“The next time someone asks you a seemingly stupid question, stop and look at it from their side,” advises speaker Todd Hunt. After asking his local copy shop to quote a simple black-and-white printing job, Hunt was annoyed when they emailed him asking whether he wanted them to print his job on their black printer or color printer. (“What a stupid question,” Hunt’s first thought was.) His printer explained that some clients want black jobs printed on a color printer because that gives the black a richer glow. “My project didn’t need a ‘fancy’ black, he explains now. “But they asked, and that impressed me,” Hunt now concludes.
Remember, as business blog content writers, we need to impress readers even before they’ve had the chance to ask us their questions, “stupid” or otherwise. They do have questions – in fact, those readers are online because they’re searching for answers to questions they have and for solutions for dilemmas they’re facing. I really believe that blog writing for business will succeed only if two things are apparent to readers, and in the order presented here:
1. You (the business owner or professional practitioner) understand their concerns and needs
2. You and your staff have the experience, the information, the products, and the services to solve exactly those problems and meet precisely those needs.
How can you anticipate what readers’ questions are so we can offer the answers in our blog? Let some of your existing customers provide the answers though testimonials. Besides that, every business owner fields customer queries daily. Just as Todd Hunt shared with his readers the question about black and white print jobs, you can share with your readers actual situations that have arisen in your business or practice.
In your blog, you can also be doing the questioning, inviting readers to comment on a particular statement or offering a brief survey or questionnaire. Point being, there are no stupid questions, and it’s always smart to answer questions in your business blog.