Your Content Needs Personality
Professional approach = boring = no money
Boring your readers to death is not a valid growth strategy for your business.
You’ve been brainwashed by decades spent in the education system and corporate life to think that a professional (read: NPC) demeanor is the sign of intelligence and the Key to Success.
But if you try to employ the System Approved Demeanor (SAD) to content that real people are going to read/watch you’re going to fail hard.
The people consuming your content aren’t your professors or your boss at work. They’re normal people who are tired of being bored all the time.
Go out anywhere in public and look at the zombies waddling around looking at their phones. Eyes glazed over, backs hunched, shoulders rolled forward. Walking headfirst into people and inanimate objects. In the zone.
Do you think they want to read something that sounds like a high school essay or a PhD dissertation? Do you think they want to watch some boring dude drone on about the technical features of a product?
No.
They want to be entertained.
Even if they’re looking for advice about buying a serious product that’ll be used for serious purposes they still want that advice to be delivered in an entertaining way.
It’s not illogical, it’s just the way humans are wired. You’re the one being illogical if you’re trying to resist this natural human impulse.
And they can easily find the aforementioned Entertainment by opening a new tab in their browser and they know it.
You’re not just competing with competitors in your niche for valuable consumer attention time, you’re also competing with: Xbox, Tinder, Netflix, Pornhub, political ragebait videos, music, pictures of girl’s butts on IG, anything they can look at on their device.
“But I’m in a boring niche that no one cares about, it’ll never be as interesting as the dopaminergic overload they can get from those things you listed!111”