You know, I’ve been reading the content your B2B firm is putting out there and, frankly, I’m bored. Really, really bored.

Why is that? Why are you so intent on playing it so straight? Why do you think you need to write so seriously all the time? Why do you churn out content that looks like it’s targeted for your 8th grade English teacher?

It’s time to stop writing term papers.

It’s time to stop draining all of emotion out of your content.

It’s time to push your Spock-like logic to the side, and have a little fun.

It’s time to be human.

When you’re creating content for other businesses, you can never ever forget that those businesses are made up of human beings. People. They laugh, they cry, they get angry. They want to be entertained. A very small percentage want or expect to be bored, even if they’re working. Generally speaking, these people aren’t very fun to have as customers.

So stop writing for them!

This does not mean that you should create frivolous content or off-topic content. Your cloud communications firm should not start covering the Kardashians on a regular basis. But it does mean you can bring a little oomph to your content, that your writing can have some personality. We’re not telling someone how to put together their Ikea desk, we’re trying to create a connection and start or strengthen a relationship.

Need help doing this? Contact us – we can help.

Life – and that includes our work lives – is too busy and too short to be stuck in stifling conversations. We have too many options, and if you insist on being so uptight, you’re customers will likely go searching for a better way to spend their time.

Now, admittedly, there are two ways to look at this: You could say that I need to get serious, that I need to spend the time to dive deep into some of these really important issues. You could tell me that “this isn’t a game.”

But I’ll tell you that you’re ignoring the science of storytelling. You’re ignoring the very real fact that our brains are wired for stories, that emotional tales literally create an electrical charge in our brain. When you appeal to your audience’s emotions you have a much greater chance of creating a connection and, ultimately, making a sale.

However, showing emotion takes a little bit of courage. It’s certainly safer to stick to the facts and bore your audience, just like all your competitors are doing. That keeps you on a level playing field.

On the other hand, stepping outside that box creates a playing field that is not level – and if you do it well, you’ll be the one standing on the higher ground. You’ll be the one with the advantage.

So, I say stop writing scared. Start writing stories, with the classic story structure of setup, rising action, falling action and resolution. Make your customers the hero of a story that isn’t a recitation of the features of your products. Bring some emotion – excitement, happiness, fear or maybe even anger. Show your human side for the humans that you want to do business with.

Sure, it’s possible that some prospective customers will find it off-putting and decide to hire someone else for the job.

But do you really want to be in business with those people?