business tips, communications tips, content marketing, copywriting, editing, storytelling, writing for the web, writing tips

What sporting movies can teach us about writing for business


This writer is not a great follower of competitive sport. Don’t get me wrong, I love to play, and if I’m honest I do love to win. The trouble for me is watching. As the UK Premier League Football (yes, soccer) season kicks off, I begin my nine-month TV compromise with the husband. As he immerses himself in the early season drama and politics I am quietly drifting off thinking about my all-time favourite sporting movies. The romance of Fever Pitch, the determination of Remember the Titans, the calculated yet extraordinarily inspired planning of Moneyball. All wonderful stories told beautifully through the lens of competitive sport.

I am reminded just how useful a tool this genre can be in communicating authentic, engaging and emotive stories. I am reminded of how a well-oiled team is always greater than the sum of its parts. What’s that go to do with writing you ask?

When it comes to creating exceptional content, you might have the juiciest salacious news, but if you relay that news incorrectly, you can lose your audience in a second. On the same page, like Brad Pitt’s Oakland A’s, you could have some relatively dry, technical information, but when you structure that content right, you can win audiences you thought were out of your league.

Not sure how to ensure your content hits the ball out of the park? Learn from some of my favourite sports movies of all time.

Moneyball – Get the structure right and win

Moneyball is such an unexpectedly great lesson in structure. We follow the journey of Billy Beane, the washed-up player/coach as he discovers just how idiotic it can be to pin your entire strategy on the skill of one or few. With the help of economics graduate Peter Brand, he learns that by understanding the true value of every player, he could build a much stronger team.

How does this translate to content writing?

You may not be sitting on the most seductive product or content. What you have is a unique set of skills, knowledge and services and when you understand each piece and its overall value, you can construct a story, article or content piece that highlights those things and suddenly you’ll find you reach your desired audience.

Remember the Titans – Embracing diversity will always set you apart

What a scarily relevant story to think about today. In a world where diversity should be part and parcel, we have been recently horrified by the disgraceful behaviour of few. This throwback film from 2000, is a inspiring reminder of how diversity can add true value to a team and outcome.

How does this translate to content writing?

Research overwhelmingly shows us that diversity in business increases productivity, morale and reputation. You can illustrate this in the way you talk about your business. Create content that explores diversity, challenges your unconscious bias and promotes equality.

Fever Pitch – Show your passion inclusively and your audience will follow

Adapted from the passionate semi-autobiographical book by British author Nick Hornby, Fever Pitch is the story of how one sports obsessed super fan negotiates love and romance outside his passion. He must learn to use and share his love of the sport with the woman he loves or risk losing them both.

How does this translate to content writing?

You are the expert. You know the value your product or service brings. When talking about your service, product or industry be careful to translate your passion in an inclusive way. Find a way to connect your audience to your content and share your passion that way.

Field of Dreams – If you build it they will come

This is a slightly bizarre eighties iconic tale of a corn farmer who is inspired to build a baseball field in his corn field. It might sound odd to the uninitiated, but it’s actually a truly delightful story about believing in yourself and pursuing your dreams regardless of how impossible they may appear.

How does this translate to content writing?

For us, this is a lovely reminder that nothing happens if you don’t try. Things may seem impossible, but when you start creating, unimaginable things can happen. Your elusive audience, potential client or partner won’t just come to you blindly. When you create extraordinary content – you’ll attract extraordinary things.

The Mighty Ducks – When you know what drives you, you’ll inspire others

For any child of the nineties, this is a sporting classic. A lonely lost lawyer is ordered to rediscover his love of ice hockey and in turn, inspire a ragtag group of misfit tweens. It’s a story about both passion and teamwork and as cheesy as it may be to some, its message is pretty timeless.

How does this translate to content writing?

The two greatest takeaways for writing great content are:

  1. Connect with your audience by showing your genuine connection to your content and product overall
  2. What drives your audience? Find a way to connect on a personal level and you’ll find you make much richer and more robust connections.

So, there you have it! The invaluable lessons some of my favourite sporting movies have taught us about writing great content. Now, to convince the husband that re-watching The Mighty Ducks is pretty much the same thing as watching the next live football match. Right?

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