Blogging for business
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Transcript of Blogging for business
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“Everything that needs to be said has already been said. But, since no one
was listening, everything must be said again” (Andre Gide)
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The essen@al star@ng point
The essen@al star@ng point for effec@ve
communica@on is to see the situa@on from the point of view of your audience.
“How will my audience receive this message?
What will they do with this message?”
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Miss Universally-‐Popular
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Our aims:
• To aJract our ideal clients to our blog • To educate blog visitors about what we do, and why we’re wonderful (our value and point of difference)
• To convert blog readers into clients • To beJer retain exis@ng clients and keep them enthused and referring new business.
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What makes your business unique?
You need to know what makes your business unique if you are to demonstrate to your readers why they should pay aJen@on.
What do you do/think differently?
What do you want to be known for?
Where do you want to go next?
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Are you Oprah?
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Exercise: choose your categories (your key blog topics)
1. … 2. … 3. … 4. … 5. … 6. … 7. …
• 5-‐7 categories • Don’t box yourself
in by being too specific
• Make them easy to understand
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Different types of blog posts
o Directly OR indirectly educa@onal about your offerings
o Directly OR indirectly addresses barriers to purchase
o Case study by client OR by you … And …
EPIC CONTENT
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People are reading your blog because they want to be:
Informed Entertained Inspired
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Every single blog post must be –
Relevant Useful Valuable
… to your Ideal Client
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Classic, or evergreen content (to fall back on)
1. What are the ‘classic’ topics of your niche? 2. What needs to change about those topics? 3. What would be so much beJer than how
things currently stand? 4. What new perspec@ve from a different
sector could you bring to the topic? 5. What new perspec@ve, or actude, could you
bring to the topic?
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EPIC CONTENT
• A hero • A villain
• An emo@onal story arc • An inspiring, meaningful message
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THE RANT
Pay close a;en<on to repeated rants! If you find yourself repeatedly ran@ng on the same topic, that’s a sign of:
a) Passion b) A possible key topic c) An an@-‐trend (others may be thinking just like
you) d) Gecng crotchety.
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New angles on old topics
• Of the classic topics covered on other blogs, what elicits the strongest emo@ons (for and against) in the comments?
• Do you agree or disagree with what’s currently being ‘put out there’?
• What’s being overlooked in discussions and current trends and why is it important to be addressed?
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Topical – be quick (or well-‐organised)
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‘How to’ headlines
• How to [Blank] and [Blank] • How to [Blank] Even If [Common Obstacle] • How to [Blank] Without [Objec@onable Ac@on] • How to [Do Something] While You [Do Something Else] ���
• How to [Do Something] That Your [Target Audience] Will Love
• How to Use [Blank] to [Blank] • How to [Blank] – The Ul@mate Guide
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Numbered lists
• Numerals work beJer than words (ie: 10 not ten).
• In Buffer’s research, higher numbered lists (e.g. “100 ways to…”) were shared more, as were headlines that started with a digit.
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Simplicity & Produc@vity Hacks
• The Minimalist Guide to [Aggrava@on] • 11 Ways to Simplify Your [Blank] • 10 Shortcuts for [Comple@ng Tedious Process] in Record Time
• Get Rid of [Recurring Problem] Once and for All
• How to [Blank] in 5 Minutes • A Cheat Sheet for [Blank]
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Fear and certainty
• How Safe Is Your [Valuable Person/Object] from [Threat]?
• The Shocking Truth about [Blank] • How [Blank] Gamble with Your [Blank]: 7 Ways to Protect Yourself
• 13 Things Your [Trusted Person] Won't Tell You • 5 LiJle-‐Known Factors That Could Affect Your [Blank]
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Fear and certainty
“Online Security: A step-‐by-‐step guide to keeping your business and customers safe”
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Make it relevant! Address your ideal client in your @tle
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Create a curiousity gap
“BOOM, ROASTED: Here's Why You Don't Ask a Feminist to Hawk Your
Sexist Product”
• If it’s too vague, it’s uninteres@ng • If it’s too specific, I don’t need to click • Instead, tease and en@ce your audience to click
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Consider power words
You/Your Surprising Cri<cal Huge/Big Failure Kill
Mother Dying Secret Truth
Hurt Pain Smart
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Hooks: lead with the ac@on
“When I tell people that I eat dessert every single day, most are surprised. Many don’t believe me. Ea@ng dessert every day without pucng on weight and without feeling guilty about it is such a foreign concept to most people.”
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“When I was 21, I arrived in Bangkok at midnight for the first @me, with no hotel booked and nobody wai@ng for me. Of the eight million-‐odd souls of Bangkok, I knew no-‐one. I got a taxi to the tourist area, found a @ny hotel down a narrow alleyway, and secured myself a dinky liJle room with a shared outside bathroom. Then I lay on that narrow bed and felt unbelievably proud of myself.”
