Blog To Win The Battle And The War

"The best way to win an argument is to avoid it," advises Reginald Adkins in his Elemental Truths blog, admitting that "you could be perceived as a pushover who won’t stand up for his beliefs."  Barring avoidance, Adkins offers tips to increase your chances for winning battles in which you’ve chosen to take part. 

Blogging for business, you’d have to say, is not necessarily an argumentative pursuit.  Yet, in a way, your company blog is your way of "arguing"" in favor of:

  • Your product (as compared to those of your competitors)
  • Your service (as compared to services offered by others)
  • Your point of view relating to your industry (contrasted with opposing viewpoints) 

So, carrying the example one step further, thinking of individual business blog posts as "battles" in an ongoing "war", it’s certainly worth remembering that your goal as business owner is to keep winning hearts and gaining customers over the long run, and not just winning points today.

Several of Reginald Adkins’ tips are actually very appropriate for bloggers:

Never accuse a person of being wrong. 
Think about a competitor or perhaps an online reader who’s left a negative comment on your blog. "You should express your disagreement subtly," advises Adkins, "making it clear that your opinion diverges from theirs."

Let them talk. 
When it comes to presenting your side of an argument in your business blog, be sure to present the other side as fairly and completely as possible before explaining why your point of view is different.

Back it up. 
"Bring in concrete examples and supporting numbers to illustrate your point", says Adkins. Not only do statistics in a blog grab online visitors’ attention, serve to demonstrate the extent of a problem or issue, but the numbers strengthen the credibility of the points your trying to make in that blog post.

Chill Bill. 
"Arguments can be emotional.  Be calm and don’t let your feelings take over." The most important thing you have to sell in your business blog is you. The tone of your blog reassures readers they’ve come to a place where "nice guys and gals" live, people who play nice with competitors and customers alike.

Business branding expert Tony Fannin defines your brand as "an emotional collection of impressions your customers have about you." In your business blog, then, it’s not winning the argument, but the way in which you won that counts!


 

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Blog Oil Is No Snake Oil

After the Chicago Sun Times had written a story about fish oil supplements being a mere fad with unproven benefits, many articles and blog posts appeared in defense of the "nature’s wonder drug" Omega-3 fatty acid found in fish.

While, in the interests of full disclosure, I must admit to swallowing a fish oil capsule daily, as a professional ghost blogger and blogging coach and training, I was interested in the fish oil debate because of what it illustrates about blogging for business.

On the one hand, I noticed, the bloggers questioning the efficacy of fish oil compared it to the snake oil fad of an earlier time in America.  Then, writing in the Cleveland Clinic Journal of Medicine, John Clough titles his piece, "Fish Oil is No Snake Oil."  This month’s edition of Discover Magazine devotes an entire page to recent reports on the health benefits of fish oil, using Dr. Clough’s title. Referring to others’ blog posts and then stating your own viewpoint is way to showcase your own viewpoints and approach to your business. 

Treehugger.com takes yet another approach to the fish oil controversy that can be effective in business blogs: a survey, posing the question to readers: "Would You take Fish Oil/Omega 3 Supplements?" Online visitors are given four possible answers from which to choose:

  1. Yes, it is worth the environmental cost
  2. No, supplements are unnecessary if you eat a balanced diet
  3. I get my Omega 3 from fish-free sources like flax
  4. Other (in comments)

Using a survey in a blog post is very effective.  Suddenly, it’s all about the reader.  At the same time, it gives the business blogger a way to showcase his/her expertise on the subject. The survey works, because it turns the blog post into a discussion instead of a "lecture".

Compendium Blogware uses a slightly different approach to capture website visitors’ attention and interest business owners in blogging: "Ask yourself these questions:

  • Do you want to drive demand for your organization’s product or service?
  • Do you want to start personal relationships with prospective customers?
  • Do you want to acquire more customers?

In addition to questions and surveys, statistics pack a real punch in blogs. Here are just three of the items from the rather impressive list of the advantages of blogging offered by Buildabetterblog.com:
 

  • Over 57 million Americans read blogs.
  • Technorati is currently tracking over 70 million blogs.
  • 51% of blog readers shop online.

It’s pretty apparent – blog oil is no snake oil!


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Stop Blogging For Business You’ll Never Wear

In Monday’s Say It For You blog post, I talked about Goodwill Industries’ TV commercial on organizing clothes closets. Then I discovered I wasn’t the only one finding valuable lessons in Goodwill ads. Personal finance site GetRichSlowly.org teaches how to "accomplish that European knack for owning less and looking better" (I can’t think of a more apropos goal for business blogs!)  Get Rich Slowly writer April Dykman claims she’s become a more skilled and targeted wardrobe shopper through gathering tips from fashion gurus, designers, and style bloggers.

"Shopping" Dykman’s article "How To Stop Buying Clothes You’ll Never Wear", I’ve handpicked 3 tips for selecting business blog post topics.  I did that remembering that the goal of your business blog is to bring in customers "of the right kind". These are customers who have a need for and who will appreciate your services and products.

