Stop Asking for More in Business Blogs

/0 Comments/in , /by

 

Hand writing A to Z with marker, business concept
“The more information you offer to people, the more likely they’ll be confused.  When people are confused, they don’t become customers,” warns Neil Patel in his quicksprout.com blog.

I couldn’t help remembering those words while enjoying the humor in a recent Dilbert comic strip. Carol’s  babysitter canceled, but Wally said “I will not watch your kids tonight.” “I was going to ask you to adopt them,” Carol said.  “Absolutely not,” Wally says. “The best I can do is watch them tonight.” This seems to demonstrate that, if you ask for a lot more than you want, you might get the customer to agree to what you really wanted in the first place.

Sorry, folks, that just won’t work in blog content writing.

What can work, says kissmetrics.com, is, in your marketing message, teaching your leads how to move as close as possible to Z (the point they want to reach) before you ask for their money or their commitment. The closer you get them on the road from A to Z, the more likely they are to buy from you in order to go the final few steps needed to arrive at their desired end result.

Even more powerful, advises kissmetrics, is using the pain motivator, showing your prospects all the dangers on the road from A to Z, and how your product or service is the weapon they need to defeat those dangers and discomforts.

In “Say This, Not That”, Christine Georghiou advises salespeople to justify a request or statement with the word “because”.  That word immediately answers the question on every prospect’s (and every online reader’s) mind – “What’s in it for me?”

Your team will love our software because we offer email response tracking.

“Emphasize value over price when presenting your product,” adds Georghiou. Value is results-oriented, and results are precisely what you want the prospect to be pondering, not price (which highlights what he/she will lose).

As a trainer in corporate blogging, there’s another reason I think the Dilbert ask-for-more-than-you-want technique would fail miserably in blogs:  Carol doesn’t like sitting for his own kids, but is trying to get someone else to want to do it. Blog content is at its most compelling when the writer is immersed in the lifestyle whose participants they’re trying to attract as customers. “It’s not an essential key to a successful business but it does help that you are immersed in the lifestyle of it, says Steve Watts on Shopify.com.

Stop asking for more in business blogs; focus, instead, on moving prospects closer to Z!

Facebooktwitterredditlinkedintumblrmail

Know Your Reader When Using Allusions in Business Blogs

/0 Comments/in , /by

White dove isolated on black.
An allusion is a figure of speech that makes reference to a place, person, or event. The point of using allusions in writing? An allusion can:

  • get readers thinking about your subject in a new way
  • get a point across without going into a lengthy explanation
  • cement a bond between the writer and readers based on shared experiences and knowledge

Blog content writers can use allusions with all three of those results in mind.

  • In a financial planner’s blog: There’s no need to act like a Scrooge (allusion from Dickens’ “A Christmas Carol”). Simply plan your charitable giving as part of your overall monthly budget.
  • In an internet security provider’s blog: You may think a new piece of software can be useful to your business, but it can turn out to be a Trojan Horse (allusion from Homer’s “Iliad “about how the Greeks won the war through trickery).
  • In a nutrition counselor’s blog: If chocolate is your Achilles’ heel (allusion from Greek mythology), allow yourself one chocolate indulgence each week, cutting back on other sweets.

Because allusions make reference to something other than what is directly being discussed, explains yourdictionary.com, you may miss an allusion or fail to understand it if you do not know the underlying story, literary tale or other reference point.

In the Indianapolis Star the other day, I solved the Cryptoquip as follows:  “Did you see that bird meditating while using a mantra? It was probably an om-ing pigeon.” This rather clever puzzle uses a combination of a pun (homing pigeon) and an allusion. It also reminded me that, as a blog content writer, I need to gauge my readers’ level of education and familiarity with the reference.

Remember, an allusion does not describe in detail the person or thing to which it refers. The writer expects the reader to possess enough knowledge to spot the allusion and grasp its importance in a text. Problem is, if readers don’t get the connection, they’re going to find your content frustrating more than illuminating.

Know your reader when using allusions in business blogs!

 

Facebooktwitterredditlinkedintumblrmail

Blogs Must Optimize for Users, Not Search Engines

/0 Comments/in , /by

Music Multi Media Microphone Entertainment Concept

“No longer should SEOs optimize web content just for search engines,” cautions The 2016 Enterprise Buyer’s Guide to SEO, “They must focus on optimizing for consumers. SEO success is achieved when consumers find a brand’s content to be relevant, top quality, and valuable.”

Thinking of search only around traditional search engines, the Guide author Relevance adds, is too limiting, because nowadays, social platforms are being used to answer questions, solve problems, and entertain.

