And how do you attract the right kind of traffic? Good citizens who might actually want what you’re offering?
It’s not as hard as you think.
If I’ve learned anything surviving 20 plus years in the creative jungle, it’s that more choices are seldom the better option.
Creating, clear, concise messaging and giving the reader a very narrow set of options always increases the likelihood that a customer will pick you.
Clear, concise AND consistent.
This shows the world that you know your stuff.
So back to you, your blog and that knack you have:
But today it’s all about about communicating value.
You know, the stuff that backs up your Swag and the Quest you’re on?
What exactly do you offer that peeps can’t get anywhere else?
What will you do to make their lives better? And why, oh why should they care?
This isn’t simply about standing out, it IS about standing for something, then letting your sweet nugget shimmer for all to see.
To gain traction.
To bring in business.
To spread influence.
To be crunkity crunk …
You must tighten your focus and proudly and consistently display your KNOW HOW, making every touchpoint align with the THE GOODS you will be delivering.
Exhibit the golden goodness you possess.
You got that?
KNOW HOW and THE GOODS. Yep.
Gee, well thanks, master of the obvious.
Weeell, try this, real quick …
Drop everything you’re doing and mouth this out, pronto …
If you were invited to speak to a local group of whogamacallits about your capabilities, what would you talk about? Could you draft an outline, now?
If not, try the following. It’s short, sweet and something that helps many of my clients.
If you need direction, simply print these questions out and take a good hour to answer them. To start you can be as lengthy or as concise as you want, but short paragraphs are optimal.
And yes, this applies to you, Dear Blogger …
1. Evaluate your property:
Why does your blog exist? Can you clearly articulate your values and goals?
2. Correctly position your brand:
What are your capabilities? What image do you want to project? What key words should immediately come to mind when someone visits your site? What key attributes differentiate your blog from others?
3. Evaluate your competition:
Who in the world are you competing with? What are they doing? How can you differentiate your brand from theirs? What do you think of their logo, tagline, site?
4. Evaluate your target audience:
What matters most to your audience?
What do you think they will respond to?
How will you apply that tone to your writing? Your design?
That test was light cheese, right? Short. Sweet. And Painless.
Now, tell me this for review:
What is your KNOW HOW?
What are THE GOODS you’ll be delivering?
If you have some answers, the next post will help even more.
Stay tuned for the next post in a six part series from an old dog who has a few tricks up his sleeve.
Or better yet, subscribe here.
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