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The Dual Purpose of a Blog Post


When creating a blog post for your business, you must keep two primary objectives in mind:

  • 1. Attracting individuals who could potentially be interested in getting in touch with you (potential leads).
  • 2. Establishing and enhancing your reputation.

Once you’ve found the right approach and started getting organic traffic to your blog through your content – which you’ll need to apply SEO tactics to – you’ll hit the jackpot, and things can only get better from there.

Your content will keep climbing higher in Google search results over time.

Now, I want to make sure there are no misunderstandings: this process is exciting, but becoming an authority in your niche and climbing Google’s rankings is a long and complex journey.

Achieving it after just three or four blog posts is impossible.

Reaching it after 50 blog posts is challenging (but no longer impossible).

Attaining it after around 100 blog posts is a reasonable goal.

Building authority takes time, but if you structure your content as I will explain in this blog post, you will be able to enhance your reputation more rapidly.

There’s a well-structured method for creating content, born from the brilliant mind of David Ogilvy, perhaps the number one copywriter in history, which combines two elements: business information and entertainment.

Do not feel intimidated, as it is not a complicated process.

I will guide you through it step-by-step.


Blog Post Headline


The choice of the headline is strongly tied to the selection of the keyword for SEO purposes.

Here are some highly effective headline suggestions, each carefully crafted to incorporate the chosen keyword:

  • How to […] in [3/7] Simple Steps
  • [3/7] Proven Tips for […]
  • The Ultimate Guide to […]
  • How to […]
  • How to […] (Even When Facing […])
  • How to […] While Also […]
  • How to […] Without […]
  • How to Become […]
  • [KEYWORD/KEYPHRASE]: A Beginner’s Guide to […]
  • The Art of […]: Tips and Tricks for […]
  • [3/7] Ways to […]

To delve deeper into the topic of headline, read this blog post: What Is a Headline“.


Introduction to the Problem


A highly effective psychological trick for creating content with a high conversion rate is to immediately immerse the reader in the problem you wish to discuss, without unnecessary circumlocution.

There are two approaches to introducing the problem using this technique:

  • The first approach is to start gently: “In this blog post, I will discuss [PROBLEM/KEYWORD] and its potential implications in your [LIFE/WORK]. Additionally, we will explore how…”
  • The second approach involves starting with a question, which happens to be my preferred method: “Have you ever wondered why [PROBLEM/KEYWORD] occurs? In today’s blog post, I will provide you with a definitive solution and demonstrate how…”

Bear in mind that these examples are just two possibilities, and the choice largely depends on the topic you intend to address.

However, statistically speaking, the second method is the most effective way to introduce a blog post.

Salvatore Aranzulla, an Italian technology blogger who achieved fame and fortune through Google AdSense, has employed this technique with great effectiveness on his blog in Italy.

He starts each post by asking, for example, “Do you want to create a PowerPoint presentation but don’t know where to start? Don’t worry; I’m here to help you. First of all, let’s open the program…”


Blog Post Content


A common and detrimental habit among bloggers is to write long paragraphs that serve no purpose right after the introduction, solely to extend the length of the blog post and stuff it with keywords.

This approach is a surefire way to lose readers.

Imagine if, in the previous example, Salvatore Aranzulla had written:

“Want to create a PowerPoint presentation but don’t know where to begin? Don’t worry; I’m here to help you today.
THE HISTORY OF POWERPOINT
PowerPoint 1.0 was developed by Bob Gaskins and programmers Dennis Austin and Philip J. Pasqui under the name of Presenter for Forethought Inc. It was released in April 1987 for Apple Macintosh. The first version was limited to black and white, with the fusion of text and graphics to create transparencies. However, with the advent of the first color Macintosh on the market, an adapted color version of PowerPoint was released
[…].”

Do you grasp what I mean?

People open the blog post with the intention of learning a step-by-step system to create PowerPoint presentations, but instead, they are forced to endure an entire chapter about the history of PowerPoint, a topic that interests no one.

Regrettably, there isn’t a single blog in the world that has had the common sense to stop this trend.

To find the answer you’re looking for in an Italian blog post, you always have to scroll almost to the end of the content.

