In the July/August issue of Mental Floss Magazine, I found a fascinating little article about a destination wedding. (As unlikely a connection as Mt. Everest may seem to blogging for business, I think this little magazine piece demonstrates several important things about online marketing through business blogging)
The title of the story is "The World’s Most Inconvenient Destination Wedding Spot", and it describes the 2005 "destination wedding" of bride Mona Mulepati to groom Penn Dorjje Sherpa, both from Nepal, which took place on the peak of Mt. Everest, 29,000 feet above sea level.
The Mental Floss writer is quick to explain that, from the time Edmund Hillary and Tenzing Norgay became the first to reach the summit of Mt. Everest in 1953, getting to the highest point on earth has become somewhat less of a big deal. In fact, more than 4,000 people have accomplished the climb. However, Mona and Penn upped the ante by getting married on top of the world.
And that is precisely my point. Most businesses have competitors, and, let’s face it – most of the competitors in your field or industry, at least generally speaking, offer customers the same general range of products and/or services that you do. The fact that your business has an attractive, well-designed and easy-to-navigate website – So what else is new? In other words, no big deal.
The point I keep trying to get across as a professional ghost blogger and blogging trainer is that you have to find your own way to be a big deal. And then, you have to find your own way (either through blogging yourself and having your employees blog and/or by hiring a ghost blogger to be your "voice") of expressing your business’ unique and very special "destination", that place "on top of the world" where you’re inviting online readers to share in your special way of doing and being.
Your unique proposition (as sales trainers are fond of calling those "Everests") may be as mundane as getting to their home ASAP to fix the air conditioner on a hot day, selling special bath towels that fasten around Mom’s neck so the newborn can’t fall, or helping disabled people apply for Social Security disability benefits.
Whatever the product or service, your blog posts are what ups the ante, and what makes you the big deal because you care about them and because you have just the solution they need. The message in your business blogs: There’s nothing too inconvenient for you to do in serving your customers. On the other hand, dealing with you will prove to be nothing but convenient for them!