The Power of One in Business Blogging

One of the "Seven Deadly Sins of Website Copy", says fellow blogger Michel Fortin, is lacking a clear call to action.  The offsetting good habit, he explains, is focusing on the "power of one". As I was reading about the three aspects of what Fortin means by "One" , I couldn’t help thinking how relevant these are to business blogging.

One message:
"If your copy tells too many irrelevant stories, you will lose your prospects’ attention and interest."

It’s here that blog posts have a distinct advantage over the more static website copy.  Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business.  Other important things you want to discuss?  Save those for later blog posts!

One audience:
"If your copy tries to be everything to everyone (and is too generic or too complex), you will lose your prospects completely." Fortin advises creating a "perfect prospect profile" by listing all the qualities you find in your most profitable and accessible market.

Blogging can have several different purposes, but make no mistake – blogging for business is marketing.  As a professional ghost blogger, I consider myself part of each client company’s marketing team.  The more focused out efforts are on connecting with a narrowly defined target audience, the more successful the blog will be in converting prospects to clients and customers.

One outcome:
"If you ask your prospects to do many things (other than buy then or whatever action you want them to take), you will lose sales.  Provide clear instructions on where and how to take the next step."

Business blogging is ideal for using the Power of One .As bloggers, we’ve got to focus on creating engaging blog content that focuses readers’ attention on what we have to offer and the steps they need to take to get some!