Four years ago I started editing a website offering advice and shared experience for the family and friends of older people.
The content was a mile away from my usual diet of B2B and B2C marketing communications. And here was the problem. It required a completely different approach in the voice that we use.
Most of my “day-job” B2B clients want to appear professional and approachable without being over-friendly. They want to be enthusiastic without being over-zealous. And the B2C clients want a tone that defines their brand and appeals to consumer aspirations.
This project is quite different. There are plenty of topics here that come under the label of “eurgh”. We believe we can’t ignore them, so we approach at least some of them with a dollop of humour. After all, it’s the grimaced smiles that get us through some of the darker days.
The trouble with the humour is that it has to sit alongside pieces that are just truly heart-rending, and we never want to offend or belittle the traumatic stories that some of our readers have to tell.
So we take it gently. We need to show respect to our readers who have volunteered to tell their stories of life with ageing and frail parents.
We always aim to be useful. We want our content to be illuminating, enlightening and offer an opportunity to talk. We treat people’s stories and their pain with the honour they deserve. But when we have permission to smile and turn on the humour to get us through, we do.