What Can BMWs and Buddhist Monks Teach Us about Business Writing?
New York Times auto writer Lawrence Ulrich sights a Buddhist monastery and sees a connection to how the new BMW 6 Series handles on the winding ocean-side roads of Northern California. Does this willingness to take chances with storytelling suggest anything for the way we handle marketing content for professional service providers?
So, OK, I’ll admit that a journalist covering the auto industry isn’t exactly analogous to someone writing for business readers. The keyword here, however, is exactly.
Because Lawrence Ulrich has something to offer those of us who order, create and approve content for law firm Web sites, client brochures and such. As auto writer/critic for The New York Times, Mr. Ulrich takes a technical subject that’s part of everyday life and makes it come alive.
Decide for yourself. See, for example, whether the wit and intelligence in this piece about BMW’s new 6 Series doesn’t suggest how your looks-and-sounds-the-same-as-everybody-else’s content might acquire some zing and become more engaging.
I could go on and on. Of all of the things I like about this article, here’s a passage that made me laugh out loud:
With both of those optional onboard systems, along with chunky 20-inch wheels and tires, the 650i felt unflappable along Route 301 near Carmel — almost an affront to the nearby Chuang Yen Monastery, whose Buddhist monks might take one look at the lavish BMW and advise, “Peace comes from within, do not seek it without.”
Yes?
