You’re walking into a restaurant. A real nice one too.
You’re with good friends. It’s evening, but it’s still light outside.
The weather has been glorious. You’re thinking about what you’re going to order.
And then, someone shouts from way in the restaurant.
She shouts your name.
You can’t help it.
You know the shout ain’t coming from your friends. But you swing your head in the yeller’’s direction.
You respond when someone calls you. That’s what you do. It’s automatic.
Now imagine. Rewind time a little and walk back into the restaurant again.
This time, she doesn’t call your name. Let’s say, she references a certain movie that you love. For example, Avatar. So she shouts, “Hey, fans of Avatar, look at this!” All of a sudden, half the restaurant swing their head in her direction, even if it’s just to take a glimpse at the Disturber of the Peace.
Everybody else who don’t care won’t budge. They’ll happily be having a conversation about the recession or something.
If She Could Do It, Why should blogs be any different?
However, bloggers don’t know the names of individuals that visit their sites, but smart bloggers make sure people know “What’s In It For Them.”
How do I know?
One of the first blogs I remembered visiting and getting into was Chris Guillebeau’s Art of Non-Conformity blog. It resonated with me. The idea of going into business and going down a road less travelled was what struck me. His blog title encompassed all those things, so I was hooked from the beginning.
If we don’t call out to the right people, the right folk may never stick around for the good stuff.
Imagine, if the lady never shouted. Would she have gotten any attention? Maybe. But she never left it to chance now did she.
WHY DO YOU NEED TO THINK ABOUT THE STYLE IN WHICH YOU GRAB ATTENTION
Making a blog statement may at first appear difficult.
If you’re like me, it might seem daunting wording a theme that time-starved visitors can quickly grasp. How can you encapsulate a giant mash of posts and ideas into a 6-second blog statement? Having a style makes it a lot easier to come up with a framework that you can unleash your creativity in. There are different reasons to use each style. So that’s what you’re going to get today.
WHAT’S THE AFTER EFFECT FOR THE VISITOR?
Mars Dorian of www.marsdorian.com, after distorting a series of brand ads, albeit with his touch of unique cartoonmanship, noted, “Despite me creatively ‘slaughtering’ the brands visuals and text, you probably guessed most of them. That’s the power of iconic branding – it’s sooo strong you can EVEN recognize it when it’s messed up.”
And Mars IS the brand genius. In fact, I remembered his blog and url right out the gates, right from the moment I landed on his website. Imagine leaving such a huge impression on folk that they remember your name a year or more down the line that they regularly come back after visiting your website just the once.
So here are 11, real world blog statements that will help you achieve just that.
“Writing headlines takes patience and practice. A bold headline will stop readers’ in their tracks — they’ll have to read your web content,” says Amandah Blackwell.
If you want to cut through the non-sense and just tell it as it is, bullets are great. They’re short, punchy words or phrases that sum up your whole blog.
“More Time. More Money. More Focus” says the Productive Entrepreneur.
Ricardo Bueno has a more extensive version.
- “Learn how to use blogs to create and promote content to earn awareness, traffic, and branding for your business.
- “Learn how to use social media in such a way that earns the attention of a relevant audience.
- “Learn how to convert that traffic into customers.
Mothers with small children. Computer repairers who live in Oklahoma. Musicians who play jazz. Doctors who serve the elderly. Whoever makes up your demographic, pointing them out makes them stop and look.
“inspiration for small business marketing success online…“ –ryanhanley.com
“Inspiring stories and practical advice for solo female travellers.” – solofemaletravel.net
SAYING EXACTLY HOW YOU HELP FOLK
Spelling things out works for a lot of people. If your visitor has to ask, “What do you mean,” you’re not using this style correctly.
“I help you cut through the clutter and make online marketing easier to do and more effective for your business.” – rightmixmarketing.com
“Discover the copywriting tips that help you sell your services authentically.” – harrisonamy.com
Do you like chocolates? Would you eat a rat if there was nothing else and you were stuck on a desert island? Would you like more customers for your business? Do you like marmite? Would you camp on a volcano?
