Think about the emotions that arise when you hear phrases like this spoken to you - "I need to have a word with you" or being "We need to talk" - did your stomach drop just a little bit, thinking of the bosses' office, or a grade school principal? That's because one-way conversations are seldom the stuff of positive legend: they're far more likely nightmarish-first-date styled stories about ego or getting in trouble, rooted in a speaker's unwillingness to connect. Your customers or visitors need information, sure, but they want to feel like their needs and experiences have a particular influence on that conversation. If your content is "speaking to" instead of "speaking with" readers, you're probably actively pushing them away. Engage with questions in your content, and don't assume you know everything about them - leave room to learn.
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