Ink-smudged laptop keys or floor tile? Haul out the nail polish remover, advises Alison Caporino in one of my favorite Reader’s Digest sections “Extraordinary Uses for Ordinary Things”.
How-to ideas are always a good idea for business blog posts. By teaching, rather than selling, I explain to blog content writers, business owners or professional practitioners can enhance their own value in the eyes of readers.
To me, this tactic is a blog marketing no-brainer. But what so often happens is that I’ll be discussing blog content ideas with new Say It For You clients, and I’ll get a lot of pushback. The fear is that if they include “how-to” ideas in their blog,proprietors or practitioners will lose, rather than gain, customers and clients. (Those readers won’t need them, is the worry.)
In the real world, I hasten to assure the fearful, things usually work the opposite way. Giving advice by sharing “recipes” and instructions is a great way to showcase your experience and expertise, and consumers who feel fairly informed might actually prove more willing to make buying decisions.
The “extraordinary” part of the blog content equation needs some further explanation, I realize. Like spices in cooking, less is more. Blogging about unusual ways your products or services have been applied in different situations is a good way to capture interest. (Remember the song “You Gotta Have a Gimmick” in “Gypsy”?) “
But in order for the stuff to be really useful to readers, your reason for including it in the blog posts has to be apparent. It’s best if the new information relates, not only to your topic, but to something with which readers are already familiar.
In other words, while it’s fine to include “extraordinary” information tidbits in your business blog posts, assuming the goal is winning click-throughs and acquiring customers, your main emphasis should be extraordinary solutions to ordinary needs.