Shedding Shame in Business Blog Marketing

blog marketing

 

Have you ever asked someone to “pardon your tartle?” Tartle is actually the Scottish term for the kind of “brain freeze” you get while introducing someone because you’ve forgotten their name.” Helping readers avoid (and, if necessary, deal with) awkward and embarrassing situations is one valuable service business owners and practitioners can offer through their blog content.

“A learning culture (in an organization) is often open to employees failing, considering it a part of growth,” writes Bill Howatt in theglobeandmail.com. In blog content writing, it’s important to reassure readers that they have come to the right place to arm themselves with the information they need to perform well, but that on the other hand, they are not expected to do things perfectly right “out of.the gate”. Your products, your services, and your advice will help them get the job done and avoid the faux pas they fear.

“The web is one big network of advice,” writes Rebecca Haden in Haden Interactive. “After all, she says, “people come online either to play or to get information”. There’s a difference between valuable information and a diagnosis, Haden cautions, particularly when it comes to medical information online. Yet modern consumers like to be informed and they will go online for it, and you’d like them to find that information at your website rather than elsewhere, she observes.

“We are constantly on the lookout to see what other people think about us. When we think that people are evaluating us negatively, our sense of self takes a huge hit,” a study by John Jay College professor Joshua Clegg showed. By showing that you’re able to handle the discomfort and move on, you will minimize the effect on the way others view you, Clegg advises.

“Tips and tricks to…..” are popular with blog readers, making them feel “armed” and prepared to handle the situation. In fact, one point I’ve consistently stressed in these Say It For You blog content writing tutorials is how important it is to provide valuable information to readers, while avoiding any hint of “hard sell”.  Well, providing tips and helpful hints may very well be the perfect tactic for accomplishing that very goal. Readers who feel empowered to “shed shame” and cope with awkward situations are readers who are likely to feel loyal. 

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Business Blog Marketing – Explaining When the Cows Come Home

old sayings in blog content

When exactly do “the cows come home”? And who was the first person to “steal someone’s thunder?” Who would ever put a cat in a bag? Writing in Reader’s Digest, Jacopo Della Quercia shares the history of several colorful expressions that are part of the English language, but which have “lost the connection to their delightful origins”.

For us business blog content writers, “delightful origins: can be a tool for livening up blog posts designed to market a business or a professional practice. In fact, I teach at Say It For You, history has an important place in blogs. “History-of-our-company” background stories have a humanizing effect, engaging readers and creating feelings of empathy for business owners or practitioners who overcame adversity or at least extricated themselves from a “pickle”.

What’s more, I have a pet theory about the kind of trivia Della Quercia is presenting in the Reader’s Digest piece: I think our curiosity is most intense when we’re testing our own knowledge. We’ve all heard the colorful English expressions he’s talking about, we all use them, but now that he’s brought them up, we realize we have no idea where they came from.

It’s fascinating to realize that cows were often milked in their barns at night, making that task one of the last ones on a farmer’s list. People used to sell piglets tied in bags, but a shady dealer might swap the piglet for a less expensive animal, such as a cat. 18th century dramatist invented a device to simulate the sound of thunder for his plays – and a rival dramatist copied the method for a production of Macbeth.

From a blog marketing standpoint, the expression “the cold shoulder”, which might have originally meant serving a guest a cold shoulder of mutton (an inexpensive, undesirable dish) to get rid of him, could be incorporated into a blog on etiquette – or on fashion (“cold shoulders” are all the rage). The expression “Till the cows come home” could be used in a message about a provider’s prompt service. Several of the other sayings Della Quercia mentions can also be useful – I can see “Blood is thicker than water” being used in a blog post about estate planning or business succession planning.

Della Quercia writes about “the surprising sources of great sayings’> As writers, we need to be on constant alert for surprising sources of great blog content!

