Now even the quietest voice can ignite fires, without ever uttering a word.
Things have gotten pretty hairy out in the world at the moment haven't they? From racist football fans hurling vile abuse, to sexism and misogyny in advertising coming under fire in this explosive piece by Strategist Zoe Scaman last week, it feels like evil is lurking all around us right now. But it's got me thinking about the power of words. And more importantly, the power of the written word in helping people share exactly what's in their heads so they can properly be heard.
What legacy has been left after racist thugs spewed venom on social media and in the terraces at our England team, simply because a sack of air didn't land perfectly in a goal? For me it was the eloquently worded statement by Marcus Rashford that put across his thoughts perfectly here. In the old days, it might've been at a post-match press conference where we'd hear the footballers thoughts. Most likely, still emotional and knackered from the match, they'd be put on the spot, barely able to string two words together, perpetuating the 'dumb footballer image' and leaving so much of what they really wanted to say unsaid.
Or perhaps, back in the day, in the heat of the moment those football players would've shouted back their views from the pitch. Attempting to drown out the hate with their own anger, only succeeding to add to the noise and getting branded 'aggressive' or 'confrontational.' It's why sitting down to write what you want to say, away from the storm and the noise and all the eyes is good. Being able to then put those words out there for people to quietly read, digest and share can make them extra powerful.
For someone who plays with words for a living, I'm really bad at talking a good talk. Perhaps it's a type of verbal dyslexia, but I get easily jumbled, I often miss saying the things I really wanted to say, or it all comes out wrong. But sit me at a laptop and I can pen something that will (and I know has) made grown men weep. My words have got me out of parking tickets, charmed friends into club memberships, got them dates on dating sites, helped save them from abusive relationships. Some of my words have persuaded people to part with loads of cash for products they don't really want or need. (Can you tell I'm struggling with the whole morality of advertising at the mo.) But put me on the spot and ask me to chat my opinion through on something and I turn into a bumbling buffoon. I think it's why I've always hated conference calls and much preferred emails. And why some of my text messages could easily rival War & Peace.
If I ever have a big blow out row with my husband, the first thing I'll do is write him a text about what I wish I'd said. I'm sure it drives him mad but it forces me to get the argument straight in my own head, it helps get out exactly what I want him know. It also stops me bursting into tears when I try and say them out loud to him later. Because the other thing I'm pretty terrible at is confrontation. Try to say anything with the merest hint of emotional fallout and my voice cracks and my well constructed argument comes out sounding like a wailing three year old, complete with snot bubble. Kinda distracts somewhat from what I'm trying to say.
So in the past, everything from asking for a pay rise, to telling the school I wasn't happy about something, to complaining about a service, to telling my sister she's annoying me, has always been done in writing. (Soz, Sis. Love you really.) This tactic has served me well. So well, I wonder if one day I'll do away with talking all together and just type out my answers on a keypad when someone talks to me. Lol.
But being able to write your thoughts and arguments out well isn't just useful for parking tickets. It gives power to people who have none. It can make the person with the smallest, quietest voice suddenly become the loudest person in the room. A well constructed set of words, peppered with emotional resonance will cut through the angriest mobs and most toxic of environments. It can win arguments. It can help people see your point of view. It can move people into action. And it's why being able to write well is so important for women.
If Zoe Scaman, author of that explosive piece on misogyny in adland (it's here again, I urge everyone to read it) had stood up and said the same words at a conference, at best she'd have been given a round of applause by the hundred or so attendees and her words would be ringing in those ears for awhile after and then most likely nothing. Perhaps she would've bottled it completely and diluted what she needed to say. But writing them down has meant her piece and the important stories she included has been viewed over 100,000 times this week alone. Her thoughts have been wafted under the noses of the people that have done and are doing the despicable things. It's got Zoe's voice and the voices of hundreds of women into big meetings in big agencies the land over, all without any of them leaving their homes or having to clear their throats.
Zoe, from what I can tell, is a pretty confident person. She speaks eloquently on podcasts and probably doesn't have the 'talking anxiety' that I've self diagnosed myself with. But committing her stories and opinion to digital paper, she didn't need to stand up in front of anyone she was accusing to say her piece. She didn't need to 'hold her own' or make sure her voice tonally came across right, or make sure she didn't sound 'too aggressive' or 'too shouty' or too 'whatever else women get pigeoned into being when they're passionate about something.' It's incredibly intimidating to be a woman in a male dominated profession. In fact, it's intimidating to be a woman in a male dominated world. Women don't lack confidence in their ideas, or their worth. They want to call out bad behaviour. They want to ask for pay rises. They want to get those ideas heard in a room full of noisy men. It can just be incredibly scary to physically speak up a lot of the time. That's why writing it instead could be the answer.
When I was creating my writing course I thought I'd be mainly helping female business owners sell themselves, giving them skills to get their ideas out into the world and help people buy into those ideas. Then I realised the skills were being used for more than that. It's not just about helping to push women's businesses. Learning the tricks to writing better is helping them say the stuff they couldn't say out loud before. Helping them shout from the rooftops without ever once cracking their voices. It's getting them pay rises and getting them off parking tickets and boosting their businesses and maybe even better than all those things - win more arguments with their other halves. (Sorry, other halves.)
I've long felt that writing well is the stealth weapon in helping to end the patriarchy. Women's voices have been drowned out for too long. If the pen, as they say, is mightier than the sword. Then the laptop is our bomb.
You can find my course here: (Write With Power: The copywriting secrets that will give your words impact)
For every ten places sold, a place is donated to a woman who might otherwise not be able to access it.
PS Yes that's me in the pic, photo by Bonnie Doman, from way back when
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