It’s been five years now, but I still often think about that People Magazine Style and Beauty Extra with the article about staying “gorgeous at any age”. (Okay, I have a growing personal interest in that subject, but it also fits in with my ongoing efforts to help business owners and professionals use blog content writing explain what they do and how and why they do it.)
What caught my blog trainer’s eye in that magazine issue was the write-up of an interview with actress and businesswoman Jessica Alba, revealing her beauty secrets. The interviewee was asked to complete sentences such as:
- I can’t leave the house without….
- I’m really good at….
- I learned to love….
- My beauty trick is….
- I first wore makeup when
I particularly liked that format because it’s so personal – a real person is filling in real details about “I” and “my”. As a reader, I started asking myself the same questions: What can’t I leave the house without? What did I learn to love?
“‘Often personal examples go hand in hand with the use of the personal pronoun “I”,” explains Brandon Royal in The Little Red Writing Book. “Do not be afraid to use this pronoun; it’s personal and specific. Readers appreciate knowing how a situation relates to the writer in terms of his or her personal experience.”
Even more important, the statement-completion format invites readers to complete their own sentences, putting themselves “in the picture”, and recalling their own experiences – and their own needs. That People Magazine article, I thought, had a social media-like sharing “feel” Of course, the products and services being discussed (cosmetics) were of a personal nature. But in promotional content writing on any topic, as vividimage points out, people-focused stories bring more content-sharing opportunities.
Get your blog readers to ask themselves which of your products and services they shouldn’t be “leaving home without”!