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Using the Presentation Secrets of Steve Jobs in Your Business Blogging

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Presentation Secrets of Steve Jobs

 

“Your listeners are asking themselves ‘Why should I care?’ Carmine Gallo reminds marketers in his business skills and development book The Presentation Secrets of Steve Jobs. Jobs, the author reminds readers, is the guy who transformed business presentations into an art form. Using those presentation secrets, a top Apple executive said, you can:

  • take charge of any room
  • sell products
  • build brands
  • engage teams
  • convey ideas persuasively
  • turn prospects into clients

That sounds almost too good to be true, but, hey, if using some of those presentation skills in business blog content writing can turn prospects into clients – count me in!

Gallo points out Jobs’ unrelenting focus on results – will using your product or service help prospects:

  • make money?
  • save money?
  • have an easier time of it?

“Remember, your widget doesn’t inspire,” Gallo reminds marketers. Whichever the primary benefit you have to offer, tell prospects about that, and tell it to them early, often, and clearly, Gallo says.

Gallo pinpoints 3 practical applications of Jobs’ style speakers can use (and, of course, we content writers are nothing if not presenters):

  1. Casual language is what the people want. (Make the numbers relevant to something with which readers are already familiar.)
  2. Minimal content is best suited for long term memory. (Create a memorable moment for the audience, revealing some new and unexpected information, or telling a story.)
  3. Create ways to use the villain/hero narrative. (Spend time describing the problem in detail. “Build the pain.”)

The goal of each business blog post should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it!

Use the presentation secrets of Steve Jobs in your business blogging!

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For Business Blogging, Get in the Remote Mindset

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Photographer Willie B. Thomas

 

“In the last decade, remote work has exploded in popularity,” says Skillcrush. “It’s totally feasible to land a lucrative, fulfilling career without selling your soul to the daily commute,” Browning assures readers, cautioning that interviews for remote jobs come with their own set of pitfalls.

Interviewees for remote jobs have to demonstrate they are pros at managing time, prioritizing tasks, and communicating with boss and coworkers. Business blog content writers, I reflected, reading this advice, have precisely the same challenges. Without being face to face with the prospect reading the blog, the business owner or professional practitioner (or the blog content writer they’ve hired) must demonstrate expertise, reliability, and empathy.

With all the different communications options, including not only blogging, but social media, mobile apps, forms, webinars, etc., “It’s easy to forget that Expertise is the #1 ingredient for  successful content marketing and blogging,” according to pushingsocial.com. “Without expertise, all these methods are reduced to fancy magic tricks that capture your reader’s attention for a moment.”

Readers come to your blog looking for the answer to two questions, pushing social.com explains:

  1. Can this person/company/practice help me?
  2. Do these people know what they’re talking about?

Without being face to face with readers, blog content writers use words to prove that the answer to each of those two questions is a resounding “Yes!”

But how do you demonstrate that you can help a prospect when you have no proof  – no case studies, testimonials, or clients yet? That question was actually asked of John Jantsch of ducttapemarketing. Jantch’s three-point response:  Publish, Partner, Podium. “Start sharing your expertise and point of view on your own blog,” Jantsch advises, and ”Offer to write guest blog posts.”

Whether you’re a newbie or veteran blog content writer, for business blogging, get in the remote mindset!

 

 

 

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Put Words in Blog Readers’ Mouths

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Word Toolbox Teaching Tools Resources Spelling Reading Lesson Ai“Learn the lingo to beat the scammers,” advises Sid Kirchheimer in this month’s AARP magazine. “Knowledge is power” the author explains, proceeding to “put words.in readers’ mouths” so that they can feel confident about protecting themselves from fraudsters.

A “catfish”, Kirscheimer explains, is someone who creates a fake online profile to intentionally deceive you, while “hash busters” are random words contained in spam emails that allow them to bypass your spam filters. “Pharming” refers to malicious programs that route you to their own websites, while “scareware” displays on-screen warnings of nonexistent infections.

