Mythbusting Blog Content is More Than OK

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OK

 

“There may be more stories about the origin of ‘OK’ than there are uses for it,” a Mental Floss magazine article points out. Writers have attributed it to:

  • the Haitian port Aux Cayes
  • a Puerto Rican rum labeled “Aux Quais”
  • the German alles korrekt
  • shipbuilders marking wood for “outer keel”
  • Civil War soldiers carrying signs for “zero killed”

The truth, as Allan Metcalf explains in OK: The Improbable Story of America’s Greatest Word, is that the expression “OK” was born as a lame joke by the editor of the Boston Morning Post in 1839, meant to poke fun at poor spelling habits.

Today, Mental Floss points out, “OK” has become an all-purpose expression in dozens of languages, used as:

  1. an enthusiastic cheer
  2. an unenthusiastic rating of a movie or a meal
  3. a way to draw attention to a topic shift in conversation

What Metcalf has achieved is a myth debunk, and myth-debunking is one great use for business blogs. Many misunderstandings about a product or service present themselves in the natural order of business, in the form of questions and comments from readers and customers. Shining the light of day on that misinformation shines light on your own expertise.  If your blog post is well written, perhaps with a bit of tongue in cheek, it can offer enlightenment in a way that engages searchers and keeps them coming back.

In the process of debunking a myth, I tell business blog content writers, you can:

  • Offer little-known, interesting information related to your industry
  • Season that information with your own unique slant
  • Demonstrate your knowledge and expertise as a business owner or  practitioner

An important caution is in order when it comes to myth busting in blogs, however. As a blog writer, you want to use myth busting in your corporate blog to showcase your knowledge (as opposed to “showing up” your readers’ lack of it).

So long as you keep that important caveat in mind, mythbusting blog content is more than OK!

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Deep Dive to Create More Blog Content

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Diving suit equipment isolated over white
Deep dive, freshsparks.com advises blog content writers. “Take articles with more general information and create a separate article focusing on one specific area.”

All the way back in 2008, I wrote about target marketing in a Say It For You blog post titled “If the Parents Hate It, the Kids Will Love it”. I had based the post on an article in Speaker magazine about the Alice Cooper rock music group, whose stage show was considered “over the top” by anybody’s standards at the time, complete with guillotines, electric chairs, fake blood, live chickens, and a boa constrictor, with a male in tattered women’s clothing holding a snake. The band, according to professional speaker Terri Langham, had made a brilliant career decision, focusing on one target audience – kids.  “If the parents hate it, the kids will love it” became the motto.

In that post about the Alice Cooper band’s marketing strategy, I advised blog content writers to emulate that kind of targeting, narrowing down their market focus. It doesn’t matter, I advised blog writers, if other segments of the market hate your blog, so long as your target customers love it.

In the years following, I’ve come back to that target marketing theme time and again to take a deeper dive:

  • In Blogs and Podiums – Choose Yours Wisely: “Who are your target customers or clients? What approach would have the most appeal to that segment of your market?  Will the emphasis be on your product or on special service and expertise?  Pick one primary area of focus – don’t try to do everything in one blog.”
  • In Befitting Bloggery:  “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.”
  • In With Blogging, a Small Business Can Have a Long Tail: “Regular, high quality content, posted consistently on your blog, can have a huge effect in a small market.”
  • In Scoping Out Your Blogging Niche:  “Blogs, after all, use “pull marketing”.  The people who find your blog are those who are already online looking for information, products, or services that relate to what you know, what you have, and what you do! Your online marketing challenge is not to seek out the people, but to help them seek you out!”
  • In Smaller Targets, Better Hits: “Blogs are smaller, shorter and more centered around just one idea than e-zines or newsletters or even web page content. And blog posts will stick around forever. Blogs can link to other blogs and web sites, turning mini-power into maxi-power, and increasing exposure to the search engines.”

Deep dive into your own blog content, creating more content and more detailed information.

 

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Above All, Do No Puzzling in Blogging for Business

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Confused Geeky Woman“Many claim that the word “forte”, coming from the French fort, should properly be pronounced with one syllable. Common usage, however, prefers the two-syllable pronunciation (for-tay), which has been influenced by the music term forte, borrowed from Italian. Speakers can continue using forte as one syllable knowing that the origin of the word supports this pronunciation, but they do so at increasing risk of puzzling their listeners.”

