Here’s an easy formula to keep in mind the next time you write on your business blog:
Remember the 3 E’s for better business blog writing:
You want to Educate, Entertain and Engage your readers
Just about everyone we work with to optimize their blog for business knows that the more you educate your readers about your products and service, the better. Not many people go online looking for "marketing hype." You must tell readers something before you can sell them anything.
The #1 reason people go online is to search for information.
People have problems and are looking for solutions. If you’re writing about how you solve problems for people just like them, readers will be interested in what you have to say. Educate your readers.
The #2 reason people go online is to be entertained.
Unless you’re in the sex or celebrity business (or both!), your business blog may not attract huge numbers of readers. And depending on what business you’re in, it may be challenging to entertain them.
Here’s what you can do: share a story from your life that illustrates a mistake or a lesson you learned. Be real. When you're authentic, even about your goofs, readers connect with you. That goes a long way towards creating trust and credibility, and it entertains them.
How do your engage with readers? One of the big advantage of blogs over website is that they’re interactive. Readers can leave a comment.
You can’t imagine how many business blogs we review where the author, often a smart and savvy business person, forgets to ask for comments. The more you ask readers to share, the more they feel a connection with you.
When readers feel they know you, trust you and like you, they’re ready to become clients or customers. Engage readers by asking them questions, for their opinions and to share their experiences.
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