Monday, August 26, 2013

How Business Blogs Can Use their Humor to Attract Readers Mind & Heart

In case you blog for business within an area that’s pretty serious – law, accountancy, insurance coverage, and so on which some may think are “boring” subjects – it’s easy to believe that you can only blog about serious business problems that some of your clients will discover, well, a little within the serious, impersonal side. But that’s incorrect.

We need to choose something better … deeper … topics that reach down additional into people’s hearts and minds to interact all their attention, not just the small amount that works with nuts-and-bolts business.

How in the world do these professional topics drill into personal issues? Here’s how…

Methods #1: Attorneys

You may think blogging for any law practice is as dry like a bone (well, a bone after it is often stripped by among my dogs, anyway)

Therefore so wrong. Why? Because although lawyers cope with dry, crisp, unchangeable law on the other hand, they cope with very human issues one the other side of the coin.

In a recent networking event I spent a long time communicating with a lady lawyer that specializes in family law. She was recounting a few of the vile, horrible things couples do to one another – or try to do to one another – from spite, jealousy, anger, bitterness and lots of other awful emotions. Often at the expense of the children, too.

Once i asked her whether she considered that she could often discover herself within a counselling role, she admitted that she actually is, even though the advice she can provide must, ostensibly at least, be limited to the legal variety. But what many human interest blog posts her stories will make … and what power those stories would increase the supposedly staid and dreary image of the law practice.

In a blogging content workshop I gave recently, among the breakout groups was working on blog delete word an attorney specializing in trust, wills and probate. Dull? Absolutely no way. They created some wonderful ideas – most of them humorous – for example…

  • Not letting the federal government take more than its fair share of the stuff when you die 
  • How to deal with will making where there have been estrangements within a family 
  • How to cope with greedy relatives haggling over a will certainly 
  • How to handle the difference between whatever you feel obliged to do and what you want to do when making your will 
  • How you can set up trusts so the beneficiaries don’t get very lazy 
  • …and many more.

They were extrapolating our elements and stories through the seemingly dry and dusty legal topics. And that’s the important thing here: it matters little how dry and dusty the topic matter – it still affects people.

Methods #2: Accountancy

Someone else in the same workshop was an accountant great elevator speech included the lovely line, “you must pay the taxman, but you do not have to leave him a tip. ” Cue right here, I suspect for a few of the many taxman jokes which have been around for a long time, an excellent suitably edited and personalized would make an excellent “Jokes Corner” element in the blog.

As I have discussed elsewhere, there’s no harm in using humor within your business writing, provided that it’s ideal for your audience and doesn't offend (although the taxman is actually fair game – even for taxmen…)

However accountancy may have some powerful human interest stories attached with it, too, not only “get your tax return in by next week” or even “how in order to save and file all your receipts neatly. ” What about:

  • Comfort for clients who hate keeping their very own books 
  • Methods of handling your finances on a more regular, frequent basis therefore it doesn't freak you out in late the financial year 
  • How you can teach your kids to budget and handle their cash 
  • The tactful ways to help seniors using their finances if they’re no longer coping 
  • Tips about how to cut business or personal costs when cash-flow is actually restricted 
  • Firefighting tactics you need if you think your company is in trouble 
  • Etc…

Methods #3: Insurance Coverage

Large insurance companies cottoned on to the concept of powerful human interest stories to help sell many a long time ago. I recall writing speeches for three senior insurance sales agents at their company’s annual convention within the Royal Albert Hall working in London, England, whereby they had of talking for 20 minutes without note or prompters and share their own most memorable poignant human interest stories caused by their having sold an insurance plan.

I Wrote their speeches and coached all of them, even to the level of holding the hand of a single speaker and literally leading her to the level area because she was so sh*t-scared. But with the day they told their stories. Every one of them got a standing ovation from 3, 000 of the colleagues, a lot of whom were in tears. And also the audience consisted only of more insurance sales agents.

Moral of this story? Remember the words of our own producer who, once i became nauseous after reading the schmaltzy human interest short, said “If you would like to receives a commission, write schmaltzy. Schmaltzy functions. ”

It need not be schmaltzy, but you obtain the picture. Stories about people rescued from certain destitution with a wise insurance policy, a widow who was in a position to remain in her modest home to increase her children, a corpse that could be flown home from a far-flung location for any proper burial, etc… these stories – provided they’re correct – reach hearts and interest minds.

If your store is pretty serious and with a lack of “human interest, ” with luck this short article may trigger some ideas for you personally. Please share your thinking – and any questions you may have – around here.

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