They Won’t Know How Good They’ll Feel Until You Blog

The creators of a late-night TV commercial about bankruptcy got two things right, I couldn’t help thinking:

• The ad gets viewers to visualize themselves enjoying relief at the end of the process: “You won’t know how good you’ll feel until you do”, it promises.
  When you’re composing business blog content, I tell writers, imagine readers asking themselves – “How will I use the product (or service)?” “How will it work?” “How will I feel?”
  
• “Filing bankruptcy is like going to the dentist,” the attorney explains. “Many people put off going, but then feel so much better after they’ve gone.”
  An effective blog post clarifies your “unique value proposition” in terms readers understand.  One good way to do that is to make comparisons with things with which readers are already familiar and comfortable.

To be sure, as I often remind blog content writers, blog posts are not supposed to sound like ads or commercials.  But in this particular commercial, the bankruptcy attorney says nothing about how his legal services are either better or different from those offered by others.  The ad doesn’t go into any legal technicalities at all. Bankruptcy isn’t compared to debt settlement or any other options.

The focus was totally on the end result from the recipient’s point of view – relief.  The marketers obviously realized that people drawn to a bankruptcy commercial are feeling anything but good, and so they simply invited viewers to “visit the dentist” and get to feeling better.

For us business blog content writers, that’s a pretty good model, I found myself thinking. Empathize with their pain or problem, offer a path to a feel-better result.

Think of it like this: They won’t know how good they’ll feel after using your (or your business owner or professional practitioner client’s)  services until you blog about it!