Writing on the Web from Patsi Krakoff, The Blog Squad

Business Blog Writing: Just Ask The Blog Squad

On Tuesday, December 30, 2008, at 4 p.m. ET, you can get your questions answered in an "open mic" type call with Denise and I, The Blog Squad. Ask and it shall be answered.

At least, we'll do our best. And it doesn't have to be only about blog writing; we'll cover questions on business blog design, which widgets or plug ins to use, comments, getting subscribers, getting results. And we'll answer questions about how to use new social networking tools like Facebook and Twitter, too.

So much has happened in 2008:

• Business blogs continue to be the #1 way to attract web traffic
• Facebook and Twitter have exploded as marketing tools
• Video is easier than ever to create and use on the Web
• New ways of marketing are being defined: Content, relationship, personality & conversational marketing tactics emerge

We'll look at these emerging trends and answer your questions about how you can stay ahead of the curve in 2009.

Denise and I decided to make this call completely open and free to anyone who wants to show up. You don't even need to register. Simply go to www.asktheblogsquad.com for call in information or you can participate for free on that page at the appointed day and time.

What do you want to know? What mysteries of business blogging or social media tools do you want revealed?

We'll cover everything from the 4E's of content marketing, to the CODA blogging essentials (Content, Outreach, Design, and Action). Plus, we'll tell you about our Better Business Blog Learning system and our newly revised Build a Better Blog ebook (www.buildabetterblogsystem.com).

What do you want to know?

Article Content for Sale: Just Add Your Name

Excuse this interruption to your Holiday fun, but some of us are working today! Okay, I'm going to play tennis in a few minutes, but before I go, I gotta ask: Do you need content?

Need any coaching articles for your newsletters or blogs? You know, just in case that brain of yours needs some back up material to supplement your own writing?

Don't put pressure on yourself to write all your content yourself. Use the power of others: buy content to supplement your own.

Here's the deal: in 1999 I started writing newsletters for other executive coaches and leadership consultants. I write the articles, they put their names to them. Since then I've built up a library of over 100 articles, full of research data, based on leading business books and the Harvard Business Review.

I'm putting them all on sale until December 31, 20% off. You buy the articles, either 1000 or 2000 word lengths, then you can cut and paste, rewrite, add your own stuff or use as is. This gives you plenty of meaty content to use in any of your white papers, newsletters and blogs. Topics are ever-green and non-dated.

Take a look here: www.contentforcoachesandconsultants.com/article-titles/. If you buy any, use this coupon code: CCC20 before check-out and get 20% off.

Be targeted and topical. These articles are suitable for coaches working with leadership and personal development issues. Got questions? Leave a comment.

8 + 2 Classic Writing Keys for Better Business Blogging

If you want good advice, refer to the classics. There's no better writing advice than The Elements of Style by William Strunk, Jr. and E.B.White. Here's a post that adapts Strunk and White's advice to blog writing.

This post comes from Dean Rieck over on Copyblogger and is titled The Ultimate Blogger Writing Guide

1. Put the reader first
2. Organize your thoughts
3. Use short paragraphs 
4. Use short sentences
5. Use simple words
6. Be specific 
7. Write in a conversational style 
8. Be clear

The number 1 error I see professionals make when it comes to business blog writing is that they are frequently ego-centric. And this isn't necessarily in a bad way, it simply doesn't bring the results they expect.

They are so passionate about their message and their expertise, they preach. They shout. They proclaim. They implore. They explain. They document and support their logic.

But they forget about that old background tune that repeats in the head of all readers: "What's in this for me?" They assume that their readers are like them and interested in the same things.

Personal Stories on Your Business Blogs: the fine line

James Chartrand writes a great post on Copyblogger about Why You Need to Transform Your Website Into a Story. He says,

"Effective web writers are moving away from bland, factual information. Readers won’t settle for that anymore.

It isn’t interesting. It isn’t compelling.

Facts don’t stir emotions and encourage people to take action. Facts don’t sell until people look to rationalize the buying decision they’ve made at an emotional level."

I agree. People do business with people, not companies.

So when I left on vacation I wrote a post in which I expressed gratitude, shared some personal information, and explained I would be re-publishing an important series about better business blog writing.

But I got a critical email from a reader who thought this was inappropriate. Here's what happened:

10 Ways to Write to Make Readers Think

When it comes to content marketing, there are ways to write content so it actively markets you and your business without being “in-your-face” sales copy or boring product reviews or press releases.

I’m reminded of an excellent book on creating effective website design called Don’t Make Me Think. The premise is that a customer searching for products and services online shouldn’t have to figure out how to find what they’re looking for on your website.

