How you can write more engaging business blogs – like Peter Bregman from the Harvard Business Review
If you need to turn you business information into engaging social media (blogs etc.) YOU can learn a lot from the style of Peter Bregman.
Peter is one my writing heroes – along with people like Chris Brogan and Sam Horn.
I’ve been following and studying Peter’s style for years from when I first read his articles in the Harvard Business Review.
Now, there are lots of smart subject matter experts who write for publications such as the Harvard Business Review.
What I admire most about Peter’s style – what makes him so special and worth studying – is his engaging, easy-to-read, human style. He makes business content “come to life”.
Peter turns information into engaging stories. I know the idea of storytelling can sound too fluffy in the business world – yet we are “programmed” to listen to and remember stories.
Peter doesn’t just type or cut and paste information (like many blogs) – he crafts and interweaves stories.
With Peter’s writing you get swept along the story and the conflict (and often the people) in each article. Even in his short blogs there are still mini stories or important parts of stories.
You can borrow these techniques too.
I’ll link to some of his recent articles for you to study – after you’ve read this post on what to look out for!
When you read his blogs – notice how Peter:
- Often starts with a scene with people in it – an everyday experience or a work scenario that sweeps you up into the story. It doesn’t start with the business content – it starts with people in action – usually with a dash of drama! For example: a party where someone steps on a dog and the dog runs out yelping – OR a work scenario where someone can’t say NO
- After Peter plunges us into what I call The Opening Scene – he transitions to the content – the business examples
- At the end, he “closes the circle” – coming back to his opening story and he often finishes with a great memorable sentence that sums up the essence of his whole message.
…it’s OK to step on a dog. It happens. Just don’t blame the dog.
Peter makes it look so easy – but there is a lot of craft in his writing.
I ain’t got time for fluff like storytelling!
Have you ever thought that or heard that before?
I know injecting people and storytelling techniques can be a shock to some professionals.
I often work with professionals who need to turn their subject matter expertise into readable blogs.
A common reaction is: This story stuff takes up space I could use to put in more information.
Sure, for some business writing and some audiences it’s mainly about the information – especially when people need to read your information. You just “play it straight”
But – I argue that with your blogs – you need to work harder to make the reading experience easier and even more “enjoyable”.
If your audience doesn’t have to read your writing – you have to work to make your writing is in s style your audience will like to read – and to keep coming back to read other articles.
Your business blogs are often like to read rather than have to read writing.
Also, your competitors often have similar information – you need to package your information better than your competitors do.
That’s why the Harvard Business Review features Peter’s articles.
That’s why people like me keep coming back again and again to read his pieces. Peter makes the information easy and enjoyable. Imagine building that sort of reader loyalty for your business blog!
There are so many other writing techniques you can also borrow from Peter. So many little writing tips and “tricks” I can teach you – and I’ll include more of these tips in a future posts.
So, I encourage you to study his style and try the techniques above. Dare to put some storytelling techniques and people in with all your information!
SEE FOR YOURSELF:
Here are the links to Two of Peter’s articles where you can experience his engaging storytelling style in action – even in a short business blog.
If you found this post interesting and useful – for more tips you can follow me and connect with me on:
Linked In – under Tony Biancotti
So – who is writing this ?
Hi, I’m Tony Biancotti and I’m a lawyer turned journalist and business communication consultant.
Sure, I can be an over-enthusiastic “nerd” when it comes to business communication – but I get lots of feedback that people like my enthusiastic knowledge of and passion for the power of words and images and techniques of engaging people.
I will share with you practical and easy-to-apply tips I’ve gathered over many years working as a:
- TV journalist
- political speechwriter
- musician and performer
- coach and trainer in persuasion, positive messages, presenting and better e-mail and business writing.