Let me guess:<\/p>\n
You\u2019re struggling with your content creation.<\/p>\n
You want it to be engaging and entertaining. But the topics in your niche are just not exciting.<\/p>\n
So you stare at the screen. You make a few attempts to start, which you quickly delete. And then, facing a deadline, you give in and write an uninspired post just to get something\u2014anything\u2014published.<\/p>\n
It doesn\u2019t have to be this way. If you use the tactics in this article, you can write content that keeps readers captivated from beginning \u2018til end and compels them to share it\u2014even in a \u201cboring\u201d industry.<\/p>\n
No tactic is going to work unless you first come to this realization:<\/p>\n
There are no boring topics. Not even accounting or insurance.<\/p>\n
They may not be topics you\u2019d get excited about. But you\u2019re likely not the target audience.<\/p>\n
Boring is a relative term. I\u2019d rather stare at a blank wall for a couple of hours than watch most of the reality shows on TV. But the ratings indicate that there are plenty of viewers who feel otherwise.<\/p>\n
Don\u2019t make the mistake of thinking that everyone has the same interests as you. You\u2019ll never be able to engage the readers you\u2019re supposed to be writing to that way.<\/p>\n
So how do you find the interest in a topic you\u2019re not interested in yourself?<\/p>\n
Focus less on the topic and more on what readers get out of the content. To put it even more simply, provide value.<\/p>\n
Let\u2019s use accounting and insurance as examples. You\u2019re probably not thinking, \u201cI can\u2019t wait to read about that.\u201d But if you saw an article explaining ways to save money each month without sacrificing time or resources, I doubt you\u2019d yawn and move on.<\/p>\n
See, I told you accounting and insurance weren\u2019t boring.<\/p>\n
If your writing is boring, then even the most exciting topic will seem boring, too. Consider these two examples:<\/p>\n
Example 1:<\/p>\n
Stored hematoxylin-and-eosin\u2013stained sections from each participant were evaluated by a breast pathologist who was unaware of the initial histologic diagnoses and patient outcomes. Biopsy findings were classified according to the criteria of Page et al. into the following categories: nonproliferative fibrocystic changes, proliferative fibrocystic changes without atypia, and proliferative fibrocystic changes with atypia (atypical ductal hyperplasia, atypical lobular hyperplasia, or both). Biopsy specimens were designated as having proliferative fibrocystic changes if they contained any of the following: ductal hyperplasia (greater than mild), papilloma, radial scar, or sclerosing adenosis. Cysts, fibroadenoma, or columnar changes were considered nonproliferative unless they also contained one of the lesions denoted above.<\/p><\/blockquote>\n
Example 2:<\/p>\n
A breast pathologist looked at participants\u2019 biopsies and put them into the following categories:<\/p>\n
\n
- Nonproliferative fibrocystic changes<\/li>\n
- Proliferative fibrocystic changes without atypia<\/li>\n
- Proliferative fibrocystic changes with atypia (atypical ductal hyperplasia, atypical lobular hyperplasia, or both)<\/li>\n<\/ul>\n
Proliferative fibrocystic changes included ductal hyperplasia (greater than mild), papilloma, radial scar, and sclerosing adenosis. Cysts, fibroadenoma, or columnar changes were considered nonproliferative unless they also contained one of the lesions above.<\/p>\n
To prevent biased results, the pathologist had no knowledge of the initial histologic diagnoses and patient outcomes.<\/p><\/blockquote>\n
Which engages you more?<\/p>\n
If you\u2019re like most people, it\u2019s the second one. That\u2019s because the conversational tone is easier to read and understand. It comes more naturally.<\/p>\n
Here are a few ways to make your writing more conversational:<\/p>\n
Imagine you\u2019re writing to a single individual.<\/strong> Try to picture someone in your mind and write to him or her. A persona can be helpful with this.<\/p>\n
Replace jargon with common, everyday words.<\/strong> You don\u2019t have to eliminate your target audience\u2019s buzzwords entirely. In fact, you shouldn\u2019t. But you should have enough plain language to make it sound how the reader would speak.<\/p>\n
Use contractions.<\/strong> Sure, this is a little thing, but that\u2019s the way most people speak. Not using them can make your writing sound awkward or robotic.<\/p>\n
Break a few grammar rules.<\/strong> If our conversations got graded on grammar, most of us would get poor marks. So don\u2019t worry about starting a sentence with and or but. It\u2019s OK to end a sentence in a preposition if it sounds better. You can even use sentence fragments.<\/p>\n
It\u2019s important to remember that these aren\u2019t hard and fast rules. If your brand and your niche are more formal, then you don\u2019t want to sound too casual. Do what\u2019s best for your situation.<\/p>\n
Tell stories<\/h3>\n
In sure you\u2019ve heard before that storytelling is a powerful form of communication. But did you know that there is actual science behind it?<\/p>\n
According to research from neuroeconomist Paul Zak<\/a>, our brains produce the stress hormone cortisol during tense moments in a story, which increases focus.<\/p>\n
And that\u2019s not the only neurological response our brains have to stories. They also release oxytocin and dopamine, chemicals that affect mood and feelings.<\/p>\n
Which brings us to the next tip.<\/p>\n
Tap into an emotion<\/h3>\n
When was the last time something boring made you mad? Or happy? Excited? How about anxious?<\/p>\n
Probably never. If you are feeling those emotions, you are engaged.<\/p>\n
If you can create this type of emotional response early in your content, then you\u2019ll hook your target audience, regardless of the topic.<\/p>\n
So how do you do that?<\/p>\n
One way is by amplifying their pain.<\/p>\n
Think about the problem your content is trying to solve and speak to that. But don\u2019t just mention it in broad, matter-of-fact terms. Create a hypothetical situation the reader can see herself in or has already experienced.<\/p>\n