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Hooks: sta@s@cs & research
“Are Poor Nego<a<on Skills Damaging Your Earning Ability? Nego<a<on Tips for Women.
According to a study conducted by The Heat Group, over half of Australia’s women (55.4%) believe they aren’t being paid the wage they deserve due to poor nego@a@on skills.”
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Headlines (Write crap and keep wri@ng crap, un@l you’re no
longer wri@ng crap) 1. … 2. … 3. … 4. … 5. … 6. … 7. … 8. … 9. …
10. … 11. … 12. … 13. … 14. … 15. … 16. … 17. … 18. …
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In summary
• ‘How to’ … • Numbered lists • Simplicity and produc@vity hacks • Fear and certainty • Address your ideal client in your headline • Create a curiousity gap • Strike the perfect balance between anger and happiness
• Consider your power words
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Use one big idea
• What is your main message? • Focus on just one thing in your headline and hook.
• Don’t be too clever in your headline and hook as you risk it not being understood. Save complexity for your conclusion.
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Drawing connec@ons
• ‘You’ • ‘Because’ • Don’t use ‘set up’ sentences that are statements without arguments, unless your sentences are very short.
(Eg: “To be rooted in, move and express from soul is the ul@mate experience, it is not to be missed. When the personality self surrenders to the guidance of soul, it has the opportunity to go beyond it’s self-‐imposed limita@ons and truly experience being alive.”)
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Be relatable • Beware “The curse of knowledge”, (Chip & Dan
Health, Made to S;ck) – describe the symptom, its deeper source, and your solu@on in the words of your ideal clients.
• Can you use examples (your own, your “friend’s” or “common problems I see..”)? • How can you inspire, engage, guide or lead without @pping into appearing condescending, domineering, or smug? • Some personal details make you far more relatable.
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Pick 3 of your favourite headlines
• Flesh out the opening paragraph, or hook • Write 2-‐5 subheads for each • Write a simple conclusion for each.
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Building credibility
• Outside of headlines, avoid “always”, “never” and hyperbole
• Write confidently • Use sta@s@cs, technical details or quotes from other people to increase credibility. Technical details enhance trust and make you more convincing. Include figures; be specific
• (Don’t break your ‘flow’ to supplement with technical details if you can help it).
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Return to your 3 blog ‘shells’
• For each of the 3, write down: o What, if any, data, research or technical detail would improve this?
o Who would be a great authority to interview on this topic?
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Wri@ng: web readability
• Keep your paragraphs short – no more than three sentences and some@mes only one.
• Use lots of subheads. These should be able to be scanned and will help give your wri@ng structure.
• Keep your blog widths shorter rather than longer – about 12 words per line is op@mal.
• Make sure your mother doesn’t have to squint to read your blog – increase font size!
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In summary …
• Your headline and hook (opening sentences) are paramount. Make this about one big idea. Don’t give away too much.
• Write it TO someone (your ideal client), use ‘you’ and be relatable, not obnoxious.
• Make it readable and able to be scanned – short paragraphs, subheadings, large(r) font.
• Use data, technical detail, or quotes for credibility.
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Short-‐cut! Guest blogging
• Before you have much of an audience, it makes far more sense to guest blog rather than publishing on your own blog.
• Guest blogging allows you to short-‐cut your blog’s growth by borrowing another’s audience.
• Then you can funnel those readers onto your blog and, once you have a small group of dedicated followers, you can ramp up the content on your blog.
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Why guest blog?
• Wri@ng & editorial guidance (for free) from the blog owner
• New traffic • New readers • New business • More credibility • Improved Google ranking.
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How much naked is too much naked?
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Ques@ons only you can answer
• How will this par@cular personal story likely be received by my audience?
• Is this personal story in support of my broader business story?
• Will this story likely be readily understood by a total stranger unfamiliar with my business?
• Who am I likely to aJract by revealing this par@cular story?
• Am I ready to receive responses (or deafening silence)?
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What’s your ‘why’?
• If someone doesn’t know you, why should they care about what you have to say? What’s in it for your readers?
• You have to con@nually answer: why are you doing what you’re doing and why should people care?
• Most people are loyal as long as they are finding the inspira@on, educa@on, or entertainment that originally drew them to you.
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Pull out 5 deeper issues your ideal client grapples with. Now match each of these with 5 specific outcomes of your offerings
1. … 2. … 3. … 4. … 5. …
1. … 2. … 3. … 4. … 5. …
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Edi@ng
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Leave a gap between wri@ng & edi@ng
• Write blogs in batches. When you’re finished, walk away.
