When anyone mentions Dwight Schrute, most everybody will know who he is: a quirky but regimented paper salesman who works for Dunder Mifflin. He goes out of his way to trump his co-workers, but that’s why everyone loves him. When Michael Smart created an article, he knew the kind of appeal Dwight has and used it to make her article and pitch relevant.
Smart’s article was about “socially distinct characters.” But he needed to find a way to make the information relatable to the average audience. Because of Smart’s decision to utilitze Dwight in her paper, he got published in TIME.
This article is an example of taking some boring information and making it relatable to the public. There aren’t a lot of people who want to read about the work place, but there are a lot of people who want to read about Dwight. It’s attention grabbing.
With more and more content being released on the Internet, it’s getting harder to get noticed. Even large companies are struggling. So, you can’t afford to create boring content and expect to be noticed.