How to Write Between the Lines of Intention (Navigating Persuasion and Perception)

Box Cutter Free Issue No. 63

Writing — as with many creative acts — is a constantly flowing process of navigating inner and outer worlds. It’s constantly in-tension.

Humans are relational beings and the way we navigate worlds is also relational. We arrive in the world because of relational acts between other humans. We exist in relation to other humans and the things around us.

We exist in relation to forces and powers acting upon us and within us. Gravity. Absorption, Excretion. Light, dark. And so on.

Language and knowledge also exist in relations. They exist in relationships connected to the past, the present, and the future. But they also exist in relation to other humans.

For ‘language’ to be a language it must be shared between others. Same goes for knowledge.

Many of these ‘tensions’ can also be paradoxical.

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Feedback

My lovely wife — who listens to me read aloud almost every newsletter before posting — said to me recently:

“It seems like some of your recent Free issues have been a bit repetitive.”

Thankfully, our relationship has evolved to a place where we can provide this sort of potential ‘critical’ feedback.

I agreed.

There have been some concepts swimming in my mind these past few months. Intention and Authenticity have been two core ones — and, as a result, like an ad on TV or radio, these have been repeating themes in recent writing.

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Production Cuts

Over the past 4-6 weeks, my public writing output (production) has been cut in half or more.

I stepped back from posting as many stories on Medium. I’ve published fewer issues here on Box Cutter Co. And, I’ve cut back on social media posts.

One reason is simply because of time commitments.

The majority of my Soul-preneur income comes from consulting services (inc. Ghostwriting). The last 4 weeks were a busier time on that front.

I also facilitate Communications courses online for a university in western Canada. For the past couple of years, it has been three courses. I recently agreed to cover two more, including one on Professional Communications.

These commitments have required more time, commitment and intention. They have also been fuelling recent reflections and thinking about writing and creativity.

Another reason (and probably a bigger influencer and impact) on my public writing production and publication has been evaluation, re-evaluation, pondering, and percolating.

Much of this is circulating through tensions related to Intention and Authenticity — especially in the realm of producing and publishing writing in public spaces (e.g. social media).

I find there is a paradox in the current era of digital writing and social media. If one desires to make writing and/or creativity part of their livelihood — then one must have some sort of “audience”.

To “build an audience” — especially through and by writing — one must engage in some level of persuasive writing.

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Writing as a Way of Being in the Middle?

One of the books I’ve been reading lately is Rick Rubin’s: The Creative Act: A Way of Being.

From Rubin’s pages: 👇

“Our thoughts, feelings, processes, and unconscious beliefs have an energy hidden in the work… Not all projects take time, but they do take a lifetime.”

We are living in a time where writing (and other creative processes and products) can hold great sway and influence. Distribution can occur instantly across vast channels and mediums (especially social media).

The word media is the plural form of medium.

Its ancient roots point to the word *medhyo- meaning ‘in the middle’. In the 1500s, the word medium referred to "intervening substances through which a force or quality is conveyed."

It evolved in the 1600s to mean “an intermediate agency or channel of communication.”

The word social comes from the ancient root word root *sekw- "to follow." This evolved in Latin to socialis "of companionship, of allies; united, living with others.”

Thus, we might suggest that social media are channels of communication, or intermediaries, between how we live with others. And, now, with estimates suggesting over 5 billion people around the globe are using social media… it’s nearly unfathomable to think about.

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Intentions

Rubin, in his book, has a wonderful short piece on Intention.

It includes a quick story, as well as a powerful metaphor for the critical work that bees do (e.g. pollinating).

The bees are simply busy being bees. They haven’t set out in their work with the intention of keeping the planet’s ecosystems chugging along.

They are attracted to the smell of flowers. They spend their time moving between many flowers. And… in the process provide a life-giving service to the planet. They are intentional in their acts of being bees.

His point is that when we humans take on creative projects and endeavours — in the great diversity that this occurs — we are simply small threads in part of a greater cultural and social fabric.

A greater, grander Intention beyond our individual intentions.

“Intention is all there is. The work is just a reminder.”

-Rick Rubin

Intend

Intention and Intend are closely related words. Going back to Latin and early English, intendere meant "to turn one's attention," literally "to stretch out"

Also in Middle English, it meant "emotion, feelings; heart, mind, mental faculties, understanding."

Going further back, in-tend means ‘stretching toward’. In- means “toward” and tend comes from the ancient root word root *ten- "to stretch."

Thus, an intention almost literally means in-tension. When it comes to writing, I’ve been thinking a lot about Intention and In-tension.

