“Everybody knows that Goodwill helps people, but what NOT everybody knows is how.” The Goodwill Guy then proceeds to tell TV watchers the Goodwill ABC’s:
- You give us the stuff you’re not using
- We sell it to someone who’ll use it.
- Then, we use the money to educate and employ people.
Now, as far as marketing content goes, that’s impressive! As an Indianapolis blog content writer and corporate blogging trainer, I think that Goodwill commercial model is exactly what every business owner or professional practitioner – and every freelance blog content writer – should aim for in blog content writing.
Step One consists of establsihing common ground. What is it about your business or practice that “everybody knows”? Blog opening lines need to be definitive rather than mysterious, making sure readers know they’ve come to the right site for the information, products, and services they’re seeking.
Step Two includes offering unique, less well-known information about your profession or industry. In blogging, whether you’re doing business-to-business writing or writing SEO marketing blogs for a professional practice, retail business, or not-for-profit organization, taking online searchers “behind the scenes” makes for content that is more compelling.
Step Three is the “why?”, the “what’s-your-purpose” question. What drives the passion?
When working with business owners to arrive at the right tone and the right emphasis for their SEO marketing blogs, I begin by challenging the owner of the business or professional practice with the following question: "If you had only eight to ten words to describe why you're passionate about what you sell, what you know, and what you do, what would those words be?"
Goodwill’s passion is educating and employing people. Give your online visitors the chance to get caught up in your passion.readers can get caughtknow exactly what your passion. I once wrote a reminder to eager-beaver business blogger newbies: In the dictionary, the word "belief" comes before "blog"!