“If your marketing is not getting enough people into the pool, you’ll find the problem is in one of three places. You’ve either got the wrong STORY, the wrong STUFF, or the wrong AUDIENCE,” says my Rockstar friend and fellow blogger Thaddeus Rex.
Since blogging for business is all about telling and selling stuff, I found Rex’ list of “Four Ways STUFF has of Differentiating Itself” worth sharing with Indianapolis blog content writers:
- Features – your product or service can do something your competitors can’t (or yours does it better).
- Location – your product/service is available someplace your competitors’ is not (or it’s more easily available)
- Service – the buying experience you provide sets you apart
- Cost – you’re the cheapest or the most expensive (exclusivity).
(As a corporate blogging trainer, I need to repeat here that what you don’t want to do in any business blog post is “litanize”, meaning offer an extensive boast session of all the ways your stuff is better than their stuff. In fact, this stuff-characteristic list is for your own use, your tool kit from which you’ll select just one item to emphasize out of all the things you have, do, and know how to do.)
The real secret, as Thaddeus Rex so rightly points out, is to know, really know, your audience. That way, you’ll know which “tools” out of your STUFF list will be most likely to appeal to that audience.
To achieve that outcome, advises blog consultant Mark White, “your knowledge (of your target audience) needs to influence every aspect of your blog, including:
What your blog looks like
The content of the blog
The style of writing
The length and frequency of posts
How you elicit comments and feedback
Your “water slide” (which is how Thaddeus Rex refers to the sales process) must take people where they want to go. “Otherwise you just generate work vetting leads that will never convert,” he cautions.
When you blog the right stuff to the right audience in the right way – magic happens!