No one cares about happy companies -- yours included

Here's a fun LinkedIn game. Count how many delighted, thrilled and excited people you can find on your timeline today.

Scroll down and see how many brands and organisations (or people representing them) start their posts with:
- "We're delighted to announce..."
- "We're thrilled to share..."
- "Exciting news! We're..."
- Some variant of that approach.

Look, I'm not a bitter killjoy. I love it when people are happy. 😁 😄 😆

But starting a post, press release, blog or similar by announcing your collective joy at some corporate development fails on two counts.

One, it makes it about what you care about, not what your audience cares about.

[To quote copywriter extraordinaire Dave Harland, "No one gives a fuck mate".]

Two, it's boooring. If you're saying the same sort of thing in the same sort of way as lots of others do, people's eyes will simply slide over your words.

Make it about the audience.

Why should they care about the thing you're so delighted, thrilled or excited about? Figure it out and start with that.