Well, I suppose it’s up to us to take the initiative.

Therefore, after the initial introduction, you must stick to the topic at hand without digressing.

Avoid including irrelevant content and keep the focus on the blog post’s subject.

Since people don’t have the patience to read long texts, it’s preferable to offer concise content that gets straight to the point, rather than endless passages that would even bore The Mad Hatter.

How to Boost Your Authority and Reputation

To enhance your authority and attract potential clients who share your views, you can employ these powerful psychological techniques within your blog posts.

When you write, it’s crucial to consistently reinforce your thoughts and convictions.

As I explained earlier, this will attract people who share the same perspective as you and will mark the initial step in establishing your reputation.

In marketing, we commonly refer to this process as a “trust bridge.”

Building this bridge takes time, necessitating the continuous restatement of your core beliefs in all your blog posts.

From a technical standpoint, you need to carefully select:

  • Five relevant elements from your biography that align with your blog’s focus.
  • Five key pillars that set your ideas apart from others in the field.
  • Five criticisms that you consistently raise regarding your competitors.

For every blog post you craft, thoughtfully choose one or more elements from the fifteen you’ve selected, seamlessly incorporating them into your writing to align with the specific topic.


Let me share the five aspects that I consistently emphasize in my own content:

  • 1. I’m not your typical business guru who has never experienced a day of work; I have worked as a real estate agent and now as a real estate entrepreneur, thoroughly understanding the challenges and difficulties that arise when starting and growing a business in the New Economy.
  • 2. I’m a passionate student of economics and marketing; I invest incessantly in high-quality courses on international economics and continually seek knowledge to provide my students with the most up-to-date and relevant information about the business world.
  • 3. Before I teach a concept or update my blog, I put it into practice within my work. I refrain from teaching concepts or strategies I haven’t thoroughly understood and applied successfully myself.
  • 4. My goal is to become the leading business blog worldwide while maintaining free prices to ensure accessibility for everyone around the world. To achieve this objective, I always prioritize honesty and provide content and courses of immeasurable value.
  • 5. I have helped numerous friends establish and expand their businesses using the proven strategies taught in my courses, which is why I confidently teach these effective techniques.



And these are the five principles that I strongly believe in and strive to convey through my work:

  • 1. Personal branding holds greater efficacy than corporate branding; individuals prefer to make purchases from fellow individuals rather than faceless companies.
  • 2. SEO and content marketing have revolutionized the advertising landscape, rendering paid advertisements obsolete for small to medium-sized enterprises, and now, they are only effective for large multinational corporations.
  • 3. Every entrepreneur should aspire to reach a global audience with their products or services, instead of confining themselves to a limited group within a specific city or region.
  • 4. The days of manipulating consumers through psychological tactics, terrorism, or fear are over; people are weary of such approaches. Instead, we should put them at ease and implement humanized marketing techniques while creating captivating and valuable content.
  • 5. The true value lies in a reputation built on credibility, rather than resorting to deceitful sales tactics. I firmly believe that it is far better not to make money at all than to do so at the expense of deceiving others.

Describing Your Competitors’ Actions

Now, let’s take a moment to delve into the final element, which is the critique of your competitors.

Why is it necessary to criticize competitors?

First and foremost, we must prevent people from even considering the solutions offered by the competition.

Therefore, it is our task to systematically dismantle them.

Secondly, we need a scapegoat.

When creating content such as blog posts or videos, we address issues that people are already aware of.

They recognize the need to lose weight due to indulging in McDonald’s sandwiches or the importance of quitting smoking when they get breathless after just climbing five steps, as if they were running the New York Marathon.

However, it is essential to approach these topics with tact, avoiding statements like “You’re fat because you love eating at McDonald’s!”

Attempting to write a blog post or create a video with such a tone would attract widespread animosity, complaints from all directions, and ultimately lead to zero product sales.

Consider the example of smokers with lung problems suing tobacco manufacturers, or cyclists who ignore the red traffic light denouncing the cars that collide with them (a common occurrence in Italy); this reflects the reality we live in.

