“Your listeners are asking themselves ‘Why should I care?’ Carmine Gallo reminds marketers in his business skills and development book The Presentation Secrets of Steve Jobs. Jobs, the author reminds readers, is the guy who transformed business presentations into an art form. Using those presentation secrets, a top Apple executive said, you can:
- take charge of any room
- sell products
- build brands
- engage teams
- convey ideas persuasively
- turn prospects into clients
That sounds almost too good to be true, but, hey, if using some of those presentation skills in business blog content writing can turn prospects into clients – count me in!
Gallo points out Jobs’ unrelenting focus on results – will using your product or service help prospects:
- make money?
- save money?
- have an easier time of it?
“Remember, your widget doesn’t inspire,” Gallo reminds marketers. Whichever the primary benefit you have to offer, tell prospects about that, and tell it to them early, often, and clearly, Gallo says.
Gallo pinpoints 3 practical applications of Jobs’ style speakers can use (and, of course, we content writers are nothing if not presenters):
- Casual language is what the people want. (Make the numbers relevant to something with which readers are already familiar.)
- Minimal content is best suited for long term memory. (Create a memorable moment for the audience, revealing some new and unexpected information, or telling a story.)
- Create ways to use the villain/hero narrative. (Spend time describing the problem in detail. “Build the pain.”)
The goal of each business blog post should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it!
Use the presentation secrets of Steve Jobs in your business blogging!
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