Beginning a Business Blog Post In Medias Res

/0 Comments/in /by

Duckling lying between two rabbits against white backgroundThere are four different ways to begin a novel, explains author Cheri Laser, with a less commonly used choice of the four, yet a favorite of hers, being “In Medias Res”, meaning “into the middle of things”.

An in medias res novel, Laser adds, introduces the characters and the conflicts at the mid-point or at the conclusion, then flashes back to catch up. The concept? Intrigue the reader, then jump back to an earlier, quieter part of the story to deliver the information readers need to understand the conflict.

Business blog content writers know the importance of intriguing and engaging readers, and of doing it right away. At Say It For You, I emphasize how big a deal it can be to get the “pow opening line” right. In SEO-conscious marketing blogs, of course, it may be the keyword phrases in the title that start the job of getting the blog found. But once a visitor has actually landed, though, it takes a great opener to fan that flicker of interest into a flame.

For today’s online searchers, that flicker-to-flame process is condensed, to say the least. “Every day, you fight a battle, competing with the internet, emails, texting and voicemail. “  Kimberly Yuhl of SteamFeed quotes a quite startling word quota from Statistic Brain: The average attention span in 2013 was 8 seconds. If the average adult listens to or reads one word per second, that gives us eight words to capture our readers’ attention.  “They had better be some powerful words,” advises Yuhl.

Darren Rowse of Problogger suggests starting with a question as one way to engage readers: Did you know….? How do you….? What’s one of the most common problems that…..? Do you want to learn how to…? Have you ever…? Do you ever wonder if…?

Another form of in medias res beginnings for business blogs is what Hector Cuevas calls the “shock and awe approach”, which involves starting posts by ”disagreeing with what is commonly accepted as the norm”. This, Cuevas suggests, “builds an instant sense of curiosity and brings up questions that your readers need answered.” The caution, he adds, is that your content needs to clearly explain your point of view.

For your next business blog post, consider starting in media res!

Facebooktwitterredditlinkedintumblrmail

A Writing Prompt Challenge for Business Bloggers

/0 Comments/in /by

How do you “ignite your creativity engine” and “fuel your inspiration”? Glowing light bulb in row of switched off ones on yellow. Front view

Writers’ Digest advises novelists to use story starters or writing prompts. And while as blog content writers, we aren’t dealing in fiction, at least some of the 52 prompts suggested by Brian Klems and Cris Freese could conceivably pump up the creativity level of our content marketing.

In fact, I challenge readers of this Say It For You blog to write in ideas about how they’d go about using one of these prompts in one of their own posts.

My own favorites from among the Writers’ Digest prompts:

  • “You return home from work to find a ‘Dear John’ letter on your table.  Oddly, it’s from a FUTURE romantic relationship.  What does the letter say?”

(Couldn’t professional service providers use this? In what ways might the blog reader’s future relationship with you either succeed or fail? Paint a picture of what it’s like being a client or patient in your service or practice.)

  • “You’re trying to read the morning newspaper when your cat begins pawing at your leg.  You brush him away, but he jumps on the table and begins meowing.  Final, the cat speaks.  What does he say?”

Successful business blog writing reminds online searchers of the annoyances and frustrations they are have in dealing with their present service providers, and that you and your staff have the experience, the information, the products, and the services to solve exactly those problems and meet precisely those needs.

  • “At work, you’ve been getting a Post-it note on your desk every morning that reads, ‘Why did you do it?’ You’ve talked to your boss, the night cleaning crew and your co-workers, but no one seems to know who’s putting the note there or why.  You decide to work through the night in hopes of catching the person.”

In many marketing blogs, the blog content writers focus on appealing to consumers’ fear.  To appeal to a better kind of customer – the kind that buys for the right reasons and then remains loyal, I train writers to appeal to readers’ better nature and focus on the problem-solving aspects of the offered products and services.

Ask yourself:  Could writing prompts pump up the creativity level of my blog?

Facebooktwitterredditlinkedintumblrmail

Bad Business Bloggers of the World, Untie!

/0 Comments/in /by

By his own description, Richard Lederer is a verbivore.  Fans refer to him as the “poster godfather of good grammar”.  Lederer is able to laugh about common grammar mistakes writers make. Myself, I have a harder time suppressing my anger, particularly when it comes to bad grammar and incorrect spelling sins committed by blog content writers.

True (as I’m fond of mentioning in corporate blogging training sessions), the language used in blogging can be – in fact should be – more conversational than the stuff you might find in a company’s brochures or on their website’s “About” page, so that, depending on the target audience, blog writers are OK bending grammar rules by a bit.

But, as Richard Lederer reminds us (albeit with a smile), some of the crimes committed against our precious English language are definitely not on the OK list. “Every time you make a typo,” Lederer writes, “the errorists win.”

