Just one of the ”49 secrets and shortcuts you need to know” asserts author Geoffrey James in Business Without the Bullsh*t, is how to “work a room”. As you circulate among the crowd, hoping to build connections, James says, position yourself in a single sentence.”
Rather than giving your own job title or history, “provide a description of the benefits your customers, investors, or employers get as the result of buying from, investing in, or hiring you.,” he advises. Include an intriguing fact, he adds.
That idea of positioning oneself casually, yet precisely is perfectly suited to business blog content writing, I teach at Say it For You. But, unlike the undifferentiated crowd at the gathering Geoffrey James described, readers find themselves on your blog because their search has already indicated a tie-in with what you have, what you do, and what you know. The task now is to make clear to those visitors
a) how you differ from your competitors
b) what a transaction with you looks like
c) what the end goal is.
By definition, blog visitors are ready for the second stage of “working the room” , involving people who have already shown preliminary interest.
“Casually reveal one of two facts about yourself that show how you’re different from the competition in a way that might be interesting or essential to that person’s company“, James says. “Working the room”, when it comes to business blogs, would ideally have involved doing preliminary market research to understanding the “pain points” and “points of interest” for target readers. That research, which is the blog writer’s version of James’ directive to “be curious about people you meet”, then allows you to choose an “anecdote” that resonates with your target reader. Here’s one of the samples the author offers:
“At MIT I created a study that revealed how retail sales clerks can use
past purchases to help customers take advantage of what’s available
now in the store.”
Blogging- without- the- bullsh*t posts, as we see them at Say it For You, are the results of skillfully “working the room”!