It’s the beginning of a new blogging year, and I’m looking through my bookshelves, thumbing through all the new business writing-related books I’ve collected during 2019.What would I do without these “reading around” gems, with their different sorts and shapes of advice and reflection?…
Moments are the thing.
“The goal is the thing,” admit Chip and Dan Heath, authors of The Power of Moments, “but for an individual human being, moments are the thing. Moments are what we remember and what we cherish.” The three situations that deserve to be punctuated, the Heaths advise, are transitions, milestones, and pits.
As a businessperson, you have many stories to tell, we explain to new Say It For You clients, including the benefits of your products and services, successful case studies, news of importance to your customers, and your own perspective on trends in your industry. But perhaps even more important to share in your blog, we add, are those “moments” in the history of your business or practice that helped shape the person you are today.
True stories about mistakes and struggles are very humanizing, adding to the trust readers place in the people behind the text of the blog. What tends to happen is that stories of failure create feelings of empathy and admiration for the entrepreneurs or professional practitioners who overcame the effects of their own errors.
Follow thought leaders.
In addition to surveying customers, you can identify opportunities for your business and analyze choices by following thought leaders in your general business area, advises Jeanette McMurtry in Marketing for Dummies.
Readers found your blog in the first place, we explain to clients, because what they needed corresponded with what you sell, what you know, and what you know how to do. Now that those searchers are “meeting” you through your content, you have the chance to establish credibility and reliability. One way to come across as an expert is to share some of the valuable information you’ve learned by staying abreast of the latest developments in your field.
When we care, we share.
Products and ideas that are practically valuable and wrapped in stories are contagious, explains Jonah Berger, author of the book Contagious. We need to craft content which saves time, improves health, and saves money, he says.
Using anecdotes in your blog, rather than just touting the advantages of your company, practice, or product, is what gives your words the greatest impact. One of the reasons I recommend writing in first and second person (I-you) is that caring and sharing are very personal emotions.
Blog content writers, one of the best pieces of advice is to “read around”, finding gems like these and then sharing them!