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"But enough about meÖ" Building messages clients will hear

I really hate networking events. I’m not good at them. It reminds me of eating brussel sprouts as a kid. I know I can’t leave the table until they are gone, but I’m gagging the whole way through, just trying to get it behind me. See the parallel?

It’s not that I don’t enjoy hearing what people do and having a lively conversation about business. But, networking events just feel all brussel sprouty to me. I don’t like the artificial interaction. I feel like I’m being force-fed. I feel trapped at the table.

Captive versus captivated.

Sometimes I get that same feeling when I’m reading brand statements, marketing materials or web site content. The message is being shoved out at me because "it’s good for me." It’s what the authors think I should know. They want to hold me captive until I’ve choked down their entire offering.

The result: I’ll push away as soon as I can. I don’t want to be captive; I want to be captivated. I want to be enticed, intrigued and yearning to learn more.

Remember the tagline from the 1990s, “At BASF, we don't make a lot of the products you buy. We make a lot of the products you buy better.” Hmmm. An enigma. A puzzle. What things? How better? I wanted to learn more…about a chemical company. And it was a true statement. BASF could have bored me with all the acquisitions that made them a conglomerate with extensive capabilities. They could have told me how good they were, but instead, they lured in. They made science sexy.

So how can you entice people to learn more about your company and what you do? Here are some tips for creating content that will keep your reader riveted:

Remember, the goal is to make me savor what you say, not suffer with what you stuff into my head.

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