This is precisely why it is crucial to shift the blame away from the customers.

The technique itself is simple; all you have to do is convey the following message:

“It’s okay, my friend, you’re in this difficult situation, but it’s not your fault, and I’ll reveal who’s responsible.”



Now, a question often arises:

“But industry leaders move forward and thrive without resorting to criticizing their competitors! Coca-Cola has never attacked Pepsi, and vice versa!”

This is an interesting and valid observation, and the answer is straightforward.

Do you have millions of dollars to invest in advertising budgets?

Because if you do, then you can invest in paid ads right now without competing aggressively against your competitors.

But if, like me, you are not yet the leader in your industry, there is no other method to make your voice stand out among all your competitors than to dismantle their solutions.

That’s the job.

Therefore, once the culprits have been identified (your competitors), it is crucial to approach the situation with composure and professionalism, clearly outlining why their proposed solutions are not only inadequate but potentially exacerbate the problem.

Now, the key lies in undertaking a comprehensive marketing analysis, requiring a profound understanding of your market niche and your competitors.

Furthermore, it is essential that your competitors’ solutions genuinely have flaws; otherwise, your credibility could be at stake.

You must provide compelling reasons to support your criticism of your competitors, always meticulously explaining and justifying your statements.


Failing to do so will leave your customers questioning:

“Why do you say this? Why is [COMPETITOR’S NAME]‘s solution considered wrong? Many of my friends believe it’s effective and that their approach works… I think you’re just envious.”

Inability to provide your customers with a satisfactory and convincing response to these legitimate doubts may lead them to form their own explanations, which might not align with your intentions (they could assume, as in the example given, that your criticism stems from jealousy).

So, what’s the best course of action?

You must establish five coherent and indisputable criticisms against your competitors that cannot be easily questioned.

Here are the five points that I consistently address in critiquing other marketers:

  • 1.99% of those who teach business (Al Ries, Dan Kennedy, Seth Godin, Jay Abraham…) have never shown evidence of running a company, have never provided real testimony of a successful entrepreneur, and what they teach doesn’t match the realities of business. Their sole interest is selling courses, books, or consultations filled with incorrect and outdated concepts, and they lack real knowledge of how the business world operates.
  • 2. You don’t have to constantly change your offer, marketing strategy, or Landing Page because after a while these elements become outdated. This advice is only given by those trying to make a quick buck selling low-quality business courses, so they’re always forced to launch new courses making you believe that marketing is constantly changing. It’s not true. If you have an offer and a blog that work, never change them.
  • 3. Most business trainers cater to an audience of teenagers chasing shiny objects, believing they can make money by becoming YouTubers. They have no idea how to create business courses tailored for serious entrepreneurs with real businesses because they don’t even have the skills to approach a serious entrepreneur.
  • 4. Every business instructor insists that the purpose of content marketing is psychological terrorism because fear is a strong trigger that drives people to action. However, this concept is no longer accurate. Nowadays, especially after the Covid pandemic, people seek calmness and optimism.
  • 5. Those who teach how to start a business or venture solely through paid advertising campaigns lack a proper understanding of business and may never have started a company or engaged in personal marketing.



SEO Techniques


When it comes to applying SEO techniques to blog post content, it is essential to adhere to the following guidelines: Aim for a maximum of 4,000 characters (you can use a program like Word to assist with character counting) and strategically incorporate the keyword approximately 13 or 14 times within the text (3/4 occurrences every 1,000 characters).

It is crucial to continuously monitor the Yoast bar to ensure an optimal keyword density and always include the suggested number of keywords recommended by the Yoast’s SEO Analyzer.

To learn more, read the blog post titled What Is SEO.”


Closing the Blog Post


I don’t like concluding blog posts with emotional or TV host-like phrases such as “Keep following my blog, and you will find many useful tips for…”.

My approach is to end neutrally, simply finishing the paragraph without unnecessary and verbose farewells.

Our blogs are technical, not novels

However, I recognize this as a minor issue, more of a personal preference, so you can conclude it in a way that suits your style.

SEO doesn’t take this element into account.


