White-boarding Through Blogs

Not only does he regularly use a whiteboard, admits business coach Jack Kleymeyer, he’s used one for more than twenty years.

As a “coach” in my own right (I offer training in business blog writing), I thought Kleymeyer’s list of white-boarding “plusses” apply to us as Indiana blog copy writers and to the business owners and professional services people we write for.

Friend Jack K. had learned the art of white-boarding from consultant Tim Honsey, he explains.  Like all good ideas, the technique deserves touting, so here goes:

Through using a white board, you can see the bigger picture.
At first glance it might appear that employing a professional writer might take away from the special authenticity blogs have. Mikal Belicove, blog strategist, dismisses that idea.  A professional ghost blogger, he explains, adds a lot more to the mix than just labor, providing insight and clarity.  Often, we freelance blog content writers function as the “white board” for business owners and professional practitioners who use us for business blogging help, helping them see the bigger picture.

You can see connections you might not otherwise see.
Sometimes Indianapolis blog content writers fall into the trap of thinking that every word they write has to be directly about their business' products and services. If we keep a very narrow focus in our blog, it won't be long before we run out of new things to say. But, by relating what we do to other things, especially when that connection is an unexpected one, we engage readers' curiosity. Meanwhile, we’re providing valuable and interesting information that can offer readers a broader perspective on our own topic.

The only advantage on Kleymeyers’s why-whiteboard list that I believe might NOT apply to writing business blog content is #5: “You are able to remove emotion from the equation.”
When I'm offering business blogging assistance, I emphasize that the best website content – and the best corporate blogs – give online readers a feel for the corporate culture and some of the owners’ core beliefs about their industry and the way they want to serve their customers. The most powerful and effective Calls to Action are laden with emotion.  "Today everyone – whether they know it or not – is in the emotional transportation business," says Peter Guber, author of the new book Tell to Win.

Are you white-boarding in your blog?

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