Like Astaire, Your Blog’s A Composer’s Singer

/0 Comments/in /by

Fred AstaireGlamorous Fred Astaire was so far from perfect, it isn’t even funny, biographer Joseph Epstein (“Fred Astaire”, Yale University Press) explains fondly. At 130 pounds, with big hands, dumbo ears, and a toupee, Epstein points out, Astaire hardly fit the movie star mold.  And, when it came to all that elegant, debonair singing that went along with his steps, Astaire had a one-octave vocal range!  Still, Cole Porter, Irving Berlin, and the Gershwin brothers loved composing songs for Astaire, calling him “a composer’s singer” because he delivered their songs so sublimely.

As a professional blogger, I think I understand why these great composers felt such an affinity for Astaire. – his singing had authenticity.  That’s really what blogging’s about, when you come right down to it –  reaching out to your audience and conveying your passion and persuasion, as Ted Demopolios explains in his book, “What No One Ever Tells You About Blogging and Podcasting”.  And what about the third “P”, passion? asks Demopolis?  The answer: “Passion is very effective for profit.”

“A blog allows people to hear your distinct voice in a way that won’t come through in a sales call,” adds Mike Wagner of White Rabbit Group. What I try to convey to my ghost-blogging clients is that, If your voice has only a one-octave range, your limitations may be precisely what makes you seem real to your readers.  As Joseph Epstein puts it, “If Astaire had looked like Cary Grant, we might have loved him less.” 

And, since this is a blog about blogging for business, let’s not forget all the profits the imperfect Fred Astaire created and those your blog has the potential to create for you!

Facebooktwitterredditlinkedintumblrmail

Local Theme Nights Are Like Living Blogs

/0 Comments/in /by

Weekly music showcases are becoming quite the rage around Indianapolis.  For funk and hip-hop, it’s Wednesdays at the Jazz Kichen. Thursdays, it’s folk music at the Big Roots Show at Locals Only.  At Melody Inn, you can find Hillbilly Happy Hour on Fridays or punk rock on Saturdays.  As a professional ghost blogger, I can’t help thinking of these showcases as living blogs.  That’s because, as David Lindquist puts it in the Indianapolis Star, “they help musicians and their fans find each other.”


As I explained in one of my earliest Say It For You blog posts (see Won’t You Please Come In To My Blog?), business owners are always looking for ways to introduce what they offer to new customers of the right kind.  Those three words are the key, right there – “of the right kind”.  Cliff Snyder, co-founder of the Big Roots Show, says “The showcases are letting people know what the thing is.  If you’re into this thing, then come support the series.” 

Isn’t that exactly what a corporate blog is designed to do?  Through the search engine optimization process, potential customers, the ones who are searching for your type of product or service, get to your blog.  When they read the relevant information you’ve provided, they are led to your website and might just decide to do business with you.  By definition, these are customers of the right kind.


It makes sense. If you’re into folk music, you won’t be attracting Wednesday night hip-hop and funk seekers – it’s the folk music lovers that show up. As Steve Hayes, bass player at Punk Rock Nights puts it – “These audiences are willing to give you a chance. Then it’s sort of up to you to keep their attention.”


Online searchers have found your blog precisely because they’re looking for information on your subject, or a product or service you sell.  There’s your chance!  From there, it’s up to your blog and your website to keep searchers’ attention and convert them into customers.

Facebooktwitterredditlinkedintumblrmail

Even Critical Comments Bring “Bang” To Your Blog

/0 Comments/in /by

In an earlier blog post (see Buildings, Like Blogs, Can Be Interactive)  I  explained that one of the special things about blogs is that they’re available not only for reading, but for acting and interacting.  Good blogs invite readers to post comments and make it easy for them to subscribe to the blog.


As a professional ghost blogger, I’m a member of each client’s marketing team.  One of the things we discuss is comments that we hope will be posted on their blogs.  However, the topic of comments is one that elicits different responses from clients, largely because of fear those comments might be negative or critical . It’s interesting that a recent Indianapolis Business Journal article called “Critic Cutback Panned” addressed the same concern when it comes to local arts organizations; the reporter offered what I thought is the perfect answer: “As much as people in the arts wince at a critic’s stinging words, there is one thing they dread more than an unfavorable review:  no attention at all!”


