At California’s Joie de Vivre Hotels, they care about the big and the little stuff, Gary Vaynerchuk explains in The Thank You Economy. That hotel company, the author explains is “doing its damndest to perfect the art of customization”. The message, from the moment travelers arrive at the front desk is this: “We love where we live and want you to love it, too.”
The home page of your website is like the lobby of a hotel, Enchanting Marketing observes. A simple headline should tell web visitors where they’ve arrived and what to expect. A photo helps humanize your business. In “How to welcome new visitors to your blog, Melissa Culberson names three things you must accomplish in welcoming first-time online searchers:
- Acknowledging the visitor (an About Blurb lets newcomers get a sense of who you are)
- Showing the visitor around with a Welcome or Start Here page
- Giving them something to do before they leave (liking you on social media, signing up for a newsletter, etc.)
The intent of most business tactics and advertising campaigns, Vaynerchuk asserts, is to entertain, inform, or scare the consumer into paying attention. The best tactics, though, benefit people who have already expressed an affinity for the brand, and are also designed to get those who work for the company “to think with their hearts as well as their heads.”
Blog content writers need to think with their hearts as well as their heads, as well. “In order to make people really like you, and really pay attention to your content, you need to give some of yourself – your emotions,” Kenneth Waldman writes in mention.com. Build the story, he advises, and only then add the product or service, not the other way around.
Online visitors to your blog want to feel you understand them and their needs, of course, but they want to understand you as well, I teach at Say It For You. The stories you tell in your marketing blog have the power to forge an emotional connection between readers and you as a provider of products, services, and experiences.
Your blog is the lobby to where you live!