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Business Blog Title Threesomes

 

A couple of years ago at Say It For You, I began calling attention to the idea of using certain literary devices in business blog titles with an eye to making them more “catchy”.  In addition to alliteration, a second creative writing technique is “threesomes”. The same Fortune magazine that used those ten alliterative titles I named in my last post also had at least two good examples of the Power of Three:

  1. Introducing MUFG Bank – trusted, global, seamless
  2. Right place, right fit, right now (WorldBusinessChicago.com)
  3. “Real Reliable”, “Real Service”, and “Real Pride” (parts of an advertorial series about the Stihl Company)Like alliteration, The Rule of Three is a language device. We’re all familiar with these examples in which three related words or points presented in quick succession for literary effect:
  •  “Friends, Romans, countrymen”
  •  “I came, I saw, I conquered”
  •  “Of the people, by the people, for the people”

Things that come in threes are more persuasive, Moodle explains. Since we process information using patterns, threesomes make content more memorable.

Some more modern examples include:

  •  Stop, look and listen
  • The good, the bad and the ugly
  • The Olympic motto Faster, Higher, Stronger.

“It’s no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths,” writes Brian Clark of Copyblogger.com. the combination of pattern and brevity results in memorable content, which is why three bullet points are more effective than two or four, Clark adds.

Blog posts, I teach at Say It For You, have a distinct advantage over the more static website copy. Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business, and call for a single action. The single topic focus, though, can be supported by three points.

Alliteration, according to Hubspot, makes text “lovelier to read.”In business blog content writing, threesomes might not add “loveliness”, but they do tend to leave an impression!

 

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Your Social Media Profile Can Make the Difference Between Being Accepted or Rejected to Harvard

Make sure that your social media channels make you look good -- important people are probably checking your profile.

Business Blog Title Tongue-Twisting on Purpose

alliteration

 

Remember the two old tongue-twisters “Peter Piper picked a peck of pickled peppers” and “She sells seashells by the seashore”? Those two sentences are actually extreme examples of a creative writing technique called alliteration, in which you repeat the same letter or sound at the start of nearby words.

A couple of years ago at Say It For You, I began calling attention to the idea of using alliteration in business blog titles with an eye to making them more “catchy”. You see, it’s one thing to write great content, and quite another to get it read and ranked, as Corey Wainright of Hubspot reminds us.

Apparently, alliteration is a good idea not only for blog posts, but for magazine content as well. The other day, reading through this month’s issue of Fortune, I noticed many examples of alliteration in article titles:

Turning Travel Time into Quality Time is about private aviation company Wheels Up.
Critical Condition is a piece about a “botched acquisition by Pfizer”.
How to Connect with Tomorrow’s Customer is a piece about a “botched acquisition by Pfizer”.
Facebook’s Fix-It Team is about the company’s efforts to purge hate speech and criminal activity from its site.
Make Your Business “Sense” Smarter and More Self-Aware is about microelectronic sensors.
An article about Mattel is titled Barbie’s Diversity Dance.
A congressman from California is pushing an Internet Bill of Rights; the write-up is titled Man in the Middle.
An ad for Botox® is headed The Details Make the Difference.
The toy company Bird is featured in a piece called America’s Scooter Showdown.

“It is important to note that alliteration is about the sounds of words, not the letters; therefore, the letter “k” and “c” can be used alliteratively (as in  kitchen and cookie), as well as the letter “s” and “c” (as in sparkle and  cycle),” ereadingworksheets.com explains.  The words don’t need to be directly next to each other in the sentence or stanza to be considered alliterative, the website explains, but a good guideline to follow is whether you can detect the repetition of sound when you read the line aloud.

“Have some fun with alliteration,” Hubspot advises in “Foolproof Formula.” Why? “It’s a device that makes something a little lovelier to read, and that can have a subtle but strong impact on your reader.” Making a subtle but strong impact on readers? That’s precisely what our work at Say It For You is all about!

 

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Take Blog Readers to Where You Want Them to Be

guiding blog readers

More data in business blog posts may not be the best way to persuade readers and to overcome skepticism, Jeremy Porter Communications teaches, because “those who make the most emotionally persuasive arguments win.”

