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Content Writing With No Need to Doubt

buyers' doubts in blogs

During the winter months, look to the frozen food aisle. Says the Daily Meal. And for those doubtful concerning the loss of nutritional value through freezing, no worries. A research team at the University of California, Davis tested blueberries, broccoli, carrots, corn, green beans, peas, spinach, and strawberries, finding that “good frozen produce is essentially a head-to-head toss-up with good fresh produce.”

Anxiety and doubt about any decision is an autonomic nervous system response hard-wired into every human being, the Real Estate Realist reminds us, part of our instinctive reaction to sensing danger or threat in the wild. Salespeople must recognize that, in the final moment of indecision, their customers are likely to experience what’s known as “buyers’ doubt”, and you need to eliminate, or at least minimize the risk factor, advises Shaqir Hussyin of Wealth Academy. Two of the silent questions floating around the prospect’s mind, explains saleforcetraining.com, “Can you prove it?” and “Who else says so?”.

“When you’re writing to attract customers, what you’re really doing is persuading them to choose you over someone else. People tend to take action when they’re presented with facts, not assertions,” Amy Pennza of the Content Factory asserts. At Say It For You, we absolutely agree. Searchers arrive at your blog already interested in your subject, but to move them to the next step, you need to prove your case by offering:

  •  statistics about the problem your product or service helps solve
  • “reverse proof”, comparing what you are proposing with alternatives on the market
  • “credential proof “, sharing your experience, degrees, and articles you’ve written

The Daily Meal article about frozen veggies was using a fourth type of proof, “evidential proof”, by citing the research done at the University of California. Just last month, in Who-Else-is-Doing-It Blogging for Business, I suggested yet another way to remove doubt and move readers to take action is using “who-else-is-doing-it” proof. According to the theory of social proof, as humans we are more willing to do something if we see other people doing it.

Answering those “silent questions” can prove to be one of blog content writing’s biggest strengths. Yes, we can prove it, and yes, there is somebody else who says so!

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Focus 2 Blogging for Business

ExamFocus™2, a career and education planning system for college students that we use with our students at Butler College of Business, talks about three types of people:

Helpers
People with a social orientation enjoy helping people and are very interested in human relationships. They are often described as patient and idealistic.

Persuaders
Persuaders like to influence others, and enjoy working with people and ideas, rather than with things. They are adventurous and ambitious.

Organizers
Organizers like to follow set procedures and routines, and to work with data and details.

What this suggests for us business blog content writers is that, for each post, we target one of  the three types of readers.  Over time, we can address all three types of readers.

For example, Rich Brooks of socialmediaexaminer.com lists different types of blog post formats, including:

– How-to’s and tutorials
– Resources and link lists
– To-do’s
– Reviews
– Controversial posts
– Interviews
– Series
– Case studies
– Stats
– Daily roundups
– Breaking news
– Personal stories

I can see where “Organizers” would love the to-do’s, the how-to’s and tutorials, the resources lists, and the stats. The “Persuaders” might like the controversial posts and the reviews.  The “Helpers” might like the personal stories and interviews the best.

Our task as blog content writers is to signal to target customers that we understand their needs and are dedicated to helping them. Our knowledge of who our target audience is must influence every aspect of our blog –from the words we use in the title, how technical we get, to how sophisticated we try to be in our approach.

But, since, no matter how skillful our analytics, we don’t really ever know who will be reading our blog post on any one day, let’s target the helpers, persuaders, and organizers in turn!

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