Business Blogging With Round-Up Posts – Part 2 of 2

 

 

Round-up posts are blog posts consisting of lists of best sources of information. Those might be lists of best websites, best You Tube clips, or best of any kind of web content that relates to your topic. As a business blogging trainer, I loved many of Authorunlimited editor Cathy Presland’s ideas for round-up posts and am formatting  both of this week’s Say It For You posts as “round-ups” of noteworthy pieces of advice and observations about business blogging…..

“If you hang around the barber shop long enough, you’re going to get your hair cut. The more pages (blog articles) your website has, the more time consumers will spend on your site.”

– Marcus Sheridan in “50 Blogging Benefits that Will Change Your Business Forever
 

“ Your company blog is all about your buyer persona, not you.”
– Ramona Sukhraj in “Blogging for Business? Here’s Everything You Need To Know”

“The best business blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes.”
– Corey Wainwright in “The Benefits of Business Blogs for Marketing”

““The blogscape is not for the faint-hearted….There’s a shocking disconnect between one fact — you sitting at your computer — and the next — what you just wrote being instantly visible to the entire world.”- Brian Appleyard of the London Times, quoted by Jeff Bullas

“Blogging is one of the fastest and easiest ways to promote your business and increase traffic to your website.”
– ThriveHive

But is sharing others’ content really a smart strategy for business owners and practitioners?  After all, blog writing for business, as I’ve often pointed out in this Say It For You blog, will succeed only if two things are apparent to readers:  a) You (the business owner or professional practitioner) understand online searchers’ concerns and needs and b) you and your staff have the experience, the information, the products, and the services to solve exactly those problems and meet precisely those needs.

The answer is yes, as Presland explains: “Round-up posts are fantastic as an education source for your audience: they can see where your inspiration comes from, and widen the scope of their knowledge at the same time.”

 

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Business Blogging With Round-Up Posts – Part 1 of 2

Authorunlimited editor Cathy Presland calls them Best-of-the-Web Round-Ups, referring to blog posts consisting of “lists of the best websites, You Tube clips, or any other kind of web content that relates to your topic”, and round-up posts are great way, she advises, for business blog content writers to demonstrate the breadth of your own knowledge and your perspective on a topic.

Round-ups needn’t be confined to websites, Presland adds.  They might consist of:

  • Favorite Facebook pages to follow
  • Best software or apps
  • Best blogs you’ve read in the past month
  • Favorite personalities in your area of expertise
  • Top tips from around the Internet  (this very Say It For You post is an example of that.)

This week, I’m doing a round-up of noteworthy observations about blogging:

“Video continues to be a growth market, as well. But, let’s not forget about the words. Not just our tweets and status updates, but our thoughts… the longer pieces of content.”

– Mitch Joel in “The End of Blogging”

 

“Not promoting your blog is like renting a theater to stage your one-man show and then refusing to put up flyers because you don’t want anyone to show up.”

– Michelle Weber in “Should Your Blog Be on Facebook?”

 

“Do you like me? I mean, you know, in a platonic, Facebook sort of way. Well, you should. Moreover, if you’re a blogger, you should have a Facebook page — it’s a great way to get your content out to a larger audience and engage with new people.”

– Jeff Goins in “Why You Need a Facebook Page”

“Highly effective bloggers have an established writing and publishing schedule that they adhere to with fervor. They don’t write and post when they feel like it. They write and publish according to a schedule that helps them to both remain on track and accountable and build anticipation among their audience.”

– Dwaynia Wilkerson in “7 Habits of Highly Effective Bloggers”
Blog writers are very much like museum curators, I often explain. We “gather” pieces of art and then help the visitors understand what they are seeing.  On behalf of our business owner of professional practitioner clients, we add “spin” to the curated material, showcasing the wisdom and expertise of our clients’ business or practice!

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Taking Content-Writing Tips from Dental Web Designers “Down Under”

If you’re a dentist, your website needs to build your brand,” Luke Hayes of Dental Marketing Solutions cautions. Hayes makes Australian dentists smile by designing websites with “visual impact and usability”. What do his websites aim to do? Here across the pond, we would do well to follow the list Hayes provides:

  • Build patients’ confidence with info about your expertise
  • Introduce practice staff and show the quality of service
  • Educate patients by providing answer to all their questions
  • Highlight main services and major benefits of your practice
  • Incorporate images through to deliver the message visually

Websites, by definition, offer an overview of the practice or business, presenting the big picture. What blog posts do, then, is focus in detail, with emotional impact, on just one aspect of the business or practice.

