Blog Simply and Carry a Big Stick

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simple or complex“The canonical rule of thumb for scientists speaking to nonscientists is to talk as if you were speaking to eighth graders, because a lay audience often has a basic, and certainly not specialized, understanding of science,“ advises climate scientist Ilissa Ocko. “If you want the information to resonate with the non-scientist audience, you have to strip down to the essentials, craft a story, provide big-picture context, and consider using analogies,” she adds.

Matching our writing to our intended audience is part of the challenge we business blog content writers face. After all, we’re not in this to entertain ourselves – we’re out to retain the clients and customers we serve and bring in new ones, so we try to use words and sentences to which our target readers can relate. We may even use a readability calculator such as the Flesch-Kinkaid.

But what Ocko argues is that even when we are speaking to (or, in our case, writing to) industry partners or more sophisticated and knowledgeable readers, we will be more effective if we simplify.

She names three reasons why knowledge transfer will be more successful even when there is a “high-level”, knowledgeable audience:

  • Even in a room full of scientists, not everyone has the same background and expertise.
  • The audience (our readers) has only a small chunk of time to digest the information (this is particularly true with blogs).
  • People are distracted by life. The more complex the talk (read “blog post”), the easier it is to mentally check out. Speaker acknowledgement of this audience inadequacy through simpler messaging and slides will be a win-win for all.

Less is more, Ocko teaches scientific speakers.  Use less jargon, less math, less text. Use more graphics, more analogies, more stories. As a corporate blog writing trainer, I couldn’t agree more with every one of those points. Our writing style should be clear and simple, direct, and easily understandable.

Writing simply will add big-stick impact to your business blog content!

 

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Blog About Both Kinds of Goodwill

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Fountain pen writing GoodwillWhen you’re looking to buy or sell a business, Troy Patton of Archer Investments explained at the Financial Planning Association, one really important factor to weigh is goodwill.  How much of the business’ goodwill is “enterprise” and how much is “personal”?

Professional business valuator Linton Kotzin agrees. “Segregating the intangible value of a company between personal and enterprise goodwill is becoming increasingly relevant,” he says, explaining that personal or professional goodwill attaches to a particular individual, while enterprise goodwill is derived from the characteristics of the business itself, regardless of who owns or operates it.

Content marketing through blogs needs to consider both those aspects of the company’s – or the professional practice’s goodwill. There are many different possible forms a blog post can take, of course. Hubspot, in fact, lists no fewer than 44 “fantastic types of content”, including:

  • How-to’s
  • Case studies
  • Charts and graphs
  • FAQs
  • Question/answer sessions
  • Guides
  • Glossaries
  • Opinion pieces
  • Surveys
  • Quotes
  • Quizzes
  • Book summaries

Patton’s presentation on valuing a business or practice, though, made me realize how important it is for us blog content writers to focus on creating “goodwill value” on both the enterprise front and the personal front.

Blogging for business has the potential to reach different groups, including new (recent transaction) customers, repeat customers, other companies’ customers, potential customers, and strategic partners (including vendors, colleagues, professional associates).

All of those readers need to know about enterprise value. In other words, have they come to the right place to find the particular kind of service or product they need, and is that product or service competitively priced and of good quality?

But that’s only the half of it. It’s the personal goodwill that’s going to invite readers to “connect” and “buy in”. If you’re to enjoy any success in content marketing through business blogging, I’m convinced, personal goodwill needs to be operative. Not only must searchers see your blog as a go-to source for ongoing information (the enterprise value of the business), but they need to feel engagement with the people who provide the product or service. Of course, the typical website explains what products and services the company offers, who the “players” are and in what geographical area they operate. The better websites give at least a taste of the corporate culture and some of the owners’ core beliefs.

Blog about BOTH kinds of goodwill!

 

 

 

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A Good Blog List is a Work of Art

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“A good list is a work of art,” says Jessanne Collins, Editor-in-Chief of Hand check mark the listMental Floss  magazine. Collins herself, she admits, is biased.  A list-maker by nature, she claims to have a to-do list with 17 subdivisions. And of course the magazine, which nine times a year presents facts and trivia in a humorous way, is filled with lists.

While my Say It For You blog can hardly compete with Collins’ 10 million users a month, I’m a list fan in my own right, because including lists in the content of a marketing blog can be a super strategy for engaging interest and providing information readers with value.

A short list of things readers are likely to type into their search bar which could bring them to your blog include:

  • Their need
  • Their problem
  • Their idea of the solution to their problem
  • A question

OK, now those visitors have arrived, it falls to you as a blog content writer to think of lists that might:

…engage the interest of online readers who have found your blog post
…provide valuable information to them
…clarify what you have to offer to fulfill their need

“There’s something nice about the way any topic or task can become digestible when it’s neatly organized in a list, Collins avers. (As a corporate blogging trainer, I couldn’t agree more.) But the editor goes on to say that she and her staff take pains to make sure each list is comprised of items readers truly need to know about. Once each item is “vetted”, she says, the real fun of list-making begins: fitting the entries together. “We want to make sure our lists educate and entertain, but also – and this is critical – bring something new to the table and surprise you.”

A good list can transform a business blog post into a work of art!

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Just Who Do You Think You’re Talking To

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“What’s with the New Yawk accent?” asks Arika Okrent of Mental Floss magazine, referring to the well-known tendency of New Business challengeYorkers to drop their r’s.  In the 1960s, a Columbia University grad student named William Labov, hypothesizing that the missing r might be explained by social factors, tested his theory by visiting luxury department stores and bargain basement shops. The classier the joint, he found, the more likely salespeople were to pronounce the r.

The study was repeated in 1986 by Joy Fowler, finding precisely the same pronunciation difference between high-end and low-end store personnel. That begged the question: if more r means more prestige, why are the r’s dropped at all?

A recent inquiry by Maeve Eberhardt and Corinne Downs found the answer at the famous New York bridal salon Kleinfeld’s (featured on the TV reality show “Say Yes to the Dress”). The researchers discovered that the higher the client’s budget, the more likely the salesperson is to retain the r! However, the salespeople tend to drop the r when providing emotional support!

Now, you wouldn’t drop your r’s in a printed blog, of course, but there are tests you can put your blog through to see how you’re doing in terms of readability – are you reaching the right people and doing it by using words and sentences to which they can relate?  Readability Index Calculators (the most-used is the Flesch-Kincaid) can show where your writing is on the bargain–basement-to-“classy” scale.

As content writers, we try to keep blog content relevant to the topic and up to date with what’s happening in the field and in the news. Going light on jargon and technical terms without “dumbing down” the material shows respect for readers’ intellect – and for their time. But refining the content based on the target audience is the lesson we can take from the New Yawk accent story.

 The idea, of course, is to match your writing to your intended audience. Does the site target a more educated demographic, people with specialized knowledge or expertise in a particular area, or is it meant to cater to a general audience.

A good question for us blog writers to ask ourselves might be “Just who do you think you’re talking to?“

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Different-Strokes Blogging for Business

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eLooking for ways to help your blog content appeal to different segments within your market? Look no further than the very different presidential marriage proposal tactics chronicled by Jeff Wilser, in Mental Floss magazine’s “10 Presidential Marriage Proposals”.

As a blog content writer, strive for subtlety. Harry Truman snuck in his proposal to Bess while talking about the weather:  “I guess we’ll all have to go to drinking whiskey if it doesn’t rain very soon.  Water and potatoes will soon be as much of the luxury as pineapples and diamonds.  Speaking of diamonds, would you wear a solitaire on your left hand should I get it?”

The art of writing a good advertorial, write.co explains, is getting the right balance between story and sale. Use a subtle touch in your sales message and in the calls to action in your blog.

Persistence is a virtue:
After meeting Lady Bird in Austin Texas, Lyndon Johnson needed to return to D.C. where he was working as a congressional aide. Over the next ten weeks, the couple exchanged no fewer than 90 letters before Johnson returned to Texas to give his love her ring.

A good blog requires persistence to maintain frequency. Even years ago, in the process creating my company Say It For You, I realized that the main key to business blogging success was going to be simply keeping on task.

Research your target audience, finding out what they need and like.
Richard Nixon hated ice-skating, but went skating with Thelma “Pat” Ryan and her friends because he knew she loved it.

We’re there to engage those blog readers and show them we understand the dilemmas they’re facing.  In fact, a business blog is the ideal vehicle for going right to the heart of any possible customer fears or concerns and laying the groundwork for understanding and trust.

Offer a taste of the benefits:
Dwight D. Eisenhower gave Mamie a miniature version of his class ring from West Point.  That made her want a full-sized rock.

By offering a “content-tasting” on your blog, and doing that regularly and frequently, you’ll be earning the right to convert at least some “tasters” into buyers!

In the art of business blogging, it’s important to use different strokes for different readers!

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