Blog to Position Yourself as an Expert

Although the article in Steve & Jack’s Home News (from my friend Steve Rupp, the Keller-Williams real positioning through blogsestate consultant) wasn’t about blogging, it might have been. “Position Yourself As An Expert Source”, the title read; the content consisted of tips on establishing one’s credentials.

People respond to authority.  You’ll be able to persuade them more
if you can position yourself as an expert in your field or industry.

Those four tips, I couldn’t help thinking, is good advice for blog content writers. (After all, isn’t that the very point of business blogging – to position the business owner or professional practitioner as an expert source?)

1. Cite the experts yourself (quote authoritative sources of information that they already trust). Curating in business blog posts is based on the same concept.  Using content from other people’s blogs, articles, and books, we bring value to our own readers, summarizing the main ideas we believe they will find useful.  But effective blog posts go beyond that, offering the business owner’s unique perspective on the subject.

2. Highlight your qualifications. Don’t beat people over the head with your degrees and accomplishments, but remind them of your expertise and knowledge. When I offer corporate blogging help to business owners and employees, I caution against crossing the fine line between exercising “bragging rights” and bragging. One beautiful aspect of frequent blogging is that you don’t need to “shout” – you can “whisper” your sharply defined differentiated message over time.

3. Get testimonials. Ask others to share their experience working with you. Stories about customer satisfaction and problems solved wield tremendously greater power than statistics in converting lookers to buyers.
4.   Dress appropriately. That’s exactly the point I try to make when it comes to creating marketing blog content. I know the online crowd likes to be informal, and yes, blogs are supposed to be less formal and more personal in tone than traditional websites. But when a sample of corporate blog writing is posted in the name of your business  the business brand is being “put out there” for all to see. Dress your blog in its ”best”. Prevent blog content writing “wardrobe malfunctions” such as grammar errors, run-on sentences, and spelling errors. Avoid redundancy. Tighten up those paragraphs.

Blog to position yourself as an expert!

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Business Blog Posts – What’s In It for Them?

WIIFM blogging

There are several similarities between the skills a speaker uses in giving an effective talk and those we bloggers use to write effective business blog posts, I was reminded just the other day,  listening to estate planning attorney Rick Randall address our group at the Financial Planning Association.

What’s In It For Them?
Just a few paragraphs into his lecture on some of the more arcane aspects of designing estate planning trusts,, Randall stopped, looked at us in the audience, and posed the question:  “Why do I care if I’m in your seat?”, proceeding to answer that very question from the point of view of the individual financial planning practitioner.

For business blog content writers, the cardinal rule to remember is that potential clients and customers want to know about Radio Station WIIFM (What’s In It For Me?).

Visuals – the Third Leg of the Stool
One of the legalities Randall wanted to get across to his audience had to do with protecting trust assets from creditors. Many clients are reluctant to take control of the assets away from their beneficiaries in order to obtain that protection. The law considers certain people to be “under our control”. To help us understand and remember which beneficiaries are “too close” (deemed to be under our control in decision-making), Randall used a simple visual of a pointing index finger.  “Up” refers to parents, “down” to offspring, “sides” to siblings, “front” to spouse, and “behind” to employees.

Visuals are one of the three “legs” of the business blog “stool”, along with information and perspective, or “slant”. Whether you use actual original photos or “clip art, visuals add interest and evoke emotion, in addition to cementing concepts in the minds of readers.

Case in Point
To increase interest and understanding of the legal concepts he was explaining, Randall employed a “true story” approach, using as an example an actual drawn-out Indiana estate planning dispute about which we’d all read in the newspaper.

For online searchers, nothing beats landing on a blog that has just the information, the products, and the services they were looking for. That’s doubly true when readers get the “people like me” effect, and stories of all kinds (“case studies”, customer testimonials, famous incidents from the news, Hollywood, folklore – you name it) help personalize your blog post.

