Who Wants To Read About... (Insert Your Service or Product Here)
My business is boring, who would want to read articles about it? I've heard this more than once over the years and it always makes me chuckle. I mean, the first thing that comes to mind is if it's so boring why the hell are you doing it?! The second thing that follows it immediately is, you're dead wrong!
Only Your Audience is Interested
The answer to that question is so simple, so blindingly obvious, that it is often overlooked. The only people interested in reading articles about your business, what it does, how it provides value, are the people who need your products or services. Please, read that again slowly, and understand it, because it contains the only motivation you will ever need to write blog posts for your business!
Say your business is plumbing. I have no interest in reading about plumbing... until my hot water unit breaks down. Then I am highly motivated to read up on hot water systems! I suddenly became your audience!
If you run a Bed and Breakfast getaway retreat I only become interested in your articles when I'm looking for a getaway! Duh!
If you are a mechanic and my car has broken down, or my old mechanic has retired, I'm suddenly in the market for a mechanic. Guess what? Your articles are now in my area of interest.
If you are a lawyer and I'm suddenly looking for legal advice... well you get the picture. I hope!
No matter what your business is, someone is looking for it. If not, you don't have a business!
Context and Timing
So, we write articles about our business, products and services so that they are available for our audience at the moment they are ready. On any given day that same audience may find reading about us and our business a great yawn, but when they need us, or they're researching to find 'us', they are focused on the very thing we have dismissed as boring!
Not for the first time let me say that we should write to provide value to our ideal audience. Of course, that value is a question of timing and context. If we've already written the answer to the question they are looking for as they sit down and start typing into Google, well... it's our lucky day. Then again,
Luck is the intersection of preparation and opportunity - Seneca
Be prepared, get writing!
David Fuller
CEO - Rough Diamond Academy
For over 21 years David has been building websites for clients. In 2013 he pivoted from running a web design agency to working hands on with clients to help them build their businesses by reaching their ideal clients. Going beyond the website. The experience of working at the coal face is the foundation of The Rough Diamond Academy. Real life experience for real life businesses. It starts with building a site, but that's only the beginning!