Blog Reading Based on Different Motivations

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“There was a time when archaeology was commissioned privately by wealthy individuals,” I learned from the incredibly fascinating tome of trivia, Publications International’s The Big Book of Big Secrets. One of the most interesting chapters described the day in 1922 when, some 300 years after the death of Egyptian pharaoh Tutankhamun, a way to enter the tomb of “King Tut “was discovered. (I remember visiting the “Golden King” exhibit of these artifacts at the Children’s Museum back in 2009 right here in Indianapolis.)

From a blog marketing standpoint, I was fascinated by The Big Book authors’ insight into the differing motivations those wealthy individuals had for their ongoing efforts, spread over many years, to open the tomb. “Some of those benefactors desired to advance historical knowledge, while others simply hoped to enhance their personal collections of antiquities.” As things turned out, both types were rewarded for their efforts: Ancient plunderers raided the tomb for smaller items, making huge profits from mummies and from recovered items, while the historians were able to “catalog piles of priceless artifacts”.

Firstmondayorg, reporting on a study for the motivations of blog readership among recent college graduates, observes that readers used blogs for step-by-step instructions for hobbies, do-it-yourself household reports, and money management. ”Today, blogs mean a host of things to bloggers, blog readers, and new media researchers.”In the survey, most graduates said blogs were useful in helping them pick up skills they had not learned in college but which they now needed for their careers. Some interviewees reported that blogs provided them with essential professional tips. According to some interviewees, blogs served as niche learning resource tailored to their information problems.

At Say it For You, one valuable coaching tip we offer to blog content writers is to tailor individual blog posts – or series of posts – to different segments of the customer base (as opposed to trying to reach them all in any one post). In a way, each time you post you’re pulling out just one of those attachments on your “Swiss army knife” and offering some valuable information or advice relating to just one aspect of your business. Another day, your blog post can do the same with a different “attachment”.

Brenda Stoltz of Ariad Partners suggests accomplishing that very goal by designating “days” for different targets: Corporate accounting Mondays, Small Biz Wednesdays, or Freelance Fridays. As a variation on the concept, we’ve advised setting aside a section on the website for blog posts for certain specialty readers.

Just like the archaeologies of old, some historians, others antique dealers, blog reading is based on different motivations.

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In Blogging for Business, the Operative Word Isn’t “Anyone”!

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“What do you notice when you visit a model home in a new development? Often you will find wonderfully furnished and decorated rooms that anyone could live in.” So begins an article I received the other day from my realtor friend Gadi Boukai, stressing that “the operative word is ‘anyone’”. Professionals who set up a model home make it anonymous for a reason, the article goes on to explain. They want buyers to view it as their potential home, not someone else’s. Those professionals know – based on decades of experience, that this strategy helps sell houses faster and at a better price.

Interesting, because, at Say It For You, we realize that with blog content writing, the exact opposite might be the case. Your blog can’t be all things to all people, any more than your business can be all things to everybody.  The blog must be targeted towards the specific type of customers you want and who are most likely to want to do business with you.  Everything about your blog should be tailor-made for that customer – the words you use, how technical you get, how sophisticated your approach, the title of each blog entry – all of it.

The home viewers my friend Gadi is describing are clearly already interested in buying a home; they know what overall indoor and outdoor space and amenity needs they have, and they are looking to “match” those needs with the home they’re viewing. The “blanker’ the canvas, the easier it will be for that “match” to take place. Similarly, the only prospects who are likely to visit your blog are those searching for information on precisely what you sell, what you know, and what you know how to do.

The difference is, the blog content needs to ‘hit the spot” with visitors in a very targeted and individual way, differentiating your products or services from those offered by your competitors. With millions of other blogs out there for searchers to find, it’s only highly specific evidence that will resonate with the right visitors. Not only is having a focused topic important in each blog post, writing content with a specific audience in mind (rather than appealing to anyone) will make the difference between success and failure.

