{"id":69980,"date":"2023-06-20T14:13:31","date_gmt":"2023-06-20T13:13:31","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-to-communicate-personality-in-a-boring-industry\/"},"modified":"2025-03-07T16:58:33","modified_gmt":"2025-03-07T16:58:33","slug":"how-to-communicate-personality-in-a-boring-industry","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-communicate-personality-in-a-boring-industry\/","title":{"rendered":"How to communicate personality in a \u2018boring\u2019 industry"},"content":{"rendered":"

What is Chandler Bing\u2019s job? We\u2019ll take a wild guess you don\u2019t know, even if you\u2019ve watched every episode of Friends<\/em>.<\/p>\n

Chandler was famously the only character in the popular sitcom with a \u2018boring\u2019 job in professional services. He wasn’t an actor, nor a musician. He wasn\u2019t a palaeontologist, chef or fashion executive. In fact, the bland, unrelatable and completely forgettable nature of Chandler\u2019s profession was one of the show\u2019s longest-running jokes.<\/p>\n

Fast forward three decades, however, and Forbes today describes Chandler\u2019s field of data analytics as \u201ca hot, sexy sector<\/a>\u201d, while the Harvard Business Review insists it is \u201cthe sexiest job of the 21st century<\/a>\u201d.<\/p>\n

It just goes to show that all sectors are sexy and there is no such thing as a boring business \u2013 only boring branding. Here are five ways to inject personality into your communications so that prospects remember your name and are more awed than bored.<\/p>\n

Be recognisable<\/h3>\n

Like a person mingling at a party, your brand has a unique personality to share with the world. Not just what you say but how you say it \u2013 the words you accentuate, the rhythm of your sentences, the empathy you show, the things you leave unsaid \u2013 all this will evoke a feeling in your encounters that determines whether they take your number or shuffle off with some excuse about needing the toilet.<\/p>\n

If you come across as a split personality, your clients won\u2019t know what you stand for which means they won\u2019t know where they stand either. Working with a specialist to establish an authentic tone of voice<\/a> will help everyone in your organisation speak the same language. Once you\u2019re confident in your voice, you can be bolder, braver, more interesting. It doesn\u2019t matter if you\u2019re a Hollywood studio or an insolvency firm, if your tone is recognisable, you have more chance of leaving a lasting impression on others.<\/p>\n

Be approachable<\/h3>\n

Just because you’re a serious business that needs to convince people with serious job titles to take you seriously doesn\u2019t mean it should be seriously hard work to engage with you. C-suite execs are people too and appreciate plain English like the rest of us. They are more likely to approach if you communicate like a human being and don\u2019t try to dazzle with jargon and acronyms.<\/p>\n

After Covid-19 lockdowns compelled many to work from home, many companies adjusted to the new normal with a new formal \u2013 reaching out with a more conversational and warmer tone, while keeping it professional.<\/p>\n

But though we\u2019re accustomed to tech start-ups such as WeTransfer and Mailchimp casually dropping in expressions such as \u201cPsst!\u201d and \u201crock on!\u201d to their millions of business users, it\u2019s still a surprise when a more ‘serious\u2019 sector does the same. Virgin Money\u2019s playful and sunny personality stands out a mile in the play-it-safe world of banking. With a savings account called \u201cKiss my Isa\u201d and instructions such as \u201cTap, touch, ta-da!\u201d the brand dares to make finance fun, an approach that resonates when the economy is doom and gloom.<\/p>\n

Of course, you can’t be cute and casual if you are pitching services to governments. The trick is to know your audience and their level of understanding. Not everybody weighing up a cybersecurity service will be an expert in endpoint encryption, so don\u2019t put them off in your attempt to impress.<\/p>\n

Be infotaining<\/h3>\n

Attention spans are shrinking, according to multiple studies, including one suggesting that knowledge workers now typically switch focus every 47 seconds<\/a>, compared with 2.5 minutes two decades ago.<\/p>\n

One way to engage eyeballs for longer is to spice up your credible information with a sprinkle of entertainment.<\/p>\n

