Francis Ford Coppola’s The Godfather (1972) celebrates its 50th anniversary this year. Based on Mario Puzo’s bestselling novel of the same name, outstanding performances and timeless direction saw it pick up three awards at the 45th Oscars ceremony.
The epic crime saga charts the violent rise of favourite-son Michael through the Corleone family business. And while it isn’t obviously replete with lessons for your company’s blog content, there are some (albeit tenuous) connections to be made.
Here’s what The Godfather has to teach about writing for your clients.
1. “I’m gonna make him an offer he can’t refuse”
When Vito Corleone (best actor-winner Marlon Brando) utters the original film’s most famous line, the offer in question isn’t one that any right-minded negotiator – or animal lover – would contemplate.
In the context of the blogs you write, though, it can be interpreted in a couple of ways.
The benefit of benefits
It’s vital when writing blog content that you remember who your audience is and that you write directly to them. You have a lot to offer, but you need to offer it to the right people, and in the right way.
That means targeting content to address your clients’ needs, but it also influences the way you address your reader.
While you might be independent, experienced, and highly qualified, your clients are only interested in what that means for them. Don’t sell “what you are”. Sell how what you are benefits your clients.
Do this by speaking to them directly. Rather than “we are independent, experienced and highly qualified”, write that “you will be in safe hands, have peace of mind, and know that with the whole of the market to choose from, you’ll end up with exactly the right product for you”.
Make yourself indispensable
Offering up the knowledge you have – through regular content addressing difficult concepts in simple language or through insightful “lifestyle” articles – means that when your clients have an issue, they will know exactly who to come to.
Through regular contact, you’ll make yourself the go-to for your clients looking for the latest news, and when they need it, financial advice.
2. “Just when I think I’m out, they pull me back in”
While The Godfather Part II (1974) won six Oscars, becoming the first sequel to win best picture, the often derided third instalment of the saga, The Godfather Part III (1990) fared less well. In fact, when an ageing Michael Corleone (Al Pacino) mutters the immortal line above, some argue that he might have been referring to the film trilogy itself.
(Incidentally, and by way of balance, Part III still garnered seven Academy Award nominations.)
But what does “Just when I think I’m out, they pull me back in” mean in terms of your blog content?
When writing a blog, sell your benefit in the headline, then use the body text to clearly explain why and how you will provide this benefit. A clear structure and concise writing will get your reader to the bottom of the page.
Then use a call to action to pull them back in.
Explain how your readers can get in touch with you to get the ball rolling. A good call to action is an opportunity to strengthen relationships with existing clients, establish new leads, and provide the benefit you’re selling.
Read Charlotte’s 7 tips for writing a strong call to action in your blogs and remember that without a call to action, all of your hard work is wasted.
“Someday […] I will call upon you to do a service for me”
At The Yardstick Agency, we have the experience and knowledge to sell the benefits of your business directly to your target audience.
Through crafted content and regular newsletters, we can engage, educate, and entertain your readers, leaving you plenty of time to reacquaint yourself with the classics of modern cinema.
Contact us at hi@theyardstickagency.co.uk or call 0115 8965 300 to see how we can help you.
