Choosing Healthy Blogging Habits

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Nurse talking with elderly people showing test results during ro

Nurses and chiropractors should have some good ideas on healthy habits, I thought. Sure enough, I found four blogs that I think are examples of effective blog marketing.

“Modern Scrubs for Nurse Practitioners” is a blog post written by Melissa DeCapua. It was an interesting choice for me, because, while the post is informational, it’s a very “sales-y” piece, promoting the EON collection of scrub uniforms manufactured by the Maevn company. (Typically I advise blog content writers to go soft on the selling, sticking to advertorial style.)

Three things save the piece, I believe:

  1. DeCapua has sent out a survey and is now reporting that, based on the feedback, the company has designed a new line designed for comfort, style, and performance. The blogger has positioned herself firmly on the side of the customers, representing their interests.
  2. It’s useful and actionable – the blogger includes a size chart, after explaining that “when purchasing clothes online, I inevitably worry about picking the right size”. DeCapua ordered extra small top and small bottoms, and the clothes fit just right. (Sharing her personal experience serves as a testimonial for the readers.)
  3. It’s very personal. The blogger names her own favorite pick of the collection, the mesh panel jacket.

“Choosing Healthy Breads”, another blog post written by a nurse practitioner, is in stark contrast. This one’s long, too long, I think, for a single post, but it’s also filled with useful information for the readers, and each section is introduced with a directive: “Ensure 100% Whole Gran is the 1st ingredient on the label.” Points of explanation follow that statement. An explanation about why consuming white bread is not a healthy choice, particularly for diabetics, follows the directive “Avoid Refined Breads.” The entire blog post is instructional and informational, with no effort to sell anything to the reader.

“My Neck Hurts When I Wake Up”, a post by Active Family Chiropractic, is effective because it  answers questions about a specific problem. The chiropractor, Dr. Lori Goodsell, writes in first person: “I am frequently asked in my clinic, ‘My neck hurts….’.

The blogger then proceeds to give practical advice to readers on how to pick a pillow, depending on whether you’re a stomach sleeper, a side sleeper, or a back sleeper. Dr. Goodsell does invite readers to become patients of her practice: “As always, if you have neck pain when you wake up, you need to have yourself evaluated by a chiropractor.”

I encourage blog content writers to use exactly the kind of “I-you” conversational, personalized tone I found in this blog.

Nurse practitioners and chiropractors have some healthy habits to recommend to  us blog content writers!

 

 

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8 Ways to Find the Right Words for your Business Blog

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Open Dictionary And Reading Glasses“If you want to become a great writer, you need to understand how to choose words that will make your writing more vivid, precise, bold, original, and memorable,” says Stephen Wilbers in Writer’s Digest. People who write with authority,”Wilbers adds, “are people who pay attention to language.”

Wilbers offers 8 wordsmithing tips (every one of which we business blog content writers can put to good use):

  1. Be on the lookout for useful words.  That includes browsing the dictionary.  When you encounter a word you like, make it your own.  Consider its meaning and context and look for occasions to use it.
  2. Use a thesaurus to remind yourself of alternate ways to express an idea.
  3. Be as specific as possible.  Effective writing, Wilbers says, draws its energy from specificity, not from abstractions and generalities.
  4. Appeal to readers’ all five senses.
  5. Opt for action verbs rather than abstract nouns.
  6. Don’t trust modifiers.  Even when meant to intensify, they can diminish.  Try the sentence without the modifier.
  7. Avoid sexist language.  Instead of “his”, “her”, or “his/her”, use plural subjects.  “Good managers know their strengths and weaknesses.”
  8. Use natural language as opposed to formal or fancy language.

To keep blog posts both short and powerful, pay attention to word choice.  As Wilbers puts the matter, that can make the difference between “hooking your audience or pushing the reader away”!

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Selling 102 for Business Blog Content Writers

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Exceptional Selling

“Your ability to constructively attract and engage a customer in relevant dialogue requires a conversational style as well as substantive content,” cautions Jeff Thrull in his book Exceptional Selling.

