You know what an elevator pitch is: the one line you’re supposed to have ready to go whenever someone asks you what you do for a living. Here on the website, I use a line like, “I’m a business-focused content marketer building content programs for complex, regulated industries.”
Another way to say the same thing is: “I make ‘boring’ businesses interesting.” I don’t use that line on the website because I write for more than business clients, but it is a quick summary of what a lot of my work involves.
What is a “boring” industry? Here are two examples:
- Nobody goes to their insurance company’s website to hang out, but they do when they need to pay their bill or do some research on the service they would receive.
- I’ve also worked with hospice and end-of-life care providers… talk about an industry that people don’t want to spend time with until they have to!
In both cases, as with a lot of my other writing, the topic doesn’t seem interesting on the surface. It’s not an exciting new product or a world-changing way of doing things. But it’s important information that people need to know about, and distilling these complex topics into a form that people can quickly and easily grasp is what I do.
I have talked about this before. It’s easy to use a press release template (or turn to AI) to generate a handful of bland paragraphs, just so you can have some kind of message about your company, product, or service. But if you can’t make the effort to make the story interesting, the audience won’t make the effort to learn more and from there they won’t convert into customers.
Communicating online can be informative, and is always fun (that’s what social media is all about, after all). Sharing the news from a business — a new product, a service the company does particularly well — doesn’t have to be an afterthought. It can be just as fascinating to the audience as it is to you, the business owner who has devoted their professional life to a company.
It just needs an expert who can make the “boring” interesting.