The same philosophy of simplifying a marketing message that’s behind your elevator speech (that 15-20 second description of your company’s product or service that you could rattle off while in an elevator with a stranger) works for print and electronic marketing, advises Julie Williams of Green Jays Communications.
"Don’t try to say too much", Williams went on to explain at the All Things Marketing and Sales seminar I attended last month. "Better to stick with your elevator speech and keep repeating it – verbally, in print, and on your Web site." The idea is that eventually people will come to recognize the message as yours, which builds your brand.
Sticking to elevator-speech simplicity and using repetition are both absolutely excellent pieces of advice for business bloggers. In order to win search, it’s crucial to maintain frequency and consistency in posting content on the Web; both of these are measures search engines use in ranking a blog, and a higher ranking makes it easier for you to "get found" by your potential customers.
After more than one year of building muscle at weekly weightlifting sessions at Exercise, Inc., I can certainly relate to the metaphor of building blog muscle through repetition. The benefits of the Exercise, Inc. program come from lifting significant weights and doing that consistently.
Elevator speech or weightlifting – choose your metaphor. Building blog muscle takes simplification and repetition!