• Ideally, leave edi@ng for tomorrow. • Or, move onto another task, take a shower, have a cup of tea or take a walk before returning to edit.
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Print out your work
• Cri@quing someone else’s work is far easier than deconstruc@ng your own because outside eyes bring a fresh perspec@ve.
• Approach your own work cri@cally by simula@ng this ‘outsider’ perspec@ve by viewing it in a form other than the one you wrote it in.
• Print it.
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Words & phrases to avoid
Incen@vise Diarise Take-‐away Moving forward Simply the best The first The only Try and find (should be try to find)
Grounded / Grounding Holding the space Transforma@onal Authen@c / Authen@city Ah-‐ha! moment Enriching Empowering
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Look for the hook
• The ‘meat’ of your blog post may be solid, but without a great hook, nobody will read it. Your hook – your headline and opening sentences – is your most important part.
• Within a sentence, you can order your drama, with most important first. Each sentence should lead into the next.
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Cull and @ghten
• Some@mes you have to kill your babies • When in doubt, leave out • Cull the liJle words • Cull extraneous adjec@ves • If you need a second sentence to explain the first, you need to rewrite your sentence
• Don’t be afraid of short sentences.
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Listen for rhythm
• Read it out loud (you can whisper) • Listen for smooth-‐sounding rhythm • Long sentences juxtaposed with short sentences create drama
• Listen for clunky syntax.
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Read as your audience
• You aren’t wri@ng for you. • You aren’t wri@ng to impress your mother. • You aren’t wri@ng to gain the aJen@on and admira@on of your colleagues.
• Read your blog post as your Ideal Client.
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In summary …
• Leave a gap between wri@ng and edi@ng • Always edit printed copies • Look for the hook – highlight the drama • Tighten your language • Listen for rhythm • Read as your audience.
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If your blog reader is qualified, why don’t they buy?
Fear
Have I made the right decision? Am I was@ng my money? Will they deliver what they promise?
Trust
Do I respect this business? Are they credible? Do they have my best interests at heart?
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1% will buy
Warm them up to purchasing. Use your blog posts to tell them exactly what you’re doing, why you’re doing it and when the op@on to buy will come.
Don't surprise people. Spend a long @me warming them up to the purchase. Then …
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Ask for the sale
• Keep it simple. The more confusing the call to ac@on, the less effec@ve. Make the offer clear. Don't have any condi@ons or special rules. Don't force people to click through to too many pages to complete the ac@on.
• Make it obvious. Don’t bury your call to ac@on at the boJom of a page. Some por@on of your website visitors are looking for a call to ac@on.
• Don’t become someone else. If you’re excited, share that. If it’s par@cularly useful for some type of person but not another, express that.
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Mistake #1
Stopping o Create a schedule and commit o Have content in reserve o Keep revisi@ng your ‘why’ to ensure it’s relevant
o If it’s no longer relevant, change it up. It’s your business a{er all
o Time is a luxury, especially in marke@ng
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Mistake #2
Overlooking promo@ng and networking
o Set up a process for promo@ng each and every post
o Be generous sharing, credi@ng, and linking to others
o Invest @me every week into mee@ng people online (and off).
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Mistake #3
Being conserva@ve
o All progress happen through short-‐cuts and leaps
o Make boldness part of your business strategy.
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Mistake #4
Listening to the nay-‐sayers
o Forget about trying to please everyone o When we “dare greatly”, when we are personal and vulnerable and take chances, we’ll be inadvertently holding a very uncomfortable mirror up to some people
o Some people will be dying to watch us fail to confirm that it’s best to maintain the status quo.
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Links are currency on the internet
Gecng search engine traffic isn’t about keywords. It’s not even about blog posts. It’s about crea@ng something so amazing everyone talks about it and links to it. So do that.
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Write every day
• Wri@ng is a discipline. It needs to be exercised • Edi@ng is where the magic happens • Brevity is a courtesy • Be bold • Don’t be boring • Don’t worry about upsecng people.
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Fight through writer’s block
• How can you let a blank page scare you? Fill it. • Pay aJen@on to your rants. Ask yourself: o Why do I care? o In an ideal world, what would happen? o What would Tyler Durden do?
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Read
• This is non-‐nego@able • Be discerning.
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Invest in thinking @me
• What can you say ‘no’ to so you can say ‘yes’ to thinking, wri@ng and blogging?
• Wri@ng requires considerable thinking @me. Luckily, you can combine thinking with other ac@vi@es! (Par@cularly exercise.)
• You need @me to think to develop your insights and opinions otherwise you’ll just be regurgita@ng what everyone else says.
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