BroadVision Marketing Blog

Do you think that content is more important than the headline? Many people would agree with you or at least agree that both are of equal importance. Since this is so and this blog has explored writing good headlines, it’s time to give content attention.

Sometimes it seems like writing content is actually harder than just running your business. At least with your business you understand what your clients want because they will tell you loud and clear. In blogging you cannot even be sure that anyone is reading. In your shop you understand cash flow, both in and out. When you blog you get all sorts of analytics, except the one that tells you the number of people who came into the shop because of what you wrote.



One of the most overlooked analytics is the amount of time you spend writing these blogs as compared to the number of sales that come as a result. So you don’t want to spend all day long writing one post when you need to be in the shop helping your clients. Here are some suggestions that are intended to help you write quickly, but effectively. This way you can be consistent about blogging and out with your clients during the hours you are open.

1. If you look at the nature of any business, you will see that each is designed to fix a problem your client is having. If your client is having a bad hair day, she will go to the beauty parlor. If your client needs a new suit for a job interview, he goes to a men’s store. The puppy has fleas, the puppy’s mommy goes to the vet or pet shop. For every problem, a business provides a solution. If a new problem comes up, a new business will follow.


2. Why not write about some of the problems your clients have had and how your business has solved them? You could write a white paper or give advice. Basically what you are doing is sharing what you know about your subject. This won’t take long to write or video because you can use actual people and events.


3. You could share a secret. Actually, you are not giving away the bean recipe that Duke is always trying to sell on television. You might be sharing a simple solution to a sewing step to your fabric store customers.  Many people may know this step, but not all. The information you are sharing is special to those who don’t know it. As you show how to do something special to people, your clients will feel like they are special too. You can offer early information on a new product you will be bringing out or a sale that starts next week. As you do so, you will encourage your clients to feel like they are part of your store.


4. You could ask an incredible question. You could ask trivia questions or ask some really incredibly complicated questions without easy answers. As they post their answers, your readers will look to see what other people have written as well. You might wind up with a conversation or even a heated discussion. You just have to spend some time thinking about the question. You don’t even have to be on the computer at the time to do this.

Which one of these ideas are you going to use with your next blog? Which ones have you already used? Please leave a comment in the box below.

Jaco Grobbelaar, owner of BroadVision Marketing, helps business owners and business professionals put marketing strategies in place that consistently secure new clients. He can be reached at jaco@broadvisionmarketing.com or 707.799.1238. You can “Like” him at www.facebook.com/broadvisionmarketing or connect with him on  www.linkedin.com/in/JacoGrobbelaar.

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