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?

What Business Leaders & Politicians Can Learn from Mr. Twigg

With crisp overalls and a mop in tow, Mr. Twigg walked the hallways. He was the most popular man at Whiteside Elementary. I chuckle when I hear Dr. Martin Luther King’s quote, “"If life makes you a street sweeper, be the best street sweeper you can be.” Mr. Twigg was leadership personified.

I burst through the doors of my school every weekday. “How are you doo-ing today, Dawn?” Mr. Twigg asked with his trademark toothy grin. “Fine, Mr. Twigg!” I exclaimed. Faithfully, he would ask about my family, class, or my dog, Bootsie. Off to my class I would skip—his friendliness and insight gave me fuel to start another day of learning. When roughneck girls picked on me for being a child of teachers, Mr. Twigg knew when I wanted to hide behind a water fountain, a carved out dinosaur—anything so the world could not get to me. “How are you doing today, Dawn?” he whispered softly. “I’m okay, Mr. Twigg,” I replied, my eyes barely holding back the tears.

Great leaders are like that. They tailor their approach to the individual, and never lose a single drop of sincerity in the process. Politicians able to tap into the undercurrent of the nation can skyrocket to a public office. Meanwhile, candidates—sometimes with laudable platforms—who rely on formulaic tactics often falter. Consumers typically flock to companies with marketing campaigns that express honest concern for their wants and needs during an economic downturn. When my classmates at Whiteside Elementary needed reassurance, they did not turn to the coolest kid in school (sorry Tommy); they looked to our resident pied piper, Mr. Twigg.

We have an innate need to feel special and heard, which explains my pangs of jealousy the first time I heard Mr. Twigg ask another student, “How are you doo-ing today?” Then again, the world would not have been as enjoyable if I kept leaders like Mr. Twigg to myself.

Lead With Strength - Operating Within Skill Set Is Key To Success

My former boss would stick out his chest out exclaiming, “We must lead from strength!” It was not until I became a consultant that I grasped the meaning of this powerful phrase. Businesses must recognize their strengths and market them fervently. Agility might be necessary in this ever-changing marketplace, but businesses – especially small businesses – that attempt to be everything to everyone inevitably fail.

Internally, business owners who don too many hats are certain to become overwhelmed. They overlook important tasks and attempt to tackle duties outside of their areas of expertise. This is most apparent in marketing and administration. Easy access to word processing, desktop publishing and web design software lulls business owners into a false sense of ability. They assume their ability to use the software translates to the talent needed to create professional materials that produce results.

Rudimentary ability should never be a substitute for expertise. Many professionals boast of their writing skills. Without a comprehensive knowledge of the theory and mechanics of writing, these professionals produce pieces riddled with embarrassing errors. Press releases go to the media with improper formatting and full of advertorial copy. Just as sure as you can say, “spam,” editors trash these press releases almost as quickly as they arrive.

All too often, eager business owners create postcards in a generic desktop publisher program. They throw in a barrage of cartoon clipart without giving pause to what colors detract from sales. They mail them out to prospective clients and wait in vain for the calls to pour in. They never do – at least not at a rate to keep the business alive. Score one for big businesses who know better.

“I cannot afford a copywriter or graphic designer,” is what small business owners say. Most business experts agree that 20% of a business’ budget should go into its marketing. Still, marketing seems to be an afterthought to the average small business owner. They believe customers will overlook their lackluster or non-existent marketing materials and ignore the excellent pieces of their wiser competitors. They believe that their clients – usually other businesses – will understand their plight when piece mill direct mail inches across their desk.

They do not understand. I have seen many an executive mercilessly pick apart a competitor’s website, or direct mail piece. I have even chuckled over terribly written press releases. It is a shame. A business owner’s time is much better spent running and growing their business instead of doing something outside of their skill set.

My recommendation to you great business leaders out there is to find your strength and lead with it. When it comes to writing, just leave that to professionals like me.