When Hayes asks dentists, “Are you making these dental website mistakes?” the pointers he offers apply to blog pages as well:

  • Is your phone number displayed prominently on the top right?
  • Is your website modern and uncluttered?
  • Is it easy to navigate and to find the relevant information?
  • Is it responsive (able to be read on a mobile phone)?

“Your website (substitute blog page) is your best opportunity to attract and book a new patient.  Make sure your site, Hayes advises:

  • is primarily focused on patient (substitute customer/client/patron) needs
  • is user-friendly
  • provides all the important information about your practice

Blog marketers in Indiana can take quite a few tips from that dental web designer down under!

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Premise-Based Blogging for Business

Whether you’re pruning hedges, painting a room, or cooking dinner, having the right equipment for the job matters a lot.  That’s precisely the concept upon which a radio ad I heard recently was based.  The ad sponsor was mattress manufacturer BeautyRest, and I couldn’t help feeling that the commercial was impactful as a result of its getting us listeners to first agree on a premise before they introduced their product.

Once everyone was “on the same page” about the importance of the right equipment for each job, it made sense for the sponsor to posit that, to achieve high-performance sleep, you had to have the right “tool”, e.g. their mattress.  Beautyrest marketers apparently knew that, only after we listeners had gotten “on page” would all the information they had to offer – about how a mattress affects how you sleep, how to best shop for a mattress, etc. – make any difference to us.

The premise on which I believe blog marketing is based is this:  Websites present the big picture – the different services and products the company offers, who the principal players are, the mission statement, the geographic areas the company deals with, the “unique selling proposition” – in other words, the whole enchilada!

But readers, like radio listeners, can’t focus on everything at once. And, on a website, each page and each block of content takes the mind away from all the others. What each blog post does, then, is focus on just one aspect of your business, so that online searchers can feel at ease and not be distracted with all the other information you have to offer. In previous Say It For You blog posts, I’ve compared blogging to job interviews.  Each post is like one question at the interview.  The question might be about your technical knowledge in a given area, or it might be about your reliability, or about your salary expectations.  The interviewer will expect you to stick to that one subject in answering that question in the most direct way. That’s exactly what each blog post is designed to do.

Each post should be focused on one “premise”, just like the BeautyRest radio commercial.  The first task is to get everyone “on the same page” or the same “wavelength” with you.  Then, and only then can you make it clear why this one product you have, this one piece of special information, this one service, relates to what everyone has bought into as a basic premise!

 

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“Ever-Wonder-Why” Blogging for Business

My friend Larry M. shared a fascinating list of “Ever Wonder Why Trivia” that I think you’ll enjoy.  More important, there’s a lesson here: trivia and blog marketing go together like “a horse and carriage” (if you’re my age) or maybe like peanut butter and jelly (if you’re not).

Trivia can be used in business blogs for:

  • defining basic terminology
  • sparking curiosity about the subject
  • putting modern-day practices and beliefs into perspective
  • explaining why the business owner or practitioner chooses to operate in a certain way

Here are some choice tidbits from Larry M.’s list – see if they spark some ideas related to your own business or profession:

  • Why do men’s clothes have buttons on the right, while women’s clothing has them on the right? When buttons were first invented, they were very expensive and used primarily on rich people’s clothing.  Most people are right-handed, so the buttons went on the right. (Rich women were dressed by their maids).
  • Why do Xs at the end of a letter signify kisses? In the Middle Ages, few people knew how to write, and documents were signed with an X. Kissing the X. was a sign of accepting the obligations specified in the document.
  • Why is someone feeling great said to be “on Cloud Nine”? Clouds are numbered based on the altitudes they attain, with 9 being the highest level.
  • Why do we save coins in jars called “piggy banks”? Dishes and cookware in Europe used to be made of an orange clay called “pygg”.

A tidbit of trivia, I’ve found, can be the jumping off point for explaining what problems can be solved using your business’ products and services. Trivia is just one of the many tools that can help business owners present what they know, what they do best, and what they have to sell.

When I’m offering business blogging assistance to writers and owners, I talk about the need to create as much fresh material as possible to inform, educate, and entertain.  That’s a pretty tall order for most busy business owners and employees.  Collecting trivia can be part of “keeping up” with blog content creation.  “Ever-wonder-why” blog posts are one good place to start. 

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Using the “It’s Not Your Fault” Appeal in Blog Marketing

An advertisement I happened upon incorporates what I think was a very effective form of “reverse psychology” as a say to appeal to customers: “It’s not your fault”, the ad read. 
If your hot water heater “chose” a weekend to break down – well, that’s not your fault and you shouldn’t be charged extra for the service call.  Carl’s Heating & Air’s value proposition, in fact, is this: “We Keep the Same Price 24 Hours a Day, 7 Days a Week”.

