Hitting precisely the right "advertorial" note is the big challenge in corporate blog writing. 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".
Of course there was no such thing as an SEO marketing blog when statesman Winston Churchill was alive. I suspect, however, that Churchill wouldn’t have advised Indianapolis blog writers to take the soft approach. "If you have an important point to make," Churchill taught, "don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time – a tremendous whack."
I find it interesting that Churchill used a pile driver image, because Rober Bly, in The Persuasion Manifesto, talks about “key copy drivers” which business content writers should use to enhance audience response. (The “drivers” are fear, greed, guilt, exclusivity, anger, salvation, and flattery.)
As someone providing blog writing services and business blogging assistance, I have to add that how much “driving” or, to use Churchill’s term “whacking” is just the right amount to use in your blog posts depends on your target market.
But one aspect of Churchill’s “tremendous whack” theory should be taken to heart by every Indianapolis blogger, and that is deciding what one important point you want to make in each post. In fact, when it comes to blogging, Say It For You firmly believes in the Power of One – one message, one outcome, one audience, one writer, and one client. Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business.
Once you’ve decided on the focus of the blog post, I teach attendees at corporate blogging training sessions, leave the rest of the “whacking” for another day!