Make things up to truly engage your online visitors

Once upon a time there was a website visitor who started reading a blog post about making things up. The reader sat in his office surround by books and files gripped by the words scrolling past his eyes. Surely, it could not be true, he thought. The blog post was telling him not to tell the truth on his own website. The website visitor sat their stunned, staring at the screen with his mouth wide open in amazement. How on earth could it be worthwhile making things up instead of telling people the truth, he thought.

Reading engages people

You might be thinking the same as our blog reader – surely I can’t be advising you to make things up on your website. But I am. Honest…!

New research shows that when people read fiction they become much more emotionally engaged with the subject. The researchers used fictional accounts of voters and gave them to people who were due to vote in elections. The people who read stories where the main character was very similar to them actually voted in higher numbers than people who read stories where the characters were remote. In other words, when people read fiction with which they identified it changed their behaviour.

Story telling is an essential component in all communication. Indeed, news media call everything they do “stories” and when you watch TV shows like X-Factor you get the story behind each contestant, which often looks at their triumph over adversity. And what do the judges do? Well they ensure there is conflict – an essential component of a good story. The show may parade itself as a talent contest, but in reality it is a series of stories – and that’s central to its success.

This new research adds to the massive amount of material available which shows how fundamental the concept of story is to communication. It suggests now that by using stories you can change behaviour. If you want your website visitors to do certain things, then telling them fictional stories about what other people have done could help. Of course your stories must be realistic and you need to identify the fact that they are made up (otherwise you’ll generate mistrust once you are found to be lying). But if you use stories then you can increase engagement and produce behavioural changes in your website visitors.

So, for example, imagine you are a business consultant offering management advice. A set of fictional tales about managers in certain situations could well help engage people. Similarly, what if you are an SEO company? You could produce a set of short stories about people desperately trying to get better placings on search engines. Think of them as case histories you make up. Just as long as you make it clear that these are fiction, you can engage your readers and make it likely that they change their behaviour – such as taking that trial of your SEO software or booking an appointment with your management consultancy.

Stories are important, whether fiction or fact, but too few websites use the concept of story telling – much to their detriment.

Got a website or blog? Then behave like a publisher..!

We are all publishers nowWebsite owners frequently see their online presence as a marketing initiative. But in reality it is a publishing project. And that certainty is being brought home in Australia where the Government is planning to include websites that get more than 15,000 visitors a year in the legislation covering publishers. In other words, if an Australian website or blog gets more than 40 visitors a day the authorities reckon it is a publication and needs to adhere to the rules and regulations of that industry.

Of course, many bloggers will complain saying they do not have the resources to make sure they abide by the laws. Others will complain that it is all a plot to monitor bloggers, seeing it as some kind of threat to their freedom and rights of expression. Neither are really true. What is true is that any blog, whether its gets one reader or a million of them, is a publishing enterprise.  According to the dictionary on my shelf, publishing is the act of making information available for others to see.

So, when you create a web page, you are publishing. When you write a blog post you are publishing. And when you comment on a post, you are engaging in publishing. Whatever you do online, you are publishing – even if it is a Tweet recommending a link…!

But why is this important? The reason is that publishers think differently to marketers. People involved in marketing tend to think about the end game of their online activities – the sales, the sign ups for newsletters and so on. However, publishers tend to focus more on the content itself. Publishers are fussy, fastidious and like thinks to be right. They also plan, plan and plan again…! You won’t find a newspaper editor, for instance, who doesn’t have a good idea of what next week’s edition will look like – even before the news has happened…! Publishers are driven by schedules, deadlines and checking and re-checking their content. Marketers are driven by numbers – the number of people buying things or the numbers who recognise their brand.

So, the issue is, how should you think online? What are your website visitors looking for? That’s the issue. If they are looking for information, you are a publisher. If they are looking to buy something, you are a marketer. But what are most people looking for online then? In spite of the huge amount of stuff being sold online, the vast majority of people using the Internet are looking for information. And that makes you a publisher.

It means your blogging or website activity should be driven by deadlines, schedules, and  focusing on planning the content – just like a “real” publisher. Oh – and what is the advice from Google on how to make sure your website gets the best rankings? Oh goodness me, their advice is that if you focus on the content your web pages will rank well. In other words, Google is telling you that you are better off thinking like a publisher, rather than a marketer.

Whatever you might think about the suggestion from Australia, it is a kick up the rear end for those bloggers and website owners who think they are merely marketing. We are all publishers now – and we’ll do much better online if we think and act like them.

Feeling low? Write a blog…!

Happy smiling businesswoman with laptop at officeYour business depends upon the mood of you and your staff. Depressed people do not make good leaders or good workers. Neither do people with anxieties which incapacitate them by preventing full participation and enthusiasm for your company. Ask Google if they think a happy workforce makes for a good company…! The search engine is famed for having fun-filled offices, places to relax and free staff lunches from leading chefs. The work environment within Google is dramatically different from, say, your bank or your local solicitor’s office.