Call to Action


While the goal of every business video is to sell (videos are more interactive, and thanks to playlists, viewers can watch all the videos in a series on the same topic), blog posts are standalone.

Therefore, while people can learn everything about a topic through videos and it makes sense to invite them to purchase the product, with blog posts, it is better to encourage them to take free and less intrusive actions, such as downloading our lead magnet and subscribing to the newsletter.

Asking blog post readers to immediately engage with a sales offer might be too aggressive or premature.

A free lead magnet is a less demanding invitation that only requires a simple action, like entering their name and email address.

This reduces the entry barrier and increases the likelihood that users will accept your offer, thus enhancing the effectiveness and conversion of your blog posts.

You can easily use the approach you can find at the end of each of my blog posts, where I invite readers to stay updated on my blog and my content.


Writing Business Blog Posts That Provide Entertainment


Now we’ll explore the significance of infusing a touch of entertainment to ensure our readers remain engaged and avoid dozing off or mindlessly tapping on their smartphones while reading your blog posts.

Offering entertainment doesn’t entail becoming a mere jester and sharing irrelevant jokes that distract from our main message.

Instead, we can create captivating entertainment by incorporating real anecdotes that reinforce the concepts we are discussing.

Feeling a bit perplexed?

Don’t worry; I will now demonstrate, through examples, the methods I employ to keep the readers’ attention firmly captivated.

Cultivate Your Skill in Storytelling Marketing

Even if you won’t be required to write a bestseller, it’s essential to keep in mind a significant fact: stories, even in educational blog posts, are the most powerful tool for entertainment.

Let me explain why this is the case, and I’ll later show you some examples of how to incorporate stories into your blog posts, even if you’ve never written one before.

Stories have the ability to captivate and hold people’s attention.

They break down barriers of skepticism and mistrust and are the most effective way to convey educational concepts, no matter how complex, in a simple and understandable manner, even for the masses.

Throughout history, the entire Christian faith has been taught through the use of parables.

During our childhood, stories played a crucial role in shaping our growth and development – from the times we requested them to be read to us until we started reading them ourselves.

In the book industry, fiction outsells “technical” books or those based on real events by a staggering 100 times.

For example, those involved in sales presentations have discovered that narrating the story of a satisfied customer or showcasing the practical use of their teachings or products is far more effective and convincing than simply presenting raw facts.

So, you must apply these principles to your corporate blog.


It is essential to develop the ability to craft interesting and captivating stories related to what you have to offer.

One of the key differences between last-minute copywriters and successful “writing to sell” professionals is precisely their skill in telling engaging stories.

This aspect of writing copy is perhaps the least mechanical, and it is the one that requires the most time and effort to master.

However, it’s also the aspect that sets apart a mediocre copywriter from a truly successful one.

Jordan Belfort built his success on storytelling, even though I obviously don’t endorse the methods he used to deceive thousands of people.

Storytelling skill primarily develops through extensive reading.

So, don’t limit yourself to reading only business books and don’t dismiss other genres as a waste of time.

Take the time to read fiction books, especially those that have achieved or are achieving great success, and observe the techniques they employ to engage readers.

This is the secret behind their success (and trust me, it’s not by chance), and you can utilize the same techniques in your blog posts and letters to enhance the effectiveness of your communication.

Let me share a useful trick I employ: I thoroughly enjoy reading fiction books, highlighting passages that resonate with me the most, and then adapting them to my blog posts, seamlessly incorporating them into the content.

With just two or three fiction books, you’ll amass a vast collection of phrases to enrich your own writing.

Tell Real Life Stories

When you are explaining a difficult or otherwise tedious concept, it’s a good practice to follow up the technical explanation with a real-life anecdote from a famous company that has already tackled the problem you are discussing.

I used the term “problem,” but your blog post could also refer to a particular technique that a certain company has successfully used or an idea that has already brought benefits to someone before you.

To find anecdotes, all you need to do is conduct some research on Google.

Google’s Genimi is an excellent tool – currently free – to help you find anecdotes like these because, unlike ChatGPT, Genimi searches all of Google in real-time, so its knowledge is virtually limitless.

Write this prompt:

“Search online for examples of successful companies that […].