Use concrete terms and mental images to capture the emotions involved. Target the readers\u2019 senses to simulate the experience.<\/p>\n
Creating an antagonist is another effective tactic. It creates drama and tension. The antagonist could be a company, an individual, or even the status quo.<\/p>\n
That\u2019s the approach Dr. Andree Bates took in a series of columns for EyeforPharma. In No More Lip Service<\/a> and Rethinking Pharma<\/a> parts 1, 2<\/a> and 3<\/a>, she paints the current state of the pharmaceutical industry as the antagonist standing in the way of innovation.<\/p>\n
Focus on the reader<\/h3>\n
The most interesting topic in the world for most people is themselves. Even you. Admit it, you perk up when you hear your name mentioned. If you saw it on a piece of paper or computer screen, you\u2019d take a closer look to see what it is all about.<\/p>\n
It\u2019s not because we\u2019re egotistical. It\u2019s just human nature. And you can use it make your content more engaging.<\/p>\n
Obviously, you can\u2019t personalize the content with each reader\u2019s name. But there are other ways to make your content about them.<\/p>\n
One way is to call out an attribute most of your target audience shares, such as job function. If your topic is about management, using the term manager should get managers\u2019 attention. The more specific you can get, the better.<\/p>\n
Using the word \u201cyou\u201d throughout your content is another way to make it more about readers. It helps you focus your messages on what your audience can do.<\/p>\n
Surprise your readers<\/h3>\n
Predictable is boring. Rehashing the same old advice or information isn\u2019t going to cut it, especially in a so-called boring industry.<\/p>\n
Find a way to instead surprise your reader, and you\u2019ll instantly create interest.<\/p>\n
So how do you do that?<\/p>\n
Defy conventional wisdom. Take a contrary view on a popular topic. It\u2019s not as easy as it sounds. You have to be able to back up your stance. And you need to be authentic. But it\u2019s a great way to stand out.<\/p>\n
You could do something unexpected, like Jeff Deutsch. He became wealthy as a self-professed internet spammer, but did a complete 180 and is now a white hat advocate. His article explaining the transformation<\/a> quickly went viral.<\/p>\n
Build suspense<\/h3>\n
Have you ever kept watching a TV show or movie that you didn\u2019t really enjoy because you felt compelled to see what was going to happen next? That\u2019s the power of suspense.<\/p>\n
We\u2019re hardwired that way.<\/p>\n
That\u2019s why TV shows put cliffhangers before the commercial break and at the end of the season. It keeps viewers tuned in. Given the short attention spans<\/a> people have today, that\u2019s something we need in every piece of content we create.<\/p>\n
When writing your content, don\u2019t give everything away in the beginning. Give readers enough to care about your topic. Let them know what they\u2019ll learn or what they\u2019ll miss out on if they bail. But leave some of the details for later in the piece. Slowly reward readers who stick with it with the information they crave.<\/p>\n
Even little delays can build anticipation. You can do this with what\u2019s known as grease slide or bucket brigades. Successful writers these words and phrases to bridge points together and keep people reading longer. Here are a few examples:<\/p>\n
\n
- Why?<\/li>\n
- Here\u2019s how.<\/li>\n
- And that\u2019s not all.<\/li>\n
- Let me explain.<\/li>\n
- It gets even better.<\/li>\n
- You may be wondering:<\/li>\n<\/ul>\n
KISS<\/strong><\/h3>\n
In case you\u2019re not familiar with this acronym, it stands for Keep It Simple Stupid.<\/p>\n
Complex content can be hard to read and process. In other words, it\u2019s work. Even people who enjoy their work appreciate things that make their tasks easier.<\/p>\n
Keeping your content simple doesn\u2019t mean dumbing it down to remedial level. If your audience needs advanced information, you should deliver it to them. But you should eliminate the roadblocks and distractions that get in the way.<\/p>\n
How?<\/p>\n
Limit your content to a single topic with a clear purpose. It\u2019s easy to go off on tangents when writing. If you\u2019re well versed in your niche, you may be tempted to try to cover several things.<\/p>\n
Don\u2019t. Every time you go off topic, you give the reader an opportunity to exit.<\/p>\n
Your topic isn\u2019t the only thing you should limit to a single thought. You should do the same with your writing structure.<\/p>\n
Whenever possible, eliminate compound sentences. Use short sentences and paragraphs. People process them more quickly and easily. That keeps them reading. And it\u2019s visually more inviting.<\/p>\n
Involve the reader<\/h3>\n
Most content is passive. It merely presents information. The reader is on the outside looking in. But truly engaging content makes the reader an active participant.<\/p>\n
Fortunately, there are several involvement devices and techniques you can easily add into your content.<\/p>\n
Ask questions.<\/strong> You\u2019ll transform the narrative from a lecture to a dialogue, even if the answers are just in the readers\u2019 minds. The best questions to ask are specific and relatable, such as the classic headline \u201cDo you make these mistakes in English?\u201d<\/p>\n
Questions can also be an effective way to pull the reader into your stories and anecdotes. For example, you could ask, \u201cHas this ever happened to you?\u201d leading into a hypothetical situation. It helps the reader see himself in that situation.<\/p>\n
Include a survey or poll.<\/strong> These are great involvement devices for a couple of reasons. First, people love to give their opinions on things. It makes us feel important.<\/p>\n
Plus, if you use a plug in or widget that requires typing or clicking, it also gets people physically involved. That may not seem important, but those actions typically increase response rates in direct marketing efforts.<\/p>\n
WP-Polls<\/a> and YOP Poll<\/a> are two popular options.<\/p>\n