In an interview with a top investment strategist, the reporter from Barron’s posed many of the questions that have become standard for that type of encounter: “Why are you still bullish?” “What do you see as the biggest risk in this market?” “What are the ramifications of more money in passive strategies?” “Which sector is the most crowded?”
As a blog content writer,I have to admit that I found one of the reporter’s questions the most impactful. Why? The reporter said “you”: What do YOU want to own at this stage of the bull market? (“OK,” was my gut reaction as a reader. “Now we’re getting down to the heart of the matter; what is she doing with her own money?”)
Marketing blogs, I firmly believe, tend to be most effective when they are at their most conversational and most personal. Blogger John Haydon runs a bootcamp about “narrative voice”, and recommends using second person (“you” and “your”) in corporate blogging for business to provide useful information to readers and give those readers the feeling that the author is speaking directly to them.
There’s more to the “what do-you-want-to-own thing than having content writers understand and speaking directly to their audiences, believe. The Barron’s reporter wanted the interviewee to commit, not merely offer advice. The question demanded an “I would” answer.
Nobody likes guys or gals who can speak of nothing but themselves, their skills, and their products, you know, the “But-enough- about-you” types. Yet, as a corporate blogging trainer, I stress the importance of first person business blog writing because of its one enormous advantage – it shows the people behind the posts.
Imagine that every visitor to your blog is asking you a question that demands an answer beginning with the words “I would” or “We would.” Try What-do-we-want-to-own blogging for business!