Tell Business Blog Readers: Review. Check. Evaluate. Consider.

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call to action

That entire two page spread in Crossroads, AAA Hoosier Motor Club’s magazine, I realized, constituted one big Do-It-Yourself Call to Action. There were actually seven CTAs in a row:

  1. Know your coverage.
  2. Think about what’s changed since your last checkup.
  3. Review your home inventory.
  4. Check your liability coverage.
  5. Consider natural disasters.
  6. Evaluate your auto coverage.
  7. Call your agent.

As a blog content writer, I was glad to see that the AAA magazine authors had remembered to answer the question “Why should I?” before it was asked: “Just as an annual physical is good for your health, taking time to regularly examine your insurance coverage can help ensure your financial well-being.”

Too obvious? Too pushy?  Just plain too many AAA Calls-to-Action?  Perhaps. “Your blog can be a powerhouse when it comes to lead generation and reconversion, but you have to know how to use it, Pamela Vaughan writes in Hubspot. “The CTA you choose can make or break the conversion potential of any given blog post you publish,” Vaughan adds. Consider the stage of the sales and marketing funnel your visitors are in and narrow down the list of CTAs to match.

Neil Patel of crazyegg.com talks about using end-of-content CTAs, which appear right at the end of the article.  The logic – “If a reader reaches the end of an article, they are engaged and ready to convert.”

Does directly asking for the customer’s business invalidate the good information you’ve provided in the piece? Not in the least. When people go online to search for information and click on different blogs or on different websites, they’re aware of the fact that the providers of the information are out to do business. But as long as the material is valuable and relevant for the searchers, they’re perfectly fine with knowing there’s someone who wants them for a client or customer.

Content that provides value will indeed help readers:

  • review their own knowledge
  • check the information you’ve against what they already thought they knew
  • evaluate the current services and products they are using
  • (hopefully) consider what you have to offer.

But, for readers to follow seven different CTA’s is a bit much to ask, I’d advise. Better, in each blog post to focus on ONE message, ONE audience, and ONE outcome.  Business blogging, in fact, is ideal for using what I call the Power of One!

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Do-You-Know-the-Difference Blogging for Business

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White tea is made from young leaves, green tea from more mature leaves, with the white  named after the silvery-white hairs on immature buds on the tea plant.

Does the difference matter? According to the Beverage Guidance Panel, which includes the chair of the nutrition department at Harvard University School of Public Health, white tea blocks more than 100% of DNA damage in vitro against cooked-meat carcinogens, while green tea blocks only about half.

Enhanced meat is fresh meat that has been injected with a solution of water and other ingredients such as salt, phosphates, and flavorings. According to the USDA, about 60% of all raw meat and poultry products have been injected with or soaked in a salty solution. If you’re trying to control the levels of sodium in your diet in order to reduce blood pressure, opt for labels such as “contains up to 4% retained water”

Helping online readers know the difference is certainly a core function of blog content writing. Exactly what factors distinguish your products and services from everyone else’s?  Even more important, why should those readers care?

Sometimes, to add variety to an informative blog post, you can “season it” with an interesting tidbit. Speaking of salt levels in meat, for example, you might mention that the number one use of salt in the United States isn’t related to food at all!  According to the U.S. Geological Survey, almost half of our salt goes towards de-icing roads.

In fact, corporate blogging training sessions, I often recommend including interesting information on topics only loosely related to the business or practice. If it’s information most readers wouldn’t be likely to know, so much the better, because that tidbit can help engage online readers’ interest.

The word salary, for example, comes from the word “salt”, because in ancient Rome, soldiers had to purchase their own food, including salt. We’ve all heard individuals described as “not worth their salt”.

“The toughest job selling value to customers is getting them to picture the full depth and breadth of everything your company has to offer,” Tim Donnelly writes in Inc. magazine. In other words, customers need to “know the difference” and then understand why that difference matters!

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Surprise-Laden Blog Post Titles

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two part blog post titles

 

Blog post titles have a multifaceted job to do, arousing readers’ curiosity while still assuring them they’ve come to the right place. One compromise I’ve suggested to blog content writers is using a two-tiered title, combining a “Huh?” (to get attention) with an “Oh!” (to make clear what the post is actually going to be about).

The latest business book covers use this “compromise solution” all the time. Here are some samples of recently published titles (The main or “Huh?) title is shown in bold, with the “Oh!” subtitle below it):

When to Jump
If the Job you have isn’t the Job You Want

Do  Nothing
Discover the Power of Hands-Off Leadership

The Persuasion Code
How Neuromarketing Can Help You Persuade Anyone, Anywhere, Any Time

When
The Scientific Secret of Perfect Timing

Originals
How Non-conformists Move the World

The Culture Code
The Secrets of Highly Successful Groups

The Energy Bus
10 Rules to Fuel Your Life, Work, and Team with Positive Energy

In This Together
How Successful Women Support Each Other in Work and Life

Unlike book publishers, we business blog content writers simply don’t have the option of using “mysterious” titles, since search engines will be will be matching the phrases used in our titles with the terms typed into readers’ search bars. So, just how can we get those keyword phrases in while still being enticingly enigmatic?

