Happy Monday [evening], friends. We made it! And it’s on this night that I think about all the types of content that I come in contact with on a daily basis. I used to draft many more materials in past positions, but my current role doesn’t require me to write as much as I would like. It’s a shame, but it gives me the chance to step outside the writing box and really evaluate my personal/professional writing style by observing others. I confirmed one MAJOR thought this past week – the flowery, pumped up text does nothing for me. The reason? Because it does nothing for the audience. The best way I can explain this is to use the a “first date” example.
Cue the mood music. Your date arrives to pick you up for your night out on the town. Butterflies start to flutter as the doorbell rings. You open the door, and boom! Flowers in your face. Sure, they are gorgeous – they might even smell nice. [One would hope!] But they are a precursor. The introduction. Although very nice to look at and hey, they might even stay with you for a week or so, the initial joy is often worn thin as the night goes on. That’s not what keeps the butterflies fluttering throughout the night. [Hubbs – this by NO means mean that I don’t enjoy the flowers you give me at the end of a work day. I adore this – don’t stop! 🙂 ] In other words, they are the “nice to haves” but not necessary for a definition of the first date.
As you arrive at the restaurant, the main event starts. This is where it gets interesting, where the meat and potatoes take center stage. As the drinks start flowing and the conversation runs on, the waiter takes your order. Remembering it’s a first date, you may be more conscious about what you order, but you select something that is delicious and possibly shareable. And you’re off. It’s in this moment where the real “magic” starts to happen. The meat and potatoes answer all those questions bouncing around in your head. Why? When? What? Where? HOW? You get the facts, get down to the nitty-gritty and get to know each other. It’s about cutting through the flowery stuff, the “nice to haves”, and figuring out any possible truths.
I came to this realization not only as a search engine marketer, although this is more true in this realm than anywhere else, but just as an individual whose job is to communicate with a defined audience. And when something came across my eye-line the other day, it struck me again that flowery schtuff just does not get the job done. The fluff causes more questions and confusion. Take away: be honest and upfront, supplying the information your audience wants and needs. The result: they WILL remember your honesty, ability to communicate proper information, possibly share this good news/information with another audience, and who knows, a second date might be on the horizon. [Hint: search engines will appreciate this too.]
