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Words You Never Use in Blogging for Business

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Never - word written in colorful chalk

“It’s more important than ever before to be mindful not just of what your company says to customers online, but HOW it is said as well,” asserts Jay Baer, author of Hug Your Haters. “Minor shifts in words choice can mean the difference between a great customer interaction and an unruly, offended mob.” There are three categories of potential trouble, Baer explains:

  1. words that lack humility
  2. words that diminish the customer
  3. words of argument and avoidance

Baer’s words certainly apply to the work we do as business blog content writers, as we try to create great online interactions with customers and prospects.

One word Baer believes lacks humility is “our”. Bair thinks that word implies that the speaker (or writer, in this case) is speaking on behalf of the collective business.  “We” and “our” lack humanity and the personal touch, Baer says, advising customer service people to use “I” and “me”.

When it comes to business blog content writing, I don’t mind the word “our”, because it’s part of first person writing. I’ve always preferred first and second person writing in business blog posts over third person “reporting”, because I believe people tend to buy when they see themselves in the picture and when they can relate emotionally to the person bringing them the message.

I absolutely agree that the customer or prospect must never feel diminished. While mythbusting is one important function business blog posts can serve, writers should never imply that readers are unable to fully grasp the information or that they have been easily misled in the past. “The word “misunderstanding”, Baer says, is often used as a polite way of saying “you didn’t listen or read well enough.”

Addressing misinformation in a company’s blog shines light on the owner’s special expertise, besides offering information that is valuable to readers. Still, a certain level of anger might arise at having one’s beliefs challenged, so it’s important to throw readers a “bone” by offering some intriguing information that nobody could reasonably have been expected to know. The customer, as Baer explains, may have been completely wrong, but “proving” that is no way to win a friend.

Words to never use in blogs are words that boast, diminish, argue, and avoid!

 

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Blog Selling With a Story

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When Peter Guber’s book “Tell to Win” came out five years ago, talking about “the hidden power of story”, I immediately had a “Bingo!” sensation. As a freelance SEO copywriter reading the intro to that book, I couldn’t help thinking that if the power of story is to be directed towards the marketing strategy and tactics development of any business, there’s nowhere it’s a better fit than in corporate blog writing.While business blog posts are part of a company’s marketing plan, blogs cannot function as ads or billboards Blog posts will be at their most effective when presenting stories. The stories themselves become calls to action for readers.

The other day I came across a new book on the same theme: Paul Smith’s Sell With a Story: How to Capture Attention, Build Trust, and Close the Sale. “If you’re trying to influence buyers’ decisions,” Smith asserts, “using facts and rational arguments alone isn’t enough. You need to influence them emotionally, and stories are your best vehicle to do that.”

Stories, Smith explains, make it easier for buyers to remember:

  • you
  • your ideas
  • your product (the story actually enhances the value of your product)

The many advantages of stories, Smith advises, include:

  • highlighting your main idea by moving it to another context
  • giving you a chance to be original
  • adding an element of fun

Use stories to explain what you do, Smith says. (You know you’ve got it just about right when the story helps your mom, your spouse, or your kids understand what you do for a living, he says.)

Use stories to explain whom you’ve helped and how, and to dispel any negative perceptions, the author advises.

No, blogging for business isn’t about fiction. Still, successful content writing for blogs is all about the power of story, I’ve found over the years. In fact, one big, big part of providing business blogging assistance is helping business owners formulate stories. Online visitors to your blog want to feel you understand them and their needs, but they want to understand you as well.

Blog selling through stories helps forge that emotional connection between you and your potential customer.

 

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Blog What Should Have Been in the Box

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Talk about an “I-wish-I-had-thought-of-that” concept! I absolutely love the name O’Reilly Media® gave its series of manuals by David Pogue: “The Missing Manual® – the Book that Should Have Been in the Box”. The now-120 book series covers tech for amateurs topics such as iPhone use, Quickbooks, Windows10, Photos for Mac – an almost exhaustive list of how –to guides.

Precisely such a “how to” concept can be invaluable for us blog content writers.  Why? Our biggest challenge is providing valuable information to readers while avoiding any hint of “hard sell”. Offering tips and helpful hints to consumers (stuff that may not have occurred to them but which helps them get the most out of the products and services they own or might purchase) may well strike the perfect note.

So what if you’re trying to promote a business or practice but don’t consider yourself an “expert” on all aspects of your field? In a recent issue of AARP magazine, I found an article that uses a “kill-two-birds-with-one-stone” approach to offering helpful hints.  I think that approach could work really well in blogging to promote a business or professional practice.