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Writing Intentions

Each of us is a creative being, each unique in our views, perceptions, and compositions (inner and outer). To create, by its roots, means to grow. Each of us is ‘growing’ in our own ways — or at least changing.

For example, two people observing and participating in the same event (e.g. experience) will have two entirely different experiences. Yes, some similarities and shared understandings, but two uniquely different experiences.

Think of language for example. We cannot communicate very effectively when we don’t share the same, or a similar language. Languages exist in relationships. Meaning also exists in relationships — especially shared meanings (e.g. Knowledge, language, etc.).

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To Persuade or to Perceive?

This is the heart of a tension I’ve been thinking about and writing about recently — between writing to persuade and writing to perceive.

Some of what I mean by this is, writing that pushes outward from Self intending to influence (e.g. persuade) others. Think of copywriting, for example. Or, of courses and training.

(To ‘influence’ means, at the roots of the word, to flow with, which comes from fluere "to flow", which is also the same root as fluent.)

Compare those types and forms of writing (and intentions to do so) with Self-writing (e.g. journals, diaries, etc.). This is writing which is about exploring perceptions. Perceiving of inner and outer worlds and the complex relationships between them.

(Plus the fact that using a language inherently means participating in a shared relational act.)

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Persuasive Perception or Perceiving Persuasion?

These words share some etymological roots in ‘per-’ meaning “thoroughly; strongly.”

In per-ceive, it’s attached to capere "to grasp, take" — thus, to perceive is to grasp thoroughly.

In per-suade, it’s attached to suadere "to urge” — thus, to persuade is to urge strongly.

(Curiously, going further back is the ancient root word *swād- meaning "sweet, pleasant")

When I’m reading on various social media platforms, I’m finding I start to separate posts into Persuading or Perceiving writing.

Meaning: is the person who posted this operating from an intention of trying to persuade me of something (e.g. buy this product, ‘like’ this post, etc.), or, are they sharing their perceptions of something?

I am also seeing more of this starting to play out on platforms like Substack and Medium and others.

These are — in my mind and current pondering — two quite different intentions.

And, in a world where it can feel like ‘marketing is everything and everything is marketing…’ — I often feel worn down by the persuasive forms.

• How about you?

Marketing is everywhere

I grew up in a TV generation (and some radio in the early days). Marketing (e.g. commercials) was pervasive — especially in the days before PVR or recording. Almost manipulative, from the timing of certain commercials and a deep understanding of which demographic is watching which shows and at which time.

This is also the era in which Super Bowl commercials became almost as coveted as the game itself.

And, now in the present day, some of the most powerful companies in the world are built upon advertisements. In other words, marketing… persuasive writing… copy. Think of Google, Facebook, vehicle companies, Apple, and more.

Yet, set against that — in tension — is the popularity of autobiography, memoirs, documentaries, reality shows, and so on.

Much of these are not intended to persuade. (Granted good arguments could be made that some come from a bias that has some elements of persuasion or manipulation enmeshed.)

I have seen, for example, a recent surge here on Substack (after 15 months of being on here every week) of the “how to grow on Substack”-type posts. There are more newsletters strictly focussed on forms of growth on social media.

This means that the writing will be largely persuasive-type. The “do as I do” and “buy my product” or “try my strategy” and so on and so on.

I’m not saying there’s anything wrong with this, as I will occasionally participate in similar. Plus, I teach a course on ‘proposal and grant writing’ — as well as write these professionally for others. These are all about persuasion.

Writing persuasively is an important skill in many marketplaces — and in the $250 Billion “Creator Economy”.

On the other hand, I’d say there are currently more Substack writers (and on some other platforms) that are in the sharing perceptions type of writing. Or in the curation game, which is a combination of both — but often lighter on the persuasion side.

(but the tides may be turning)

• What are you seeing?

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The Flood (and False Comfort) of Persuasion

Writing at all is an act of courage — privately and especially publicly. This goes for both the intention of persuading or of perceiving (one’s self).

However, writing to perceive is much more difficult writing. Writing to perceive and then publish in the public realm is akin to going to school or work naked (for many). There is a deep tension in writing to perceive and then publishing it.

The tension between the ego and the near-narcissist act of saying “Look at me, read my writing” (and don’t forget to ‘like’ it or I’ll feel sad, worthless, etc.)…

And, of the intention mentioned earlier — of being a thread in a greater social fabric. Of ‘practicing in public’ — which is now at a scale simply not possible 2 decades ago, let alone 5 or 10 decades ago.

