About this article

Read time:

4 minutes

Category:

Opinion

What to write when the light goes out

This week has witnessed the sad news that two celebs had passed over to the great stage in the sky. First there was ‘Firestarter’ Keith Flint, frontman of The Prodigy, then actor Luke Perry of Beverley Hills 90210 fame. We were sorry to hear of their passing – particularly as both were seminal figures in the lives of young Skouts.

As writers by trade we are used to turning our keyboards to any given topic, but the week’s events got us talking about obituary writing. While finding the story in some B2B topics can be challenging, we all felt that writing a final eulogy to someone, especially if you knew them, could be one of the hardest jobs of all.

So, what should a good obituary say and not say?

The key thing is focusing on life, not death. Positivity is vital. Cremation Solutions points out that the obituary should focus on the life of the person. “If the deceased person was a standout in life, make his or her obituary a standout as well. <Many> of the obituaries are dull and boring and <say> little more than the person died, the names of surviving family members and the funeral arrangements.”

Obituaries should also contain key facts about the person, such as when they passed on, who their closest relatives are, where they lived, when their funeral is or any donation information. However, with cybersecurity a growing issue these days, it can be important not to reveal too much personal information. Some experts say there is a real risk of identity theft based on information made public in obituaries.

As in many forms of writing, clichés are considered poor practice. This is mainly for the avoidance of misunderstandings. A cliché phrase may be construed differently by different people, and some may even be considered offensive or inappropriate. ‘Now happily pushing up daisies’ might reflect the deceased person’s fun view of life but might be upsetting for people who don’t get the point.

Some famous people have their obituaries pre-written so that they can approve what is going to be published about them after their death. While this offers some certainty it also opens up the risk of premature publication. Among the many premature and fake obituaries that have been published was apparently that of P. T. Barnum. The ‘greatest showman’ passed his obituary to the press to publish several weeks hence when in poor health, believing he would have passed on by this point. Unfortunately, he hadn’t!

The final point is humour. Death is not a cheery subject, but some people seem to manage to see the funny side of it. There are many examples. We found an obit written for American ‘baking icon’ Betty Crocker – entitled “Rich but no longer moist”. The text goes on to say how “she failed to rise” that morning. In her will she apparently “asked to be mixed up with 2 eggs and ½ a cup oil, mixed for 3 minutes on high speed, spread evenly, topped with walnuts and cremated at 1350 degrees for 45 minutes.”

Hmm. Not entirely sure this one is genuine!

About this article

Read time:

4 minutes

Category:

Opinion

The trust gap: why B2B marketers must rethink HR messaging

A recipe for building audience trust: the seven ingredients of strategic storytelling

Browse more blog posts

Trust Gap 2
Posted on
byRebecca Brown

If you’re a B2B marketer working with HR solution providers, your challenge goes beyond capturing attention; it’s about earning trust. HR professionals are navigating some of the most complex workplace challenges: evolving compliance demands, hybrid working tensions, wellbeing pressures, and the drive to build inclusive, values-led cultures. They’re time-poor, emotionally

Cooking board with ingredients
Posted on
byRebecca Brown

B2B communications is going through an exciting transition thanks to the explosion of AI. Content is becoming easier and less expensive to create, meaning brands can get their stories out in the world faster than ever. With a touch of a button, generative AI can produce blog articles, social media

An image of tape measures to illustrate measurement in marketing
Posted on
byClaire James

Every global marketing director knows the question is coming: “What did we get for that budget?” And in today’s climate, the answer can’t be a vague reference to awareness or engagement. According to LinkedIn’s B2B Benchmark Report, 76% of B2B marketers feel under pressure to demonstrate ROI in the short

An image of a sign displaying purpose, illustrating B2B PR that has purpose
Posted on
byHonor Williamson

In B2B PR, it’s one thing to be visible, but it’s another to be valuable. Whether its influencing buying decisions, shaping industry conversations or helping to drive commercial outcomes, PR has the potential to do far more than raise brand awareness. Strategically directed PR warms up future buyers and tilts

Chess
Posted on
byRebecca Brown

As a B2B marketing leader, you’ve likely seen competitors steal the spotlight while your industry-leading services and solutions remain invisible. Despite deeper expertise and better results, your content just isn’t cutting through. You’ve tried different tactics, but nothing sticks; it’s causing lots of headaches for you and your team. Our

2025 Podcast_E2_Jon_ website image
Posted on
byRebecca Brown

B2B marketers are producing more content than ever – but is it working? According to research from the LinkedIn B2B Institute, only 5% of potential buyers are actively in-market at any given time. That means the vast majority of content is reaching people who aren’t ready to buy and often,

Speaker presenting at a client services conference, sharing strategies for keeping clients happy with attentive audience engagement.
Posted on
byClaire James

I recently attended a Happy Clients Conference where the room was filled with people who were all responsible for client service in one way shape or form. The topics being discussed on the day all had a similar thread running through them: how can we keep our clients happy? Upon

A image saying the words: Storytelling, relatable, relevant, emotional, engaging
Posted on
byJames Weaver

In B2B, decisions are often viewed through a rational lens. We talk about objectives, KPIs, and, crucially, ROI. But behind every business decision is a person. Many B2B marketers face mounting pressure to deliver measurable results, often while navigating buyer journeys and evolving expectations. According to the 2025 State of

EO Day
Posted on
byRebecca Brown

Did you know that Skout is an employee-owned B2B PR and communications agency?   In 2023, our founding shareholders Rob and Claire made the decision to sign the company over to an Employee-Owned Trust (EOT). As Claire mentioned at the time of the transition: “Much of the success Skout has

Shaking the B2B PR tree: Episode 1 banner detailing the episode contents with guest Victoria Jackson, acting global head of marketing, Silverdoor
Posted on
byHonor Williamson

If you haven’t heard about Shaking the B2B Tree yet, it’s a fresh new podcast from Skout launched by our MD, Rob Skinner, aimed at challenging traditional thinking in B2B marketing. The whole idea? To shake up the way we think about B2B marketing – challenge the usual, dig into

Get in touch

Skout
11 Market Place
Macclesfield
Cheshire
SK10 1EB

Send us a message

Name(Required)

Send us a message