For Success In Blogging, Take The “So What?” Test

So you’re now a “regular”, frequently posting content on your blog.  People searching the Web are starting to find you, because what they’re looking for relates to something you know about, something you sell, or a service you provide.  You’ve got yourself potential customers who are reading about your business or professional practice.  Now it’s crunch time – are those readers going to “bounce” away from your blog and keep looking?  It all depends on whether your blog engages their interest.

I just read a wonderful article.  The article wasn’t intended for business bloggers, but it provides a great tip for bloggers who want to hold their readers’ interest and keep those browsers clicking through to their business’ websites to learn more. In the September issue of FPA Practice Management, I found a wonderful article that precisely pertains to my work as professional ghost blogger. (I’m a retired financial planner, you’ll recall; in order to keep up my knowledge in that field, I read professional journals and marketing materials about money matters.)  The article’s called “You Can Stand Out In A Crowded Market”, and it offers wonderful advice for financial planners who want to gain both community recognition and new clients. I think this is great advice for all business bloggers.

Here’s what the article says:

The average investor hears the same messages from every practitioner.  “We provide good client service.” “We have a planning process.”  “We care about you.” All of these are important statements to make, but how are they different?  “The missed step here is thinking hard about what you do differently and then amplifying that in every way possible.”  The writer recommends several steps:

a. List the things that you believe make your services different from what everyone else is offering.
b. Methodically work through the list, asking yourself, “So what?”
c. Be tough on yourself in order to get to the real answers to the “So what?” question.
d. Keep only those items that meet the test.

You need to pack each of your blogs with just enough material to show searchers they’re on track to find what they need.  But before including anything in a blog, put it through the “So what?” test.