Write about the reader, not about us and our stuff
In a recent “Dilbert” cartoon, Dilbert and Wally beg their pointy-haired boss to keep them constantly updated on all his daily activities via Twitter.
“We find you fascinating,” Wally says. “Oh, yes. Every little thing you do is interesting.”
Fast forward to the last frame, where Wally and Dilbert are sitting with their feet up in the conference room, drinking coffee and checking Twitter on their mobile phones.
“Where’s idiot boy now?” Wally asks.
“In the parking lot,” Dilbert answers. “No need to look busy yet.”
We know our social network doesn’t find every little thing you do fascinating. So how do you reach readers with relevant posts and status updates?
1. Write to and about the reader. It’s the most retweeted word in the English language, according to viral marketing scientist Dan Zarrella: You. Want to reach your readers? Write to and about your readers.
2. Put the reader first. To focus your message on your readers’ interests, put the reader first. Start your sentence — start all of your social media marketing, for that matter — with you.
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3. Try the imperative voice. Focus on how readers can benefit from your products, services, programs and ideas. Think Make money … Save money … Save time … Avoid effort.
Think Like a Friend, Visitor or Recipient
Talking about yourself and your stuff works about as well on a blog post or email blast as it does at a cocktail party. But watch your online reach and influence grow when you start writing relevant, valuable, useful digital content.
If so, please join me at Reach Readers Online — our 3-day online-writing workshop on July 24-26 in Portland.
In this email-, blog- and web-writing workshop, you’ll learn how to overcome the obstacles to reading on the screen to get the word out on the mobile web.
Get a free upgrade when you book by June 24.