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Are You Boring?

Posted on December 02, 2004 by Sarah Eaton.

Take a long hard look at yourself, my friends.  Are you boring?  Or do you enjoy having what the young people call "fun"?  And what about your e-newsletter?  Is it jam-packed with valuable information that is somehow simultaneously drier than the driest dust? 

I'm not advocating anything too out there; I mean, there is a reason why B2B communication is formal, but there's nothing wrong with adding some personality, which can lead to fun, which can lead to response.

Case in point: we just sent out one of our own company newsletters yesterday.  The title of the article that has generated the most click-throughs? If the Headline Sucks, You're History.  Fun.

Here's a ClickZ article on the subject.

December 2, 2004 in award winning newsletter, build credibility, Building Customer Community, Building Customer Intuition, Business publications, company newsletter, Corporate publications | Permalink


Yes, many business communications are downright B-O-R-I-N-G.

Sometimes, we'd like to shout please "spare us the technical details."

But, the reality in business-to-business communications is that we need the technical details. Often, it is appropriate to be formal. But, that doesn't mean we have to be boring in how we present complex, serious ideas.

Being direct and clear, with a gentle and appropriate use of humor can go a long way in making the technical details not only palatable, but memorable.

Posted by: Susan Fisher | Dec 6, 2004 3:29:12 PM

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