Fun Ways To Get Blogs Cooking

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Iron Chef Jose Garces shares his top five tips for getting kids interested in cooking, and every one of those tips, I realized, can be used to spice up business blogs!

1.     Play a game. "Pick an ingredient and see who can come up with the best dish.  Make it interactive and fun."

In a blog post, you can invite readers to share the most unusual use they’ve found for your product or service (perhaps offering some kind of prize for the best entries). Ask readers to share a pet phrase they use relating to what you do.

2.     Take advantage of technology.  Garces recommends the new Wii game "Cook or Be Cooked", or watching a cooking show and then trying to make the dishes.

Different blogging software programs have different features and benefits.  Three popular free platforms are Blogger, WordPress, and TypePad.  My own Say It For You blog uses a paid platform, Compendium Blogware.  The main idea is to use existing technology to streamline the process of getting your content published on the web.

3,     Go shopping together.  "As parents, sometimes we just want to go in and get the shopping done quickly.  Instead, try to make grocery shopping with your kids a priority."

In your business blog, rather than just "sending" online visitors to your shopping cart or catalogue, use your blog posts to highlight specific products or services and show how each can be applied to a specific task or situation.  "Walk" your potential customers down your "grocery aisle" with the specific information you offer.

4.     Strike a deal.   Says Garces, "I struck a deal with Gloria – she has to try one new vegetable a week.  We make them together.  This is a great way to connect with your kid."

Online printable coupons can serve as an incentive to readers to try a new product or service.  Susan Gunelius of About.com suggests writing blog posts about upcoming product releases or sales your business is running.

5.     Aim to inspire.  "If your children see you excited about trying new foods and cooking   
techniques, then you’ll inspire them."

Your blog is your "voice" to potential clients.  For them to get excited, they need to sense
your excitement about what you’re selling and about the services you provide.

It’s amazing how many fresh ingredients are available in today’s supermarket," exclaims the Iron Chef. 

Even more amazing, though, is the sheer volume of information available on the internet today on just about every subject, including yours. As the sales training book  Stop Selling and Do Something Valuable advises, "We have to sell ourselves to potential clients so that they choose to work with us rather than the competition. ..We need to persuade people to act."

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Do You Have Ringing In Your Blog Post Titles?

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Between Shakespeare’s Juliet asking "What’s in a name?" and father-of-advertising David Ogilby’s emphasis on headlines, there’s simply no contest when it comes to blogging for business – titles matter! There are two basic reasons titles matter so much in blogs:

  • For search – key words and phrases, especially when used in blog post titles, help search engines make the match between online searchers’ needs and what your business or professional practice has to offer.
  • For reader engagement – after you’ve been "found", you’ve still gotta "get read".  

In my magazine reading this week, I came across titles that illustrate just two of the many ways to make titles "pop":

The title of an advertisement in USA Weekend asks the question: "Do You Have Constant Ringing In Your Ear?"

If ear ringing is, in fact, a problem for the searcher, there will be a "Bingo!" I’ve come to the right place" response. But even if I somehow arrived at this site looking for, say, hearing aids or even diamond earrings, the title has an immediacy that grabs my attention, perhaps causing me to reflect, " You know, sometimes I DO have a sort of ringing sensation…"

The concept of asking readers if they’re grappling with an issue or a need that you not only know about, but which you’re accustomed to helping solve – that’s perfect for the headline of a business blog post.

One title on the cover of O Magazine is a "grabber" in a different way: "100 Things That Are (Actually) Getting Better".

This title passes Ogilby’s "acid test" by making you wish you’d thought about many things actually getting better, because most people suffer from the perception that a lot of things are getting worse nowadays.  The title’s not only refreshing – it arouses curiosity. (Are there really that many things getting better?  What have I missed?)

One thing Indianapolis small business consultant Lorraine Ball thinks is getting better is blog writing. Ball attributes the improvement to Twitter and other social media, which focus on titles short enough to "Tweet".

Truth is, no clever or even Tweet-able title can substitute for well-written, relevant content in the blog post itself, content that provides valuable information to your readers. But, in order for blog marketing to lead searchers to become buyers of your products and services, your stuff has got to get read!

Sorry, Juliet.  When it comes to business blog posts, the answer to the question "What’s in a name?" is EVERYTHING!

 

 

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Ghost Blogging De-Haunted

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There’s something some still find scary about ghost-blogging.  Very much like the apparitions from which we professional ghost bloggers derive our name, doubts about the legitimacy of our pursuits return periodically to haunt online conversation spheres.

In One Ghost-Blogger’s Manifesto, a piece which I composed a number of months ago as part of an online debate "moderated" by Jason Falls, I made several points about blog marketing for business using the help of professional writers.

1. Business blogging is a form of advertorial marketing, not a personal "op ed" forum meant to gain converts to a political, religious, or personal view of the world.  Blog marketing is meant to win search so that the client company can do more business. Understood in that context, hiring a professional writer is no less ethical than hiring an advertising copy writer.

2. Most sports figures, music stars, celebrities, and politicians don’t write their own books.  As blog strategist Mikal Belicove remarks in the book What No One Ever Tells You About Blogging and Podcasting, it’s not only books and songs that are composed by ghost writers, even most quotes from corporate CEOs represented in press releases are never actually uttered by the quoted officials.

3. In the close to three years since founding Say It For You to provide professional writing services to business clients, I have seen, again and again, blogs begun by business owners and then soon abandoned for lack of time, the owners’ attention drawn to putting out fires, making sales, and dealing with personnel issues.