Gadi’s customers need to “see themselves” living in the home they’re touring, making their own mental and emotional “match” with those surroundings. With blog visitors, it’s the same, yet different. Your website content and blog posts can demonstrate that you’re offering all the right products and services, the ones your online visitors need. Despite that, you might still be experiencing a very high “bounce rate”, meaning that visitors to your blog are thinking to themselves “No, that’s not what I meant!” As part of their visit to your site, you have to appropriately signal to your visitor that you understand, serve, and most important, understand the situations and challenges they have faced in prior situations of  using your type of product or service.

Home buyers (at least it was that way pre-COVID-19!) are typically are left to roam the home on their own, “seeing” if this is the place for them. In contrast, with blog marketing, the content needs to put out targeted ‘prompts”. The business owner or professional practitioner is in essence telling the visitor -“To me, you’re not just anyone – I see you. I really see you!”

 

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Guest blog post: The Buyer’s Guide to Choosing a Differentiator

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Today’s blog post was contributed by networking colleague Karen Sullivan, founder of Sullivan Solutions, which helps entrepreneurial companies augment their in-house marketing. Many of the insights offered here are useful for blog content writers…

In a world of so many choices, shopping can be harrowing. Whether you are shopping for the perfect pair of athletic shoes or for the best professional service provider for your growing business, you have so many options.

The shopping experience as education

Shopping is essentially education. Of course, in the case of an afternoon at the mall or a late-night binge on Amazon, it can also be largely entertaining. It’s exhilarating to find something that we didn’t know we needed. Maybe we buy it on impulse or make a mental note to consider it in the future.

In the case of buying professional services for your business, it’s often hard to understand the differences between providers. You don’t shop for bookkeepers or web developers very often, so you may feel you need to educate yourself by interviewing several. You might be frustrated because you get a different sales pitch every time. It’s never an apples-to-apples comparison.


The buyer has the biggest role in identifying a differentiator

In the age of the internet, there’s no reason not to do your homework before you start your shopping. You’ll find a wealth of good information with a simple and thoughtful Google search. Don’t be afraid to ask even casual business colleagues for some guidance or referrals. There’s no need to start from scratch.

1. Do start with a budget.
Don’t worry, your budget can be a broad range. However, you’ll waste everyone’s time, especially your own, if you start shopping features without some budgetary guidelines.

2. Identify your 3-7 key deal breakers.
These are only the absolute must haves. Keep them simple because these are the first things you will use to qualify or disqualify candidates. Don’t forget some deal-breakers may be soft-skills like “prefers to communicate by phone rather than email”.

3. Your short list probably should be more alike than not
When you finally invite sales pitches, your candidates should look pretty similar. They should certainly all be capable of meeting your deal-breakers. If they are vastly different in features or benefits, you may not have done enough homework.

4. Transparency is two-sided, too.
Don’t come to the table with the intention of getting free consultation buried in the pitch. That may be a pleasant bonus. However, healthy relationships are built on mutual respect. Be honest and open with your expectations and your budget. At the same time, you have every right to expect the same honesty in the pitch.

5. Ask for clarification.
Proposals shouldn’t surprise you. If you receive competing proposals that look significantly different in terms of deliverables and costs, consider whether you’ve been misunderstood or simply over-sold. Regardless, if you don’t ask for clarification, you may miss your best choice and your best, unsolicited learning opportunity.

Karen Sullivan may be contacted at Karen@sullivansolutions.com

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Valuable Blog Marketing Lesson in a Solo Cup

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target market
You know those red plastic SOLO drinking cups? Maybe you’re heard that the lines wrapped around the outside are actually measuring guides, observes Todd Hunt in his latest Hunt’s Headlines email. The line closest to the bottom measures 1 ounce of liquor, the next one 5 ounces of wine, with the line close to the top measuring 12 ounces of beer. Forget that, says parent company Dart Container Corporation, stating in no uncertain terms that the lines are designed for function only and are not measurements.