One possible way is including the “Oh!” part of our title in the meta tag description (the blurb of information that shows up beneath your clickable website address on search engine results pages).

Worth a try, anyway, with the idea being to pique readers’ curiosity and maintain the surprise, but meanwhile, giving the search engines the “advance scoop”.

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Who Did What? Clarifying pronoun References in Your Business Blog

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pronoun references“Your readers will appreciate it, even if they aren’t conscious of why,” says Laura Yates, introducing the Grammar Cheatsheet for Bloggers with the comment that getting grammar right will make you a better writer. In fact, Yates asserts, “the purpose of grammar is not to be 100%, absolutely correct.  It’s to make your writing easier to understand.”

 

Even in the more informal style bloggers use, unclear pronoun references leave readers wondering who, exactly, did what. Whenever you use a pronoun, make sure it’s clear what the antecedent is for that pronoun The antecedent, the York University website explains, is the noun to which that pronoun refers. “Jane told Helen that no one would take her away.” (Who is “her”?  Who won’t be taken away – Jane or Helen?)

Towson Education observes that “Unfortunately, it is very easy to create a sentence that uses a pronoun WITHOUT a clear unmistakable noun antecedent”, and offers the following example: “After putting the disk in the cabinet, Mabel sold it.”  (What was sold – the disk? the cabinet?).“
“The supervisors told the workers they would receive a bonus.” (Who will be getting the bonus – the supervisors or the workers?) A pronoun should have only one, clear and unmistakable, antecedent, Towson teaches.

Try your hand at rewriting the following two sentences:  (The first two examples come from the Writing Commons website, the others from blogs I actually read today.) Remember you’re your purpose is to make clear to readers just who did what to whom:

  1. “President George Washington and his vice president, John Adams, had a difficult relationship, which he wrote about in letters to friends.”  (Who wrote the letters?)
  2. “American students differ from European students in that they expect more personalized attention.” (Who expects personalized attention?)
  3. “The answers were a bit comical to me, not to downplay their situations, but the fact they actually used the written form communication and ultimately it was enough evidence to have a restraining order against them.” (The answers? The people?)
  4. “Whereas Microsoft restricts access to files and locks users out, multiple people can collaborate and work on a Google Doc, Sheet, or Slide at the same time. And it automatically saves your work! “  (What saves – Microsoft? Google Doc?)

Who did what to whom? Clarify the references in your business blog!

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Blogger Resources for Grammar Guidance

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“Content writers in Indianapolis – take courage!” I wrote back in 2012. “ If your marketing blog posts are filled with valuable, relevant, and engaging material, your use of ‘a lot’ when you should have said ‘many’,” substituting ‘your’ for ‘you’re’, or inserting an apostrophe in the pronoun ‘its’ aren’t going to constitute deal breakers.”

But could they? In corporate blogging training sessions, in which the business owner and professional practitioner attendees largely serve as their own editors, I urge no-error erring on the side of caution. 

Yes, I know the online crowd likes to be informal, and yes, blogs are supposed to be less formal and more personal in tone than traditional websites. But when a sample of corporate blog writing is posted in the name of your business (or in the case of Say It For You writers, in the name of a client’s business), the business brand is being “put out there” for all to see. True, most readers will merely scan your content and won’t pay very close attention to details like those. Some might, though, and you cannot afford to have potential customers noticing your lack of care.

“Every time you make a typo, Richard Lederer writes, “the errorists win.” Lederer’s the author of the audiobook Grammar for Success, and just one of the resources I use for help in the GD (grammar disfuction) department.  Here are some others:

  1. “If you’re running a blog, getting grammar right is really helpful. For one thing, it will protect you from roaming gangs of Grammar Nazis patrolling the internet. But more important, it’ll make you a better writer. Your readers will appreciate it, even if they aren’t conscious of why,” explains the Grammar Cheatsheet for Bloggers (offered by GrammarBook.com).   
  2. “English has borrowed from many other languages and as a result, it is very complex. There are numerous rules concerning English grammar, and many exceptions to those rules,” observes the Grammarist, which includes an especially useful list of easily confused words – do you know the difference between “pending” and “impending”?
  3.  “However, there is one type of verb that doesn’t mix well with adverbs. Linking verbs, such as feel, smell, sound, seem, and appear, typically need adjectives, not adverbs. A very common example of this type of mixup is “I feel badly about what happened,” cautions Grammarly, where you can “find answers to all your writing conundrums with our simple guide to English grammar rules”.

Professional blog content writers of the world, unite! Are you going to stand there and let those errorists win??

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