Making prospects feel “in the right” can be a good marketing tactic when it comes to blogging content as well as in advertising copy, I believe. Think about it – so much marketing is based on “why you need to….” and “have you been using the wrong…..” . In general, negative marketing attempts to form a bond with customers by commiserating about their daily pain, identifying something that the customers hate, and ridiculing it, explains 602communications.com. In a way, the Carl’s Heating & Air ad IS commiserating about the customer’s frustration at having their hot water heater go down (and even worse having it happen on a weekend). But rather than focusing on their own inconvenience (having to hire workers and pay them overtime to work on a weekend), the Carl’s ad is all about the customer’s unhappy plight.

Even when it comes to myth debunking in corporate blogs, addressing misinformation about our industry, our content has the potential of rubbing readers the wrong way. People generally don’t like to have their assertions and assumptions challenged, even when they came to a website seeking information on a particular  subject. That’s because part of us resents being told that something we’d taken for granted as true is in fact a lie.

Prospects, like customers, aren’t always right. As blog content writers, we know that. But putting them “in the wrong” is a bad, bad idea.  The blog can set forth a unique value proposition while at the same time reassuring readers that It’s Not Your Fault!

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It’s Smart to Answer “Stupid Questions” in Your Business Blog

“The next time someone asks you a seemingly stupid question, stop and look at it from their side,” advises speaker Todd Hunt. After asking his local copy shop to quote a simple black-and-white printing job, Hunt was annoyed when they emailed him asking whether he wanted them to print his job on their black printer or color printer. (“What a stupid question,” Hunt’s first thought was.) His printer explained that some clients want black jobs printed on a color printer because that gives the black a richer glow.  “My project didn’t need a ‘fancy’ black, he explains now. “But they asked, and that impressed me,” Hunt now concludes.

Remember, as business blog content writers, we need to impress readers even before they’ve had the chance to ask us their questions, “stupid” or otherwise.  They do have questions – in fact, those readers are online because they’re searching for answers to questions they have and for solutions for dilemmas they’re facing. I really believe that blog writing for business will succeed only if two things are apparent to readers, and in the order presented here:

1. You (the business owner or professional practitioner) understand their concerns and needs
2. You and your staff have the experience, the information, the products, and the services to solve exactly those problems and meet precisely those needs.

How can you anticipate what readers’ questions are so we can offer the answers in our blog? Let some of your existing customers provide the answers though testimonials. Besides that, every business owner fields customer queries daily. Just as Todd Hunt shared with his readers the question about black and white print jobs, you can share with your readers actual situations that have arisen in your business or practice.

In your blog, you can also be doing the questioning, inviting readers to comment on a particular statement or offering a brief survey or questionnaire. Point being, there are no stupid questions, and it’s always smart to answer questions in your business blog.

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Halloween Hints for Your Business Blog

blogging to answer questions

 

The late October wind was serene and tranquil as the bold orange sun faded into the seemingly empty autumn evening sky. Crisp shades of red, yellow, and orange from fallen leaves, formed a thin layer over the brown lawns of the neighborhood. Immediately noticeable were the bolder colors in the decorations of the local estates. Each color scheme of deep purples, grays, and oranges had a corresponding theme of horror….

(For the benefit of high school and college students, this piece of writing is offered as an example of an opening paragraph for a descriptive essay using a Halloween theme.)

“A descriptive paragraph describes a person, place, or thing, and its purpose is to paint a word picture using rich vocabulary,” the University of North Carolina in Asheville points out. One technique is “using the five senses. – what it looks like, how it feels, the sounds it makes, the smell, and possibly even the taste,” UNCA teachers point out. “Writing with sensory descriptions requires the use of precise and sophisticated vocabulary,” the authors caution.

But can visual imagery and subtle nuances be useful in business blog content writing? And are readers at all likely to “wait for it… wait for it…” as they read through the many descriptions of ‘crisp shades of red, yellow, and orange” to get to the “corresponding theme of horror”?

Opening blog post lines need to be compelling, to be sure. But painting word pictures in the first line? Maybe not such a good idea, I’d caution freelance blog content writers.  In fact, one critical function served by the first line of any marketing blog post is reassuring readers they’ve arrived at precisely the right location to find the products, services, and information they were looking for in the first place.

Keeping Halloween in mind, however, (think about the delicious eeriness of a haunted house, where you know scary things are in store, but not where or when they’ll show up), you can use the title and the opening line of a post to make a controversial statement or offer a make-’em-sit-up-and-take-notice statistic.

