In movies they call it ‘breaking the fourth wall’ – the old John Hughes classic, Ferris Bueller’s Day Off made it famous. The idea was to give the movie’s protagonist a way to connect directly with the audience, on a personal level. And it’s what your small business customers are looking to do with you. They need to know youâ€™re taking a genuine interest in them, so you want to tailor your content so that it reaches them as individuals.
The idea is to create content that means customers donâ€™t have to imagine you sitting in your office or on the phone â€“ youâ€™re there with them. Whether youâ€™re showcasing a new financial tool, marketing new small business packages or plugging an upcoming event, try to put yourself in your customerâ€™s shoes and think about how youâ€™d like to be engaged.
The great thing about breaking the fourth wall is that you have more opportunities to inject some irreverence into your content. Dealing with finances, talking with a bank manager, understanding how to use financial tools â€“ customers can find that kind of thing a bit daunting.
Breaking the fourth wall means that when it comes to content, the worldâ€™s your oyster.