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Help Blog Readers See Themselves in Your “Home”

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In “Stage a Home That Sells”, AARP’s Upfront/LIVE magazine is talking about appealing to young couples when selling real estate, but what I noticed is that three of the recommendations listed under “What Buyers Want” are made to order for blog content writers, no matter what the product or service we’re marketing:
“Buyers want a home they can see themselves in.”
Help online visitors to your business blog assimilate your message through visualizing, I advise at Say It For You. Painting word pictures is an important part of blog marketing. Sure, there is room for technical, precise language in discussing your product or service, but you want listeners to “put themselves in the picture” by becoming customers or clients.
“Buyers want a sense of wellness in the home.”
According to the Writing Center at The University of North Carolina, “In order to communicate effectively, we need to order our words and ideas on the page in ways that make sense to a reader”. Assume your readers are intelligent, the authors advise, but do not assume that they know the subject matter as well as you. Using familiar words and word combinations gives readers a sense of comfort and “wellness”.
“Buyers want a home with potential for connectivity.”
Does creating connection relate to blog marketing? In every way. “How would most people describe their relationship with your company?” asks Corey Wainwright of hubspot.com. Is the relationship purely transactional, making you just a place they go to get something they need, or do you elicit more personal feelings
Each claim a content writer puts into a blog post needs to be put in context for the reader so that the claim not only is true, but feels true to online visitors.
Home buyers typically look at under a dozen  homes before making a decision, but, in that same timeframe, online readers can scan dozens upon dozens of posts before making a decision about a product or service.
My way of describing the process of blog marketing is this: painting the picture (“staging the home”) is only Step #1; What comes next is putting the reader into the picture!
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The Art of Breaking Character in a Business Blog

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“No matter your genre, readers are drawn to the unexpected,” asserts Jessica Strawser in
Writers’ Digest. Strawsers’ talking to novelists, explaining that “once you’ve established who your story’s players are, it’s actually out of character behavior that can propel them in more interesting ways.”

Out-of-character behavior adds depth and complexity, which adds interest, Strawser goes on to explain. But, for the tactic to be successful, the reader must understand that “how you were behaving wasn’t actually out of character at all, but a part of your character that others don’t usually see.”

It’s this very observation about revealing character that I believe is so relevant to blog content writing.  In Creating Buzz With Blogs, veteran business technology consultant Ted Demopoulos explains, “Blogs create buzz because people will feel like they know you, and people like to do business with people they know.” But, because it is so very human to act inconsistently, revealing seemingly out-of-character aspects of yourself and of the people involved in your business or practice is a way to create buzz.

There might never have been a time more suited for testing this “anomaly” than right now, with social distancing creating a craving for closeness and a genuine sharing of ourselves.  Sure, everyone wants to buy from or work with the person who has the reputation, credibility, and knowledge of an expert, as Jorgen Sunberg of undercoverrecruiter.com maintains.

In the long run, though, and on a deeper level, “highlighting your humanity helps your brand stand out, as Scott Gregory so aptly pointed out in Forbes. And when MarketWatch spoke to four independent operators about how they’re coping with the Coronavirus crisis, all of them spoke about “finding an unexpected symbiosis with the customers they serve.” The crisis, all say, affirms how much their services mean to their communities.

Perhaps you’re thinking it’s “out-of-character” for you to get all “touchie-feelie” in your business blog. I suggest you think again. Readers will readily appreciate that your newly personal approach to your blog content is not actually out of character at all, but a part of your character that others don’t usually see!
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Let’s Be Designerly in Our Blogging

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DORIS Research, I learned in the Indianapolis Business Journal, uses design thinking to organize workplaces. As a blog content writer and trainer, I particularly liked two suggestions DORIS founder Samantha Julka offers for being “more designerly”

1.  “Spend time thinking about people. Think about how they would react or feel about the action you are making or the thing you are creating.”
This statement reminds me of a statement I found in a West Bend Insurance promotional piece: “Much like beauty, ‘value’ is in the eye of the beholder.” Because of that truth, success in blog marketing is knowing your particular audience and thinking about how they (not the average person, but specifically “they*) would probably react or feel about your approach to the subject.at hand.

