Turning ‘Boring News’ into Engaging Content: Justin Oberman’s Playbook

In a recent LinkedIn post, Justin Oberman discusses the common pitfall many businesses face: their promotional content fails to capture audience attention, not due to a lack of impressiveness, but a lack of inherent interest. Oberman argues that the key lies in transforming mundane announcements into genuinely engaging narratives, drawing parallels to the creative tactics of early 20th-century publicists.

The Difference Between Impressive and Interesting

Oberman challenges the notion that simply announcing achievements is enough in today’s crowded digital landscape. He states:

Nobody cares about your promotion.
Nobody cares about your new product launch.
Nobody cares about your company milestone.
Not because you’re not impressive.
But because impressive is not the same thing as interesting.

This stark opening sets the stage for his core argument: the need to shift focus from self-promotion to audience engagement. As Oberman points out, the publicists of the 1920s and 30s understood this fundamental principle. Instead of merely reporting facts, they engineered events designed to be newsworthy and captivating.

Lessons from Early Publicists

Oberman highlights the innovative, albeit unconventional, methods employed by these historical figures. He provides examples such as:

• A publicist who checked a lion into a hotel room.
• Another who sat on an ostrich egg for 19 days.
• A third who walked a bull through a china shop on Fifth Avenue.

These anecdotes, while seemingly random, were strategic. Oberman emphasizes that these actions followed discernible patterns. “But none of it was random,” he writes. “All of it followed patterns.” This observation is crucial for modern marketers and communicators seeking to replicate such impact.

Templates for Engaging Content

The crux of Oberman’s post lies in his assertion that he has identified and codified these historical patterns. He reveals that he has broken down these tactics into 12 distinct templates, designed to be practically applicable for social media content creation. His newsletter, he explains, delves into these templates, offering a framework for making any message more interesting.

Beyond Copy Tweaks

Oberman’s advice extends beyond superficial adjustments to existing messaging. He suggests that a more fundamental shift in approach is often necessary. “Sometimes tweaking the copy isn’t enough,” Oberman concludes. “Sometimes you just have to do things differently.” This underscores his belief in the power of creative strategy and execution over incremental changes. For paid subscribers, he even offers a prompt designed to aid in applying these principles, further illustrating his commitment to providing actionable insights.