Design Thinking for Blog Content Writers


Design thinking is a process that helps companies and organizations solve problems, address challenges, and develop products,” a fascinating article in a recent issue of the Indianapolis Business Journal begins. Eureka!  At Say It For You, our blog marketing efforts are designed to demonstrate that our client companies and organizations can do those very same three things, I thought…

There are several different steps in design thinking, IBJ authors explain, and it’s best to move among the steps as needed. Meanwhile, I asked myself, how can we as content writers, use the first design-thinking step (Empathize) as a guide?

“See the problem you’re trying to solve through the eyes of the people facing it,” the authors suggest, exploring what the potential users of your product or service are saying, thinking, and feeling about the problem. 
I’ve written before about the concept of framing, meaning positioning a story in such a way that readers will focus on it and respect our blogging client’s expertise. In the course of delivering information (facts, statistics, features, and benefits, instruction and advice), we must create a perspective or “frame”.

Framing, a term that comes from behavioral science, is all about the Empathize step in design thinking. It’s about understanding in as much detail as possible what the target audience of readers is thinking, doing, and feeling about the problem our client is proposing to help solve.

While design thinking involves understanding what prospects are saying, thinking, and feeling about a problem, as content writers we need follow the advice client communications consultant Victor Ricciardi offers to financial planners: “Link your discussion to what clients will be able to DO or BUY with that (investment) income.”

When you’re composing business blog content, I teach at Say It For You, imagine readers asking themselves – “How will I use the product (or service)?” “How will it work?” “How will I feel?”  In other words, besides empathizing with prospects (where they are now), our job as content writers is to move them forward by helping them envision a good result. Readers found your blog in the first place, I remind writers, not because they were in search of your brand, but because of their own need. Needless to say, the blog must convey the fact that you can fulfill that need and that they have come to the right place. You must give online searchers a “feel” for the desired outcomes of using your products and services.
Blog by design – design thinking!
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