Joy of Nothing


                                    The Joy of Nothing…   very much!


What is it about those great American sitcoms of the 90s..?

Friends, Seinfeld, Frasier…

A group of people chatting about their everyday lives; full of snappy one liners; with  flawed but basically decent characters who like one another and play against their  foibles and weaknesses.

An admission here: I’ve never ‘watched’ any of these – in the sense of deciding to sit down and devote 30 minutes of my life to their company.

There was no need: I was aware of their immense popularity and simply caught snatches from the repeats that were on when switching channels in the past ten years or so.

The writing and performances are so good, that only watching for a few seconds is enough to suck you in – easy when a gag’s discharged every twenty or thirty seconds.

The characters are so well-defined that they soon become familiar and – yes, lovable – in the way that they react and relate to one another.

Some achievement from a bunch of trivial fictional creations on TV.

And what actually happens in each show?  Very little.  One character has a crisis (to them) about work or relationships or just being alive…

And the others have to decide how to comfort or placate them, or deliver bad news.  And this is never really serious, just low level everyday stuff with no East Ender-like social significance storylines..

The audience continues to laugh and is predisposed to hang around to see what’s on offer – after the frequent commercial breaks.

And will keep coming back for more next week or year.. or however many hundreds of episodes they finally racked up…

So this got me thinking…

Copy in a blog or website doesn’t have to be useful: ie full of facts and solid information.

Have a chat with your customers about anything of interest, current or past…

And then drop in a mention of some new product, service or free trial offer…

Or not… on this occasion.

Why not wait till next time when your readers come back for another instalment?

Grab someone’s attention.

Give them a good time in your company.

Long enough, but not too long..

And, being in a receptive and positive mood… they may well come back for more.

 Derek Williams

ps: Jerry Seinfeld was paid a million dollars per show at its peak.  OK, the US is a big country with a large and affluent population but that’s not bad for thirty minutes of er.. chat.  The networks and advertisers obviously thought it a bargain!