“Advertising can….introduce emotions, images, and symbols that stimulate desire, and it can show how a product or brand compares favorably to competitors,” lumenlearning.com explains.
“Reminder advertising reminds people about the need for a product or service, or the features and benefits it will provide when purchased.”

According to the Cleveland State University Writing Center, “Critical readers seek knowledge; they do not “rewrite” a work to suit their own personalities”. But are blog readers “critical” in that sense? Not likely. Sure, as blogginexplorer.com stresses, “Simply put, your blog’s target audience is the group of readers who your blog can help the most.” And, when you target that very specific audience, you have a better idea about what they need and want.

Still, content writers need to be aware that readers bring their own biases to the page. Without even realizing it, blog visitors are going to be thinking about how they might use those lines on the red plastic cup to measure beer or wine (whether that was our intention or not!). And, we’ve come to realize at Say It For You, that’s OK. Blog posts are not meant to be ads, instead functioning like “advertorials”.

When you first begin blogging, Qeryz.com admits, “there is only ‘the middle’, entailing what you do, what you offer, and what problems you solve”. Surrounding this “middle” is your potential audience and what they care about. Identifying your audience is a process that never stops, cautions Queryz founder Sean Si.

As a blog marketer, salesbacker.com suggests, you have different ways to differentiate your product from competitors, including:

  • by size
  • by origin
  • by branding or decoration
  • by packaging
  • by adding a feature or ingredient
  • by offering a bonus

One way to engage blog readers is to share the history of your company. (The Solo Cup company, was founded in Chicago during the Great Depression, and is now 84 years old!) “How-we-did-it” stories make for very effective blog content for both business owners and professional practitioners, I’ve learned.

The lesson in the solo cup? To the blog writer, the product or service might represent one thing; to individual readers, it might represent another! It’s all good….

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Increasing Blog Effectiveness Through Content “Vocals”

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“Vocals aren’t the actual words you use, but what you do with your voice to clothe words with meaning,” the authors of Close the Deal explain. Vocals include:

  • tone
  • pitch
  • emphasis
  • accent
  • inflection
  • pronunciation
  • volume
  • rate
  • tempo

The important lesson here: Vocals give you a tool to increase buyers’ comfort with you.

Of course, in video clips included in blog content, all these vocal elements would come into play. But can all these valuable tips about increasing buyers’ comfort come into play in non-vocal blog content writing? The answer is a resounding “Yes!”

Language has the power to establish personal connections. “Tone in writing refers to the writer’s attitude toward the reader and the subject of the message. The overall tone of a written message affects the reader just as one’s tone of voice affects the listener in everyday exchanges,” the OWL Purdue Online Writing Lab explains.

As a blog content writing trainer, I found three of the tips from Close the Deal are especially apropos to our work:

Vary your vocals.
You’ll bore buyers if you drone on, and get caught using a “singsong” delivery, the authors caution. Liven your speech patterns with variety, they advise.
As a businessperson or practitioner, I teach, you have many different kinds of stories to tell through your blog, including the benefits of your products and services, the history of your business and your own journey, successful case studies, and your perspective on trends in your industry.

Show friendliness through a relaxed tone.
Speaking louder than your buyers can make you come across as pushy and overbearing.
“The business writer should strive for an overall tone that is confident, courteous, and sincere,” OWL advises, “and should be written at an appropriate level of difficulty”.

Temper your accent.
Water down your regional accent in settings where the majority of people don’t share it. Reflect the buyer’s tempo, tone, and volume.
Having a focused topic in a blog post is important, but focusing on a specific audience is equally as important. Before writing, research your target audience. “Once you have your data you can start to put together personas and plan your online marketing activities around them,” Sleeping Giant Media teaches.

Just as vocals do, the language you use in your blog content has the power to increase buyers’ comfort with you.

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