There’s a dark fairytale that ballet companies have been dancing all over the world since its conception.
It’s known as Giselle (most of the time).
It tells the story of Giselle, a peasant girl, and a Duke, Albrecht, who disguises himself as someone else to be with her because he wants to get in her pants. The problem is, Albrecht is already betrothed, and his pretending caper isn’t destined to last. A love rival exposes Albrecht for who he really is, and Giselle falls into despair, eventually dying of a broken heart.
Because Giselle dies before her wedding day, she joins the ranks of the Wilis, a malevolent cluster of ghostly virgin women who inhabit the forest.
The Wilis entrap any man who enters the forest between midnight and dawn, forcing them to dance until they die.
Albrecht didn’t hear that Giselle died, and goes into the forest looking for her. He sees Giselle! He tries to embrace her, not realising she was dead. His arms go right through her!
Then rises the Queen of the Wilis. Giselle sends Albrecht to her grave, so that he can get away from the Wilis and survive. In retaliation, the Queen forces Giselle to dance, luring the ghostly woman’s lover back to the forest so he can be ensnared and killed.
By dancing with him, Giselle prolongs her lover’s survival. Then, just as it seems that Albrecht was about to succumb to his exhaustion, and go to his own grave, the first spears of sunlight pierce the forest, and the Wilis are forced back into the forest. With them goes Giselle, and as she fades away, Albrecht realises his shame, and — too late — his sincere love for her.
It’s a dark, poignant story. And it’s an insane ballet to watch or dance.
You might be wondering why I even told you the story of Giselle.
It’s a lesson in pretending to be something that you’re not.
Publishing anything, as a business, is risky. I get that. But instead of being true to themselves, businesses (in my experience) chase clicks.
They publish How do make your immigration application successful, like every other law firm in the land. They see others doing it, and think we have to do that! What they’d rather do, though, is tell a heartfelt story about how someone desperate for assistance was saved by the principal lawyer at great cost to himself (for example).
Sure, the first article might get some traffic because of the search terms. But the second story will create loyal fans.
When you create your production calendar, the second one is what to create. When you start crafting topics, forget the traffic! Tell the stories that emerge from the heart of your mission.
And, really, I’m going to be blunt. If you want to create clickbait, go away from this site and don’t come back. You’re not going to be doing anything valuable for anyone, and I’d rather not teach you anything.
On the other hand, if you do care about creating valuable work, please do join my love‐list! You’ll get loads out of it: