Blog Planning – Page 6

Why Your Business Blog Needs to be More Than a Diary

March 12, 2012 By Linda Dessau

As your business grows (and grows up), it can be inspiring to look back at a chronicle of what you’ve accomplished and how far you’ve come. Having that record is one of the benefits of blogging, and a reason to continue dating your posts.

But when business blogs are completely filled with announcements and personal musings from the business owner, that’s a missed opportunity to connect with your prospective clients.

Sure, your family, clients and other supporters will always be thrilled to hear of your latest successes, accomplishments and lessons learned, but what about someone who is just getting to know you? Will those things mean as much?

Let’s say you have a prospective client named Rosanne. She’s at a networking event and tells your friend Jeff that she’s dealing with a difficult situation right now. “I’ve got just the person who can help you!” Jeff says. He hands her your business card and tells Rosanne that you provide services and solutions for people just like her.

When she gets home, she visits your website to find out more about you, and sees a link to your blog. Here are five possible reasons that Rosanne might check out your blog, and how your “personal update” posts might meet her needs (or not):

To see how active your business is, and the current state of operations. Congratulations, your personal updates will do a great job with this one. Be sure to create a category that makes it easy to find your latest news, such as “News,” “What’s New,” “Announcements” or “Updates.”
To get to know the voice and personality behind the business – who is the person (or people) she’ll be receiving services from? Great, your personal updates can definitely deliver this, as long you write authentically while staying consistent with your brand.
To get a sense of how well you take care of people, including the care you take to provide helpful information that is clearly written and easy to find. Uh-oh, personal updates won’t help you much here. You’ll want to add some client success stories as a glimpse into your approach to client care.
To learn tips she can use immediately to relieve her problem. Hmm, I don’t think your personal stories will help here, either, unless you combine them with “how to” articles that break down her complex problem into bite-sized pieces. Of course you can’t diagnose or help Rosanne until you get to know her, but you can start caring for her with these basic solutions and resources.
To assess how knowledgeable you are. Rosanne wants to know that you’re an expert she can trust with her problem. After all, she may be considering investing her time, money and energy into working with you. For that you’ll need to share your expertise, not just your experience. At this point, Rosanne doesn’t want to hear funny stories, rants or creative musings. She wants reassurance that you know your stuff!

(These points were adapted from my previous article, Should You Call Your Blog a Blog?)

Personal reflections are just one example of what I call “connective content.” Ideally, you’ll want to balance your blog between all three main types of content.

If you do want to share a personal story on your business blog, think about how you can turn that story into a lesson that highlights your expertise and reinforces your brand. How can you make a connection between your experience and the problems you help your clients solve?

Getting people to visit your website is a pretty empty goal for your blog. Make sure you’re helping them once they get there. By doing that, you can turn someone from a stranger into a prospective client. From there, you can work together to decide whether you’re a good fit.

At the very least you’ll attract new readers who are likely to come back (and maybe even bring some friends) – as long you continue to invite them.

How to Write a Wellness Blog That People Want to Read

February 28, 2012 By Linda Dessau

Let’s examine five things that people are looking for when they search online for health and wellness topics, and how your blog can address those needs and attract these prospective clients to your services.