For us blog content writers, of course, the “listeners” are our readers and, needless to say, puzzling those readers is absolutely the last thing we should aspire to do. (For bloggers, that is equivalent to the “above-all-do-no-harm” warning in the Hippocratic Oath.)

One way we can inadvertently puzzle readers is by using allusions (figures of speech) where the reference is unfamiliar. If we allude to someone’s “Achilles’ heel”, for example, we need to be pretty sure our readers’ level of education will allow them to know what we mean. If we mis-calculate their ability to recognize the allusion, the danger is they’ll find our content frustrating rather than illuminating.

“Basic English” simply means using words that people will understand,” says business humorist Todd Hunt. Blogging for business means using understandable, clear language. My own observation, based on working with different industries doing corporate blogging training, is that lack of clarity between writer and reader is worse with business-to-consumer corporate blog writing.  But even among suppliers, consultants, and retailers within a single industry, there’s no question that the clearer the words are to all the parties, the easier it becomes for transactions to happen.

Clarity is the soul of business blog writing. Not only does making yourself clear keep online searchers from quickly “clicking away” to another website to find what they want, but clarity avoids misinterpretation of the message in each post.

Above all, do no puzzling in blogging for business!

 

 

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Use the First Minute to Make Blog Readers Feel Safe

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27 Powers of Persuasion
“Use the first five minutes to make people feel safe,” advises Chris St. Hilaire in 27 Powers of Persuasion. (This week my Say It for You blog is devoted to business books that offer wonderful guidance on selling and presentation skills.)

  • Politicians know: You can change a conversation by touching the other person’s arm.
  • Lawyers know: You don’t ask a question unless you already have the answer.
  • Reporters know: People hate silence. They fill it with stuff you can use.

And the most relevant to online marketing through blogs: “Marketers know: It’s easiest to convince people of what they already believe.”

When your main goal is to persuade, the first five minutes are not so much about impressing other people as they are about putting them at ease, the author asserts. (According to blogbuffer.app.com, after seven minutes’ time on blogs, the average reader’s interest has peaked, so perhaps it makes sense to consider the first minute as the limit for putting your readers at ease.)

“If you already know the people you’re meeting with, use the first five minutes to make them feel valued,” St. Hillaire advises salespeople. Since a target market represents a set of individuals sharing similar needs or characteristics that your company hopes to serve, business blogging is the perfect tool for niche marketing.  After all, the people who are finding your blog are those  who are already online looking for information, products, or services that relate to what you know, what you have, and what you do!

Now they’ve found you, your two-part, first-minute challenge is to:

  1. put readers at ease by assuring them they’ve come to the right place
  2. make them feel valued

Searchers who’ve found your blog site won’t linger longer than a couple of seconds if what they see doesn’t reassure them they’ve come to the right place for the information they need. Each claim a content writer puts into a corporate blog needs to be put into context for the reader, so that the claim not only is true, but feels true to online visitors.

Use the first minute to make blog readers feel safe!

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Using the Presentation Secrets of Steve Jobs in Your Business Blogging

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Presentation Secrets of Steve Jobs

 

“Your listeners are asking themselves ‘Why should I care?’ Carmine Gallo reminds marketers in his business skills and development book The Presentation Secrets of Steve Jobs. Jobs, the author reminds readers, is the guy who transformed business presentations into an art form. Using those presentation secrets, a top Apple executive said, you can:

  • take charge of any room
  • sell products
  • build brands
  • engage teams
  • convey ideas persuasively
  • turn prospects into clients

That sounds almost too good to be true, but, hey, if using some of those presentation skills in business blog content writing can turn prospects into clients – count me in!

Gallo points out Jobs’ unrelenting focus on results – will using your product or service help prospects:

  • make money?
  • save money?
  • have an easier time of it?

“Remember, your widget doesn’t inspire,” Gallo reminds marketers. Whichever the primary benefit you have to offer, tell prospects about that, and tell it to them early, often, and clearly, Gallo says.

Gallo pinpoints 3 practical applications of Jobs’ style speakers can use (and, of course, we content writers are nothing if not presenters):

  1. Casual language is what the people want. (Make the numbers relevant to something with which readers are already familiar.)
  2. Minimal content is best suited for long term memory. (Create a memorable moment for the audience, revealing some new and unexpected information, or telling a story.)
  3. Create ways to use the villain/hero narrative. (Spend time describing the problem in detail. “Build the pain.”)

The goal of each business blog post should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it!

Use the presentation secrets of Steve Jobs in your business blogging!

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