Or

“Create a concrete example that explains this problem better: […].

When you come across content that tells a story relevant to what you are writing, copy the part that interests you, then open ChatGPT – which, for these tasks, works better than Genimi – and write this prompt:

“I will provide you with a text. Elaborate and rewrite it differently to avoid duplicates from an SEO perspective. Maintain the meaning of the text. Improve the prose and make it more engaging. Here’s the text: [PASTE THE TEXT].”

This method serves a dual purpose: not only does it add entertainment value to your blog posts, but it also strengthens your argument by demonstrating that it actually works.

Personal Examples

I’m not a fan of personal success examples because when you write, “For instance, I succeeded in […] because I applied what I just told you,” you are implicitly boasting about your achievements.

Moreover, especially if you are still relatively unknown in the market, the reader might think you are making things up since they have no material to verify your claims (unless, of course, your accomplishments are so significant that they are covered on authoritative sites, providing evidence of your success).

In general, though, I prefer to proceed this way: use other companies as success examples and share my own mistakes when explaining things that should be avoided.

For example:

“Even I made this mistake when I was starting my entrepreneurial journey. Let me tell you what I did: […]”

This way, the reader can relate more to you compared to if you presented yourself as an entrepreneur who never makes mistakes.

Ironic Metaphors

This is a part I love, but it’s also quite challenging to implement.

It took me months and months to get the hang of it.

Adding a metaphor means creating a word picture of the concept you are discussing in a humorous and ironic way.

In the blog post What Is Content Marketing,” I wrote at a certain point:

“Actually, these topics are as boring as when the Philosophy teacher would start explaining early in the morning, while you and your classmates, still half-asleep, were trying to figure out what your names were.”

It’s not the joke of the century, of course, but our goal isn’t to make them laugh uncontrollably; a smile is enough to keep their attention.

Always try to describe common and instantly imaginable ironic situations.

However, be cautious: limit yourself to one metaphor per blog post, and don’t overdo the humor, or else your blog post might lose its significance.

Al Ries, in his book “Focus”, wrote about the concept of business focus in just 3/4 lines, and then he used the rest of the book to provide examples (about 300 pages).

Well, don’t be like him: don’t overdo it with examples, or else your blog post will become pure entertainment when your goal is to get people to subscribe to your newsletter.

One story/example per concept is enough.


Blog Posts for Authority and Reputation


As I have extensively discussed in this blog post, the main goal of content marketing is to enhance your authority within your niche.

By increasing your authority, you also elevate the number of sales for your product, and

Sales Volume + Authority = Reputation

Imprint this formula in your mind.

Reputation is what people think of you.

This constitutes the true essence of brand positioning.

If people perceive you as the number one in your industry, then you automatically become the number one, regardless of your actions.

If you have numerous sales and demonstrate an extensive understanding of your sector, people will automatically identify you as the top player in your field.

This, in turn, leads customers to trust you whenever they require your product or service.

This is evident in companies like Apple, Google, Amazon, etc.

Where do you conduct the majority of your online purchases?

On Amazon.

Where do you carry out most of your internet searches?

On Google.

Now, some marketing experts may claim that it will take years to build a reputation.

They may argue that in the beginning, you’ll have to work diligently by offering discounts to customers and customizing your products, services, or consulting sessions for them.

In short, they suggest that, at least initially, you should act as if you were a servant to your customers to try to “win them over.”

Well, this is the perfect recipe to establish a slave-like reputation forever.

To build a reputation as a wealthy and well-paid entrepreneur, it only takes 30 minutes.

You simply need to behave differently from what various marketing experts suggest: instead of portraying yourself as a small slave, project yourself as a successful and well-compensated entrepreneur.

Follow the techniques I am about to explain and apply them to the production of your content; they will assist you in building such a reputation.

BECOME A THOUGHT LEADER

Why do we respect some brands and have doubts about others?

Why do we choose to buy on Amazon and conduct our searches on Google?

It’s because we believe in what these two brands communicate to the market: positivity and optimism.

I have never come across a sad or fear-inducing blog post or video from Amazon.

Their content is always positive and full of life.

