Above All, Do No Puzzling in Blogging for Business

/0 Comments/in , , /by

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!

 

 

Facebooktwitterredditlinkedintumblrmail

Use the First Minute to Make Blog Readers Feel Safe

/0 Comments/in , , /by

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!

Facebooktwitterredditlinkedintumblrmail

Using the Presentation Secrets of Steve Jobs in Your Business Blogging

/0 Comments/in , , /by

 

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!

Facebooktwitterredditlinkedintumblrmail

Two “Ifs” to Making Interview Blogs Intriguing

/0 Comments/in , , /by

Job applicant having an interview

 

Just one of “101 blog post ideas that will make your blog ‘hot’” offered by startbloggingonline.com is this:  Interview someone. But interviews, the author warns, are popular only in two cases:

  1. You deliver an interview with an important “someone” who rarely speaks in public

You rally useful and practical tips and content.

As a blog-content-writer-for-hire by business owners and professional practitioners, I’ve found, the interview format very useful in creating posts that are more compelling in many cases than the typical narrative text. I do the interview blog in two steps:

Step One: In a face-to-face (or Skype) interview with a business owner or executive (or professional practitioner), I am able to capture their ideas and some of their words.

Step Two: I then add “framing” to the post with my own questions and introductions.

Although this Say it For You blog has a non-monetized business model, unlike Mi Muba’s, I like what Muba has to say about the five most common objectives of publishing an interview blog post:

  • To help your readers learn from the expertise of interviewee
  • To inspire your readers with the success story of the interviewee
  • To practically guide your readers how to succeed in a given field
  • To provide your readers the chance to interact with interviewee through commenting
  • To add variety to your content after several simply descriptive posts

When you think about it, business blogs themselves are nothing more than extended interviews.  Just as in a face-to-face job interview, searchers who read your blog evaluate the content, judging whether you’re a good fit for them. Most modern job interviewers follow a behavioral interview style, meaning they focus less on facts (the employer already has read those facts on your resume) but on how you, the prospective employee, tend to function in various situations. In other words, the employer is trying to discover the person behind the resume.

We blog content writers need to conduct interviews the same way, and, for the benefit of the readers, reveal the business owner behind the blog!

 

 

 

Facebooktwitterredditlinkedintumblrmail

For Business Blogging, Get in the Remote Mindset

/0 Comments/in , , /by

 

Photographer Willie B. Thomas

 

“In the last decade, remote work has exploded in popularity,” says Skillcrush. “It’s totally feasible to land a lucrative, fulfilling career without selling your soul to the daily commute,” Browning assures readers, cautioning that interviews for remote jobs come with their own set of pitfalls.

Interviewees for remote jobs have to demonstrate they are pros at managing time, prioritizing tasks, and communicating with boss and coworkers. Business blog content writers, I reflected, reading this advice, have precisely the same challenges. Without being face to face with the prospect reading the blog, the business owner or professional practitioner (or the blog content writer they’ve hired) must demonstrate expertise, reliability, and empathy.

With all the different communications options, including not only blogging, but social media, mobile apps, forms, webinars, etc., “It’s easy to forget that Expertise is the #1 ingredient for  successful content marketing and blogging,” according to pushingsocial.com. “Without expertise, all these methods are reduced to fancy magic tricks that capture your reader’s attention for a moment.”

Readers come to your blog looking for the answer to two questions, pushing social.com explains:

  1. Can this person/company/practice help me?
  2. Do these people know what they’re talking about?

Without being face to face with readers, blog content writers use words to prove that the answer to each of those two questions is a resounding “Yes!”

But how do you demonstrate that you can help a prospect when you have no proof  – no case studies, testimonials, or clients yet? That question was actually asked of John Jantsch of ducttapemarketing. Jantch’s three-point response:  Publish, Partner, Podium. “Start sharing your expertise and point of view on your own blog,” Jantsch advises, and ”Offer to write guest blog posts.”

Whether you’re a newbie or veteran blog content writer, for business blogging, get in the remote mindset!

 

 

 

Facebooktwitterredditlinkedintumblrmail