Can you really make things like accounting, law, and insurance interesting? Do most of your client’s eyes glaze over when you start talking to them about your business in person?
I’ve heard many businesses say:
- Our customers are boring, so they need boring facts to read
- Nobody wants to read about our business – it’s too boring to blog about
It’s easy to justify and rationalize the true value of business blogging away, because:
- It takes a long time to see the payoff
- The true ROI is difficult to calculate
- The attitudes of senior leadership typically don’t favor business blogging
Those businesses either 1) never start a blog or 2) have one with an incredibly high bounce rate that does not attract awesome customers.
Not blogging, regardless of the type of business you have, is a missed opportunity! Blogging, especially if you stick to it long-term, has a massive ROI. Hubspot champions it as the number one inbound marketing method for increasing your search traffic.
No matter what type of business you have, you can make your blog interesting and get real results from it.
Many businesses attempt to blog, but they don’t do things quite right and don’t get the results they want. If you’re like most businesses, you might try:
- Using Formal, Dense Language to Sound Professional and Authoritative
This is the natural inclination for many businesses. I’ve seen it happen dozens of times.
The belief seems to be, “If we use fancy, complex terms, people will realize how smart we are and buy from us.”
That’s not how connecting with your ideal client works online. It turns people off because they don’t have the time to read what you write 3-4 times and understand it.
You’ll be left with a deserted blog that does not produce business results.
- Talking All About Your Company
If people are familiar with your products and services and how they work, they’ll buy more, right?
Using the know, like, and trust factors works, but if 80-90% of your blog posts talk about your company, visitors get turned off and leave.
Modern consumers do not want to hear all about your company. Sure, you will get some subscribers to your blog.
But most people will never come to your blog again. They’ll see you as self-centered, not offering any real value for them.
And again, your blog does not become the valuable marketing tool it could be.
- Offering Industry News/Updates
You might think of a “blog” section as a chance to talk about the latest industry news. You’ll put in press releases, or release the latest happenings in your niche or at your company. Usually, the language is third-person, reading literally like a newspaper article.
This is not what online visitors expect to see when they visit your “news/blog” section.
Just like the other cases, they get confused, turned off, and leave, never to return again.
So How Do You Get People Interested in Your “Boring Business” Blog?
I can’t possibly give away all the information here in a single blog post. It would take 100s of blog posts to cover fully.
But, these are some of the main steps you can take to transform your business blog into a profit-generating piece of marketing collateral:
- Change Your Attitude from “Boring” to Interesting
If your attitude is that your business is “boring,” you’ve failed before you’ve even begun. Your business blog cannot possibly succeed if you don’t believe it can ever be interesting.
If you offer a “boring” service, like accounting, realize that it’s very interesting. What matters is how you communicate about it.
If you give your clients a complete list of all the most recent tax law changes, they’ll be bored. But, if one of those changes saves your client’s $2000 this tax year, now you have a very interesting accounting topic!
Tell your clients ways they can manage their finances better. Show them other tax breaks they might be missing.
With any business, no matter what it is, there’s plenty of interesting things to talk about.
- Use Interesting Language
Throw out the formal business speak of yesteryear. Consumers are so on the go these days that they need everything put simply so they can understand the gist of what you’re saying without any hiccups.
You use what’s called a “conversational style,” to build a connection with readers. At its simplest level, what this means is to write exactly the way you talk.
Take a look at a sentence to understand what I mean:
- Formal business speak: You will receive a FREE discount when you…
- Conversational example: You’ll get a FREE discount when you..
Contractions are now in. “Get” is what you would say in just about any situation. If someone’s going to send a letter, you’d say, “When’ll it come?” or “When’ll I get it?”
- Break Down Complex Ideas into Simple, Relatable Ones
With the accounting example, there’s any of a number of topics that get way too dense way too fast.
You still do talk about these ideas in your blog posts. But, you have to break them down into easy to understand tidbits.
For example, if you’re talking about a Roth IRA, that’s “post-tax” money. That means nothing to your clients. They’ll scratch their heads and go, “What?”
So you can either use that term and define it, or just never mention it.
Simply say “post-tax” means you’ve already paid taxes on funds going into a Roth IRA. You’ll never have to pay taxes on money in a Roth IRA ever again.
That’s clear, to the point, and even a sixth grader could understand it. That captures the interest of the average reader because they quickly know what’s going on.
Making “boring” topics interesting is truly a unique skill not many people have. And if you don’t have it, you’ll spend months or years working away it, but never get the business you want from your blog.