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Effective Blog Titles Emphasize Effects

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Mental Floss Magazine chose a good title, I believe, for its financial planning article:

“How These 7 Money Moves Can Affect You Down the Road”

What’s good about that title, and what can we blog content writers learn about creating effective titles for our clients’ posts?

It contains a numbered list.
Lists spatially organize information, helping to create an easy reading experience. The point of using numbered lists, I explain to blog content writers, is to demonstrate ways in which your product or service is different, and to help them organize the valuable information you’re giving them to help solve their problem or fill their need. “If your service or product is highly complex,” says Whale Hunters’ sales trainer Barbara Weaver-Smith, “it may turn off buyers, who might seek simpler solutions elsewhere to avoid having to deal with a many-step, high-commitment process.” Numbered lists are a good way to keep things simple for blog readers.

The advice is offered in terms of how decisions today will affect you “down the road”.
Discussing “down the road” is less threatening to readers than being told that what they are doing right now is wrong. While debunking misunderstandings is a good function for blogs, people generally don’t like to have their assertions and assumptions challenged. Putting things in terms of “down the road” softens the effect of the implied critique.

It’s not promoting a product or service, merely promising to offer helpful tips.
One point I’ve consistently stressed in these Say It For You blog content writing tutorials is how important it is to provide valuable information to readers, while avoiding any hint of “hard sell”.  Providing tips and hints may very well be the perfect tactic for accomplishing that goal. “While blogs can be used as a tool for selling, they are at their best when they are relational, conversational, and offer readers something useful that will enhance their lives in some way,” Damon Rouse of problogger.net advises.

The title mentions how the information can affect YOU.
The implication is that readers are in control of their own outcomes; there’s no “listen-to-me-and- my- wisdom” approach.  There’s no hint of “scare marketing” in the title, either.

Effective blog titles emphasize effects!

 

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Go Ahead – Blog About Your Misplaced Oscars

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Winning an Oscar is a big deal, but still old news; losing your Oscar – now that makes for more attention-catching copy. I think that’s the appeal of the Mental Floss Magazine story about ten award-winning movie stars who actually misplaced the statuettes they’d been so excited to win in the first place.

“Owning a little gold guy is such a rarity that you’d think their owners would be a little more careful with them.” Apparently, that’s not the case:

  • Olympia Dukakis’s Moonstruck Oscar was stolen from her home.
  • “I don’t know what happened to the Oscar they gave me for On the Waterfront,” Marlon Brando wrote in his autobiography. “Somewhere in the passage of time it disappeared.”
  • Colin Firth nearly left his new trophy for “The King’s Speech” on a toilet tank the very night he received it.
  • Matt Damon and Ben Affleck took home Oscars for writing Good Will Hunting in 1998, but in the confusion of a flood in his apartment while he was out of town, Damon isn’t sure where his award went.
  • Whoopi Goldberg sent her Ghost Best Supporting Actress Oscar back to the Academy to have it cleaned and detailed. The Academy then sent the Oscar on to R.S. Owens Co. of Chicago, the company that manufactures the trophies. When it arrived in the Windy City, however, the package was empty.

So how does all this apply to blog marketing for a business or professional practice?  It brings out a point every business owner, professional, and freelance business blogger ought to keep in mind: Writing about past failures is important.

True stories about mistakes and struggles are very humanizing, adding to the trust readers place in the people behind the business or practice. What tends to happen is the stories of failure create feelings of empathy and admiration for the entrepreneurs or professional practitioners who overcame the effects of their own errors.

Blogging about mistakes has another potential positive effect: it can turn out to help with customer relations and damage control.  When  complaints and concerns are recognized and dealt with “in front of other people” (in blog posts), it gives the “apology” or the “remediation measure” more weight. In fact, in corporate blogging training sessions, I remind Indianapolis blog writers to “hunt” for stories of struggle and mistakes made in the early years of a business or practice!

Go ahead – blog about your misplaced Oscars!

 

 

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We’ve All Heard the Naysayers

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Outdated technology concept.
“We’ve all heard the naysayers – they argue that speechwriting is losing relevance in a world of unscripted comments and 140-character attention spans”, reads the invitation to the 2017 Speechwriters Conference. The reality, Ragan explains is that organizations need thoughtful communicators more than ever.

Importantly, all three skill areas on which the speechwriter’s conference promises to focus are highly relevant for us as blog content writers.  (We’ve all heard the naysayers, haven’t we, arguing that blogging is losing relevance?)

1. Ensure strategic messages get through
There are two kinds of goodwill that can be conveyed through messaging, as business valuator Lindon Kotzin puts it: ”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.” Both those types of strategic messages can be conveyed through our blog content, which is frequently updated and thus relevant to the current climate in our industry.

