“Make the reward worth it,” Nancy Duarte advises business speakers in her book Resonate. “No matter how stimulating you make your plea, an audience will not act unless you describe a reward that makes it worthwhile.” The ultimate gain must be clear.”
Duarte lists 7 basic types of reward:
- Basic needs – include food, water, shelter, and rest. (Concern for others’ basic needs prompts generosity.)
- Security – includes physical, financial, technological, and psychological.
- Savings – includes savings in time, labor, and money.
- Prize – includes personal financial reward, privilege, market share.
- Recognition – People relish being honored for both individual and collective efforts.
- Relationship – a sense of community with a group of people who support each other and make a difference
- Destiny – includes fulfilling lifelong dreams and reaching one’s potential.
Since one important function of any marketing blog is converting lookers to buyers, and since I train Indianapolis blog content writers, this concept of perceived rewards really piqued my interest. The things that motivate people to buy are product or service features they want, of course, and, as I explain to new clients, when readers arrive at your business blog, it’s because they already have an interest in your topic and are ready to receive the information, the services, and the products you have to offer.
However, I caution the content writers, whether the blog leads to success in converting lookers to buyers will in large part depend on the rewards those readers perceive are in store for them. Remember, there’s so much information out there for searchers to use, so many bloggers telling what they have to offer, how it works, and how they can help. What needs to come across loud and clear is that the business owners or practitioners understand the readers and those readers’ specific needs and problems.
But more than that is required for success. The focus of each blog post must be on the end result from the recipients’ point of view. Help readers know how good they’ll feel (whether in terms of security, savings, recognition, or basic need fulfillment – after using your (or your business owner or professional practitioner client’s) product or service.
Blog to make the reward worth it!