As board members, it’s easy to become absorbed in writing about board initiatives and highlighting community rules. However, what if I told you that this approach is ineffective in communications? Successful communication is about empathizing with residents and putting their needs and concerns front and center.

So, what does it mean to shift the focus from the board to the residents? It involves understanding community members—their pain points and their goals—and tailoring your content to resonate with them. It’s about seeing the community from their perspective.

One of the most effective ways to connect with residents is by addressing their pain points. What are they constantly discussing as negatives in the community? What issues do they talk about with their neighbors? By empathizing with their struggles, the board can position itself as a trusted ally—a partner that genuinely cares about the community.

Empathetic writing is about connecting the content with the concern. It’s about recognizing that residents are individuals with true concerns and individuals who deeply care for the community. By putting their needs first, we can create meaningful content that addresses their concerns.

So, the next time you sit down to craft a community newsletter, remember to stop talking about the board and start talking about the residents. Understand their pain points and connect them to the content. It’s time to embrace empathy and change the way we connect with our community.