The same goes for Google.

The hucksters peddling marketing courses teach you to use fear in your content to persuade customers to buy.

Instead, the world’s most successful billion-dollar companies write positive, optimistic content.

No offense, but I’d rather trust the latter than self-proclaimed business gurus who probably have never run a company in their lives and make money selling courses full of inaccuracies.

I know I’ve been emphasizing this for quite some time, and I hope I haven’t become repetitive, but I want this concept to be ingrained in your mind: promote positive content and become the driving force of optimism in your industry.

Debunking negative and pessimistic myths propagated by your competitors is an excellent way to be perceived as a positive thought leader.

If you can consistently debunk myths in your industry through every piece of content you create (even addressing the same myth multiple times, presenting new evidence to support your stance each time), you are well on your way to becoming the Amazon or Google of your niche.

GET POSITIVE TESTIMONIALS

People prefer doing business with individuals who have a positive reputation.

Most customers will be willing to contribute to managing your reputation if you ensure that you do your best for them.

To receive positive testimonials, simply be honest, assist your customers to the best of your abilities, and kindly request a testimonial.

They will all be delighted to provide one.

To delve into the specifics, read the blog post How to Ask for Testimonials“.

APOLOGIZE

People dislike those who try too hard to appear perfect.

Perfection is unattainable; only the Almighty is perfect.

We are not, and there is no reason to pretend to be.

So, admit your flaws.

If you make a mistake, it’s an excellent opportunity to acknowledge your shortcomings, apologize, and mitigate any damages with reconciliatory content.

People don’t want perfect thought leaders; they want individuals who sometimes make mistakes.

Be honest with yourself and your clients, and be forthcoming before problems arise.

Nobody ever apologizes for their mistakes; if you do, your customers will appreciate it.

In the disaster movie “2012,” the President of the United States (portrayed by the fantastic Danny Glover) delivered a line that I loved:

“Do you know how many times I’ve heard those words [“I was wrong, I’m sorry…”] in this office? Zero.”


KEEP STUDYING FOREVER

The most crucial advice of all is to always provide your customers with the most comprehensive and impactful information.

To achieve this, you must continuously study and update yourself.

Study your niche, your business, and marketing.

Always strive to improve your skills and offer an enhanced version of your business.

Attend courses in your area or major cities, read books, watch videos…

In short, you must have a genuine passion for marketing and for your business.

Build Your “Comic Book” Story

As you probably know, one of the primary challenges in marketing is to avoid boredom.

If your content is dull and fails to offer your potential customers an escape from reality, your conversion rate will plummet to historic lows.

Even when studying, people always seek entertainment.

That’s why we despised history books in school so much: they were cold textbooks with no hint of entertainment or interesting anecdotes to capture our attention.

If they had included some anecdotes, we surely would have learned more.

Why?

Well, because the most crucial technique for educational content is to create a captivating narrative that seamlessly connects all your promotional material.

Let me explain everything in simple terms.

Let’s consider a TV series, for instance.

What contributes to the success of a TV series?

The characters and the plot.

If the plot is gripping and the characters are intriguing, people will remain glued to the TV, eagerly anticipating the release of the next episode.

I could provide examples of current TV series, but I’d rather discuss the enduring soap opera “The Bold and the Beautiful”.


Since 1987, “The Bold and the Beautiful” has consistently covered the same topics, featured the same characters, and maintained its original plot.

Yet, its audience never misses an episode.

In fact, it is the most awarded soap opera, with 26 million viewers worldwide daily.

I’m not suggesting that you create content filled with betrayals, incest, Ronn Moss’s jaw, or commission a legendary Eric Marienthal soundtrack for your work.

I am merely recommending that you build a plot and share something about yourself, your company, and your employees – including some behind-the-scenes information – within your content.

I’m not talking about your business successes; no one cares about those.

I’m talking about real-life episodes that help you explain the most important concepts.

To do this, always accompany your instructions with concrete examples, just as I have done in this lesson: I used “The Bold and the Beautiful” to illustrate how creating a sort of storyline within your videos can significantly enhance the interest of your potential clients in your business.

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