You don’t have to answer, but chances are you did, in your head, subsconsciously.
How’d I know? ….
Maria Veloso of ‘Web Copy That Sells’ does. “When your brain is asked a question, it instantly goes to work in search of an answer. The brain will keep working on the question subconsciously until it comes up with an answer (if not verbally, then mentally).”
You can ask questions with yes or no answers. Here are two examples that work really well at this.
“Wanna use social media to find the raving fans that buy everything YOU offer? – lauraroeder.com
“Do You Know What Makes People “Tick” Online? If not, now’s the time to learn how to use psychology to…..” – socialtriggers.com
THE INFORMATION GAP QUESTION
“For people who like getting into hot water.” – hotspringhappy.com
“Wanna Be Legendary?” – ryzeonline.com
IT’S IN THE NAME
Magazine’s do this. Magazines are great at this. Guess what these mags talk about.
- Digital Photographer
- Sowing World Mag
- Natural Health And Beauty
- O, The Oprah Magazine
- Making Cards
- Farmer Weekly
- The Guitarist
Here are two real versions.
“The Domestic Man” – thedomesticman.com
“Bootstrap My Life” – bootstrapmylife.com
MINI MANIFESTO STYLE
When you’ve got something to say that’s not just a bite, but a whole 3-course meal, you’re going to want a manifesto.
They can be short. But they can be well articulated ABOUT pages.
They can be 100+ page PDFs too.
It’s great for idealists, social entrepreneurs, where people have lots to say about what they want right now and in the future.
DESIRE STYLE (AKA. THE MIND WORKER)
Demographics? Bah! Psychographics? Bah! More first-brain than that.
You want gold? You want silver? You want business success? You want weekends in Amsterdam, Paris and Vienna?
What you want is what you want, and you’ll get that coming through in the desire style.
Talk to the desire of a person, and it doesn’t matter about the age, gender or race of a person. Certain desires are so universal, that everybody seem to want the same things. Love, better health, more money, less stress.
Again, I use Laura Roeder as an example.
“Wanna use social media to find the raving fans that buy everything YOU offer? – lauraroeder.com
“feel deeply alive, every single day.” - vladdolezal.com/blog
Here’s an example:
“I’ll teach you how to get fit.” Yeah right, haha, but work with me here.
I’ll start again. “I’ll teach you how to get fit. By doing fartlek training twice a week. By getting more sleep to regenerate those muscles. And more things that are proven to work when you read this blog. That was my bad example. And there are no fitness tips on this blog.”
Here’s the professional at work:
“Over 850 articles devoted to one idea: how to get more from life. Whether that involves doubling your reading rate, learning more with less studying, beating procrastination or just understanding other people—and yourself.” – scotthyoung.com
IMPLIED IMAGERY (AKA. THE LUXURY BRAND)
Quite a lot actually.
Simon says, “you need to talk to someone you can trust. There are two men standing there, one is wearing a long black robe with a cross around his neck. The other is wearing a t-shirt with a skull on the front and a pair of ripped jeans. The question is, whom do you choose?” – Simon Sinek
When you don’t want to have to say a word, you use this style. It’s all about images and implied connections. Luxury brands do that all the time. Take for instance, a luxury watch brands. An advert would go something like this.
“Mademoiselle walks into a red carpeted event in a sweeping gold 1920s style dress with a paparazzi of black-tie men using retro photography cameras fighting to take a picture of this lady, but then one guy, maybe Italian, steps out onto the red carpet at exactly the right moment without clamouring for her attention, without fighting the rest of the paps. She poses. Coded. The new watch for men.”
That’s just a joke, but there’s a lot more implied in that advert than just a watch for men. They associate the watch with red carpeted events, celebrity, high-society etc etc. The watch might NOT even be apparent until you watch the advert again.
If a picture paints a thousand words, building a blog based on pictures will make implied imagery work hard for you. Even better. If a picture paints a thousand words and video is 24 frames a second, that’s an insane opportunity to let people know who you are in 6 seconds without having to say a word.
