The gift of words
This was originally posted on my Posterous early in 2010and generated some interesting and heartfelt comments.
I have a suspicion. I suspect that we communicators forget – or underestimate – the value of what we do: capturing the essence of what others wish to say and expressing it succinctly, sensitively, appropriately, with clarity and flair. I think we sometimes overlook the fact that the ability to write well is a gift; a talent every bit as creative as painting, drawing, sculpting or playing beautiful music.
Finding another’s voice for them
Of course, we all know we have a skill to exploit, but I suspect we get so caught up in key messages, unique selling propositions, and SEO that we discount the core of what we are doing: finding another’s voice for them. It may be the voice of a CEO, a corporation, a charity, a product or a small business, but regardless of the entity, it’s someone who, without us, will often remain mute and unknown. Or at the very least, misunderstood.
My suspicion of our collective oversight of our talent was raised upon reflection on a very special personal task I was asked to undertake for a friend. My friend’s mother is dying of brain cancer, and she asked me to help her write a last letter to her Mum.
Confronting, right? And daunting. What a hugely challenging, emotional and difficult piece to write. And what a privilege to be entrusted to write it.
“… it doesn’t seem right
To look you in the eye
And let all the things you mean to me
Come tumbling out my mouth – indeed its time …” [Bic Runga]
My doubts have been overshadowed by the honour of being asked to help in this manner. To be able to assemble the words in just the way I know my friend would like to say them and capture, in just a couple of pages, what took her several hours (and a couple of bottles of wine) to try to get across to me out loud – to give her thoughts and emotions a voice, clear and true – is surely a gift. I am humbled to be able to offer this to her.
Just getting the job done – or true talent?
Of course, the stuff we write day in and day out is rarely as powerful, emotive or personal as my friend’s letter – and I’m not comparing it to ghost writing your CEO’s blog. However, just because writing is our job, I don’t think it should imply that it’s any less talented, creative or meaningful to totally nail a letter from the CEO to the whole organisation that prompts personal phone calls of appreciation from staff; or to write ad copy that increases enquires that are converted to sales, translating to bottom line profit. Without a good writer, those voices would never be heard and understood.
I don’t know – maybe I’m just blowing smoke up my own arse, but I can’t imagine being unable to express myself in this way – and there are plenty who can’t. I think this use of language is a gift, and maybe – just maybe – we as communicators need to remind ourselves (and others) the value (and the privilege) of giving voice to the mute.
