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Still More About Words to use in Blogging for Business

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Words have power text on notepad
It’s the one lesson blog content writers can never afford to forget – the right words are our business blogging power tools. Sure, images (pictures, video clips, infographics) have power of their own.  But never forget that, in blogging, words matter, as Jennifer Olney of bealeader.com points out. Words are art, Olney emphasizes, and, as bloggers, we must “convey our message in words so that we can be understood without distraction”.

“Blogging has become the best possible way to leverage your online presence and gain traction with Internet searches performed by your potential clients.”(No surprise there, but what I did find surprising is the source of the remark – none other than the National Association of Realtors!)

 “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 Renee Evenson in “Powerful Phrases for Effective Customer Service.”  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.

Customers and clients talk to each other. “Research generally supports the claim that WOM (word of mouth marketing) can be more influential than print sources,”  An essential part of business blog marketing, I’m convinced, is “putting words in blog readers’ mouths”, helping them feel knowledgeable and in control in discussing the buying choices they’ve made with friends, neighbors and family.

“Building a successful word of mouth marketing machine is a dream for nearly every small business,” explains Chelsea Segal of Targetwise. “Word of mouth is about making your product and customer service so incredible that people can’t help but talk about it.”  Segal advises combing through what’s being said about you on various social media channels.  As blog content writers, we should look for congruence between the words customers use and the words we use to describe the product or service.

The words we use in our blog content, the words our clients use in talking to us and to others about us – it’s all about words.  The right ones are our business blog marketing power tools!

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Why and Why-Not Blogging for Business

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book Aliens

 

Aliens would probably come to Earth in peace, quantum physicist Jim Al-Khalili assures readers in his book Aliens, proceeding to bust no fewer than five commonly held myths-from-the-movies about encounters with visitors from other planets.

The author uses scientific knowledge to debunk each myth:

Aliens will eat us. No, because, in order for them to process our molecules of amino acids and sugars, they’d need to have a biochemistry similar to ours, “a long shot for a species that hails from a different world”.

Aliens will breed with us.  No, we can’t even reproduce with our nearest evolutionary relative, the chimpanzee.

Aliens will look like us.  No, because their evolution would not have been parallel to human evolution and it’s “near impossible that they would have human-like features.”

Aliens will be living creatures. No, should aliens contact us, “we will hear not from fellow organic creatures, but from the robots they produced.”

Aliens will come to steal our water and metal.  No, most of our metal is in the Earth’s core, not its crust; asteroids would be better for mining, and icy moons would be easier places to stock up on water.

The Time article about Aliens is a good example of mythbusting, which is used in many fields to counteract counterproductive thinking. For that very reason, I’m a firm believer that myth debunking is a great use for corporate blogs.

In the normal course of doing business or operating a professional practice, misunderstandings about your product or surface are bound to surface.  (It’s even worse when those myths and misunderstandings don’t surface, but still have the power to interrupt the selling process!)

That’s why the de-bunking function of business blog writing is so important. It’s our way of taking up arms against a sea of customers’ unfounded fears and biases.  Blog content writing can “clear the air”, replacing factoids with facts, so that buyers can see their way to making decisions. The technique is not without risk, because customers don’t like to be proven wrong or feel stupid.  The trick is to engage interest, but not in “Gotcha!” fashion.

In other words, business owners and professional practitioners can use their blogs to showcase their own expertise without “showing up” their readers’ lack of it, assuring prospects and clients that they, like movie aliens, are coming in peace!.

 

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We’ve All Heard the Naysayers

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Outdated technology concept.
“We’ve all heard the naysayers – they argue that speechwriting is losing relevance in a world of unscripted comments and 140-character attention spans”, reads the invitation to the 2017 Speechwriters Conference. The reality, Ragan explains is that organizations need thoughtful communicators more than ever.

Importantly, all three skill areas on which the speechwriter’s conference promises to focus are highly relevant for us as blog content writers.  (We’ve all heard the naysayers, haven’t we, arguing that blogging is losing relevance?)

1. Ensure strategic messages get through
There are two kinds of goodwill that can be conveyed through messaging, as business valuator Lindon Kotzin puts it: ”Personal or professional goodwill attaches to a particular individual, while enterprise goodwill is derived from the characteristics of the business itself, regardless of who owns or operates it.” Both those types of strategic messages can be conveyed through our blog content, which is frequently updated and thus relevant to the current climate in our industry.

