Are you a subject matter expert or are you just boring?
Philippa Lowe
Published: 5th September 2017

Are you a subject matter expert or are you just boring?

There are plenty of people in the world who are experts in their field – perhaps you are one of them – but not everyone has the ability to turn that knowledge into a piece of writing that is engaging and easy to read. After all, there’s a reason why you see students yawning and trying to keep their eyes open as they scan through their textbooks – sometimes it’s boring!

You’ll also find a whole host of people on the Internet just begging you to read their latest article where they give you a bunch of information for free and yet, there are some writers who get lots of engagement and others who get barely any at all.

Why do some engage less than others?

They’re not interested in facts – often, people write articles full of mistakes or false statements. Sometimes this is done intentionally but more often than not, it’s simply honest mistakes. Not everyone on the Internet is a subject matter expert – something you’ll be painfully aware of if you’ve spent any time at all on the web.

They’re using too much jargon – this is more common than you might think and it’s not something unique to law or medical professions known for their long-winded information. Anyone who’s good at their job will have the tendency to slip into the lingo easily and when they’re passionate about their work, they can get carried away. Of course, this passion is a great thing, but remember to rein it in so that your audience, who likely don’t know the ins and outs of your industry, can still get your message.

They’re not exciting to read – when you’re focused on getting the facts across, it can be hard to remember to inject some vibrancy into the story you’re telling. Your story has a lot of power, so don’t sell it short by forgetting to be full of life and engaging.

Instead …

You should get on the same level as your readers. Know what makes them tick and what they need to know. Focus on the facts, make sure you don’t litter your words with overwhelming jargon and put some life into your story.

Your story is what matters

Many business owners aren’t aware that they should also be storytellers if they want to engage their clients. Storytelling isn’t about making up things that aren’t true, rather, it’s about telling your business story in a way that captures your clients and persuades them that you are the best choice for them. There’s no need to make it fancy – just know how to speak to your audiences.

Feeling a little in over your head? Content can be made easy with the right people on your team. Get in touch with Incredible Communications today on 0414 711 107.