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Direct from Hollywood: 3 ways to write to entertain
Most business writing is pretty damn boring. If you want people to pay attention and maybe even do what you want, you have to be entertaining. Just like the movies.
That doesn’t mean you have to compete with Hollywood. But you can adapt these three techniques that transfix us in front of the silver screen.
1. stories
2. romance and sex
3. humor
Stories
People who are writing for business are often reluctant to tell stories. And let’s face it: few cubicle scribes have the story telling gifts of James Cameron. But most need to tell some stories, at least anecdotes, so people will believe them.
The trick is to keep the story brief, skipping most of the background and honing in only on details that make your point or touch the heart.
Stories work only if your audience care about whether the hero wins and the villain loses. But instead of two hours of film, business writers have, at most, five minutes of reading time.
So you have to be economical with our character development, which means providing a vivid and compelling slice, through a dramatic situation with just enough of the right details.
Some of my favorite corporate writing has been telling the extraordinary stories of ordinary employees, the people who came through when the power failed, the system crashed, the big client needed the impossible today, the blizzard transformed the city into a giant ice rink, the planes crashed into the twin towers…
Like movie plots, these mini-stories can take unexpected twists or reveal feelings your audience shares.
I’m currently writing a series of success stories, intended to show ambitious employees how to get ahead. I could have written one article summarizing all the tips the people I’ve interviewed have provided or what the human resource people would like employees to do.
Instead I tell their stories. Or rather, I let them tell me their stories over the phone. I type much of the phone conversation, then edit to clarify the plot and character.
I’m getting great feedback, not only from executives, but also from people who can identify with one of the stories and apply the lessons to their career.
Sex and romance
Many people quickly dismiss any allusion to sex and romance in the corporate world, even though many affairs and marriages start at work.
While budding romance should not be intranet fodder, you can,and should, apply this innate human desire for personal connection to make your writing more compelling. For example, if you’re writing about team dynamics, you’re going to focus on the amazing lengths team members will go for each other.
Any organization that wants to engage employees, customers, donors or other people needs to understand how to foster this sense of connection. Don’t be afraid of cracking the objective corporate shell. Engagement, after all, is deeply personal. Like bro-mance, so popular in the movies these days.
So think about not only good romances in movies but also the close families, friends and co-workers you see on the screen. Work that magic.
Although few organizations would dare travel into the realm of sex, let’s not forget how compelling well-done sexual innuendo can be. Remember the legendary Clairol hair-coloring campaign, that dates back to far more sexually repressed times: Does she or doesn’t she?
Let’s also remember that we tend to select images of good-looking people. Yes, it’s unfair, shallow, insensitive and sexist. Freud would say it goes back to subconscious sexual desires.
While you can’t be tacky or sexist, you should leave yourself open to sly sexual innuendo. Just be very careful and check with a wise editor before your communication gets too hot.
Humor
Many people are also reluctant to use humor with the serious business of writing at work. Yet everyone pays attention to the presenter who starts with a funny anecdote.
Please note that only people who are funny in person are allowed to be funny in the written word. And if you are going to add some humor to your work writing, make sure it’s your kind of humor–wise cracks, telling jokes, anecdotes, observations, exaggerations or whatever works for you.
Stay away from sarcasm and other forms of negative humor. As with any attempt at sexual innuendo, make sure no one will be offended.
Adult supervision is recommended.
Adapting these Hollywood techniques will not only make your writing more entertaining for readers. You’ll also have more fun.
nice list..really helpful.
Direct from Hollywood: 3 ways to write to entertain « Sticky Communication…
If you want people to pay attention to what you write and maybe even do what you want, you need to tell stories, use subtle sexual innuendo or romance and work in your own sense of humour….
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