For example, while you may point out that your product or service can do something your competitors can’t, that particular “advantage” may or may not be what your audience is likely to value. Are you the cheapest (is that likely to appeal to your audience?) or the most expensive (is your audience on that prizes exclusivity?)
2.  “Simple is smart.  Making something simple for other people is actually much harder than making something complex…When it feels effortless to them, you’ve done your job.”
There is actually a Simplicity Score for writers, based on the idea that average sentence length is a good indicator of text difficulty. In preparing blog content, simple can be the smarter choice.  There’s a caveat, though, we maintain at Say it For You. Given the limited attention spans of online readers, we may need to compromise between interesting and simple.
On the keeping-it-simple side, content writers can dump qualifiers (extraneous adverbs and adjectives), while at the same time, using repetition of key phrases to build “blog muscle”.

To be effective, let’s try to be more designerly in our blogging!

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She-Did-It-To-Work-For-You Blog Content Writing

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targeted readers

 

The full page ad in Employee Benefit News is a grabber, containing a photo of a young woman wearing a sweatshirt emblazoned with the dollar figure $67,928. “Why did she borrow that money for tuition?” the ad asks, offering the response “She did it to work for you”.

“Every person who visits your site wants an experience worth their time. They want to know you understand their needs,” cautions Adobe Audience Manager. At Say It For You, we know. For readers of marketing blog content, each blog post must be created with a clear and very specific picture of the target readers in mind.

“Single your thoughts down to ONE specific person who’s experiencing ONE specific problem and you stand a better chance of capturing their attention,” writes Mo the Blog Coach. I agree. On my own website, I express the view that blogging has proven itself to have a distinct advantage over more static website copy, so long as each post is designed to have a razor-sharp focus on just one idea, one aspect of the business or practice, targeting one reader, with one desired outcome per post.

Apparently insurance sales consultant Mel Schlesinger has the same idea about the Power of One. Rather than a generic opening pitch, he suggests agents use idea-specific ones. In place of the old “I’d like to get together to learn a little bit about what you do to see if I can help you”, Schlesinger suggests the more specific approach “I have an idea that can help you reduce employees’ pressure for you to increase their wages.”

In addition to directly addressing the employers who are their readers, those Employee Benefit News ad writers got things right in another sense. “One of the simplest, yet most effective pitches comes in the form of a question,” as author Daniel Pink teaches. but you can also phrase questions that allow readers to independently speak to that pain point in their lives, Pink explains, giving the example “Do you feel safe in your home?”

The EBN advertisers, of course, answer their own question – “She did it to work for you.”

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Blog Boasting of the Right Kind

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boasting

“High levels of confidence, even if unwarranted, can make people appear more attractive to potential collaborators,” A.M. Hammond writes in Psychology Today, explaining the importance of the way confidence is expressed. One tip about confidence offered by the American Marketing Association in Business Writing Tips for Professionals is relevant here: “Phrases like ‘We’re #1’, ‘We’re the leader in our field’, or ‘We provide the best service’ aren’t going to get you anywhere.”

Ironically, a concern many new clients of Say It For You express to me is that they don’t want to come across as boastful in their blog.  At the same time, they know they need to convey the reasons prospects ought to choose them over their competition.

Let the facts do the boasting, I explain. The whole idea behind blogging is that, rather than running traditional ads for your brand of hats, or vitamins, or travel, you provide lots of information on the history of hats, on why vitamins are good for you, and about exciting places to go on safari.  Consumers interested in your subject, but who never even knew your name, will come to see you as a resource.

When trying to make a compelling argument, besides putting thought into your choice of words, you may employ paralanguage, A.M. Hammond suggests, meaning modulations of volume, pitch, or speed in your speaking, which have been shown to add persuasiveness to an argument without eroding sincerity.

How can blog content writers add persuasiveness when they are communicating without sound??? Equivalents to “paralanguage” in written pieces include bolding, italics, and repetition of key phrases. Images also go a long way to help reinforce core concepts in each blog post.

Bullet points are mini-headlines, explains copyblogger.com, and they help focus attention in the same way a speaker’s change in pitch and speed might. Italics in a written piece serve to draw attention to a word or an entire line, similar to a speaker’s slowing down and enunciating each word to stress a particular idea. “Your imagery should act as a further explainer of your main point,”advises Neil Patel.

With the right kind of “boasting”, business owners and practitioners can project the kind of confidence that inspires trust.

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