“Powerful Phrases for Effective Customer Service”, a customer service training manual by Renee Evenson, is based on the same knowledge-is-power idea. “Using powerful phrases – the right words – when you communicate gives you the confidence that you’re communicating your best…What you say can make all the difference in how your customers view you and your company,” says Evenson.

We know. And, as blog content writers, we need to be conscious of the difference the right words can make in marketing our clients’ businesses or professional practices. But what the AARP article made clear to me was the importance of what they say (meaning the customers and prospects).

One very important use of the blog becomes arming readers with a sense of control. It’s that feeling of confidence in knowing the lingo which allows readers to feel ease in making buying decisions.

Sid Kirschheimer spends an entire page teaching readers “scam-speak”.  An essential part of business blog marketing, I’m convinced, is “putting words in blog readers’ mouths!”

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Content Marketing Through Blogs

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Hand Drawing Content Flow ChartWhat is this thing called “content marketing”? Well, “instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues,” explains the Content Marketing Institute. Why content marketing? Because it works. How? In three ways, the Institute goes on to say:

  1. Increased sales
  2. Cost savings
  3. Better customers with more loyalty

Very important, successful strategies address issues readers care about, not your own business.

When it comes to effective content marketing, Josh Steimle, writing in Forbes, focuses on three qualities the content must have in order for people to want to consume it rather than trying to avoid it:

  • valuable
  • relevant
  • consistent

An important observation Steimle offers is this: Prior to awareness, a customer may have a need and not be aware there is a solution. Content marketing raises awareness of solutions and educates consumers about products they may not have considered before.

Since I’m a big advocate of using historical tidbits in blogs to create interest, I loved having Heidi Cohen remind me that content marketing is older than we think. The example Cohn provides is Johnson & Johnson creating guides for Civil War doctors on how to use their bandages.

“Content marketing is personal, engaging and tells stories,” Cohen goes on to say, focusing on emotions and messages that are captivating to the target audience. She quotes Dan Bergeron of Likeable Media, who stresses that the main thing is to focus less on cost and product details and more on the customer.

Since “keeping on keeping on” is the glue that holds an ongoing blog marketing effort together, I like i-scoop.eu’s observation that good content responds to the questions and needs of (prospective) customers during and after their buyer journey.”

What that means in practical terms is that we blog content writers need to keep on telling the business’ or the practice’s story in its infinite variations over long periods of time, knowing that, to a certain extent, the blog content readers who end up as clients and customers have self-selected rather than having been persuaded, “recruited”, or sold.

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Placing Blog Readers on the Right Side of the Future

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Business risk and research

 

“No one wants to be on the wrong side of the future, to be left behind,” writes Psychology Today Editor-in-Chief Kaja Perina, and as business blog content writers, we can be at our best when we’re helping others feel like they’re armed with the information they need to keep up with it all.

  • In the Business of Law blog, (target readers are attorneys) Michael B. Rynowecer predicts that cybersecurity cases will grow at three times the market rate, and he cautions practitioners that data-driven approaches to the practice of law can provide an incredible opportunity for law firms who get ready for that emphasis.
  • In Accountingtoday, Michael Cohn warns his CPA readers that “It’s value-based pricing, not hours-based pricing, and a lot of firms are moving in that direction.” The earthhour.org blog discusses ways in which global warming is affecting farmers, fishermen, and tourism, while the AIA Dallas Springboard blog suggest ways architects can take back design control by working on project teams with general contractors.
  • In the gov.UK blog, Justin Varney explains the enormous difference sport and leisure professionals can make in the public’s overall health. There is a huge network of people working in the sports and leisure, Varney explains, but those experts need to fully understand the health impact of physical activity.

According to Poppy King, founder of Lipstick Queen, every company has three jobs to do: solving problems, exciting the imagination, and speaking the truth.

As we arm our business clients’ customers with the information they need to move ahead into the future, we perform the same three jobs. We do those jobs best by helping readers feel they are on the right side of the future.

 

 

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