Stop Boring Me

I’ve got a problem (maybe the ADHD)

I meander a million miles an hour without always landing on pure meaning. Writing this weekly is more for my sanity than anything else, and truthfully, I’d probably be doing this dance even if nobody was watching (Thank you for that Mr Twain).

But like all good things, a bit of structure doesn’t hurt. This week I’ve been thinking a lot about positioning (Same/Same)

Not a neatly packaged framework, just a realisation: niche B2B content isn’t for me (and I bet it isn’t your cup of tea either)

and probably why I don't want this to be a News news Newsletter about these guys raiding cash, this person moving firm etc etc… as it has a 3-hour shelf life.

I love our market………….well it’s all I’ve got, but content in this space rarely

🌕️“goes to the moon.”🌕️ 

Why? Because I’m not going to sit through a 30-minute product pitch that never hits me in the face. They are all on Youtube, look at the view counts… they are probably about 8 views in 2 years. The people amazing, but the content…. wooof.

B2C podcasts land because they’re talking about brands we’ve got an emotional connection to. The question is: how do you bring that same punch into B2B?

Here’s where I land: you make it personal. People buy as consumers first, even at work. Which means stories, emotion, and human angles beat sterile product talk every time.

It’s why AI land works for Lawyers, as we all use it for shopping lists and spell check.

Identity over industry:
It’s not “a GC saved 15% on contracts.” It’s “a GC finally had time to go watch Birmingham City FC play with his kid.” (Side Note'; Tom Brady… not for me).

So yeah, bridging the gap means dragging a bit of that consumer-style storytelling into B2B. The message is business, but the medium has to spark emotion.

You need to build a relationship with your audience that gets them emotionally invested, so please slap me in the face so I feel it.

How emotionally attached are your clients to their legal intake solution? Would they go to war to keep it or would they go to war to keep you?

So next time you’re chatting with a lawyer, maybe drop the pitch and try the story. That’s the bit they’ll remember.

Anyway, it’s my 10-year anniversary, so speaking of vacuous places, we’re off to Vegas. Wish me luck. 🎲

Much love.

If you’re still here: hi! 👋

If you don’t know me that well, I’m the guy who once applied for an ESTA (Visa) on the day of the flight 🤦‍♂️. My wife is the complete opposite: organised, checklist-driven, never leaving things to chance.

It’s not the first time either. When I flew to Australia years back, I only realised I needed a visa at the gate. Who knew? (Apparently, everyone but me).

I think people fall into two camps:

• My camp: the dreamers who drift along, needing the occasional nudge (or rescue).

• The other camp: the planners who’d get 11 ulcers just thinking about leaving something like that to the last minute.

Which camp do you fall into?