Frame Around What They Can DO

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The term “framing” comes from behavioral science, which teaches that people decide on options based on whether an option is presented with positive or negative connotations. Certain features of a topic can be emphasized more than others through framing. For us business blog content writers, it’s important to remember that every choice of words we make involves framing. Our goal is positioning our story in a way that our audience can focus on and respect.

At a recent Financial Planning Association meeting, Victor Ricciardi, author of a book about the psychology of client communications, offered a piece of advice about framing for financial advisors, advice that we blog content writers can put to good use. When talking about retirement income, Ricciardi said, “link your discussion to what clients will be able to DO or BUY with that income”. Too many retirement planning discussions, he observed, center around number of dollars that will be needed to carry the client through retirement. Such discussions are merely arithmetic, the social scientist pointed out, and they do not carry enough emotional impact to compel action.

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?” Our job as content writers: empathize with their pain or challenge, help them envision a good result. Rarely is it that readers find your blog based on a search for your brand. They think about what they want. The blog must do more than convey the fact that you can fulfill their need. You must give online searchers a “feel” for the desired outcomes of using your products and services.

“Customers are buying the experiences they get from the products and services they purchase, midwestmarketingllc.com points out. That’s why framing is so important in blog content writing, we teach at Say It For You. Help readers envision the sense of accomplishment and fulfillment that awaits. Frame around what they will be able to DO!

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Words That Command Attention in Blog Post Titles

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Are there certain words, words that are quite common, yet which command a reader’s attention? Leafing through the July issue of TIME magazine, I found the answer to that question is a definite “yes”. Mind you, none of these attention-commanding, curiosity-stimulating words (or set of words) offers the slightest hint of the topic of the article to follow. Instead, these attention-commanding words hint of the tone of the content to come.

  • Finding….
  • How…
  • Could…
  • A new….
  • Singing….
  • Things just….
  • The best…
  • The impossible…
  • The hidden…
  • Is it O.K if….
  • Don’t…
  • Who is….

What these attention-commanders do so subtly and skillfully is to set expectations. The title words “finding”, “the hidden”, the “impossible” might engender the expectation of discovery or of gaining a new insight. “Things just”, “could”, and “the impossible” hint at an opinion piece, even a rant. “The best, “how”, and “don’t” imply that valuable advice and cautions will follow. “How” hints that information about the way a certain process works is to follow, while “Is it O.K if” suggests readers might be asked to weigh in on an ethical dilemma of some sort.

Between Shakespeare’s Juliet asking “What’s in a name?” and father-of-advertising David Ogilby’s emphasis on headlines, there’s simply no contest when it comes to blogging for business – titles matter! There are two basic reasons titles matter so much in blogs, we emphasize at Say It For You. First, key words and phrases, especially when used in blog post titles, help search engines make the match between online searchers’ needs and what your business or professional practice has to offer.

But after you’ve been “found”, you’ve still gotta “get read”, and that’s where these attention-commanding words can be so useful. TIME editors obviously understood this point when it comes to magazine readers. Blog content writers should follow suit, creating titles that are relevant, but which also set the tone and arouse curiosity.

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Blog Reader Encounters of the Right Kind

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client encounters

When it comes to blog marketing, there’s a lot of talk (too much talk, in my opinion) about traffic. Yes, blogging is part of business owners’ or professional practitioners’ “pull marketing” strategy, designed to attract readers’ eyeballs. At least a percentage of these readers, the hope is, will become customers and clients.

In a sense, however, fewer might well prove better when it comes to the numbers of online searchers who find your blog, then click through to the website. Remember the 1977 movie about aliens called “Close Encounters of the Third Kind”? I like to remind both the blog content writers at Say It For You and the clients who hire us that the goal of a business blog is to bring in customers “of the right kind”. These are customers who have a need for and who will appreciate the services, products, and expertise being showcased in the blog.

Long-time friend and fellow blogger Thaddeus Rex had it right, I believe, when he said: “If your marketing is not getting enough people into the pool, you’ll find the problem is in one of three places.  You’ve either got the wrong story, the wrong stuff, or the wrong audience”. Rex recommends filtering: the audience by differentiating your own business or practice in some way:

  • Your product or service can do something your competitors can’t .
  • Your product/service is more easily available relative to your competitors’.
  • You offer a better buying experience.
  • You’re less expensive.

