If you're a Seinfeld fan, you're really gonna get this post.
"You know, I used to think that the universe is a random, chaotic, sequence
of meaningless events, but I see now that there is reason and purpose to all things."
Remember the show about nothing?
OK, there's the analogy. Now let me share a few examples.
Last week, I wrote Is Reading and Writing Blogs a Waste of Time? Based on the comments, discussion and social media sharing, I'm thinking that I'm not the only one asking the question.
Bill Murray used to call it "making stuff up" (MSU).
David Sandler used to call it, "intellectual bull shit" (IBS) (Sorry, Dawn. It's a quote.)
Now if you read that article, you know that it's a real life story that happened to me. If you read the mistakes article, I reference several real life events and the stubborn salesperson happened minutes earlier. That's just in the past week!!!
I suggest that people like reading real life stories, that are current, that happen to people that are just like them. In other words, like Seinfeld's show about nothing, the nothing is what happened today. No MSU. No IBS. Salesperson dials the phone. Prospect answers. That's a blog post. Customer calls. They're not happy. They get happy. That's a blog post. Salesperson and an engineer do a walkthrough. Facility manager talks about his problem. That's a blog post.
So, to wrap this up and put a bow on it for you.
Your prospects and customers have the stories. They use the words that your other prospects use. Don't change them. If you're not out talking with prospects and customers every day, talk to the people that are. Your salespeople, customer service people, and other field people are talking with your ideal customer personae every day. They're hearing all the key words and key phases. Buy them lunch, a drink, a coffee. Don't interview them. Ask them how their day was. Who'd they talk to and as George Costanza would say, "That's a blog post."
BTW, are you ready for 2014?