I heard from humorist and author Dick Wolfsie that it takes two to make a joke funny.  The listener or reader needs to figure out the punch line of the joke in order to find it humorous. If a reader posts a comment to your blog, even if that comment disagrees with what you’ve said or is critical of your product or service, the fact is, now there are two in the game, and you’re getting bang for your blog with the search engines.   
 
As theater and concert producers would apparently agree, even bad reviews help ticket sales!

Likewise, even critical comments help blog rankings!

Facebooktwitterredditlinkedintumblrmail

Blogging – The Backdoor Approach To Sales

/0 Comments/in /by

If you’ve ever attended a sales meeting, you’ve been reminded to “ask for the sale”.  Sales trainers vouch for the fact that novice salespeople often go on and on about the features and benefits of their product or service, and then literally forget to ask for the order!


Enter the Internet, standing that advice on its ear… With blogging for business, guess what? Don’t ask! As blogging expert Ted Demopoulis explains in his book “What No One Ever Tells You About Blogging And Poscasting“:, in creating buzz through blogs you “cultivate an audience of people who ask you to sell them something!”


Posting blogs is how businesses take advantage of the main reason people use the Web – to find content.  Instead of running traditional ads for your brand of hats, or vitamins, or travel, you provide lots of information on the history of hats, on why vitamins are good for you, and about exciting places to go on safari.  Consumers interested in your subject, but who never even knew your name come to see you as a trusted resource, possibly as a business to do business with!


As a professional ghost blogger, when I’m working with a new business client, we select just the right “tone” and direction for the series of blogs. As I explained in Ask Not What Your Business Blog Can Do For You, I need to pick up on their unique corporate culture and style, so I can “speak” in their voice to their type of customer. At the same time, though, I need to make it very clear that this effort is different from all the other marketing and sales that company’s doing. 


We’re not asking for the sale, remember.  It’s a “Don’t Ask, But DO Tell” arrangement. “Watch out, world!”, I want to say.  “We’re coming in – but through the back door!”

Facebooktwitterredditlinkedintumblrmail

Would You Find You?

/0 Comments/in /by

The Indianapolis Star “Careers” section posed an interesting question for job seekers: “Would you hire you?” Writer Michael Goss advised that seeing ourselves as others see us is a good way to prepare for interviews. Goss added a caution: Making a good impression with an interviewer might be the least of your worries if no one grants you an interview in the first place! The real question, he admits, is “How can I get someone to look at me?”


When I thought about it, I realized that’s precisely the challenge I help my business owner clients face in the world of online marketing. While there are different sorts of blogs for different purposes (see Cat Blogs And Boss Blogs Are Fine, But Viral Blogs Mean Business), the overriding purpose of the business blogs I help my clients write is to attract consumer traffic to that business’ website.


Businessowners who are not yet on board with blogging have heard all the buzz about blogs, but may be wondering whether they need a new marketing initiative.  And that’s exactly when I pop the question “Would you find you?” I challenge business owners to imagine someone seated at a home computer, or perhaps navigating the Web on a laptop at the corner WiFi coffee shop, searching for information about the kinds of information, the kinds of products or services their business has to offer.  Except, I add, you have to remember – that customer has never heard of your business name!


“Go ahead”, I say, “assuming you don’t know the name of your business, type into Google (or Yahoo, or MSN) what you as a customer need. Does your website come up?  On what page of the search engine?”  (Are you a mortgage broker? Search under “mortgage rates in Indianapolis” or “qualifying for a mortgage in Morgan County” .)  (Are you a home health care provider?  Type in “home healthcare for mom in Indiana” or “nurses at home for parents”.) Try many different combinations – how easily would you find you?


Posting content on the Web is the best form of marketing there is, says David Scott in his book “Cashing In With Content”. With blogging, Scott explains, content is not forced on people – they access it because they want to.  Search engines organize the content, and direct people to it.


A business blog targets organic search. Simply put, that means people who don’t know your name.  They don’t know that you have exactly the information, the products, and the services they’re looking for, and they won’t know that until they’re “introduced” to you by the search engine through your blog.  So, if you were in those customers’ seats right now, the question is, Would You Find You??

Facebooktwitterredditlinkedintumblrmail