Years ago, I remember a speaker at a wine-tasting event explaining that, when a customer finds a product or service that appears to be the exact right thing, it’s as if a light pops on. By offering a “content-tasting” on your blog, and doing that regularly and frequently, I tell business owners and professionals, you’ll have put yourself in a position to attract those “encounters of the right kind”.

Getting it “right” takes planning and thought, to be sure. Are you selecting the “right” keyword phrases? Are you establishing the “right” clear navigation path from the blog to landing pages on your website? Are you blogging for the right reasons and with the right expectations?

Remember, the goal is not lots of blog reader encounters; it’s blog reader encounters of the right kind!

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No Need for Charts and Graphs – Just Connect!

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connecting with readers

 

On occasion, I find the need to remind business owners and professional practitioners of the differences between their print ads and brochures and their blogs. Business blogs exist to promote your expertise, products, and services, true, but in a manner much briefer and less formal than brochures, and a lot “softer” in approach than ads. The word “advertorial” is the closest description for blogs.

At Say It For You, I explain the following to clients: The people who are going to come upon your blog are those searching for information, products, or services that relate to what you do.  In other words, your blog visitors are already in the market for what you have to offer. Help them get to know you and your company.  No hard sell.  No formality.  No elaborate charts and graphs.  Just “talk”!  Just connect.

Easier said than done? Not if you humanize your brand, says Corey Wainwright of hubspot.com. “When your audience is reminded there are real-life humans behind the scenes,” it becomes easier for them to trust your product or service.”

We agree. One interesting perspective on the work we do as professional blog content writers is to translate clients’ corporate messages into human, people-to-people terms.  People tend to buy when they see themselves in the picture and relate emotionally to the person bringing them the message.

Another way of infusing blog content with a personal touch is by using first and second person writing (rather than third person “reporting”). In fact, a crucially important function of our blog content writing is assuring readers that our business owner or practitioner clients are “listening”, that they understand the issues and stand ready to help readers deal with those issues and needs.

Sure, blogging is “pull marketing”, designed to attract searchers who have already identified their own needs. But through blogging, readers can be introduced to solutions they hadn’t known were available to them. A business blog (as compared with the more static content on traditional websites) offers the chance to introduce your unique approach to satisfying customers’ needs.

No need for charts and graphs – just connect!

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Start a Blog Conversation About Soda

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small companies

 

If you’re a big brand like Coke or SunChips, your brand is being talked about and you need to address the topic head-on, and only then spread out to more general conversation, says Gary Vaynerchuk in his book The Thank You Economy. On the other hand, he points out, if you’re Sally’s Orange Soda and no one’s talking about you, you need to do the reverse, meaning that you create a general soda conversation first.

Since most of the business owners and professional practitioners for whom we Say it For You writers are creating content fall closer to the Sally’s Orange Soda end of the spectrum, I found this Vaynerchuk observation particularly apropos.

Kevin Phillips of Impactbnd.com has some good ideas for business blog topics that fall into the “general conversation” category, including:

  • comparisons and pros and cons
  • how-tos and tutorials
  • classifications
  • laws and regulations
  • myths and misconceptions

What starting general conversation topics for blogs does not mean, Phillips is quick to explain, is providing amusing, interesting material that has nothing to do with your company’s field of expertise. The important things, he learned, are 1 .answering the questions the audience is asking and 2. asking yourself what the root problem is that your products and services help solve.

An interesting tidbit of information can form the nucleus for a “general conversation” provided that

a) the new information relates to something with which readers are already familiar

b) your reason for including that information in your past is readily apparent.

Suggesting new ways of thinking about things with which readers are already familiar makes for good general conversation fodder as well.

At some point, content writers must remember, all that “general conversation” about soda needs to lead back to Sally’s Orange Soda, positioning that small company as the “go-to” place for information and services.

If you’re a giant, you can start the blog conversation with you, is Vaynerchuk’s message. If you’re Sally, start a more general, informational conversation, but bring the readers “back home”.

 

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