Some people think it’s all about “how you say it.”
Others think it’s all about how many times a week you post.
Both groups are wrong.
What you say matters more than how you say it or how many times.
Before you’ll succeed with a business blog, you need to truly understand a simple 9-word sentence offered by old-school copywriting genius Rosser Reeves (as channeled by Gary Bencivenga):
A gifted product is mightier than a gifted pen.
Your “product” is what you offer, whether goods or services, and the overall substance of that offer. Whether you want to call it your USP or your big story, it still needs to be solidly in place before you’ll ever have a truly effective business blog.
You can’t tell compelling small stories with your posts if your big story sucks.
Let’s look at it another way.
If I give you a hand-scrawled note riddled with typos and grammatical errors that tells you that the other side of the paper contains the winning lotto numbers, and this is the ticket, you’re highly receptive to that message, right?
But the most dazzling sales pitch ever about the latest fall line for women at Neiman Marcus will never matter to me one bit.
If you’re about to start a business blog (or if your current one is going nowhere), stop, take a step back, and ask yourself this:
Why should anyone care about what I’m blogging about?
That’s another 9-word sentence that makes it perfectly clear that painting a cow purple is not the same as owning a purple cow.
What you say will determine if you can sell at all.
How you say it will determine how much you can sell.
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