Too much corporate writing is boring

There I’ve said it… 

But it’s true because you could transpose one company name for another and still be reading the same things.  Quality guaranteed, personal service, bespoke service.

All very fine in their way but what do they mean?  

Is it the personal service that has me thinking about my clients when I walk around W H Smith’s looking at magazine headlines and wondering if I can use a similar approach for one of them?

Is the type of service that includes watching soaps to think how I can use the way they construct the drama to keep watchers on the edges of their seats and start the gossip next day in the office.

That’s the passion that drives me to read what I do, listen to all kinds of things looking for approaches that will bring out the true individuality of my clients.  Because I know that all my clients have a passion for what they do.  And I want to transmit that because that’s what we buy as consumers.  We want someone who cares about us, about our businesses, about our results.  As a writer I have to feel that enthusiasm for my clients or what I write will end up boring, standard and won’t transmit any joy to the reader.

I wrote some time back in the blog about the power of mastermind groups and this year I feel my biggest steps forward have come in the company of like minded colleagues along with the plodding, well that’s how my steps feel to me sometimes, I do by myself.

I’ll let you into a small secret, since I’m feeling generous on my birthday.  With two of my colleagues, Tracy who sends out my newsletter for me, and Kirsty who’s been helping me with a site for my book writing courses, we’re planning a new service we feel passionate about to start later in the year.

It’s the combination of all our talents and we believe that our individual and combined energy makes this a project we know will succeed.  And the most important part of the foundation we’re building is that what we do together has to be fun and passionate.

It’s difficult to enjoy your work if you don’t like it.  It becomes a chore.  Which is stupid given we spend so much of our time doing it.  So for our new venture, our primary criteria for working with anyone will be, can all of us enjoy it with the clients.  If not, we’re not the right fit.  If we are and can create that passion together, the results will be spectacular.

And the other power of the mastermind group is that it helps you take action.  Without action all the wonderful ideas in the world aren’t worth a row of beans.

So passion plus action equals results.

I’ve had a great year as far as my work is concerned – to be honest I shouldn’t call it work because I enjoy it so much.  It’s a privilege to build a partnership with my clients; they value what I do and it makes the difference to me.

I may not say this often enough to them but I’ll go public and say thank you to them all and I look forward to helping you be passionate about your businesses in the next twelve months.