Blog To Say Hello

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I’m always talking about what a good idea it is to use blogs for busting myths.  Myth-busting makes for engaging content, plus it offers the chance to showcase your knowledge and professional expertise.  So long as you use myth busting in your corporate blog to actually showcase (as opposed to showing off, or "showing up" your readers’ lack of knowledge), I highly recommend the strategy.

A favorite myth-busting read of mine is The Book of General Ignorance.  One wonderful chapter is about the word "hello", which we all assume is the word used to answer the phone ever since the phone was invented.  Not true, I learned. Alexander Graham Bell used the nautical "Ahoy!" to answer the phone, while early telephone operators used to ask "Are you there?"  In fact, the word "hello" wasn’t used as a greeting even for in-person encounters until Thomas Edison started to tinker with the phone while inventing the phonograph.

Edison discovered that the word "halloo", which was used to call hounds, could be heard from further away than most other sounds.  Eventually, Edison’s frequent repetition of "halloo" into his primitive phonograph spread to co-workers and from there became common usage.

Halloo, bloggers for business! Just as that word was used to call attention (originally of hounds and ferrymen), the function of each business blog post is to call online readers’ attention to a particular aspect of your business.

Working diligently in his Menlo Park laboratory, Thomas Edison discovered that, when he shouted "Halloo!" into the phonograph, a steel point was created on the telegraph paper. When he ran the paper back over that steel point, the machine responded "Halloo!".

As a professional ghost blogger and blog trainer, that’s a "point" I want to emphasize: What makes a business blog work is the response it elicits.  As bloggers, we need to lead off by putting our message onto the "telegraph paper" (the Web). What has to happen next, though, is that we "hear" our online readers saying "Halloo!" in return, commenting on our blog posts, and responding to our Calls to Action.

 

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Keeping “Up” in Your Business Blog

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Funny how many of the habits I try so hard to teach my Career Development mentees at Butler College of Business are the same habits that make for long-term success in blogging for business…

It’s a Butler COB tradition to serve pizza at the meeting when we career mentors meet our freshmen mentees for the first time.  Back in 2006, I composed a handout for that meeting, a good-business-habits list called "Pizza Slices For the Business-Minded"; I’ve used that handout every fall at my freshman orientation.

As a business blogging trainer, I’m finding that a list of good blog marketing practices would have at least four items in common with that Pizza Slices list:

  • Speak Up – Practice introducing yourself confidently and clearly in any situation.

    Your corporate blog is designed to introduce what you have to offer to new customers of the right kind (those who have the need, who will appreciate your services and products, and who have the ability to purchase). You have only a few seconds to capture online visitors’ attention by introducing yourself confidently and clearly.

  • Keep Up – When you promise to do something for someone, do it in timely fashion.  Another aspect of Keeping up is maintaining your stamina to keep up with a demanding schedule.

    An important lesson for corporate bloggers to remember: It’s all well and good to use keyword phrases in blog titles in order to win search, but the blog post must deliver on that implied promise, by providing content that is on topic and on target for the search terms.

  • Read Up – Resolve to read at least one book about business and businesspeople every two months in addition to required reading.  Jot down valuable ideas to put into practice and pitfalls to avoid.

    One of the things I emphasize in my blog training courses is that in, order to create a valuable ongoing blog for your business, it’s going to take equal parts reading and writing. You need to know what others are saying about your topic, what’s in the news that’s relevant to your industry, and what problems or issues might have come to light related to your field.

  • Own Up – A true mark of a professional is recognizing that everyone makes mistakes.  Be first to admit any errors in judgment you make and try to make things right.  Learn something from every person and every encounter, and – every mistake!     

    Corporate blogs offer a mechanism for business owners to be pro-active in the face of any negative development.  Respond promptly and straightforwardly to any negative comments posted to your blog. Use your blog to correctng inaccurate press statement.  Above all, admit to any mistakes or misunderstandings and tell exactly what you plan to do in the future to avoid recurrences.  

    I end the Pizza Slices list with a promise to mentees:

    If you will start now to put the "pizza slices" into practice, you can BUCKLE UP for a great career!

Bloggers, if you will keep up with posting content, you can buckle up for some great results!

 

 

 

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The Power of One in Business Blogging

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One of the "Seven Deadly Sins of Website Copy", says fellow blogger Michel Fortin, is lacking a clear call to action.  The offsetting good habit, he explains, is focusing on the "power of one". As I was reading about the three aspects of what Fortin means by "One" , I couldn’t help thinking how relevant these are to business blogging.

One message:
"If your copy tells too many irrelevant stories, you will lose your prospects’ attention and interest."

It’s here that blog posts have a distinct advantage over the more static website copy.  Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business.  Other important things you want to discuss?  Save those for later blog posts!

One audience:
"If your copy tries to be everything to everyone (and is too generic or too complex), you will lose your prospects completely." Fortin advises creating a "perfect prospect profile" by listing all the qualities you find in your most profitable and accessible market.

Blogging can have several different purposes, but make no mistake – blogging for business is marketing.  As a professional ghost blogger, I consider myself part of each client company’s marketing team.  The more focused out efforts are on connecting with a narrowly defined target audience, the more successful the blog will be in converting prospects to clients and customers.

One outcome:
"If you ask your prospects to do many things (other than buy then or whatever action you want them to take), you will lose sales.  Provide clear instructions on where and how to take the next step."

Business blogging is ideal for using the Power of One .As bloggers, we’ve got to focus on creating engaging blog content that focuses readers’ attention on what we have to offer and the steps they need to take to get some!

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In Business and in Business Blogging, There’s No Substitute For Showing Up

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A long-time West Point legend has it that, if a cadet is failing a class, what he should do is dress in full uniform, and, at the stroke of midnight before the final exam, spin the spurs of the General’s boots for luck.

The General in question is Civil War leader “Uncle John” Sedgwick, class of 1837.  There’s a certain amount of risk involved for cadets resorting to this last-ditch attempt to pass: while spinning spurs isn’t against the rules, being out after midnight is.  (For the sake of the ritual, authorities apparently look the other way.)

I suppose, to one degree or another, we’re all creatures of tradition, but I have serious doubts concerning the efficacy of spur-spinning for improving final exam grades.  Author Daniel Pink apparently agrees: at the freshman convocation for Butler University’s College of Business, Pink chose “Show up!” as his most important success tip for students.
Pink made clear he wasn’t referring to showing up at the stroke of midnight, but to students’ consistently showing up for classes or job duties and doing the work.

The same advice, seems to me, applies to business blogging.  As a professional ghost blogger and blogging trainer, I know there is more than one element leading to success in blog marketing:

  • Marketing expertise: This includes identifying a niche for your business and pinpointing target buyers.
  • Technical expertise: This includes optimizing your website and blogsite, and continually analyzing results.
  • Writing expertise: This includes composing blog copy that’s fast-moving, engaging, and personalized – to both your own style and to your target online readers.

Trumping all of these, though, is what I dub “drill sergeant discipline”, which involves the simple but very difficult exercise of “showing up” online.  Full dress uniform is not required, but showing up consistently every couple of days with content to feed into the blogosphere is.

Whether it’s passing your final exam at West Point or winning search, the simple secret to success can be told in two words:  SHOW UP!

 

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What’s Your Most Inconvenient Blog Destination Spot?

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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!

 

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