In fact, a true content contribution solves customer problems in three ways:

  • by educating
  • by informing
  • by entertaining

I agree, and, as a blog content writer and trainer, I have something to say about each one of these elements.

Educating
One big goal of the writing we do for our business owner and professional practitioner clients is positioning them as experts in the eyes of their clients and of online searchers. But, in order to be positioned as an expert, you can never stop educating yourself in your area. Only after you’ve done that will you be equipped to, in your blog, discuss topics of interest and newsworthy developments in your industry, showing your level of knowledge on each topic while remaining relevant and current.

Informing
There’s one big difference about presenting material in blog posts versus other media. Once I’ve posted content on this Say It For You blog, for example, it can remain on the Internet forever.  Past blog posts don’t disappear; the content remains on the site in reverse chronological order. And what that means is that blog content writers need to include material that is evergreen, information that can continue to have relevance even months and years later.

Entertaining
Ideal blog content includes material that makes people laugh and then makes them think. While good blog posts can and should be entertaining, most online searchers are not pursuing a recreational activity, but instead are on a fact-finding mission. You can hook them with humor, but the material you serve up in your posts needs to be not only valuable, but actionable.

SEO, Relevance concludes, was once all about building off-page links.  Today, brands need to first create valuable content to contribute to their industry space. Blogs, simply put, must optimize for users, not search engines!

 

Facebooktwitterredditlinkedintumblrmail

Myths Have Pulling Power in Blogs

/0 Comments/in , /by

 

 

??????????????????????

Mythbusting is used in many fields to counteract what researchers suspect might be counterproductive thinking, and I’m a firm believer that myth debunking is a great use for corporate blogs.

I was reminded of this the other day by a USA Today article, listing – and then busting – some common myths about airline food:

  • Myth:  All airplane meals are frozen and reheated hours later.
  • Facts:  Salads and sandwiches are often included in airplane meals. even when food is cooked and then chilled, the “sous vide” method is used, with each ingredient sealed in airtight plastic bags and cooked slowly.

In the normal course of doing business, you’ve undoubtedly found, misunderstandings about your product or surface might surface in the form of customer questions and comments.  (It’s even worse when those myths and misunderstandings don’t surface, but still have the power to interrupt the selling process!)

That’s why the de-bunking function of business blog writing is so important. It’s owners’ way of taking up arms against a sea of customers’ unfounded fears and biases.  Blog content writing can “clear the air”, replacing factoids with facts, so that buyers can see their way to making decisions.

Myth-busting is also a tactic content writers can use to grab online visitors’ attention. The technique is not without risk, because customers don’t like to be proven wrong or feel stupid.  The trick is to engage interest, but not in “Gotcha!” fashion.

In other words, business owners and professional practitioners can use their blogs to showcase their own expertise without “showing up” their readers’ lack of it.

Facebooktwitterredditlinkedintumblrmail

Don’t Shorten – Tighten!

/0 Comments/in , /by

Woman inside a Cradboard Box

“Long-form content is alive and well in an era of mobile content consumption,” says Neil Patel in “How to Write Content That Engages Mobile Readers”. Longer content is still appropriate, Patel explains, but, “instead of shortening your content, tighten your writing.”

As a blog content writer and trainer, I particularly appreciated Patel’s next statement: “Those focusing too much on mobile usability are giving short shrift to mobile copywriting. Content marketers must understand how to create content that mobile readers will love.”

And what sort of content is that? For starters, Patel explains, some of the old rules that apply to desktop reading just don’t work when it comes to mobile device readers.  Four pieces of outdated advice, he explains, include:

1.   The Golden Triangle (readers’ attention starts at the up left and goes down and to the right). This no longer applies in the era of mobile readers – there’s not enough screen real estate for horizontal sweeps and vertical movement, Patel points out. On mobile, viewers look primarily at the center of the screen.

2.   Users’ eyes are drawn to images over text. This rule is not valid for mobile. Don’t take up precious screen space with images that don’t advance your point.

3.   Users have shorter attention spans on mobile – write less. This counsel is wrong, Patel states. Longer content is still appropriate. Instead of shortening your content, tighten your writing. For mobile content, concise writing is essential, but the necessity has more to do with the screen size than the user’s attention span.

4.   Five sentences make for a good paragraph. Five sentences “turn into a wall of text on mobile, Patel explains.

Mobile readers still read articles. But the mobile revolution requires a reorientation to the art of writing.

The takeaway? Don’t write less. Write better!

Facebooktwitterredditlinkedintumblrmail