Storybranding - Use Business Blogging to Become Your Prospect's Guide

Are your B2B blog posts as appealing as you would like them to be? Are you happy with the engagement statistics that your blog is generating? Following some of the tips discussed below should help you see a boost in your blog’s performance.

Every business blog post should be a complete story in itself. Every story, whether a blog post or a movie or a novel, is about a character (the hero) who confronts some kind of a problem. A guide steps in to help, leading the hero to eventual success.

In business blogging, the prospective customer is the hero, and the company is the guide.

The book Building a Storybrand by Donald Miller discusses the Grunt Test. The Grunt Test means that the reader grunts in agreement with each of the following elements in every blog post:

1. A clearly-defined offer.
2. Improvement to the reader’s life.
3. Simple and specific steps to make the purchase.

Let’s discuss each of these elements in detail.

A Clearly-Defined Offer

Many blog writers make the mistake of saying too much. They talk about their skills. They talk about their education. They talk about their experience. They talk about all the purchasing options. They talk (or write) so much that the reader is overwhelmed.