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12 Mar

Let’s Be Designerly in Our Blogging


DORIS Research, I learned in the Indianapolis Business Journal, uses design thinking to organize workplaces. As a blog content writer and trainer, I particularly liked two suggestions DORIS founder Samantha Julka offers for being “more designerly”

1.  “Spend time thinking about people. Think about how they would react or feel about the action you are making or the thing you are creating.”
This statement reminds me of a statement I found in a West Bend Insurance promotional piece: “Much like beauty, ‘value’ is in the eye of the beholder.” Because of that truth, success in blog marketing is knowing your particular audience and thinking about how they (not the average person, but specifically “they*) would probably react or feel about your approach to the subject.at hand.

For example, while you may point out that your product or service can do something your competitors can’t, that particular “advantage” may or may not be what your audience is likely to value. Are you the cheapest (is that likely to appeal to your audience?) or the most expensive (is your audience on that prizes exclusivity?)
2.  “Simple is smart.  Making something simple for other people is actually much harder than making something complex…When it feels effortless to them, you’ve done your job.”
There is actually a Simplicity Score for writers, based on the idea that average sentence length is a good indicator of text difficulty. In preparing blog content, simple can be the smarter choice.  There’s a caveat, though, we maintain at Say it For You. Given the limited attention spans of online readers, we may need to compromise between interesting and simple.
On the keeping-it-simple side, content writers can dump qualifiers (extraneous adverbs and adjectives), while at the same time, using repetition of key phrases to build “blog muscle”.

To be effective, let’s try to be more designerly in our blogging!

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