The AARP article is titled “Great ways to save: tips from 20 experts that can save you thousands of dollars.”  Wow! That gets readers’ attention – useful information coming to them not from any sponsor or vendor, but from twenty experts.  What’s more, the authors have done all the work, collecting all this wisdom and serving it up for readers’ convenience. How would you as a business owner or practitioner use this strategy? Aggregate!

Aggregate? How? Find complementary businesses or practices and ask the owners for tips they can offer your readers (or simply cite their blogs, giving them credit for the ideas). Carpet cleaners can share information from allergists, pet care professionals and realtors. Restaurant owners can offer information gathered from etiquette advisors or food stores. Whatever the products and services, readers will be interested in information that helps them gain maximum advantage from buying and using them.

Blog what should have been in the box!

 

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Blogging for Those Wandering the Stacks

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Searching the Library

“I’ve discovered that searching the Internet doesn’t necessarily get you only to the thing that you were looking for,” observes Vinton Cerf, VP at Google and a “father of the internet”. “Maybe this is like wandering around the stacks in the library and pulling the book next to the one you were looking for, and discovering there was something interesting there.” Cerf says.

Funny, I’ve pondered the same phenomenon about Internet search myself. As I and my Say It For You writers work on blogging strategy with our business owner and professional practitioner clients, we’re looking to use as many key words and phrases as possible that specifically relate to the audience each business is trying to attract.  Actually, we’re trying to satisfy two “masters”, the search engines and the searchers.  We know both of those are looking for the same thing – fresh, frequently changing, and very relevant content that has to do with the subject.

The way I picture it, there’s a boxing competition with two rings and two matches going on at the same time. There’s the PPC (Pay Per Click) and Sponsored Link side, which is where businesses have bought space.  In PPC, every time someone clicks on the link, the business owner pays a fee to the search engine company.

The other “ring”, organic search, is where I and all the other bloggers and writers operate. We’ve chosen organic search, my clients and I (although some businesses also employ PPC as part of their marketing strategy), not only because it offers free placement, but because more than 90% of the action (the clicks) take place on the organic portion of the search engine results page.

Every once in a while, though, just as Cerf pointed out, there’s a “disconnect” between what the searcher wanted and what he or she actually finds.  If this happens with your blog, even though it’s not one of your target customers that clicks on the blog link, it’s not necessarily bad news.  That kind of “mistake” on the part of a reader (like pulling the book next to the one you were looking for in the library) can even result in you converting a searcher-gone-astray into a buyer. I call this “accidental organic donating“.

So, I tell blog content writers and clients, don’t for a moment worry that head of yours about accidental organic donations – just murmur a quiet “Thank you” to the search engine for the miscue!

 

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Ways-To-Take-Charge Blogging for Business

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Gain control concept.

 

The article “15 Ways to Take Charge of Your Care”, cover story of December’s AARP Bulletin, is a very fine example for blog content writers.  Why?

  • It uses a numbered list, offering 15 detailed tips for saving time and money on healthcare. As Maria Konnikova remarks in the New Yorker Magazine, “Lists spatially organize information, helping create an easy reading experience.” Back in 2011, psychologists Messner and Wanke concluded that we feel better when the amount of conscious work we have to do in order to process information is reduced. We are drawn to a list intuitively, Konnikova points out, and we process it more efficiently. From all indications, I teach business blog content writers, Google loves bulleted lists, too.
  • The information in the article was specifically chosen because the topic is of interest for target readers (seniors, in the case of AARP). “Briefly,” says Jim Connolly of Jim’s Marketing Blog, “here’s how content marketing works: You build and market a website and stock it with free information that has real value to your prospective clients.”
  • The advice is highly specific, including filling prescriptions at a preferred pharmacy within your insurance network and finding out precisely which generic dosages and forms qualify for the $4 big box store and supermarket discount price. In blogging for business, every tip should be helpful in converting online searchers into customers or clients. That means content writers must invest the effort to understand customers’ needs before making the “pitch”.
  • The entire thrust of the article is empowerment for the consumer, rather than promoting the interests of the sponsoring company. Business blogs should be closer to advertorials than to ads. We content writers must satisfy prospects’ need to control the situation, going right to the heart of any possible customer fears or concerns and addressing negative assumption questions (before they’ve been asked!).

Offer information in your business blog that offers ways for readers to take charge!

 

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