I regularly write about boring topics. From the new pension system to self-insurance under the WGA ( say what? ). Do I offend my clients with this? I do not think so. They also know that those subjects are not so juicy. Still, I see it as a challenge to make catchy and accessible content about this. How do I do that? 13 lessons. 1. Save complicated concepts for later “ Energy transition is the transition to a situation in which the energy supply is structurally different in nature and form than in the current energy system.” Have I lost your attention already? I understand. Never start an article or video with a difficult term and its explanation. It may seem logical to you to do so. Surely a reader must know what the content is about? But that will come later.

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First, you pull your reader or viewer into your article or video. Then the rest will follow. 2. Forget completeness Catchy content starts with a clear goal. A target. Keep that goal in mind when you create content. If you are dealing with a complex Italy Phone Number about the new pension system, you will probably be inclined to give a lot of explanation. Explanation is also important, but keep checking whether it contributes to your goal. Is it really relevant for a reader to know exactly when a particular law came into effect? Refer to other article For additional explanation, you can link to another page on your website. Or you can save your explanation for the next article. This way you layer your content and avoid lengthy texts. Tip: include your client in such decisions.

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I myself notice that a text often becomes more complicated and longer due to the feedback from my customer. You avoid this by being clear about your goal in advance. 3. Use emotion in your text I write articles for a pension provider about the Amounts at once, which will probably come into effect on 1 January 2023 and is part of the new pension system. Not very exciting, indeed. But a lump sum basically just means that you can withdraw 10% of your pension in one go. You can, for example, travel with it, or renovate your house. See, that already sounds a lot more appealing. So I let people say what they would do with such a lump sum. And I add some feeling to that. For example: “With 10% of my pension I would make a gift to my children. So that they might one day buy a house. That’s so hard these days. I can help them a little with a donation. I think they really deserve that.”

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