Copyblogger’s Brian Clark explains that while bloggers try to write the way people speak, there are certain mistakes that detract from your credibility, including four mix-ups:

  • Your vs. You’re
  • It’s vs. Its
  • There vs. Their
  • Affect vs. Effect

Gini Dietrich on American Express’ Open Forum worries that creators of customer-target content’s worry about the grammar police (I proudly sport my badge) can create writer’s block. The most important thing, she says it to “get the writing out of you. It can always be fixed to perfection later.” Still, Dietrich says, if you can learn to avoid basic errors (she mentions Brian Clark’s items of your/you’re, they’re/there, then adds the total no-no “irregardless), you’re off to a good start.

HubSpots’s Ginny Soskey adds a few errors to the watch list, breaking the news that
“alot” is simply not a word, and cautioning writers to use “who”, not “that” when referring to a person: “Ginny is a blogger who likes ice cream.”

Judging from the search results when I Google “grammar and spelling mistakes in blogging”, everybody seems to be conscious of the problem. Still, the more I keep reminding blog content writers in Indianapolis how important it is to be fastidious using our language, the more examples of sloppiness seem to stare me in the face whenever I surf.

“Bad spellers of the world, untie!” quips Richard Lederer.  Professional ghost bloggers of the world, unite!” is all I have to say! Are you going to stand there and let those errorists win?

 

Facebooktwitterredditlinkedintumblrmail

Business Blog Readability in the Flesch?

/0 Comments/in /by

“Readability is a critical yet often-overlooked aspect of writing – particularly online writing,” according to Jeanne Dininni of StraightNorth.com. The idea, of course, is to match your writing to your intended audience. “Some sites target a more educated demographic, some attract a population segment with specialized knowledge or expertise in a particular area, and others,” observes Dininni, “cater to more general audiences”.

Science?  Common sense? Both, actually. After all, we business blog content writers aren’t in this to entertain ourselves – we’re out to retain the clients and customers we serve and bring in new ones.

If you didn’t already know this, 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?  Well, a Readability Index Calculator can give you the answer.

The most-used calculator is the Flesch-Kincaid.  Your scores on the Flesch indicate two things:

  1. How easy your text is to read on a scale of 0-100. (A high score, say 60 or 70 means your stuff is relatively easy to read; a low score, say 20 or even 10 means you’re getting too close to legalese territory – and who wants that??)
  2. What grade in school a person would need to have reached to be able to understand your content. (A score of 7 would mean the typical seventh grader would understand your writing, while a sixth grader might not. In fact a score of 6 or 7 would be considered optimal in journalism.)

So what, exactly, do those two Flesch-Kincaid measure to take your readability “temperature”?  Essentially, two things:

  • The average number of syllables per word
  • The average number of words per sentence.

I tested a recent blog post of mine, https://blog.sayitforyou.net/blog/ghost-blogger/dont-you-hate-it-when-blogging-for-business, with the following “verdict”:

“This page has an average grade level of about 7 and a reading ease score of 68.7. A value between 60 and 80 should be easy for a 12 to 15 year old to understand.”

You need to know – how would your business blog measure up in the Flesch?

Facebooktwitterredditlinkedintumblrmail

Language Basics for Business Bloggers – Part C

/0 Comments/in /by

“Grammatically speaking, voice refers to whether the subject of a sentence is on the giving or receiving end of the action, explains Anne Stillman in Writer’s Digest Yearbook.

For us freelance blog content writers, “voice” is an enormously important element when it comes to “hooking readers and wowing fans”. This week, my Say It For You blog posts are devoted to a review of fundamental writing tools and techniques based on the Yearbook. In a way, choosing the right “voice” goes far beyond grammar and sentence structure, setting the entire tone for each business blog post.

“The active voice has definite advantages over the passive,” explains Stillman. “It’s more concise, it’s often more informative, and it can make your writing appear more vigorous and confident.”  That doesn’t mean, she adds, that the passive voice is never appropriate.  For example, Stilman says, “The wedding cake had to be carried in by eight strong waiters” is better than saying “Eight strong waiters had to carry in the wedding cake.”  Why?  The focus of the sentence is the cake, not the waiters.

Since one of the very purposes of business blog writing is to showcase the accomplishments of the business owners, as a general rule we bloggers need to focus on “staying active” in our content, I teach in corporate blogging training sessions.

A jewelry store blog might read “Our jewelry is worn proudly by all types of people, from homemakers to business executives,” but it would pack more punch to say, “From homemakers to business executives, people of every type proudly wear ABC
 jewelry.”

This past week in my Say It for You blog, I spent a lot of time discussing the ingredients of good writing. There’s certainly a lot more to effective blogging than just the writing. Bloggers need marketing expertise and at least some degree of technical expertise.  The bottom line, though, is that blogging involves the skillful use of words.

For us blog content writers as well as for our business owner and professional clients, A is an important letter in our lexicon. From apostrophes to active voice, paying attention to our craft pays off!

Facebooktwitterredditlinkedintumblrmail