The marketing bro is dead
I'm sure you've seen content like this.
Every sentence sitting all by itself on a single line.
One sentence after another.
Did you know this writing style actually has a name?
I didn't either.
But it does.
Broetry.
A LinkedIn love story
Broetry is very popular on LinkedIn and it's got a formula. So how do you tell a decent post from a broem? Look for these features:
😎 A click-bait style 'hook
😎 A definitely made up anecdote
😎 An emotionally charged story that paints the subject in a flattering light
😎 Short, one-line sentences with a break after every line
😎 A cliched life lesson or quasi-inspirational thought for the reader, think — ‘The mother of those baby ducks I rescued from the storm drain was the manager of a Fortune 500 company. Now she’s my boss and I'm rich AS WELL AS heroic’.
Est. 2017
This type of content has been a thing for a few years now. And it became so ubiquitous that a communications manager at Facebook once referred to it as a ‘monstrous form of LinkedIn corporate essay-poetry’.
And for a while, it was effective.
Because it was different.
But now it's annoying.
And everyone has moved on.
Annoying your ideal clients is bad for business.
As an entrepreneur, I know better.
I don't settle for annoying my clients.
I chase what could be, instead.
Give broetry the flick
If you're writing your own content, here are a few fool-proof ways to reduce the broetry factor:
💥 Tell genuinely interesting stories
💥 Make it a 1-2 punch by connecting your story to a lesson
💥 Vary the length of your sentences and paragraphs
💥 Adopt a conversational style that invites a response
It's not as easy (or cheesy) as writing broetry, but it's a lot more likely to pay off in the long run.
Can’t be bothered?
Outsource it! Check out my website copywriting and blog packages and get flush with non-cringey content.
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.