Back when I was a B2B property journalist, I started a bog-standard, state-of-the-market feature by drawing comparisons with famous pieces of art.
I wrote that if the market were a painting, it would be less like Monet’s Water Lilies and more like Dali’s The Putrefied Donkey.
The point was to grab attention with my opening line by throwing in something unexpected yet illustrative of the point I wanted to make.
I chose words and created an image that readers flicking through the magazine wouldn’t usually read.
Whether you are writing an article or a LinkedIn post, if you are following the usual tropes with all your content, you risk being lost in the crowd.
It’s not necessarily about saying something different to everyone else; you can have a similar idea just present it in a different way.
I could have said the property market was challenging or leasing conditions were difficult. But that’s what everyone else would say, so I got creative.
And I returned to the art theme running, concluding how the market might be a different painting in 6 months.
Let’s look at it another way. Which quote would make you want to read the piece more: