Trying for Incomplete in Blogging for Business

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one piece of a whole“In blogging, it’s important to blog about a particular topic without being complete,” says Lou Dubois in Inc. “If it’s conversational as a blog is supposed to be, you get a chance to say one thing or one idea, and then it’s your customer’s turn to talk or respond.”

“Successful bloggers are focused on their audience and readers as they move out from behind the podium,” says Liz Strauss. “They come in with a beginner’s mind and aren’t afraid to say ‘I’m learning’ as they talk to others and improve.”

That “beginner’s mind” thing really struck a chord with me.  Nine-plus years ago, when I was an experienced writer but very new to blogging, I would attend seminars, read blogs and books about blog content writing and then share that material with readers even as I was learning it myself. (And that, as Paul Harvey used to say, is “the rest of the story” of the Say It For You blog.)

The idea of blogging about your topic (your business or practice) without being complete is an important one on several counts:

  • You cover one aspect of the topic, then link to another blog content writer’s comments about the subject you’re covering, showing that you stay in touch with others in your industry or profession.
  • You leave room to cover other aspects of the topic in future blog posts.
  • Your readers are “learning along with you,” rather like a travel agent who’s experiencing a location for the first time, along with her group.
  • Readers have reason to “put in their two cents”.

The “beginner’s mind” template might appear at first to be a direct contradiction to a piece of advice I often offer to clients and blog content writers, which is to establish themselves as thought  leaders in their field.

Actually, there’s no contradiction.  As business owners or professional practitioners (or perhaps as the blog content writers for those clients), we need to come across as “real”.  Yes, we have knowhow and experience to share, but, along with our readers, we learn something new every day.

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Everyday Business Blog Writing – Every Day

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“When we communicate, customers understand.  And when they understand, they buy,” asserts humorist Todd Hunt. What’sHappiness concept. your biggest challenge every day? Communication probably tops the list, because everybody messes it up — and we’re hilarious!
I was fortunate enough to meet Todd Hunt in person a few years ago at a National Speakers Association of Indiana meeting, and his monthly e-newsletter always contains wisdom I can share with Indiana blog content writers.

Grammarist.com explains one nicety of grammar that Todd Hunt talks about in his latest issue:  Everyday is an adjective used to describe things that occur every day, or are ordinary or commonplace.  In the two-word phrase “every day”, the adjective “every” modifies the noun “day”. For example, every day you eat breakfast. You brush your teeth every day. These are everyday activities. When you’re not sure which one to use, try replacing the word with “each day”. If that makes sense, you want the two-word form “every day”.

Todd Hunt explains the difference in a different way:

“Every day” answers the question “When?”  Office hours are 9am-9pm every day.
“Everyday” answers the question “What kind?”  The everyday low price is $10.99.  What kind of pricing? Everyday.

The point of the discussion, as I explain when training newbie bloggers, is not to turn yourselves into grammar Nazis,, but to ensure that readers understand precisely what you meant to say. The goal for us content creators, after all, is to communicate so that customers understand.

We aim to make our everyday business blogwriting engaging – every day!

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Dealing With the Downside in Business Blogs

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businessman graphIt’s always instructive for me to observe different ways information is presented to readers. That’s especially true if the subject matter is “sensitive”.

Of course, in business blogs, it would be wonderful if everything were positive and all we needed to do was write about positive developments in our business or practice, about all the benefits that come from using our products and services, and about the flawless customer service which we’ve, without exception, provided.  And, of course, that’s not the way the world works, is it?

I was thinking about that the other day when I came across a guide sheet my college mentor colleagues and I had been given to educate us on ways to advise disabled students applying for internships and permanent employment.  The tutorial was called Disclosing Your Disability in three Steps.

I think all of us blog content writers can take a real lesson from that approach to putting a positive emphasis even when honestly disclosing not-so-positive information.

Step 1: Prepare to disclose.
Consider your strengths and challenges. To the extent you’re comfortable, the employer will feel comfortable.  Consider timing – before the interview, after an offer is made, etc.  Plan in advance.

“Thou shalt never hide the facts,” writes Georgetown University professor Robert Bies in Forbes Magazine. When hidden facts become public, you’ll look worse.  But, adds Bies, find positives associated with the bad news, positives grounded in reality. Focus the readers’ attention on the way your company or practice has solved, or is solving the problem.

Step 2: Prepare a script.
Write down what you want to say.  Keep the language simple and avoid being too clinical or detailed.  Remember, the employer will be interested in whether you’ll show up, and whether you’ll be of value to the organization.

One very important use for business blog content writing is exercising control over the way the public perceives any negative developments. The blog is the place to correct any inaccurate press statements

Step 3: Disclose.
Be confident.  You will teach your prospective employer how to respond to your disability based upon the way YOU are handling disclosing it.  Stress your courage and motivation.

As a corporate blogging trainer, I know how crucial it is to convey to customers, as well as to the online searchers who are y our prospects, the kind of message that will alleviate mistrust and create confidence.

Blog posts are like interviews, and sometimes, we content writers need to courageously deal with the downside!

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So What’s the Deal with Business Blog Posts?

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“So what’s the deal with Japanese whisky?” is the intriguing title of a feature article in Mental Floss Magazine. Reporter Kyle Chayka holding a glass of whiskyorganizes the article around four questions; I think that precise format could be adapted to any business blog post introducing a product or service.

Background material:
“Wait…How Did Whisky Ever Land in Japan?” The author explains that a young man studying chemistry in Glasgow returned home to start Japan’s first distillery. In this part of the blog post, the content writer would talk about the origins of the company, and about the particular consumer or business need that company is able to satisfy.

So What Makes It Different from Scotch?
Technically, not much, explains Chayka, but Japan’s distillers “take time to make it correctly rather than making it quickly and cheaply.” In this portion of the post, the content writer would explain the differentiating features of the product or service, comparing it to competitors’ offerings.

What Does it Taste Like?
“Japanese distilleries also use rare Mizunara oak for their barrels, which imparts a hinty of coconut,” the author explains. When you’re composing business blog content, I tell writers, imagine readers asking themselves – “How will I use the product (or service?” “How will I feel?”

How Should I Drink It?
“Highball” in Japan is synonymous with a whisky soda. So mix away! But if you like drinking it neat, a great starter blend is Nikka’s Taketsuru Pure Malt 12 Year,” is the author’s advice.  This section of the blog post would offer helpful hints relating to the product or service. In every business or profession, there’s no end to the technical information available to consumers on the Internet. But it falls to us business blog content writers to break all that information down into chewable tablet form, telling readers “how to drink it”.

So What’s the deal with business blog posts?  Give ‘em the background, differentiate, give ‘em a taste and then give them advice!

 

 

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The Royal “We” in Business Blogging

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“When Roman consuls spoke of public issues, they did so on behalf of all those with whom they shared power, and Royal Gold Crownso they used the royal pronoun ‘we” instead of the singular,” Doug Lennon explains in The Little Book of Answers.  Then King Richard I began to use the “royal we”, implying that he was speaking for his subjects as well as for himself. It’s improper, Lennon cautions, for nonroyals to use the plural.  (That’s why, when Margaret Thatcher referred to herself as “we”, she incurred nothing but ridicule.)

Why, then, do I so like for Indianapolis freelance blog content writers to express themselves as “we”?

  • Using first person pronouns (“I” and “we”) helps keep the blog conversational rather than either academic-sounding or sales-ey.
  • “We” shows the people behind the posts, introducing the personality of the business owner or team ready to serve customers.
  • Using “we” allows statements of opinion, establishing the business owner or professional as a thought leader:  “At ——-.we believe…”  “Here at ———-, we always…”  “At ______. We’re convinced that….”
  • We freelance blog content writers “speak” not for ourselves, but on behalf of the companies and professional practices we’re marketing. Richard I spoke for his subjects; we’re writing for our clients.

On the other hand, shouldn’t content creators learn anything from the icy reception Margaret Thatcher earned by using the “we” word? Yes, but it’s got little to do with putting ourselves – or our clients – out there as royalty.  In fact, all content writing for marketing blogs is second person-driven, meaning that it’s all about the “you”s (the targeted readers who are the potential customers) and their wants and needs.’

The royal “we” in business blogging just keeps things up close and personal!

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