Archive for category: the Say It For You blog

“It was a bright cold day in April, and the clocks were striking thirteen,” reads the opening line of George Orwell’s novel 1984. That line earned a spot on ClassicLit.com’s list of "Top Ten Opening Lines".

Would that same Orwell line make the grade as an opener in business blog content writing? Let’s take a closer look:

“A novel is made up of many thousands of sentences, but none is so deeply important as the opening line,” says litreactor. “It should be mysterious and compelling, either poetic or shockingly abrupt.”

• A blog post might consist of a few dozen, rather than thousands of, sentences.  Still, as a corporate blogging trainer, I’d have to agree: No line is as important as that opener.
   
• Abrupt? Opening with a startling statistic is certainly one tactic blog writers can use to demonstrate to online readers that business owners and practitioners are familiar with the reader’s problem and know how to deal with it.
   
• Compelling? Yes, that opening blog post line needs to be that.  But, mysterious? Not such a good idea, I’d caution freelance blog content writers.  In fact, one critical function served by the first line of any SEO marketing blog post is reassuring readers they’ve arrived at precisely the right place to find the products, services, and information they were looking for in the first place.
   
• Poetic or shocking? The first line of a business blog could take either approach, depending on the target audience.  A spa, for example, might want to evoke a sense of relaxation and peace, whereas a home security systems company might want to take the opposite approach, “shocking” readers into appreciating the dangers of a home break-in.

The opening Orwell line about the clock striking thirteen does set the right tone for a science fiction book. One lesson newbie freelance bloggers must learn is to stay style-true to the “brand” of each client’s business or practice. Still, even though blogger “the Twisted Spinster” loves the line for its rhythm and slight weirdness,  as a blogger, I’d have to give it a “Meh” (so-so) because it doesn’t confirm the “match” with the reader’s search.

“I do have a fondness for short opening lines,” observes the Twisted Spinster. So do I, but opening lines, like blog post length, can and should vary depending on what is being communicated — and to whom.  In terms of how short an opening line should be, the rule I cite when offering business blogging assistance: is  “Make blog posts as long as they need to be to get the point across (choosing just one point to emphasize in each post to begin with), but not a single sentence longer”.
 

Opening lines in novels and in blogging for business may not be long or deep, but they can certainly be deeply important!

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“Adventuress” Leslie Bailey finds “bucket lists” irksome. Rather than focus on things to do before you die, she recommends trying new things right now.

Whether I end up (or whether she does, for that matter!) going indoor skydiving or flying a helicopter during the coming year, I must say Bailey’s Indianapolis Star article “13 Adventures to Try in 2013” contains many of the elements that make for great blog content writing.

A number in the title
To freshen up blog post content, start with one idea about your product or service. Then try putting a number to it:

• 2 Best Ways To Eliminate……
• 3 Problem Fixes to Try ….
• 4 Home Remedies…
• 5 Tips…
• 6 Knottiest Issues in…

Convenient navigation path to follow calls to action
Each one of Bailey’s suggestions ends with a phone number and website address readers can use to get it done. In other words, if I’m moved to actually try scuba diving, Bailey’s told me where to go to actually sign up. Ease of navigation (as I stress when offering business blogging help) is absolutely crucial to the success of any SEO marketing blog.

Varied sentence structure
Each one of Leslie Bailey’s paragraphs begins a different way. “Try fencing” begins: “Admittedly, it’s a chance to shout ‘Engarde!” at someone…  “”Go to the Kentucky Derby” begins: “I want the whole deal: big bets, bigger hats and lots of mint juleps.” “Ride a motorcycle” begins “Mostly to impress my Harley-Davidson-loving uncle.” Blog content writing, as I’m fond of saying during business blogging training sessions, is both science and art, with much of each relating to the words used in each blog post. And, the greater the variety in the parts of speech used and the sentence structure, the more interesting the writing will be.

“Pow” opening line to set the stage and grab attention
“At the risk of sounding too hipster about the whole thing, I have to tell you, the phrase ‘Bucket List’ irks me,” Bailey offers as her opener. A big part of content writing for blogs, I’ve found, involves getting the opening line” right. In fact, had Bailey been blogging rather than writing a feature article, an even  shorter and more direct opener might be (in bold letters)t “I have to tell you, the phrase ’Bucket List’ irks me.”

First-person writing
Leslie Bailey’s article is a grabber because she’s describing activities she’s either already experienced or which she’s challenging herself to try soon. I teach Indianapolis blog writers they’ll be at their most effective when they are at their most personal. Even professional ghost bloggers, I explain, can write in “I” format when sharing a personal experience that brings out some important aspect of the client company’s products, services, or corporate culture.

Many thanks, Leslie Bailey. I must admit it’s highly unlikely I’ll either try escargot or drive a NASCAR car in 2013 – or ever. What I can do, however, is use this wonderful 13 Adventures list as an example of engaging content writing!