This is where you use blog posts and surrounding information to paint a picture of what you’re all about. You get the theme of a blog literally by scanning existing headline titles of posts, reading the sidebar or whereever your eyes focus to. All of this is done in the absence of a blog statement headline.
BUT A BLOG STATEMENT IS ONLY THE BEGINNING
Aldan-Tan puts it perfectly, “Every time that I approach someone that I don’t know, I’m connecting with an external element of life that my mind has decided is a stranger. I’m including one more person in my reality. More importantly than making an external friend I’m conquering an internal comfort zone.”
I would love to research this, but having a statement makes a blog feel like there’s a real human-being behind it most of the time, at least to me. Like some forethought has gone into it. And like Aldan-Tan said, everytime you approach someone you don’t know, there’s a lack of trust initially. So it’s a great idea to have one.
Further more, not every visitor is going to respond to your message, because no one is interested in absolutely everything. Star wars fans will dig your Obi-Wan blog thing, but may have no interest in your “Barbies” blog. Folk interested in starting up a business may have no time to read a chess openings blog.
So don’t worry about those folks that don’t stick around. You’re calling the right folks. Like the Avatar fans. At least with a blog statement, you know that if they leave, it’s because they’re not the right people at the time, NOT because they’re not sure what you do and have no time to figure you out.
July 24, 2012
True! It’s good to enjoy what you do, otherwise it’s a lot harder to build momentum. And literally, once momentum takes hold, it’s another thing stopping it!
July 23, 2012
Lol… Gemma, it’s my pleasure.
And I always feel that the most productive people on earth have only one single trick:
They make 99% of what they do, something that thrills them.
This results in a TON of interesting, high-leverage productivity that surprises people.
July 7, 2012
Jason!! You’re killing me with kindness.
Lol. And demographics. I know what you mean. Some words just come with serious baggage, that it’s worth looking for alternatives.
You must work like Jim Carey did in Bruce Almighty. I just imagine you get a tonne done because you’re everywhere, so I have to thank you again for reading this. Well chuffed!
July 7, 2012
Absolutely fantastic stuff, Gemma!
You keep getting better
Thanks for the mention and my favorite part is “Desire style” (lol Demongraphics? Bah! lol. I mean I do love demographics, but I get your point, we don’t talk like that at Ryze )
June 20, 2012
Hey, no problem. I’ve seen your blog and you’re doing very well in my opinion. I get exactly what it’s all about, and even though I’m not into politics, the headline about Obama’s illegal amnesty stood out. Quite controversial, but depending on what side of the fence you’re sitting on, it could very well be an issue. Do you do web programming? I love the background on your blog also.
June 20, 2012
Lots of great information here! I spend time on my post headlines (it’s the copywriter in me)and I do think it makes a difference. I only blog in my spare time, not to promote a business and I’ve got a long way to go. I think your site will be most instructional and entertaining. Thank you!
May 22, 2012
Thanks for reading and commenting!! That’s awesome!
Yeah. I feel including quotes is necessary because the experts are the ones with the major experiences, such as yourself. Plus, I can always attribute the things I know, if not to personal experiences, to the words and the advice of others. I’ve come across so many blogs that say do x, or do y, but they don’t have any proof behind it, or show others who are successful at it. I was very aware to not say something that I couldn’t prove. It’s making me do more research, read more, test more and experience a whole lot more. It’s been great for those reasons alone.
And what a coincidence about Maria Veloso. That’s a seriously good book. The zeigarnik effect is an insane principle, which ever way we use it. Like, I’ve seen folks (bloggers) do this, one in particular, where they start a story and then they don’t finish it, and I’m like……!!!!!!!damn it, finish the story, but then I get into their article, and I’m like hey, great article, still thinking, how does the story end. Awesome!!!! It’s like a movie in blog form. Very clever.
It’s great meeting you too
May 22, 2012
I really enjoyed this post. It was very comprehensive. You have a great writing style too.
I loved how you included quotes from some of the real online experts out there.
‘Web Copy That Sells’ by Maria Veloso happens to be my favourite text on Internet Marketing.