4. As a ghost blogger, I’m part of an elite group of specialty writers for hire, "new" in the sense that blog marketing itself is a new phenomenon.  Ghost writing, of course, has a very long and proud history, in our own country going back all the way to presidents Washington, Jefferson, and Hamilton.

(After I and several other blogging professionals had weighed in on the issue, Jason Falls maintained his stance that the principle of social media transparency is being violated by ghost bloggers. Still, he concluded,"These professionals who work hard to deliver the company voice and value through their writing are nothing if not responsible, professional, first-class individuals who provide valuable service to their clients.")

In the blog posts for each business owner client, I (and the writers under contract to me) are out to accomplish the following:


  • Provide information that is valuable to readers and which satisfies the need that brought them online to search for answers
  • Demonstrate the particular expertise and history of that company or that professional, and how he/she/it differs from competitors in approach, product, expertise, or price point.
  • Provide a clear navigation path through calls to action that bring the searcher closer to becoming a client or customer of that business.

Supernaturalists refer to "channeling".  The role of a "medium" or "channeler" is to facilitate communication with spirits who have messages to share with living people. It’s the spirit doing the speaking, but the channeler who conveys the message in language recipients can understand. 
 
I cannot think of a more fitting metaphor to describe the services a professional ghost blogger provides!

 

 

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Getting To The Point By Getting Orthogonal In Your Business Blog

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A couple of Michigan justices learned a new word when law professor Richard D. Friedman, consultant to one of the judges, mentioned that a point was "entirely orthogonal" to the argument in front of the court. After being met with a "What?" response, Friedman explained the point in question was "at right angles, irrelevant, and unrelated" – in other words, off on a tangent from the main issue.

The judges reportedly got a kick out of the new word, and so did I. As a professional ghost blogger and blogging coach for business owners, I’ve found going off on "tangents" can serve a real purpose in business blog posts. The business blogging challenge is both simple and daunting: How can the content of a business blog stay relevant over long periods of time, without becoming repetitive and even tedious (to both writer and reader)?

On the one hand, blog posts need to stay on task and on topic.  After all, the search engines helped readers find your blog by indexing it high on page 1 or 2 (on Google, Bing, or Yahoo precisely because the needs of the searcher (based on the phrase or question they searched on appeared to match what you’re talking about in your blog posts – what you sell, what you do, and what you know about!

But on the other hand, there are two crucial motivations for not being repetitive in blog posts:

  • Technical reason:  avoiding "duplicate content".  Search engines tend to penalize rankings of sites that duplicate content that’s already in the blogosphere.
  • Common sense reason: avoiding staleness and continuing to engage readers.

So, how do you keep talking, several times per week over periods of months and years, about essentially the same thing, without becoming either duplicative or stale?

Professor Friedman used a "word tidbit" that captured the concept of a "right angle" that veered 90 degrees "off" the main point.  The anecdote made the papers precisely because it was about capturing attention with something unusual and unexpected.

My Say It For You blog is about business blogging.  So why, back in August of ’08, did I blog about an advertisement for a piano? I was being orthogonal.  Why? To show that in your business blog, you can convey to readers different levels of involvement are welcome and that ultimate buying decisions don’t need to be made the moment a customer "steps into" your website.

Blog posts need to capture readers’ attention in precisely the same manner, by presenting examples and illustrations that don’t at first glance appear to relate to the subject at hand.

Don’t get stale – get orthogonal!

 

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Business Bloggers Can Take A Tip From Mel Tillis

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If anybody’s got a keen sense of what an audience wants, it has to be singer/actor Mel Tillis, who’s been onstage for the past fifty two years.  Now age 77, Tillis is still going strong, performing 100 or so live shows each year, according to a recent article in Speaker Magazine.

Today Tillis performs at the speaker’s lectern, giving motivational talks about how humor helped him through his career. In fact, I’m going to hear Mel Tillis speak at the National Speakers’ Association Winter Conference in Nashville, Tennessee next month.

There are two points Tillis emphasized in his interview with Speaker Magazine’s contributing writer Jake Poinier that I believe are worth sharing with all my Say It For You readers and clients, in fact with anyone using blogging to market a business:

         1.  Talking about the twenty different performances he’d done last November alone in the Branson theatre he used to own, the singer/comedian remarked "I’m always coming up with new anecdotes and stories, so it seems to work."  
   
This lesson is one bloggers need to learn, for sure.  Since maintaining consistently high rankings on search engines means maintaining the discipline of posting blog material by putting content on the Web over and over again over long periods of time, what makes the tactic work is finding new anecdotes and stories to keep the material fresh.

        2.  Tillis, Jake Pointer stresses, empathizes with one of the main challenges facing 
professional speakers.  "Sure, I get tired, like if I have to sing ‘Coca Cola Cowboy’ one more time, I think I’m gonna die. But what you need to do is act like it’s the first time you’ve ever done it."

Whether composing blog post #17 or #577 for that business, the blogger needs to write as if it were #1. In fact, since blogging is a form of "pull marketing", attracting only searchers who have a need relating to what you do, what you sell, or what you know about, for most of those searchers, it will be the first.time they’ve ever read your blog posts!

"Every time I walk out there, it’s a different audience," says Mel Tillis. 

Every time you step up to the blog "lectern" (or hire a professional ghost blogger like me to do it for you), that Tillis mantra can serve as the inspiration to deliver your blog message – in every single post – with gusto and panache!

 

    

 

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