Recently a client asked me for some tips and guidelines on writing blog posts for their website.
Here’s what I said….
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For the blog posts, here’s my suggestion:
Tone, style, etc…
- 450 – 600 words per post
- MUST write one-to-one, and personal. Not “the customer will then…”… NO. Instead, you want: “You will…”. No more 3rd party writing (I converted nearly all of your writing in your report to first-person wiritng, and on your pages too.)Furthermore, it isn’t “Hey all you guys”… NO. It is “Hello, how are you doing?” You are speaking to one person who is on their computer looking at your website. Speak to them personally.
- Be conversational. Again, I did my best to update what I could on a quick look to enhance your writing to a more conversational tone. Remember, your website is one big direct selling machine. That’s it. That’s all. Talk to people like you would talk to them in person when you are selling them.And – to avoid risking sounding like all the other guys who have a rod up their backside and boring as hell to read, add some personality, a few jokes, let a few strands of hair down if you know what I mean.
One of the most successful examples of this was “LSHV Technologies” that sold massive fans to industrial buildings (to ciruclate air instead of more expensive air conditioning units).
Things were sluggish in the sales department. They brought in a new marketing guy. He noticed right away that during sales calls, most prospects were shocked with how absolutely huge the fans were. We’re talking fan blades that are 10′ or 20′ EACH!
Propsects would say: “Whoa! Thems some big-ass fans!” After much prodding and cajoling, the new marketing guy finally convinced the company president to change the coompany’s name from the sterile, anonmylous, very-forgettable “LHSV Technologies”, to “Big Ass Fans”.
To this day they are an irresistable draw at trade shows, an unforgettable vendor, and sales have absolutely exploded to the point where people literally buy shirts with the company name on it – BIG ASS FANS. Amazing.
Moral of the story: let your hair down. Be conversational. Have some personality.
What to Say On Your Blog?
Where to get content from…
1. Take content out of your report – the “ethical bribe”, or opt-in offer on your website.
2. Take content out of your “How It Works / What We Do” pages on your site
3. think of the top 5 questions that customers always ask you when they come in… answer eaach of those questions in a blog post
4. your email “Sent” folder can be an amazing friend to you for content…. for example, I am realizing that this very email is very instructive and I will be copying, pasting, and adding it to my own blog as soon as I send it to you (removing your name of course)… think of any emails you’ve sent where you’ve explained something to someone…. and – Blam-o – a pre-written blog post.
That should give you some substantial mileage. And if you’re drawing blanks, talk to your sales people and receptionist – anyone who deals with clients and their quesitons regularly – and you’ll have an even greater plethora.
In fact, I encourage you to give them these guidelines and have them write a few posts too. You can edit before posting, or straight up post them if you like.
Keep Your Blog Ideas Organized
Furthermore, I have always had an explosion of ideas once I get started, and I have to use some kind of mind-mapping tool to get all of my ideas. Personally I use online mindmapping tools like Gliffy.com (my fav), or else Mindmeister.com (also good).
Hope that helps!