Remember, just as the goal in clothes shopping is not to fill closet space or to own more outfits just for the sake of having them, business blogging is part of an overall business "pull marketing" strategy to attract exactly the right online searchers from your target market. In other words, fewer might well prove better when it comes to the numbers of searchers who find your blog, then click through to your website to become customers.

 1. Think meat and potatoes.
"70% of the clothes you own should be ‘meat and potatoes’, with 30% being icing and fluff".

When I’m training business owners and their employees to create effective blog content, I advise finding 2-5 core "themes" that relate to the business. Some basics include explaining what problems can be solved using that business’ products and services, defining basic terminology, and basic statistics showing that many others have faced the same issue as the one concerning this reader. 

30% of the blog posts can include interesting tidbits of information, news or feature stories in that indirectly relate to the business, or an anecdote that illustrates the core values of the business.

2.  Identify your personal style.
Before buying any garment, ask if it fits your personality. "Only buy items that make you feel like a million bucks."

Your business blog need to reflect your style.  In fact, as a professional ghost blogger, my mission has to be to pick up not only what message you want to convey to customers, but your unique way of saying it.  A "ghost writer" must speak your message, in your "voice", to your customers. As I’m fond of repeating, a good ghost blogger should not, herself, be seen or heard!

3.  Price doesn’t dictate style.
"If the perfect pants in the perfect color are $30, they are a better buy than the trendy, designer pants that cost $200 and work with nothing else in your closet." 

Successful blog marketing does not depend on using the most expensive technology, but upon the most relevant and engaging content. In much the same way as you’re advised to put together outfits that make you feel good, the secret of effective blog marketing is to put together relevant, engaging content that makes online searchers feel they’ve come to exactly the right place for what they need.

"What about you?" asks Dykman. "Do you have clothes you never wear?"  Don’t keep buying more of those, she advises. In that same vein, when it comes to your business blog, stop focusing on "number of hits", or building the biggest community of followers.  Start writing blog posts for customers of the right kind.  After all, they’re the ones who need what you’ve got to offer.  And, you know, when it comes right down to it, that’s the only thing that matters!

 

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Blog Post Titles: Let Me Count The Ways

My children have children of their own, all older than kindergarten age, so what made me feel compelled to read that Indianapolis Star article about teaching kindergarteners? It was the number that aroused my curiosity: "9 Problems We Must Overcome".
 
The O Magazine title this month is "100 Things That Are (Actually) Getting Better". Somehow
I doubt that, minus the number 100, the title would have been as much of a grabber.  I know it was the number 100 that made me pause (It’s hard, these days, to avoid the perception that a lot of things are actually getting worse, not better, and I just had to know what 100 things I might be missing!)

To freshen up blog post content, start with one idea about your product or service. Then try putting a number to it:

  • 2 Best Ways To Eliminate Unpleasant Room Odors…
  • 3 Discipline Problem Fixes to Try First….
  • 4 Simple Home Remedies for Headache…
  • 5 Home Décor Tips…
  • 6 Knottiest Financial Issues in a Marriage….

The point of the "lists", of course, is to demonstrate ways in which your product or service is different, and to provide valuable information that engages readers, helping them see you as a go-to guy or gal to solve their problem or fulfill their need.

Who’s on your list? Ted Demopoulos suggests you ask yourself, referring to other blogs and online resources in your "space".  Listing different viewpoints or tips from others, then clarifying your own position is one way to make your blog be the go-to site. 
"4 Different Viewpoints on Rearing Money-wise Kids…" is somehow more enticing than just "Viewpoints on Rearing Money-wise Kids", wouldn’t you agree?

To top off the positives of using numbers in blog post titles, at least some SEO experts believe bullet points and numbered lists earn "Brownie points" with search engines.

Just one more reason to count the ways…

 

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Blog Post Titles: Let Me Count The Ways

The Goodwill TV commercial sums it all up: there are four kinds of clothes in your closet, and if you give three of those to Goodwill, there will be room for the only kind worth keeping, meaning clothes you wear – and should. The other three categories:

  • Clothes you don’t wear
  • Clothes you shouldn’t wear
  • Clothes you can’t wear

The Goodwill four categories of clothes closet contents might apply to creating content for your business blog posts as well.
 

Posts You SHOULD blog:

  • Telling how you skillfully solved a common problem for a consumer
  • Describing an unusual use or application for your product or service
  • What your business core values are and how your "corporate culture" reflects those
  • Explaining what’s special about your product or service and what you’re trying to achieve

 

Posts You DON’T Blog (enough of):

  • Employee posts, composed by real people actually doing the work and talking to your customers
  • Testimonials from customers and clients
  • True tales and anecdotes of problems solved and successes
  • Recognizing other bloggers and sources on your topic

Posts you CAN’T blog:

  • Topics too big and broad that are outside the scope of your expertise. Your business blog is there to win friends and do business, not convert the world.
  • Information that is not "on brand". 

 

Posts you SHOULDN’T blog:

  • Negatives against competitors – accentuate the positive about YOU.
  • Posts that are too long and wordy
  • Posts that are too technical for the average readers to relate to him/herself
  • Posts that are too general, with nothing new to add that showcases your expertise and unique viewpoint

Even experienced business bloggers need to clean out and reorganize their content "closets" in order to continue earning the "good will" of online searchers!

 

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