Issue #5
March 16, 2021

My take on the intersection of marketing + life

Hi friends, 👋

All writers and marketers claim writers block from time to time. I know I do.

When it comes to writing on topics most consider “boring,” the frequency increases.

If you write this type of content, I’m sure you can relate.

Here are 4 tried-and-true ways to make otherwise boring topics more “exciting” for your readers:

  1.     Open with something unexpected.

Start with a story or case study that draws your reader in. No one ever gets sick of a compelling story.

Overnight, a nine-physician, New England-based medical group was the target of a ransomware attack. Fortunately, the attack fell short of its goal, failing to encrypt and freeze their network. That’s precisely where their problems began.

   2.     Be descriptive.

Don’t say: Smith doesn’t have time for a complicated payroll system.
Do say: Responsible for one of the heaviest Amazon routes in Chicago, delivering roughly 300 packages per truck, per day, Smith doesn’t have time for a complicated payroll system.

   3.     Walk the fine line between tongue-in-cheek and cliché. Be careful not to fall
               over the edge.

A headline: Three Ways to Put the Brakes on Rising Transportation Insurance Costs

An intro paragraph: Retail CBD sales are flying high. Currently valued at about $1 billion, CBD sales are expected to reach $10 billion by 2024.

Tie it to a trend/current event.

Open with how or why your topic is a trend. Tie it to a  stat, a current event or study to broaden it.

COVID-19 and social unrest have converged to create a serious dilemma for real estate owners. Just when they were ready to re-open, America’s urban centers slammed shut again. For building owners relying on a Triple Net Lease agreement, the liability is great.

Watch your writing transform.

Better yet, see your readers get to the end of your piece.

That’s the best cure for writer’s block!

All the best,

Stuff worth reading

McKinsey: Is your B2B business using data the right way? Maybe not – yet.      

Ann Handley:
Vivid Writing: How do you paint a picture in the mind of your reader?

Mark Schaefer
on deep fakes: Here’s how they will influence the future of content.

: CMOs pivot to meet pandemic year’s emerging digital, social and political trends.

New to the Zissman Media Portfolio

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