While opening lines in business blog posts should be definitive rather than mysterious, one very important function of blog posts can be de-mystification, shining the light of day on misinformation about your field.

There’s no doubt visual imagery is powerful, and freelance blog writers can certainly paint pictures with words, helping readers experience how safe, happy, beautiful and savvy they will be feeling after taking advantage of your products and services!

Happy Halloween, all!

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Halloween Hints for Your Business Blog

blogging to answer questions

 

The late October wind was serene and tranquil as the bold orange sun faded into the seemingly empty autumn evening sky. Crisp shades of red, yellow, and orange from fallen leaves, formed a thin layer over the brown lawns of the neighborhood. Immediately noticeable were the bolder colors in the decorations of the local estates. Each color scheme of deep purples, grays, and oranges had a corresponding theme of horror….

(For the benefit of high school and college students, this piece of writing is offered as an example of an opening paragraph for a descriptive essay using a Halloween theme.)

“A descriptive paragraph describes a person, place, or thing, and its purpose is to paint a word picture using rich vocabulary,” the University of North Carolina in Asheville points out. One technique is “using the five senses. – what it looks like, how it feels, the sounds it makes, the smell, and possibly even the taste,” UNCA teachers point out. “Writing with sensory descriptions requires the use of precise and sophisticated vocabulary,” the authors caution.

But can visual imagery and subtle nuances be useful in business blog content writing? And are readers at all likely to “wait for it… wait for it…” as they read through the many descriptions of ‘crisp shades of red, yellow, and orange” to get to the “corresponding theme of horror”?

Opening blog post lines need to be compelling, to be sure. But painting word pictures in the first line? Maybe not such a good idea, I’d caution freelance blog content writers.  In fact, one critical function served by the first line of any marketing blog post is reassuring readers they’ve arrived at precisely the right location to find the products, services, and information they were looking for in the first place.

Keeping Halloween in mind, however, (think about the delicious eeriness of a haunted house, where you know scary things are in store, but not where or when they’ll show up), you can use the title and the opening line of a post to make a controversial statement or offer a make-’em-sit-up-and-take-notice statistic.

While opening lines in business blog posts should be definitive rather than mysterious, one very important function of blog posts can be de-mystification, shining the light of day on misinformation about your field.

There’s no doubt visual imagery is powerful, and freelance blog writers can certainly paint pictures with words, helping readers experience how safe, happy, beautiful and savvy they will be feeling after taking advantage of your products and services!

Happy Halloween, all!

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Having the Last Word in Your Business Blog

closing lines in blogs“Nothing can be more annoying to your reader than an article that ends too abruptly or shabbily,” Elizabeth Soumya writes in BlogVault.com. “As writers we can often feel complacent, as if we have little to say by the time we find ourselves at the end.” But concluding means bringing your blog post to a convincing end, one that doesn’t leave readers feeling dissatisfied, Soumya cautions.

My favorite trivia magazine, Mental Floss, understands the importance of last words, devoting a long article to 64 famous people and their famous dying words, including:

  • Blues singer Bessie Smith: “I’m going, but I’m going in the name of the Lord.”
  • Frank Sinatra: “I’m losing it.”
  • Benjamin Franklin: “A dying man can do nothing easily.”
  • Charles Gussman (writer and TV announcer): “And now for a final word from our sponsor…”
  • Sir Winston Churchill: “I’m bored with it all.”
  • Steve Jobs: “Oh wow, oh, wow, oh wow!”

“How you start will determine if you get read,” says Brian Clark of copyblogger.com, but “how you end will determine how people feel about the experience.”  Of course, he admits, the direct response copywriter’s favorite closer is the call to action. “Make it clear what you’d like to have happen,” Clark warns. Endings are critical, he points out, because the last impression you leave with people is the most important.

End with a lesson, a discovery, or a revelation, is the advice of world-words.com. You shouldn’t simply repeat what you’ve already said, however.  Use an image, fact, or anecdote that helps summarize and demonstrate all that has gone before, while simultaneously hammering home the main point.

A great opener with a lame last line is.., well, lame, I point out to business blog content writers.. Sure, it’s super-important in blogging for business to have great titles and strong, curiosity-stirring openers, but you’ve got to “close your parentheses”. One way to do that is the tie-back, a news writing device that refreshes readers’ memory about earlier parts of the business blog post.

In corporate blog writing, it all matters – the title, the opening line, and the reader-friendly, relevant, updated, useful content.  Somehow it’s not the same, though, without a great finish. Have the last word in your own business blog!

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