Tuning in to National Public Radio turned out to be a good thing for me to do the other day. I caught another of those word tidbits that so delight the wordsmith in me. Daniel Gardner, author of a new book, â€œThe Science Of Fearâ€, was being interviewed by Diane Rehm. Gardner was expounding on why we fear things we shouldnâ€™t, ironically exposing ourselves to real dangers. He attributes our irrational fear to the fact that weâ€™re constantly being fed disaster stories by the media. Our unconscious minds absorb this â€œparade of improbable negative eventsâ€, causing us to overreact to everyday circumstances that statistically hold little real threat.
And hereâ€™s where Daniel Gardner said the eight little words that so completely capture the concept he was trying to present: â€œWe report the rare routinely, and the routine rarely.â€ To me, effective word tidbits sock us right between the eyes, and that one did it for me. In fact, the instant I read that particular combination of everyday words, I had an â€œaha! momentâ€. I was able to unify things I already knew, but hadnâ€™t synthesized into any true wisdom.
Blogging, at its best, should have exactly that effect. Short by definition, blogs donâ€™t necessarily give online searchers lots of brand new information. But what your blog should aim to do is capture concepts relating to your business, putting words together in a new way. Your aim is to bring to the reader a pleasurable and satisfying â€œAha!â€, making that reader want to know more. (My interest was captured – I went out and bought Daniel Gardnerâ€™s book!) You want to bring the blog reader to your website in order to convert him/ her into a customer or client.
As a professional ghost blogger, the question I would pose to each client is this: If you had only eight to ten words to describe why youâ€™re passionate about what you sell, what you know, or what you do, what would those words be? Once youâ€™ve put together the word tidbits, I can â€œSay It For Youâ€, and blogging for business can begin with a bang!