Too organized for in medias res type business blog writing (that’s where you intrigue readers by going right to the conflict, then jump back to an earlier, quieter part of the story to deliver the information they need to understand the concepts)? Novelist Cheri Laser has at least three other suggestions for ways to begin a novel. You might like to use what Laser calls a “hero action beginning” for your blog posts.
“In a hero action beginning, the hero is onstage, doing something active and interesting related to launching the core story,” explains Laser. For us Indianapolis freelance blog content writers, the equivalent would be a bold statement of what our business owner or professional client has to offer.
My friend and fellow blogger Thaddeus Rex lists “Four Ways STUFF has of Differentiating Itself”. A hero action beginning for a blog post might include one of those:
1. Features – your product or service can do something your competitors can’t (or yours does it better).
2. Location – your product/service is available someplace your competitors’ is not (or it’s more easily available)
3. Service – the buying experience you provide sets you apart
4. Cost – you’re the cheapest or the most expensive (exclusivity).
Of course, the secret, as Rex so rightly points out, is to really know your audience, so you know which of those things will be most likely to appeal.
When it comes to blogging (as compared to say, ads, billboards, or even brochures), the potential problem is that this sort of hero action beginning has a way of bordering on being a “boast session”. Fine to let online readers know about what you have and about the things you do, but keep this in mind: It has to be about them!
In one recent issue of Speaker Magazine, authors offer tips to professional speakers who want to launch books they’ve written. “Don’t tell your prospects how great you are; tell them how great they will feel when the ideas in your book relieve the pain they’re experiencing.”
Hero action beginnings can be great as “grabbers” in business blog posts, with one proviso – remember that the real hero of any blog post had better be – the reader!