One of the main priorities for any entity that intends to draw and sustain an audience is communication. This applies no matter if you’re trying to tell jokes at an open mic night, if you’re attempting to teach a classroom of young children, and especially if you’re trying to sell products or services.
There are various communication styles and strategies out there, but they can all be boiled down to some basic fundamentals. One, you have to be as brief as you can, because unless people are coming to explicitly hear you talk in flowery, long descriptions, then you’re wasting time. That feeds into the second point – you have to be substantive. Third, you need to be engaging, if not entertaining.
By combining these three principles, you can succeed at making boring topics interesting. This is important to note, as while some customers might not consider content marketing for banks to be as exciting as watching their favorite TV show, you can still coat this topic in our fundamental principles and massively benefit as a result.
Here’s How to Achieve That:
1. Make The Subject Relatable
Even if the service itself is complex, the way people feel about needing it usually isn’t. That’s why starting with what they already know is so useful. This gives you the chance to show you’re on the same page and it connects with a process they’re actually going through right now. For example, someone opening a savings account will be better off if you show how the APR variations will positively impact them and at what tier of balance.
This strategy is key to making boring topics interesting: the simpler the reference point, the easier it is to keep people engaged. When content feels directly relevant to them, it resonates far more than if it were aimed at a finance expert or a vague, unidentifiable customer.
2. Break Down Into Understandable, Actionable Sections
Break down your advice and assistance into categories. A page full of information is fine as long as it doesn’t feel like work to go through it, but it does mean you have to begin spacing things out, making sure each point leads naturally to the next, and giving people breathing room so they can follow along without needing to read it twice. Also indexing and making such materials searchable can be fantastic.
3. Highlight Your Strengths & Excite
If there’s something the brand does really well, it’s worth showing that in a way that feels like discovery, not a pitch. For example, you may make a content highlight about a specific tool, or how the team approaches something, or just how clearly the service explains itself.
It’s better to show that kind of thing without dressing it up too much, because the benefit here is just to leave someone thinking “that actually seems useful,” even if they weren’t looking for it before they clicked. These little highlights can also fit perfectly in short-form video or as a tip explainer when someone is browsing your website or considering their options.
With this approach, we hope you can succeed in making boring topics interesting to your customers.
