When I write for pleasure, I write to entertain myself. There’s no point in doing it if my audience – me – is not entertained. If other people are entertained by my writing as well, that’s a bonus.
When writing for other people, either businesses or theatre audiences, I have an obligation to entertain them. If not, businesses won’t read what I write and audiences will lose interest and walk out of a show.
It doesn’t matter how factual or important content is, people need to be entertained to take note of the message that’s being communicated.
Often this gets lost in the scramble to use technology to communicate. It doesn’t matter whether the message is written in 140 characters on twitter or daubed on a plywood sign at the side of the road: if it isn’t entertaining, people won’t take notice.
So do you need a creative person to write for you? They certainly should be able to help, but there’s nothing to stop anyone writing entertaining copy.
Think of it as telling a story or joke to your friends or recounting your latest achievement in your favourite hobby or sport. If you can make these sound exciting and communicate your enthusiasm, then why not anything else? All right, I recently struggled to make a piece on sewers entertaining, so there are some topics where a little extra effort can be required.
Always remember that, whatever the format or delivery method, we are obliged to entertain our audience.
That’s all for now, folks!