Software company Crowdstrike declares its competence in threat intelligence and cyber-attack response with all the panache of a blockbuster techno-thriller. To convey a sense of speed \u2013 the critical factor in cybersecurity \u2013 the firm uses staccato, no-nonsense phrases such as \u201cFind them. Know them. Stop them\u201d and \u201cCrowdStrike stops cybersecurity breaches. Fast.\u201d The firm\u2019s sponsorship of the Mercedes-AMG Petronas Formula One team allows for glamorous case studies featuring fast cars and racing icon Lewis Hamilton, hammering home the association with elite performance and speed.<\/p>\n

A case of style over substance? As you might expect from a firm on a war footing with cyber \u201cadversaries\u201d, Crowdstrike goes into combat mode to insist this is not the case, inviting prospects to see how its services \u201cstack up\u201d against rival vendors on a \u201cCrowdstrike vs the Competition\u201d page. And if that\u2019s not stirring enough, its news feed is taglined: \u201cFrom the frontlines\u201d. Now that\u2019s fighting talk \u2013 and definitely not dull.<\/p>\n

Be relatable<\/h3>\n

If you bumped into your brand, would it drone on about itself or try to see the world from your perspective? Striking the right balance in your communications between \u2018we\u2019 and \u2018you\u2019 is the brand equivalent of holding a sparkling and memorable conversation.<\/p>\n

To click with your clients, you need to relate your services to their real lives. Can you save them time? Reduce hassle? Cut confusion? Boost their productivity? Make them look good in front of the boss? Be there for them in a crisis? Show them you understand their pain points; then paint a picture of how you can help.<\/p>\n

\u201cInvolved in the rural economy? Our agricultural solicitors will help you achieve growth and success,\u201d declares UK law firm Thrings on its website. But the firm doesn\u2019t simply state its expertise in agricultural law, then wait for the phone to ring. It amplifies that expertise through partnerships with farming leaders and scores of stories on farmers and food businesses. Thrings also tries to answer common legal questions facing the agricultural community through everyday scenarios from the popular TV show Jeremy Clarkson\u2019s Farm: another example of relatable infotainment.<\/p>\n

Humans are hardwired to remember stories \u2013 and to pass them on, which is essentially free marketing if you\u2019re a business. So, turning the lens onto your clients with case studies, insights and stories can be an effective way to make dry and intangible services such as tax assistance and wealth management more interesting.<\/p>\n

Be human<\/h3>\n

Being relatable also means being open about your business culture and showing that you are humans too \u2013 something firms have got better at communicating since the #MeToo and Black Lives Matters movements, not to mention the small matter of a pandemic. One year into the Covid-19 crisis, for example, the team at Swiss Life launched a song video called \u201cMe, myself and you\u201d featuring more than 100 colleagues across all divisions. \u201cI\u2019m just one call away,\u201d they sang. \u201cCall me up, don\u2019t hesitate. I\u2019ll be here anyway, saying \u2018hey, how do you do?\u2019\u201d As well as a morale booster for remote-working team members, the video was a chance to showcase the faces, voices, sense of humour and team spirit behind the financial services brand.<\/p>\n

Because behind every great service is a great team of people who will be there for you when the rain starts to pour, as they sing on Friends<\/em>. Just ask Chandler.<\/p>\n

 <\/p>\n

If you need help showing off your brand\u2019s personality, we\u2019re \u201cjust one call away<\/a>\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

What is Chandler Bing\u2019s job? We\u2019ll take a wild guess you don\u2019t know, even if you\u2019ve watched every episode of Friends. Chandler was famously the only character in the popular sitcom with a \u2018boring\u2019 job in professional services. He wasn’t an actor, nor a musician. He wasn\u2019t a palaeontologist, chef or fashion executive. In fact, […]<\/p>\n","protected":false},"author":22,"featured_media":67548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[411,303,314,413],"tags":[],"class_list":["post-69980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-writing-us","category-content-writing-us","category-copywriting-us","category-financial-copywriting-us"],"acf":[],"yoast_head":"\nHow to communicate personality in a \u2018boring\u2019 industry - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"There's no such thing as a boring business if you can communicate effectively. But personality is key to engaging content. 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