Am I all alone? People want to know they’re not the only ones who’ve experienced whatever problem they’re having. Blogging tips: Write about the most common complaints and issues your clients have when they hire you. Describe exactly what they may be going through. Use the same words your prospective clients would use in a conversation with a friend.
Is this ever going to get better? People want to hear that you’ve known and helped others like them, maybe even that you were once like them and you found a way out (if you happen to be a member of your own target market). They want their lives to improve, they want to get better, they want reassurance and hope that things won’t always be this way. Blogging tips: Use examples, client stories and your own life stories. Balance your expertise with real-life experience. Paint a vibrant picture of how wonderful life could be once they’ve found the right solution for them.
Will I be able to cope with this and do what it takes to help myself? People are looking for immediate relief, along with long-term change. They also want to know that your suggestions will be different from others they’ve tried and abandoned. Blogging tips: Give your readers plenty of straightforward, practical steps they can begin immediately to improve their situation. Remember that your readers will be at various stages of readiness for making changes in their lives, so don’t suggest too much, too soon.
Is this serious? As I mentioned above, sometimes when people are researching, they’re not ready to take action yet. In terms of the transtheoretical model of change developed by addiction researchers Prochaska and DiClemente in 1983, they’re still in the contemplation or preparation stage. That’s why some of your blog posts should aim to motivate someone to address their problem. Blogging tips: Just as you painted a picture in tip #2, now you want to paint an equally vivid picture of how life might look if they never overcome this problem. What will be the impact on their physical, emotional and mental well-being? For an example, see this article about metabolic syndrome and hypertension on the Wellness Blogs site.
Who can I trust to help me with this situation, and what can I expect from that process? People need to know, like and trust you before they even consider hiring you for such an intimate service as a wellness treatment. They want you to be a knowledgeable expert who is still approachable. Blogging tips: Explain how your treatment modality works. For example, there are excellent introductions to reflexology and craniosacral therapy on the Wellness Blogs site. Tell more case stories about the people you’ve helped and how you helped them. Weave in details about your approach to client care. Help people feel what it will be like to be under your care. Write to each individual reader as if he or she is already one of your precious clients.

By addressing these needs of your blog readers, you’ll be establishing a trusting relationship as an expert they can rely on. When they’re ready to take the next step and get help for their situation, you’ll be first on their minds.

Do you need help writing your wellness blog? Contact me today to learn how I can help!

What Business Bloggers Can Learn from Journalists

January 29, 2012 By Linda Dessau

According to Technorati.com’s State of the Blogosphere 2011 report, almost 1/3 of bloggers have worked for the traditional media. That statistic got me thinking about how business bloggers could benefit from a journalism mindset.

Hold the schedule sacred

Whether it’s a daily paper, a weekly column or a monthly magazine, it goes out. On time. With content.

I see many bloggers boast about how they only post when they have something fabulous to say. Great, but when you’re building online visibility you really can’t afford to be absent for too long, or to have your blog/website appear like an outdated ghost town.

Not to mention the pressure of coming back after 2-3 months without posting – how fabulous do you have to be at that point?

Business bloggers, take note: I recommend posting new content on your blog a minimum of twice a month, and ideally every week. But take it easy – if you’re used to publishing a monthly newsletter, start there and then make the transition.

Know that the more you write, the easier it will be. Check out my post about how to build a daily blogging habit, and these suggestions about what you should be writing every day.

If you’re looking for more support with daily writing, my trusted colleague Cynthia Morris is offering her month-long Free Write Fling beginning this Wednesday, February 1st. Find out more or sign up here.

If you ever do happen to miss a step in your publication schedule, don’t worry. Blogging is not a matter of life and death. Just pick up and start again.

Share the heavy lifting

Journalists enhance their writing with quotes, research and details from other sources.

Savvy reporters and business owners both rely on Peter Shankman’s HARO database to connect reporters who need information with business owners who can provide their expertise. Since 2008, HARO has facilitated 7,500,000 media pitches.

Business bloggers, take note: A poll by Cision and George Washington University concluded that 89% of journalists use blogs for story research. The more relevant content you publish, the more chance they’ll find YOU when they’re looking for an expert in your area.

Sharing the heavy lifting on your blog might mean inviting a guest blogger to contribute or co-write a post with you, or publishing connective content instead of a full-length feature article.

Choose every word

Journalists simply know how to tell a good story.

Their artful headlines compel, inform, inspire and motivate in just a few words. Then they pack a punch by using the inverted pyramid or another powerful article opening. Strict word counts force them to be concise.

Business bloggers, take note: There are stories happening all around you in your life and business. Check out these posts about how to turn your story into an effective marketing piece and how to turn a client story into a news story.

If you tend to run on in your writing, give yourself a word count limit of 500 words and pare down your writing.

On the other hand, if you struggle to get past the first paragraph or two, use these tips to add more value for your readers.

There’s more to being an effective business blogger than using these journalism strategies. To learn more, check out the upcoming free training, The Blogging Mindset.