Your Blog Has Three Jobs: Solve. Excite. Speak

“Things aren’t always what they seem. Sometimes you have to kiss a few frogs before you find your prince!” Those rather unoriginal observations are attributed to Poppy King, founder of Lipstick Queen, the company that gets heads turning with Frog Prince, “a remarkable lilypad green lipstick that transforms lips into a pretty rosebud pink”.

I’m not exactly into the green lipstick thing, but I do absolutely love the statement I heard Poppy make during an Evine TV promotion:

“Every company,“ Poppy said, “has three jobs to do:

• Solve the problem.
• Excite the imagination.
• Speak the truth.”

As profound a statement as I believe I’ve ever heard in a sales pitch, Poppy’s words certainly apply to the work we do as business blog content writers.

Solve the problem.
People are online searching for answers to their problems and solutions for dilemmas they’re facing.  If your business consistently posts content offering valuable information and advice, those people are going to find you and  at least some will want to become your customers..

Excite the imagination.
Readers came online searching for information, products, or services, and they are not going to take the time to read the full text of your blog post without assurance that they’ve come to the right place and that this will be a short, fast, exciting read. Use the title to establish a “hook” to excite visitors’ imagination.

Speak the truth.
Myth debunking is a great use for corporate blog content. That’s because in the natural course of doing business, misunderstandings about a product or service often surface in the form of customer questions and comments.

Your blog has three jobs:  Solve. Excite. Speak.