A leading blogging website recently published an article about the various styles of writing when blogging for your content marketing initiative. They list:
- Plain copy: Introduce the product, not embellishment.
- John Lennon: Imagine what can be…
- Long: as in long
- Killer poet
- Direct from CEO
- Frank: Tell the unvarnished truth.
- Superlative: Making outlandish claims.
- Rejection: Oppose the status quo
All these ideas are great, but the article leaves off what I consider to be the most important point. Allow me to illustrate by way of a question.
When you have a question you need answered or a problem you need solved and you go online, what are you looking for?
You expect as little fluff because “that’s just how it’s done”, but what you want are answers to your questions or to find information that allows you to solve (or start solving) your problem.
It is safe to assume that other people are like you, and that they too want answers.
Studies have shown that the behavior we exhibit online can be described as “info surfing”.
The way this works for you is do not write about your solution, but rather write about the problem, and state that you have a superior solution.
This is especially true if your solution is truly new and innovate. In this case it is guaranteed no one is searching for your solution as very few people have even heard of it yet.
So what you do is write about the problem, then explain your solution and why it’s best.
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