2.  Use humor appropriately to capture your audience’s attention
Hope Hatfield of LocalDirective.com points out that humor is a hook, having the same impact as a strong headline to grab the audience’s attention. Humor’s an icebreaker, she adds, but only so long as you carefully consider your target market, focusing the humor around a problem your company can solve. No matter how funny your marketing messages are, don’t forget that the goal is to educate your prospects about your products and services. “You want to make sure that you don’t lose the message in the humor, Hatfield cautions.

3. Develop an authentic and trustworthy voice
Successful content creation consists of capturing the unique style of the business owners, practitioners, and employees who will be delivering the service and products. Business coach Donna Gunter calls it the WYSIWYG approach (what you see is what you get), referring to authenticity in advertising and promotional materials.

Yes, we’ve all heard the blogging naysayers, arguing that blogs are losing relevance.  The reality, though, is that professional practitioners and business owners need thoughtful communications more than ever!

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Cover the Blog Genre Gamut

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“Don’t be afraid to write in tried-and-true blog genres,” Gary DeAsi and Evan Stone advised their fellow financial planners as part of the FPA Practice Management Solutions Magazine almost three years ago, listing eight kinds of blogs they called “proven attention getters’”:

  1. Advice
  2. Collections and top lists
  3. Reviews
  4. Predictions
  5. Motivation
  6. Trouble-shooting
  7. Interviews
  8. Editorial/ Personal reflection
  9. Now, five years later, I’m inviting each of you Say It For You blog readers to come up with titles you’ve written or found that fit into each of these categories. If you submit your favorite titles, I’ll publish them here, along with some tips on flesh out those ideas to suit your own business. More important, ask yourself whether you’re lending variety to your blog by including all these genres.

    Meanwhile, over those same five years I’ve come up with at least four blog genres I believe ought to be added to the list to round out the “blogger’s dozen”…:

    9.  The tidbit blog uses a piece of trivia to spark interest and help readers understand a concept or product.
    10.  The comparison blog uses a metaphor to explain a complex idea in terms of a tangible object.
    11.  The “confession” blog tears away the “stage curtain” between the business owner and the reader, humanizing business or practitioner and hopefully generating feelings of empathy and admiration.
    12.   The “brag blog” shares accomplishments of which the business owner or practitioner had every right to be proud – a product breakthrough, an award, a milestone reached, an unexpected success.

DeAsi and Stone were telling financial planners not to be afraid to write in tried-and-true genres. As a business blogging trainer, I’d go a few steps further, advising content writers to keep it fresh, saying “Don’t be afraid to keep creating new blog genres!”

 

 

 

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Finding Before Solving in Blogging for Business

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Find the Answer - Magnifying Glass
“Unfortunately,” reflects my friend and admired sales training expert Tim Roberts, “traditional salespeople are tethered to ‘what we know’”.  Roberts is well aware that it takes many years of trials and tribulations for a salesperson to develop good problem-solving skills, yet he’s here, he says, to challenge and encourage finding before solving. In fact, finding a problem that your customer hasn’t considered, is what makes a salesperson valuable, he stresses.

There are two required skills needed for an effective inquiry conversation with a prospect, Roberts explains:

  • vulnerability
  • transparency

Are there lessons here for business owners and professional practitioners “conversing” via their blog with readers? As a Say It For You blog writer and blogging coach, I think so. Last summer I made mention of what Stav Ziv of the Moth storytelling organization had to say about the two elements of successful storytelling:

  1. there’s no “wall of artistry” or stage curtain between storyteller and audience (transparency)
  2. storytellers share their own human failures and frailty (vulnerability).

The lesson I drew from Ziv’s description is that true stories about mistakes and struggles are very humanizing, adding to the trust readers place in the people behind the business or practice.

What I think is important for blog writers about Tim Roberts’ “finding-before-solving” concept is that it opens up a whole new content direction both for us as writers and as a conversation starter with readers.

Wait a minute – isn’t answering readers’ questions what blog posts are designed to do?  Searchers turn to the Internet because they’re looking for something – a product, a service, or information.  When the query relates to what you sell, what you do, and what you know about, those readers find your blog. But, what if your blog post was raising questions and inviting input from readers, rather than offering answers?

Blogs, as I so often stress to business blog writers, are not advertisements or sales pieces (even if increasing sales is the ultimate goal of the business owner).  Whatever “selling” goes on in effective blogs is indirect and comes out of business owners sharing their passion, their special expertise and their insights in their field.  When blog posts “work”, readers are moved to think, “I want to do business with him!” or “She’s the kind of person I’ve been looking for!”

Finding may well belong before solving, not only in selling, but in blogging for business!

 

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