In theatre, there is a phrase: Breaking the fourth wall.
This is when the actors directly address the audience or maybe even get them involved.
A play I was at recently – A Mirror, Trafalgar Theatre – opened with a wedding, and we were asked to stand for the bride as if we were guests.
This is breaking the fourth wall.
But why is this relevant to your B2B content?
Talking to, not at, your audience and encouraging interaction will elevate the impact of your content, particularly here on LinkedIn.
The more people who react and comment, the better your post will perform.
‘Breaking the fourth wall’ can help encourage engagement.
Talk directly to your target audience. Make your content relatable.
This could be talking about something you particularly care about or how something made you feel.
It could be sharing a particular experience you’ve had, good, bad or ugly. Or something you’ve learned.
Ask people to share their experiences. Ask your network questions.
As well as encouraging engagement and boosting visibility, it’s a good way of helping people get to know you and developing a connection.
It can make sending a DM or email easier for you and the people in your network.
Even if actors have broken the fourth wall, the connection is over once they take a bow.
But that’s not the point of content, you want to build on the connection made.
Have you been to the theatre recently?
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