Turn to page 6 of Workbook 2, and note down the first of your mood words in the first column. In a new line under the mood-word, copy and paste the explanation of that word that you first wrote on page 24 of Workbook 1.

Then in the second column, under “Meaning to audience,” write down what that word means to your audience.

This is different to the explanation of your mood word that you wrote in the previous workbook. This time, I want you to ask yourself, “If my audience persona was promised that they could feel the way I want them to feel with this word, what would that mean to them?”

Too esoteric for you? Take a look at the examples I’ve shared for you below, based on my own mood words.

In the third box on page 6 (the one called “DOs,” it’s time to note down the various actions you will take in order to help your audience members feel the way you want them to feel.

These include physical actions, as well as the way you communicate.

For example, what if one of your mood words was “connected,” and the meaning to you was that you wanted your audience to feel a deep connection to the environment and their place in nature? The actions you took could include seeking plant-based and environmentally-sustainable packaging for you products; planning events that are held outdoors rather than indoors; educating people on climate-change; and donating a portion of our profits to a wildlife rescue charity.

In the box headed “DON’Ts” on page 6 of Workbook 2, now list all the actions you will absolutely need to avoid in order to uphold the meaning sand sentiments in your mood words.

As with the “DOs” section, these will include physical actions, as well as the way you communicate.

For example, actions that detract from your “connected” mood might include heavy use of plastics, hosting your events in a city casino, selling products that are tested on animals, and publishing a blog post that denies climate change.

Now read back over everything you have written in Steps 1, 2 and 3.

What do you think is the over-arching language principle at play here? Note this down in the first column on page 7 of your workbook.

So for example if your mood-word is “connected,” and caring for our planet is at the core of that word and your brand values, then the language principle might be something like “stewardship” if the actions you noted down are about making sustainable decisions; or “wild” if the actions you noted down are about wild food, pagan dances and nature food; or “outraged” if the actions you noted down are about advocacy, demonstrations and changing the status quo.

Have a go at identifying the language principle of your first mood word. If you have a fair idea of what you mean by it, but can’t think of the right word, don’t worry too much. You’ll be able to flesh out your meaning in the next section, then can go back and update the actual word when something better comes to you.

This where you’ll make some notes that explain what you mean by the language principle you chose.

So if your mood-word is “connected” and your language principle is “stewardship,” you might say something like this:

“Stewardship. Believe in the power of positive change. Our language reflects a sense of positive collaboration with nature and our planet. We look to the future with positivity and want to inspire our audience by the exciting opportunities when we work with our planet, rather than for ourselves. Ours is a voice of empowerment and opportunity for people willing to be the change.”

Or, if your mood-word is “connected” and your language principle is “wild,” you might say something like this:

“Wild. Ours is a voice rooted in the ancient wisdom of nature. We see ourselves as deeply connected to the earth, and open to the unknown. We are both curious and faithful, and our voice is one of a quest for knowledge that was once held but has been long-lost, while accepting that there will still be mysteries beyond our understanding. There is a gentle joy and a spiritual abandon to our language, tempered by the wisdom we seek.”

NOTE: If you are struggling to articulate what you are looking for, imagine this is a brief that you are preparing for a professional writer. You are telling them the kind of language you want them to use that will help get your message - and mood - across.

If your language principle and the longer explanation of it felt a little bit wishy-washy, this is where you will bring it back down to earth. Look at everything you have written so far, and now note down a list of ways that language principle will influence the way you write.

So for the “Stewardship” example, those implications may include the following:

• Write with energy, always using the active voice (share what we are doing, not what’s going to be done)

• Frame challenges in a positive context: it may look grim now but we have the opportunity to make it better

• Take your audience from the present to the future: what can happen if we work together for it?

• Use language that reinforces our connectedness, and collaborations, both with one another and with our planet

Likewise for the “Wild” example those implications may include the following:

• Build trust in our knowledge of ancient wisdoms by using language that is simple, clear and direct when explaining or educating

• Inspire curiosity in the mysteries of nature by introducing questions in your writing

• Evoke a storytelling tone in some of your writing, to help our audience feel as though they are with us in nature, not looking on from outside

• When appropriate, nature can be personified (eg called Nature, and referred to as “she”) in order to reinforce our connectedness with our environment