Both this week’s Say It For You posts are focused on Jeremy Porter’s “Nine ways to create an emotional connection”. On Tuesday we covered the first three; here are the remaining six:

Tell a story
“Stories are memorable, easily shared, and inspire action.” Successful content writing for blogs is all about the power of story, I’ve found over the years. In fact, one big, big part of providing business blogging assistance is helping business owners formulate stories.

Use metaphor
Metaphors can make a speech interesting and memorable, Porter teachers, using as an example the one used by Martin Luther King said that “America has given the Negro people a bad check…But we refuse to believe that the bank of justice is bankrupt.” In a business blog, even though the overall topic is the same, there is endless variety that can be used to make each blog post special. One technique is usuing metaphor to make an unusual comparison between two things.

Visuals
“Support your speech with photos or video.” While the story line is paramount in blogging for business, where visuals come in, whether they’re in the form of “clip art”, photos, graphs, charts, or even videos, is to add interest and evoke emotion.

Get the delivery right
“It’s important that your tone, volume, and speed of delivery matches the moment.” It’s true that Porter is coaching speakers, but the same lessons apply to us business bloggers. The “facts” about the business or practice, I teach Indiana blog writers, must be translated into relational, emotional terms that compel reaction in readers.

Words matter
“Have a thesaurus handy and be ready to swap words that don’t pack enough punch, or pack too much punch. Do you want to say pain or agony? Sad or devastated?” One of the many delights of my work as professional ghost blogger derives from the discovery of “word tidbits” in other people’s writing. A really good word tidbit hits you smack between the eyes; in just a couple of words, it conveys an entire situation.

Use rhetorical devices
The Rule of Three makes a message easier to remember: The iPad2 was “thinner, lighter, and faster”; Abraham Lincoln spoke of a “government of the people, by the people, for the people.”
In business blogging, I recommend a razor-sharp focus on just ONE story, one idea, or one aspect of a business, a practice, or an organization (other aspects can be addressed in later posts). But the “rule of three” still applies, in that you use three examples or three details that support the main idea of that blog post.

The lesson we business blog content writers can take from the Porter Nine: in writing business blog posts, more data may not be the best way to persuade – logical arguments are important, but appealing to readers’ emotion will win the day!

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Emotion in Business Blog Posts – When Facts are Not Enough

business blogging with emotion rather than facts

In writing business blog posts, giving them more data may not be the best way to persuade and to overcome skepticism. That’s a lesson Science News editor-in-chief Nancy Shute needed to learn. One of the first inclinations of scientists and journalists, Shute observed, was to shower skeptics with facts, sure those skeptics would “get it” when it came to, say, climate warming or the efficacy of vaccinating children.

As counter-intuitive as that may be, Shute warns, it’s time for scientists to learn how to connect with people with different views. Why? “The fear of solutions may be greater than the fear of impacts” and being bombarded with facts can make people dig in even more. People tend to seek out evidence that supports their own world view. In short, emotion trumps fact.

When it comes to climate change, for example, scientist and professor Katherine Hayhoe first provides stories that are deeply researched and fact-checked, but then offers together-we-can-fix-this messages of hope.

In blog marketing’s two horse race, as Jeremy Porter Communications teaches, “those who make the most emotionally persuasive argument win.” The goal, Porter explains, is to create a connection with your audience that makes them receptive to your message. He names seven emotions and their opposites that marketers can tap into to get an audience “from where they are to where you want them to be”:

  • anger/calmness
  • friendship/enmity
  • fear/confidence
  • shame/shamelessness
  • kindness/unkindness
  • pity or compassion/indignation
  • envy/emulation

When it comes to business-to-consumer blog marketing, each of these emotions can be tapped to give the facts you’re providing more “depth” and power. This week’s Say It For You posts will focus on Jeremy Porter’s “Nine ways to create an emotional connection”:

Be human
“Remove the metaphorical barriers between you and your audience.” In business blogging, one goal should be to present the business or practice as very personal rather than merely transactional. Remind them there are real life humans behind the scenes, providing the product or service.

Be authentic
Don’t put on an act. Don’t “lecture” your audience. Infuse a sense of humor into the content once in a while, and include photos of your team being themselves.