Thrull might have been offering advice to us blog content writers, I couldn’t help thinking.  What I like to call the “I/you conversational style” is precisely the approach most effective for business blogs.  At the same time, there is so much internet content proliferation that it’s definitely becoming a challenge to get noticed online. If the hard-sell technique ever worked, it certainly doesn’t work any longer!

Thrull describes the new reality of selling:

  • When customers are engaged, they learn.
  • When what they learn is compelling enough to make them want to change, they will buy.

In short, he’s advising – don’t push!

The good news in blog marketing is the same as the good news Thrull describes as operative in direct selling: Customers have negative stereotypes about salespeople.  That makes it easy to differentiate ourselves by acting against type. “When in doubt,” he says, “do the opposite of what a salesperson would do.”

Applying that very logic to blog copywriting, I advise using blog posts to demonstrate the business owner’s or professional practitioner’s expertise, and to offer valuable tips to readers.

The goal of each post  continues to be providing those who visit your site with a taste of what it would be like to have you working with them!

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Making the Cash Register Ring Through Business Blogging

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cash register“Ask most blog subscribers why they follow a particular blog and you’ll find out that in almost every case they get something out of the blog (whether it be entertainment, advice, research, ideas, etc.),” observes Damon Rouse of problogger.net. That’s why, Rouse says, the first advice he’d give to business bloggers looking to sell through their blog is to be careful not to be purely sales oriented.

It’s not that it’s not OK to sell stuff on your blog, adds blogger Bob Dunn. Selling your readers things they need and want will not send them away.  Not, that is, if you make your offers in the right place and the right time, Dunn adds. He offers tips for constructing “the perfect sales offer” on a blog:

  • Be authentic, clear and upfront.
  • Fold the offer into your post.
  • Make the offer easy to find.
  • Offer a free tip sheet for readers who click on the contact form.

Heidi Cohen offers more tips on using your blog to sell:

  • Include different forms of content, including photos and videos.
  • Write about different ways to use your product.
  • Make sure your blog site’s navigation makes it easy for readers to buy.

Stock your website with free information that has real value to prospective clients, advises Jim Connolly. What I have found after years of blog content writing is that, if you show how individual bits of information are related in ways readers hadn’t considered, that establishes your expertise and keeps readers’ attention long enough for you to do your “ask”.

The blogosphere, I remember marketing consultant Chris Garret remarking some seven years ago, is slowly coming around to the idea that commerce is not necessarily evil, that in fact businesses need to make money, which they do by selling things.

Is your business blog making the cash register ring?

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Don’t Fear ROI…Embrace It!

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Jane's Picture (2)I like receiving e-letters from my friend Jane Thompson, the trade show marketing consultant. Invariably I find Jane’s advice about trade shows applicable to blog marketing, and that’s certainly true of her latest piece about embracing ROI.

Impact on revenue
Jane cites an article out of Exhibitor Online advising marketers to estimate the impact of each trade show on company revenue. Companies need to count the number of sales leads garnered, the “close rate” out of those leads, and what the total revenue was from that show.

As a corporate blogging trainer and content writer, I find business owners’ overriding concern is, in fact, realizing a Return on Investment from their blog marketing efforts and expenditures. At the same time, though, it’s not always possible to associate a specific ROI measurement to the blog without regard to all the other initiatives the client is using to find and relate to customers.  All the parts have to mesh – social media, traditional advertising, events, word of mouth marketing, and sales.  Every effort that “makes the cash register ring” contributes to “marketing ROI”.

Cost avoidance
“Every dollar of cost avoidance is tantamount to a dollar of profit,” Thompson reminds readers. She advises figuring out what you might have spent on sales calls and meetings to achieve the same results you accomplished at your show.

Years ago, Compendium Blogware, Inc. co-founder Chris Baggott used to point out that blogging provides some of the same benefits as email in an easy-to-use and inexpensive way.”  You can’t email people without permission and you can’t ask for permission if you don’t know who they are, Baggott would explain, and that’s where blogging comes in to help in customer acquisition, avoiding mailing costs and expensive sales calls.

While total precision in isolating blogging ROI may not be possible, examining your blog’s general “bottom line”  should be something to embrace.

 

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