I’ve been reading and blogging for a few years now. Writing has gotten easier and better while I’m also learning. There are lots and lots of bloggers in the sphere, but there are actually a small percentage of the population who actually do it for their businesses.
80/20 Rule
Let’s assume the 80/20 rule applies here. 80% of the web traffic is to only 20% of business sites. (What does web traffic mean? It means potential sales! Your site is a sales too after all.)
Have you heard me say, “If everyone else is doing it, I’m going to do something different”? I’m working to be in the minority rather than the majority.
What to Write
The most common reason people don’t blog is that they “don’t know what to write about.” Guess what. Sometimes, I don’t know either. I read and watch videos with content related to what I do. I find topics I want to know and understand better. One great way to learn is to write about what you’re studying.
Example 1: Distrusted Industries
If you own a car dealership, you might want to blog about research you read on specific safe features, which can be found at NIST.gov. Perhaps, you see a news story about a spark plug defect, research it, and share what you learned and how your vehicle manufacturer or supplier is or may be responding to the problem…or, that you’re advocating with the vehicle manufacturer to share information on this and to have a solution soon.
Cause and Affect
(Yes, the use of affect over effect in this case is deliberate.)
Your customers and potential customers will appreciate (affect) your willingness to acknowledge concerns immediately, advocate for their safety, and communicate regularly and honestly with the public. Let’s face it, car salespeople are some of the least trusted business people. How nice and refreshing to see such honesty and vulnerability before even walking onto the lot!
Example 2: Over Saturated Industries
Realtors, there are so many. And, many of them subscribe to services that provide “white papers” for them to share in marketing materials, on their web site, and on social media. It’s a nice idea to know you don’t have to write anything at all yourself. But, these white papers are generic. They may touch on specific industry trends or housing data, but there’s little to no personalization other than a nicely chosen stock photograph. (Or, in some cases your photo and contact information is included to “personalize” it.) I may find your article online if I’m researching specific housing data.
When I want to find a realtor, I want someone who doesn’t just share the same information that the ten realtors down the street can and will share with me. I want to connect to you and KNOW that you didn’t just regurgitate the same “benefits of homeownership” I’ve already heard. Additionally, I want to hear the truth that homeownership and buying and selling homes is not ALWAYS sunshine and roses.
What to Write
Consider writing about what you actually did this week.
“This week we didn’t have any contracts or closings, but I did show 15 homes to 8 families. Five of the families are military, so it’s imperative they find a home quickly. The other three families are waiting for the ‘right’ home.
“With the winter weather, the slow moving season, and increasing interest rates, it’s more about maintaining existing relationships and making new ones this week. I attended 5 networking events, and met lots of small business owners.
“As a business owner myself, I am happy to support others. John Doe of Local Carpet Cleaning (insert link to web site) was one of them. He talked about how different types of carpet fibers react to different chemicals. Then, he mentioned that his business waxes and wanes with home sales–I know where he’s coming from. I immediately added his contact information to my address book. Minutes later, I received a text from a homeowner I worked with last spring. She had a serious accident in the home that left quite a mess! New to the area, she didn’t know who call for roof repair and carpet cleaning. I was so happy to help both the homeowner and business owner that day. It wasn’t a sale for me, but it made up for an otherwise stagnant week.”
It can be that simple. You don’t have to be motivational, inspiring, or super knowledgable. You just have to real.
The Answer
Now, these specific examples may not be possible due to regulations, but you get the idea. There are always ways to comply in highly regulated industries while sharing personal information. Write about what you know or need to know for your business. Write about the direct impact on your life or your clients’ lives. Share real stories but change identifying details. Write about what you know and what you experience.
If you’re a designer reading this, look through my other blog posts. Perhaps something will spark as you read mine.
Do you need more help?
Contact me for a consultation or for a referral to a writer who can work with you.