Use the right frame
A speaker on clean energy, Porter says, rather than warning and threatening about the dangers of too much carbon, might describe “opportunities for people in a clean energy economy”. In blog marketing, it pays to accentuate the positive, offering readers a vision of the results they can experience through using your products and services.

In writing business blog posts, more data may not be the best way to persuade!

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8 Easy Ways to Clean Up Your Social Media (Because Hiring Managers Really Do Look at It)

When you apply for a job, hiring managers look at your resume to see if you would be a great fit. Chances are they're looking at your social media, too. Here are eight simple steps you can take to clean up your online accounts in your job search.

Business Blog Posts – the When and the Why Then

timing for posting blogs

 

“While planning your blogging strategy and schedule, you want to avoid busy times, when a lot of brands are posting to their blogs and there is increased competition for readers’ attention,” advises trackmaven.com. So, what is the best time to publish a business blog?

The question of timing is an important one – according to a recent report by MarketingProfs.com, 75-80% of marketers use blogging as part of their company’s content marketing strategy. In general, the most competitive day of the week to publish a post is Wednesday, with Sunday posts getting the most shares.

Writtent.com offers the following Rule of Thumb: Find the perfect balance of what you want and what your audience wants. Easier said than done, of course, but key questions to ask yourself, Writtent. adds, are whether you can keep that schedule consistently and publlish high-quality content at that frequency.

Of course, the best time to publish blog posts, Writtent.com concludes, varies by audience. If they are mostly business people, blogging on Saturday wouldn’t work well. As blog content writers for businesses and professional practices of many varieties, at Say it For You, we have come to realize the truth of that finding. (Our Say It For You blog is published every Tuesday and Thursday, first thing in the morning, and many of the subscribers “open” it very early in their business day.

Research continues apace on the when-and-why- then question about blog post publishing. Dan Zarrella of Hubspot aggregated millions of lines of data over three years, pinpointing three stats about when to publish blog posts:

  • For page views – Monday between 8 and 11 AM
  • For increased engagement – Saturday between 8 and 11 AM
  • For more Facebook shares – Friday, Saturday, and Sunday

The most important of the insights Zarella offers, in my humble opinion as a content writing trainer, is this one: “Increasing publishing frequency leads to more traffic and incoming links.”

 

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“Flesh Out” Business Blog Posts with Details

Business blog content writing can balance feature stories with news. News stories are time-sensitive, while feature articles might have the same impact whether they are read today or months from now.

When it comes to blog marketing, “news” can mean two entirely different things.  The first type centers around you and your company or your practice, including new products and services you’re offering, new employees you want to introduce, or your recent or upcoming activities in the community. (Of course, it’s important to present this news in a way that makes it clear why your readers would want to know about it.)

Then, there’s news related to your city, your city, your country, even worldwide events, keeping your readers updated on “what’s-going-on-and-how-do-we-fit-in. In a blog post, you might cite material from the news story, relating it to new developments in your own industry or field. The idea is not to simply repeat what’s already been said, but to showcase your own expertise and experience, offering a new perspective on that very news item.

I had reason to reflect on the concept of using community news in blogs as I attended the
500 Festival Memorial Service here in Indianapolis. From a business blog writer’s point of view, the web page about the service is a very good example of content that is detailed, informative, and which contains an implied Call To Action (spurring readers to attend the event).

There is a hyperlink from the article to the webpage of In.gov that shows a picture and offers detailed information about the War Memorial itself. In the same way, business blog posts can link to landing pages on the business’ or the practice’s website.

The article includes plenty of detail, explaining the terms Cortege (military funeral procession) and Caparisoned (riderless) Horse, and demystifying the symbolic meanings of the reverse Cavalry boots in the horse’s stirrups and of the Army Saber attached to the saddle. “Examples and details are the very things people remember long after reading a piece,” states Brandon Royal in The Little Red Writing Book, and I emphasize to Indianapolis blog writers the importance of.”fleshing out” their content with visual detail.

Business blog writing can balance feature stories with news, but for maximum impact, put “flesh” on the facts with details!

 

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