2.  Use humor appropriately to capture your audience’s attention
Hope Hatfield of LocalDirective.com points out that humor is a hook, having the same impact as a strong headline to grab the audience’s attention. Humor’s an icebreaker, she adds, but only so long as you carefully consider your target market, focusing the humor around a problem your company can solve. No matter how funny your marketing messages are, don’t forget that the goal is to educate your prospects about your products and services. “You want to make sure that you don’t lose the message in the humor, Hatfield cautions.

3. Develop an authentic and trustworthy voice
Successful content creation consists of capturing the unique style of the business owners, practitioners, and employees who will be delivering the service and products. Business coach Donna Gunter calls it the WYSIWYG approach (what you see is what you get), referring to authenticity in advertising and promotional materials.

Yes, we’ve all heard the blogging naysayers, arguing that blogs are losing relevance.  The reality, though, is that professional practitioners and business owners need thoughtful communications more than ever!

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Cover the Blog Genre Gamut

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VARIETY -Realistic Neon Sign on Brick Wall background

“Don’t be afraid to write in tried-and-true blog genres,” Gary DeAsi and Evan Stone advised their fellow financial planners as part of the FPA Practice Management Solutions Magazine almost three years ago, listing eight kinds of blogs they called “proven attention getters’”:

  1. Advice
  2. Collections and top lists
  3. Reviews
  4. Predictions
  5. Motivation
  6. Trouble-shooting
  7. Interviews
  8. Editorial/ Personal reflection
  9. Now, five years later, I’m inviting each of you Say It For You blog readers to come up with titles you’ve written or found that fit into each of these categories. If you submit your favorite titles, I’ll publish them here, along with some tips on flesh out those ideas to suit your own business. More important, ask yourself whether you’re lending variety to your blog by including all these genres.

    Meanwhile, over those same five years I’ve come up with at least four blog genres I believe ought to be added to the list to round out the “blogger’s dozen”…:

    9.  The tidbit blog uses a piece of trivia to spark interest and help readers understand a concept or product.
    10.  The comparison blog uses a metaphor to explain a complex idea in terms of a tangible object.
    11.  The “confession” blog tears away the “stage curtain” between the business owner and the reader, humanizing business or practitioner and hopefully generating feelings of empathy and admiration.
    12.   The “brag blog” shares accomplishments of which the business owner or practitioner had every right to be proud – a product breakthrough, an award, a milestone reached, an unexpected success.

DeAsi and Stone were telling financial planners not to be afraid to write in tried-and-true genres. As a business blogging trainer, I’d go a few steps further, advising content writers to keep it fresh, saying “Don’t be afraid to keep creating new blog genres!”

 

 

 

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More About Using Skeletons to Bring Life to Your Blog

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In the delightful little book Unfortunate English: The Gloomy Truth Behind the Words You Use, you can find a treasure chest of fun ideas for livening up business blog posts. Author Bill Brohough alerts readers to the fact that many of the words we use daily used to have very war-related, sexually oriented, or even disgusting meanings.

Last week in this Say It For You blog, I suggested several ways in which that collection of verbal “skeletons” which Brohough put together can be used to enliven blog marketing content for different types of businesses and professional practices,. skeletonThose word “skeletons” can be use, I explained:

  • to define basic terminology or give basic information to readers
  • to explain why this practitioner or business owner chooses to operate in a certain way:

After all, every business blogger faces the challenge of creating material about the same subject over long periods of time, and anything we can use to deepen and broaden and generally “freshen up” the topic tends to be a good thing.

Two words we’re used to seeing in marketing content, terms used to describe everything from clothing to home décor to autos, for example, are “sophisticated” and “luxury”.  Today, Brohough points out, if you call something or someone “sophisticated”, you mean cultured and refined.  The original meaning of the word was quite different.  To “sophisticate” something was to adulterate it by mixing it with something inferior, and being sophisticated meant the opposite of genuine. The word “luxury”, Brohough adds, has a similarly shady past. The Old French word meant “indulging in abundance”, lacking in taste, or even lecherous.

In corporate blog writing, the target audience dictates the nature of the content, including the writing tone and style, the length of the posts, which keyword phrases to include, and what the Calls to Action will be.  But, even with all those preparations made and research done,  writers need to maintain a full content “quiver” (with the arrows pointing in the right direction!).

Trivia such as those in Unfortunate English can add a dash of humor and a whole lot of new interest to business blog marketing content!

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