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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