The More We Blog, the More We Influence
Of all thirteen “prospect attraction influencers” mentioned in Mike Michalowicz’s book Get Different, the two most usable for blog content writers, I concluded were these:
1. Expansion – We like to expand the things we already like, own, and believe, Michalowicz says. People who value their nice care will be attracted to a nicer car, people who value their health want even more advice on becoming healthier.
Years ago, at a meeting of the National Speakers Association of Indiana, I remember the speaking coach saying, “If they’re in your session, they’ve already drunk the Kool-Aid”. He might well have been coaching content writers. Just as conference attendees who choose to attend a particular breakout session already have an interest in the topic, if readers have arrived at your business blog, it’s because they already have an interest in your topic. No long intro is needed – they are ready to receive the information, the services, and the products you have to offer. It’s now up to you to assure those visitors, through the words and pictures in your business blog content, that they’ve come to precisely the right place to get more, to expand their information and their assets.
2. Repetition – The more we hear a recurring message, the more it attracts, the author explains. When we notice the same thought that we had repeated in marketing, we are drawn to it.
At Say It For You, after fifteen years of being involved in all aspects of corporate blog writing and blogging training, one irony I’ve found is that business owners who use this repetition principle are rare. There’s a tremendous fall-off rate, with most blogs abandoned months or even weeks after they’re begun. Pity, because blogs are startlingly less costly than business print ads, “winning” with content, not cost, and with frequency, not size. Consistent content publishing is not only reassuring to customers, Google rewards websites that publish regular, high-quality content that provides real value to users. If you create successful blog posts with the ideal frequency, you’re more likely to succeed in pleasing Google, Ballantine.com says.
It’s hardly easy, but it is simple – the more we blog, the more we influence.
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