However, sharing publicly the writing that has intentions of perceiving deeper and sharing outwardly — is a relational act akin to the pollinating bees.

Most (but not all) persuasive writing is not.

Sharing writing that explores the inner and outer worlds of Self can be part of assisting others in ‘grasping’ (the root of perception) their paths forward through their own struggles, dilemmas, and choices.

Those who spend a lifetime in persuasive writing will simply not get at the same depths of self-exploration, self-discovery, and change — as those who spend more time writing for perception and perceiving.

However, I’m not casting judgment one way or another to suggest persuasive writing is Bad or that writing to perceive is more wholesome. Each serves purpose and I engage in both—especially as I work to establish digital writing businesses (like Box Cutter Co.).

The power lies within the paradox.

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The Power of Existing in Paradox

A genuine and authentic testimonial is a good example of a type of writing that can occupy and interface across both realms of persuasion and perception-based writing.

The type of testimonial that shares inner personal meaning and perceptions, and in turn is intended to support in persuading others to buy such-and-such product, book, course, or otherwise.

Like many, you are probably as leery or glossy-eyed as I am in reading the ‘testimonials’ on the front or back cover of books. However, now and again, we might come across one that is genuinely real and persuasive.

As I’ve thought about, reflected upon, and written about the concepts of authenticity, and intention, and pondered the different types of writing I’m engaged in — I continue to flow both outwards, then back inwards, then back outwards…

There are tensions and paradoxes a writer must navigate between the poles of persuasive writing (such as copywriting, where the focus is on knowing and targeting an audience intending to persuade) and…

…Writing as a form of self-discovery and exploration. Such as the type I talk about in using tools such as Learning Journals, and our recently released course Learning Journals 101 (Shift your thinking, Change your Life).

These tensions frame some dichotomies within the writing professions, in the acts of communicating, and the balancing act between public and private writing.

• Writing for an external purpose versus writing for an internal/external relational journey.

I’m in the midst — in the middle — in the medium — of navigating various layers of paradox.

Some Additional Layers of Paradox

1. Commercial versus Personal Value

The balance between writing as a commercial endeavour, designed to generate income or achieve specific external outcomes, and writing as a personal endeavour, valued for its introspective quality and capacity to deepen a writer's understanding of them Self, their relationships, and the broader world.

This balance is particularly challenging in a digital age which both ‘democratizes’ writing and advocates for constant content production.

2. Audience Expectation versus Authentic Expression

Writers often grapple with the challenge of meeting audience expectations while striving to remain true to their authentic voice, vision, and intentions.

This tension can lead to a sense of being pulled in opposite directions, as a writer tries to reconcile the desire for authenticity with the need for audience engagement and approval.

(Remember, the ‘persuasive’ writing is always easier to engage — it doesn’t require much looking in a mirror.)

3. Craft versus Creativity

There's often a tension between honing craft, which involves learning and following established conventions and structures, versus, the push for pure creativity and potentially breaking from norms and conventions.

Some writers navigate this tension by deciding when to conform to some expectations and when to innovate and push the boundaries of their craft (e.g. engaging Box Cutter philosophies). This is a steady balancing act, which will only gain importance as AI-writing proliferates.

4. Public Persona versus Private Self

Digital writers often navigate tensions between a public persona (how they present themselves to their audience, including the topics they choose to write about) and their private self (their personal interests, challenges, and the aspects of their life they choose to keep private).

This tension can influence both what writers choose to publish and how they engage with their audience — especially in this era of ‘personal branding’ bullshit.

5. Writing for Impact versus Writing for Art and Creativity’s Sake

The tension in a writer's intention—writing to achieve a specific impact (be it social change, persuasion, or commercial success) versus writing as an art form, primarily for the sake of expression and exploration, regardless of the outcome.

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I’ll be continuing to explore these topics over the next while. How about you?

1. How do you navigate the tension between writing for an audience and writing for self-discovery? Have you found a personal strategy that facilitates both? Or maybe stuck to one or the other?

2. In your writing practices, how do you balance the commercial value of your work with personal value to you? Can you think of a piece where you felt this balance was particularly well-achieved?

Would love to hear your thoughts, questions, or otherwise. Please drop a like, a comment, or re-post on channels you navigate.

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That’s it for this Free Issue. The next Free issue of The Soul-preneurship Series will be out shortly.

If you’re interested, feel free to check out our first paid mini-course at Humanity Academy. 👇

• Learning Journals 101 (Shift your thinking, Change your Life)

Box Cutter subscribers get a 50% discount, just enter the code: notesonhumanity2024

Our virtual academy has a full preview, including a short video.

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