When it comes to reading your blog, however, please, please DO make me think! Your blog posts should have meaty content that stimulates readers to ask questions, to comment, to agree wholeheartedly, or disagree vociferously.

How can you do that? Ahhh, let me think about that a minute here... Wait! I've got an idea. I'll build a list of ideas to make readers think. And, YOU can contribute to the list!

Blog Post Idea Farm...

How many different kinds of blog posts are there? If you're wondering how you can spice up your postings, think about these:

There are:

1. The link and bait, the 'me-too' copy and paste post
2. The 'stir-up-the-pot' post (also known as 'outrageously oppositional and intentionally contrarian' post)
3. The 'how-many-ways-can-I-repeat-my-core-message' post
4. There are email questions from clients
5. Tutorials & how-to's
6. Toot-my-own-horn
7. Piggy-back post off of current affairs, politics & celebrity gossip
8. Sports analogies
9. Outrageous tabloid headlines reworded for your niche

What else? Give me some ideas here... hit the comment link and tell me your favorite short cuts to creating blog content.

French Open Tennis: More Business Lessons

Playing on clay courts means the ball doesn't always bounce predictably. What a great lesson for doing business! You can say/write/do the exact same thing with a different client and get completely different results.

So in business, just like on clay courts, be prepared for the unexpected. Be nimble, be quick and react to surprises with calm.

Example: when we wrote our Better Business Blogging special report, we really wanted to deliver quality information that people could go and apply to better blogging. It wasn't written to sell anything.

We wanted to teach best business blogging practices. But we did say that somewhere later on we'd put together a comprehensive multi-media program to teach more in detail.

Most people who previewed it wrote to give us positive feedback. So we thought we had a successful report to give out. But not everybody saw it that way.

5 Blog Writing Lessons from the French Open Tennis Championships

I don't know if Rafael Nadal will win the French Open this year again, but I do know that every time I watch the top players compete, I learn something about blog writing.

Seriously, these are the kinds of things I think about when I go online to post on one of our blogs:

1. You've got to keep moving. When a topic is hot, you see a few hundred other posts about it, and you realize it's time to move on to something else.
2. Keep your eye on the ball. Never forget why people read your blog and why you started your blog in the first place. Stay on topic, deliver the winning shots.
3. Start strong with a fierce serve. Your first sentence may be the only thing a reader sees in a feed. Make it compelling.
4. Mix it up. If you're always being positive and cheery, write a few negative posts and criticize some commonly held practices or beliefs. People won't keep reading if you don't surprise them.
5. Never give up, stay in the game. Success is half persistence, half sweat. Your ability to refocus your writing and get back on track even when you don't feel like it, will pay off in the long run.

How to Start a Blog Post or an Ezine: Avoid the Yawn Factor

Start strong. Please don't bore me. Do you realize that even if I do subscribe to get your blog feed, if you don't start out strong, I'll just delete you?

Here's a feed I got this morning:

"The summer season is almost here, and with it comes a lot of excitement about the outdoors. ...XYZ is a great place to share your fun with the world. Read on for the latest highlights!"

I may be a bit negative on this, but really, I can't get excited here. I can't remember the last time I got excited about the summer season.

Remember your first paragraph sentence may be the only thing someone sees.

If you've got something you're excited about, then I want to know but it better be real. I won't believe you when you say something like this. You just went from someone who has something to say to someone who is trying to sell me something. What does it mean to "share your fun with the world?"

The purpose of the first sentence is to get someone to read the second sentence. I'll bet the real reason this person started with the summer season is to try to connect with readers on common ground. But they fail because it's a ploy to get them to read on for the "latest highlights" = i.e. our products for sale.

Why can't marketing people be more authentic?

We talk about this in our Better Business Blogging report: download a free copy at www.betterbizblogging.com.

4 Ways to Boost a Business Blog: new free report

The Blog Squad releases our free report today: Better Business Blogging: 4 New Concepts for Getting Spectacular Results.

This is a great way to review your business blog for 4 key elements we call the CODA Blogging System:

The CODA System consists of:

1. Content: writing quality posts that educate, engage, and enrich the lives of readers
2. Outreach: building relationships with other bloggers to become part of a larger community
3. Design: the little things in a blog design that contribute towards creating trust and connection with readers
4. Action: getting readers to respond through persuasive writing, encouraging a conversation, and converting readers to loyal fans and clients

Better Business Blogging: 4 New Concepts for Getting Spectacular Results, is available for free at www.betterbizblogging.com.

(Whew! Denise and I have been working for such a long time to get this out the door. Can we hear a big Yahoo!!? Be sure to download your report today, it's worth the read. We'd love to get your feedback too.)