Did you ever feel bored to death?
I was recently watching a documentary on Netflix about healthy food and the effects of diet on our body.
It sounded cool. My diet is no disaster, but there is always room for improvement. So I decided to watch it.
“Could be interesting,” I thought.
Well, the documentary started talking about scientific studies and how different elements affect our physiology.
Then they started sharing testimonials from different experts about how high sugar consumption among young people is affecting their health.
At that point, probably just like you right now, I was bored to death.
And you know what? All that information is very important – but, to me, so boring.
A few days later I found some videos of The Body Coach, that crazy guy from Instagram who shouts out healthy recipes in less than 60 seconds.
That totally got my attention!
Here’s the thing. I’m interested in improving my eating habits, but I like delicious food as well and don’t want to invest time calculating calories and things like that.
So, if you’re going to explain to me every chemical component that is a potential danger to my health, you won’t have my attention.
I’m just not interested in that stuff.
But if you just share fast, simple, delicious and healthy recipes that I can cook every day at lunch, I’m in!
Don’t tell me why it’s healthy. Just do the research for me, find healthy recipes, then make it fun and share them with me.
When you create content for boring industries, you have exactly the same situation.
You can engage with your audience by delivering the information on a way that looks sexy, or you just can vomit out data and end up talking to an empty room.
I’m going to tell you a few ways to create engaging, fun and entertaining content for boring industries.
Let’s do this!
As I told you earlier, if you’re interested in a subject, you can still be bored by it if you’re receiving the information in a certain (i.e., non-engaging) way.
The question is, why does that way of delivering information generate boredom?
The answer is simple: because you can’t relate it.
I was bored watching the documentary because I didn’t care about the scientific side of eating healthy. Even though I know it’s extremely important to find out what’s good and bad for my health.
But I’m not interested in that. I just want to improve my diet. I’m busy, and I just want quick recipes. That’s all.
Now let’s imagine a professional nutritionist who helps people adopt healthy eating habits. That person probably loves the documentary, and probably any scientific study on the subject.
Because they use that information every day. They will quote that study. They can relate to it.
When you can relate to something, it gets your attention.
This is because you feel an instant connection. You feel that the person delivering the info is talking to you, and about YOU.
This is the main point. You need to touch the personal pain points of your audience to get their attention.
The simplest way to do this is to KNOW YOUR AUDIENCE. That’s it.
If you’re creating content about international trade professionals, you can use tons of raw data, charts and talk about tendencies and market research studies.
But if you want to establish a relationship and engage with them, you need to know WHO you are talking to.
Who are international trade professionals? They are professionals with clear sales skills, they are travelling most of the time, and they deal with cultural differences. They are very familiar with “airport life”.
That’s the language you need to use with them, and around that you’ll create your voice.
Once you have your voice, you can insert the different pieces of information —raw data— and state your conclusions.
But this is now delivered using a personal approach.
Imagine you’re talking to a colleague, explaining that long, boring report. You’re having a beer or a coffee and chatting about the report using friendly language and a warm approach.
You’re asking how he’s doing sales-wise, or what she did on her holidays last summer.
That’s exactly the tone and voice you should use with your content if you want to connect with your audience.
In that context, and using that voice, you can start talking about that report.
How to establish a connection with your audience in EVERY piece of content — even in extremely boring niches
As you can see, the key point is to find a bond between you and your audience, and speak from a personal point of view.
If you have dedicated enough time to understanding your audience, clients and prospects, then you’ll have a clear idea of who they are, what they want and what they worry about.
Let’s take a different approach for a minute and create content using the corporate voice.
Imagine that you’re an accountant trying to explain to your clients and prospects a new tax regulation that will affect X and Y.
If you use the corporate voice —which most accountants use—you use pure data, and no personality.
What’s the difference between your content and the Tax Office publications? Not much.
And the truth is, nobody engages with the Tax Office publications. So they won’t do it with you, either.
When you can “translate” that boring and impersonal data into human content that touches your audience’s day-to-day problems, you are creating something a lot more valuable.
Here’s something interesting: if you can change your cold, corporate voice into a human and engaging one, then you can apply that to business-to-business content and adopt a totally different approach in your B2B sales strategy.
I’ll tell you more about this in the next point.
People want to do business with other people, especially with people they trust.
That’s the main problem when we’re talking using a corporate voice that’s not “human”. You don’t connect with your audience.
So what’s the secret to going from boring to interesting, from corporate to human, from robotic to personal?
Telling a story: YOUR STORY.
That’s it. People relate to stories – and if you can tell good stories, your audience will remember your stories and YOU.
You’ll achieve 2 things with this:
- You’re making it personal, about you and your reader, when you share a bit of your personal life with them.
- You’re making that content memorable. This trick is used all the time with kids, to teach them complex concepts by way of a nice story or tale.
Remember my story at the beginning of this post? I told you about that food documentary, how bored I was watching it, and how I start watching The Body Coach.
That’s a true story, and I used it to introduce the subject I wanted to talk you about today.
The next step is to link your story to the content, and then deliver tons of value to your audience.
When you do this over and over again, you build your OWN way of approaching the important subjects in your industry.
Then you stop being like everybody else, and start building your voice and your unique angle.