What is yours?