Blogging as Long as It’s Black

Blog readers need to perceive you as an expert in your field, I teach at Say It For You.  And for that to happen, I believe, you need to clearly state a firm perspective on your subject. There’s no lack of information sources – and no lack of “experts” (purported or real) on any topic and that is the reason we need to go beyond presenting facts, statistics, features, and benefits, and get authentic and yes, even opinionated.

Around six months ago, I came across a wonderful feature story in the Wall Street Journal Magazine, featuring the Danish kitchen design company Vipp.  Explaining ”How a Salon Trash Can Turned a Design Brand Into a Phenomenon”, reporter Natalia Rachlin discussed CEO Kasper Egelund’s take-it-or-leave-it-approach:

“The first thing I always tell someone about the kitchen is that they can have it
in whatever color they want, as long as it’s black.”

 Vipp’s success is not in spite of, but precisely because of this firm posture. In the “lucrative and highly competitive kitchen market, which tends to be all about customization”, Rachlin posits,  being opinionated presents a picture of self confidence and expertise.

Expertise and exaggeration, of course, are two different things, and exaggeration is something blog marketers need to handle very, very carefully.  After all, we’re trying to build trust, and it’s crucial that we be factually correct in describing the extent to which our products and services can be of help. “Claiming to have expertise you don’t have can create customer dissatisfaction and complaints, ultimately eroding your reputation,” cautions the Ethics Center.

No, it’s not exaggeration we’re after in crafting blog posts, but influence. As blog content writers, our goal is framing our story in a way that this audience will focus on and respect. Chris Anderson, head of TED Talks, would remind speakers: Argue the rarer point or elucidate as only you can.”

Readers are looking to us for expertise and a firm perspective. It appears Vipp kitchen buyers, knowing  there is a rainbow of cabinet and backsplash finishes available to them, still love having Egelund tell them “as long as it’s black”. Shouldn’t we be “blogging as long as it’s black”?


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Give a Blog Post a Twist and It Superconducts

Meteorites sometimes contain naturally occurring superconductors, physicists are discovering. “Give a graphene layer cake a twist and it superconducts – electrons flow freely through it without resistance.” Superconductors, I learned, could potentially be used in new, energy-saving technologies, but today are impractical for most uses, requiring very cold temperatures to function. Still, my blog writing fancy was tickled by the image of those flowing electrons, freed with nothing more than “a twist”.

Putting a unique “twist” on a topic, I believe, is the very essence of blog content writing, enabling the flow of ideas via the internet to a business owners or a practitioner’s target audience.

Three toys can be used to illustrate the power of twist:

Hula Hoops:
When sales plummeted after an early rush of success, Hula Hoop manufacturer Wham-O, came up with a new twist, inserting ball bearings into the cylinders to make a “swoosh” sound, reviving consumer interest in the product; this year marks the company’s 71st anniversary.

Barbie Dolls
The newest “twist” on Barbie Dolls allows doll owners to change Barbie’s hair color and hair style with just a twist of her head.

Rubik’s Cube
The newest versions of the popular puzzler allows the shape to be twisted from a snake into a ball.

“You don’t necessarily need an original idea to craft unique content. You can always develop your own piece by adding the right dose of creativity into any topic your audience is interested in,” Julie Peterson writes in Take some good old ideas and make them different through your individual approach to the subject, she suggests..

The content in your blog posts, I explain to business owners, will be a way to continually think through and reinvent your business brand. The very personal twist that we work to create will mark your blog as uniquely yours.


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