Writing Tips for Thought Leadership: How to Effectively Use Your Words and Change Your World

Like most sane people, you’ve probably been muttering, cursing and talking back to various devices in recent months. It’s election season in America, after all.  Whether you’re coming from the left, right or center, some candidate’s speech, ad or op-ed has probably gotten under your skin. In many cases, this will result in a gnashing of the teeth, a throwing of the remote.

We all complain about election-year excesses. But there’s a reason we’re subjected to this quadrennial, multi-million-dollar avalanche of annoying messaging: it will make a real difference in what people end up doing on Election Day.

This is an election where a truly undecided voter is about as elusive as a Jersey Mothman. Nonetheless, those who are writing the big checks are convinced that with the right words, they can change enough minds or motivate enough trips to the polling place to affect the election outcomes.

In fact, there will be races where this does come to pass, and how you view it will probably depend on whether or not your candidate wins. But in any case, you’ll see the power of words, both to create leaders and to determine outcomes.

Whoever most convincingly communicates the story of our lives today will shape the history of our nation. And that same narrative power will determine leadership within any industry, profession or community. At any level, what distinguishes leaders from their peers is the quality of the insights they capture and communicate. They know how to use their words.

We’re not presidential speechwriters or strategists at JCPR. But we are wordsmiths and we understand the power of language to influence opinions and change behaviors. As a result, we always encourage our clients to communicate their expertise and their insights in print, online or in front of an audience.

Is it time for you step up and become a thought leader in your industry or community? Here are some points to consider for effective messaging:

1. Stake your claim. Know what you are an expert in and pinpoint the value of that expertise. Draw on case studies and professional anecdotes to convey the scope of your understanding. Don’t be shy: if you have connections, affiliations or experiences that validate your expertise, draw them in appropriately.

2. Use plain language. If you are addressing a narrow audience of experts, use all the jargon you want. But if you are reaching out to a broader audience, you need to write and speak clearly. Don’t mistake convoluted language for credible authority.

3. Answer the Why question. If you are seeking to change opinions or behaviors, you must answer the audience’s final question: “Why should I care?” Inertia is the biggest obstacle to change, so you need to identify the drawbacks of taking no action as well as the benefits of your proposed solution.  

4. Take it to the next level. In any discussion, it’s important to get the facts straight. But thought leaders don’t stop there. They see connections, draw conclusions and offer solutions to bigger problems.  

You may not be vying for leadership of the free world, but there is some arena where your insight and expertise are irreplaceable. Use your words well, make a difference and change your world.

Oh, and don’t forget to vote.