For both effective professional presentations and effective business blog posts, it’s all about remembering the “what’s-in-it-for-them”!

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Cool Doesn’t Sell in Blogging for Business

enthusiasm in blogging“Cool doesn’t sell. A chilly professionalism doesn’t make much of an impression.  It is immediately forgotten, along with the idea you are promoting,” authors Steve Chandler and Scott Richardson declare in the book 100 ways to Motivate Others. The way to be enthusiastic is to act enthusiastic, Chandler and Richardson assure business managers.

The most effective way to position yourself in the market as a thought leader in this digital age, Rhiza Oyos claims, is to blog:

  1. Clients prefer to be informed and entertained. If you want your business to prosper, you need to publish valuable content.
  2. Publishing timely content on a regular basis requires you to do research on the latest trends and news in your field.
  3. Communication feels more personal when your customers know that you’re directly addressing their problems and concerns.

But how do you “act” enthusiastic in writing blog content? Well, first, be human.  Let you hair down. “People connect with people, and “your digital marketing strategy is begging for the human connection to make your content stand out from all the marketing ‘noise’,“ Kathy Heil writes in businss2community.com.

Ray Anthony and Barbara Boyd wrote Innovative Presentations for Dummies to help speakers get their audiences committed and acting upon their requests. They recommend:

  • Relating personal anecdotes and memorable stories
  • Conveying enthusiasm about the process or product, demonstrating that what you’re really selling are solutions to problems.

    Enthusiasm is contagious.  If your content shows you’re excited about your idea, your solution, your product, your service, readers will get excited. No doubt about it – enthusiasm sells. And, when it comes to blogging for business, enthusiasm spreads – to searchers, search engines, and right back home to YOU!

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Blog About What It Takes

Until I read “10 Things About Britain” in Mental Floss Magazine, I had never dreamed that, in order to become a certified taxi operator in London, drivers must study up for an extraordinarily difficult exam that involves detailed recall of 25,000 streets, along with the locations of clubs, hospitals, hotels, parks, theaters, schools, restaurants, government buildings and churches.

This article, I realized, makes a very important point about blog content writing for business, reminding me that online visitors searching for a product or a service typically have no idea what it takes to do what you do and how much effort you put into acquiring all that the expertise, which you are now going to use for their benefit.

I absolutely love the opening line of the “10 Things About Britain” piece:

“Cabbies are smarter than Google Maps.”

Blogging about the benefits readers will reap through using your products and services is not a matter of waving your credentials around or showing off – (OK, it is, in a way). But, in today’s click-it-yourself, do-it-yourself world, your content writing needs to demonstrate to online searchers that, in your field, you ARE smarter than Google Maps, or eHow, or Wikipedia.  What’s more, your corporate blogging for business must make clear, you’re a lot more caring of your customers!

 

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The post Blog About What It Takes appeared first on Say It For You.

Blog About What It Takes

Until I read “10 Things About Britain” in Mental Floss Magazine, I had never dreamed that, in order to become a certified taxi operator in London, drivers must study up for an extraordinarily difficult exam that involves detailed recall of 25,000 streets, along with the locations of clubs, hospitals, hotels, parks, theaters, schools, restaurants, government buildings and churches.

This article, I realized, makes a very important point about blog content writing for business, reminding me that online visitors searching for a product or a service typically have no idea what it takes to do what you do and how much effort you put into acquiring all that the expertise, which you are now going to use for their benefit.

I absolutely love the opening line of the “10 Things About Britain” piece:

“Cabbies are smarter than Google Maps.”

Blogging about the benefits readers will reap through using your products and services is not a matter of waving your credentials around or showing off – (OK, it is, in a way). But, in today’s click-it-yourself, do-it-yourself world, your content writing needs to demonstrate to online searchers that, in your field, you ARE smarter than Google Maps, or eHow, or Wikipedia.  What’s more, your corporate blogging for business must make clear, you’re a lot more caring of your customers!

 

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