Wish-List-With-Walls Blogging for Business

“Basically, we’re a wish list with walls” is Silver in the City jewelry boutique’s self-description in its Nuvo ad.

Great line! For the few seconds it takes for the reader to figure out the meaning of that statement, it forces engagement. As a business blogging trainer, one of the points I often stress is one I learned from my speaker friend Dick Wolfsie.

In order for a joke to be funny, explains Wolfsie, the person listening to the joke or reading the joke has to figure things out!  The laughter is the reward that the listener or reader gives himself for having figured out what the punch line is really saying.

Blogs are like that, too.  As a content writer, you post new, relevant material online, offering valuable information about your field of expertise.  But for the blog to generate engagement, it takes two.  In fact, that’s precisely how business blogging works.  People go online and use search engines to find information.  That individual, just like the person who gets a joke, rewards himself with the information you’ve provided.  The reader “gets it” and moves on to your website for more, or posts a comment.  Either way, two are now in the game.

That “wish-list-with-walls” line would be perfect as a “pow” closing line for a business blog post. Work on crafting a closing line that forces readers to “put it all together”.