Many people who run businesses or who work in the typical office are not in the right mood to do the best. So, just how can you improve that situation and be more positive? You might not be able to afford the luxuries offered by Google to its staff, but at least there is one thing you can do which will significantly improve the mood of your staff – and yourself. What is it? You guessed it – blogging.

Blogging is therapeutic and hugely positive. New research shows that blogging SIGNIFICANTLY improves socio-emotional difficulties and self-esteem. Studies amongst children have shown that blogging improves literacy. And studies have also shown that writing reduces depressive episodes. In other words, if you allow your staff to blog, you will make them happier. And happy people are more positive and thereby more useful to your business.

Studies of writing are consistent in one thing, though, which may concern business owners. People tend to improve their mood and become more positive much more when they write about the negative things they experience. In other words, if you have a tough internal meeting, your staff are going to improve their mood about it if they blog about their negative feelings as a result of that meeting. And that’s precisely what business owners do not want them to write about…! At least not publicly…!

So, what can you do to encourage blogging and help improve the psychological health of your employees – and employers, remember, under health and safety legislation you are also required to protect psychological well-being as well as physical.

Firstly, have a blogging culture. Encourage all your staff to blog – add staff blogs to your business website. All the research shows that when your business blogs prolifically it leads to more business. So blogging will help you and your staff at the same time.

Secondly, encourage personal journal keeping. This could be a private blog or a physical journal where people write down their thoughts about the negative aspects of their work and personal life. But if they do so, their emotions will be boosted – thereby improving their performance at work.

Blogging – whether public or private – helps you, your staff and ultimately your business. And the research shows people only need to blog twice a week to have a significant impact on psychological status. So why wouldn’t you encourage it in your company?

What is your blogging plan for 2012?

Supposedly, today is the first day back at work after the Christmas break; don’t believe it. The first day back at work is not until next Monday. Every year the media tells us that the day after the New Year Bank Holiday will see the rush to “normality” – forgetting, of course, that schools do not return until Thursday giving parents a perfect excuse for a few more days off and going back to work later. The rest of the world has been back at work a week already, but here in depressed and dark Britain, any excuse for a few more days under the duvet will do.

What this means is that even if you are back at work today, your activity will be lower than you might expect – people you want to call will not be in and meetings get cancelled more often at this time of year because of “the weather” or due to the fact that “my child is off school”. Like it or not, the next couple of weeks are generally lighter than is good for us. So, what we need is to do something that is useful, that fills the void and which will improve our bottom line later in the year.

ProBloggerWithout any doubt whatsoever the best thing you can do in the slack hours for the remainder of this week is to plan your blogging activity for 2012. Several research studies – some of which I have written about previously – show consistently that the single most effective method of generating new business leads is blogging. This is particularly effective in the so-called “business to business” or B2B sector (though I’ve also pointed out that no such thing exists…!). But blogging really, really works well when you are focusing on specific markets, rather than a wide spread of consumers with varying interests. If you work in a “niche” or you focus on a specific set of customers, blogging is going to be your quickest and most cost-effective method of getting business and maintaining it.

So, in these “less busy than normal days” before next Monday, you will do your business a great deal of good if you plan your blogging for the coming year. The easiest way to do that is to follow my (completely free) Complete Blogging System. This shows you how to plan your blog effectively and easily.

All you really need to do is to think of five themes – one for each day of the week. Then think of four topics within each theme – thereby giving you a list of subjects to cover every day of each month. Then for each of those subjects think of 12 different ways you can cover them – such as an interview, an opinion piece, a debate, a news item – and so on. In this way, you have a list of subjects for each month and then a way of writing about it each month. An example will help.

Let’s imagine you are an accountant and you have divided your five themes into: bookkeeping, software tips, tax, VAT and payroll. Then, perhaps, you have divided your software tips section into the following four subjects: Sage, QuickBooks, Excel and Business Accountz. Now, say, with the Sage subject you could do an interview with an Sage expert in month one, then write a news story in month two when the software updates are expected, in month three you then have an opinion piece from one of your customers and so on. Using such a plan you could map out your entire year’s blogging over the next day or two. You can see below how it looks – you know each month exactly what you are going to do on any given day.

Blog Plan

Remember, you only need five themes, four subjects within those themes and then 12 ways of covering each of them. You will then have a plan for the entire year ahead, enabling you to blog every day. If you are really free of time at the moment, you can get ahead – commission articles, even write them in advance. Remember you can use blogging software to “pre-load” your website with blogs which will be published in the future automatically.

What this means is that in these “downtimes” you can get much of your blogging organised – leaving you the rest of the year to do what is your “proper” job.


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