3 ‘plot-lines’ to make your content more accessible

In order to make your blog, Case Study or book content more accessible to your readers, it’s good to include the following 3 ‘plot-lines’.

Story

Human interest and insight are very compelling for other humans to read. An account of a real experience that a client has had, in their own words, is the raison d’etre of your Case Studies. Real life questions and experiences from your prospects are fuel for your blog content. Your own personal history and insights are what you want to dive into in your book.

You want your reader to feel that you are addressing them directly, and drawing them into your world. They want to relate to the experiences, and get to know your personality and approach. These are all achievable through story-telling.

Theory

In the case of your content this is the specific knowledge, expertise or set of principles which you are in the business of promoting.  Case Studies need specifications of your product, service, or strategic network, which add value to your client. Meanwhile in your book, the Theory could equally be your unique wisdom, understanding and perspective that inspires and encourages others to grow and take action.

There is a sense that there is a glut of overly academic business books that are rather targeted at MBA students than busy entrepreneurs. On a recent Zoom call with my colleague Sean Buckland from Prosemita he gestured to the wall of books lining his study and said: “I’ve read most of the books on those shelves, but not many of their target audiences will have done the same. They are too much like text-books and not enough like practical guides.”

So there you have it. Theory is the backbone of your written material – but it needs bringing to life through story, along with the next plot-line…

Guide

This is the practical piece. This is where the rubber of inspiration and understanding hits the road for your reader. Here they can take action and apply the experience and the knowledge you are providing in their own scenario. It could be a series of step-by-step processes; or a diagnostic questionnaire; or a suite of reflective prompts; or a set of instructions; or a simple call to action with a checklist of what to expect on the other side.

Whatever form the application piece takes the idea is to get your reader into action. If you are building community around your content you ideally want your readers to interact with you too. Invite comments either on social media or  on your website, so you can continue to learn from their experience.

Get in touch to explore how you can use story, theory and application to greater effect in your content, Case Studies and business books. Oh, and do go check out Prosemita too – they are super knowledgeable about SME transformation.