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Okay, Google just handed me the most perfect example for showing what I mean when I talk about cookie-cutter, bland, forgettable #content
A new blog post showed up on the search results page next to one of my own, both reviewing the exact same software. So... let's see how different it is to mine?
(Removing their website name because hating on them in particular isn't the point)
Here's the introduction to both posts.
On the left - this other website. On the right - me.
This is probably the most "similar" comparison in tone. I tried to make my little intro a more business-y than I typically do, just because I knew that many people outside of my usual marketing bubble would be looking at it.
Yet still... I feel like it's obvious which one feels like somebody's real personal experience.
2/
Some body sections from the beginning of both posts. Both try to answer why you should care about this software enough to read an entire article.
On the left, you see that this post immediately launches into a typical, boring list. "Ten important things" is not explained or justified. The format presumes that these things are "important" and this list is objective.
Meanwhile, I tell a pretty personal story of hesitation and sincere passion. I tell you WHY I would write 20,000+ words.
3/
Describing the user experience.
I am purposefully omitting images from my post so that the comparison is fair and focuses solely on the writing itself.
The listicle is very much telling you that the user experience / UI is nice without making you understand it. It's generic.
I try to make you FEEL that interface and how my brain responds to the software whenever I open it.
4/
Conclusions
On the left, you get the same bland restatement of basic facts as you would from a college freshman with a minimum word count.
On the right... you get lines that made me cry when I wrote them. And cry again when I edited them. Because goddammit, I freaking love this software and I titled the entire post to be a love letter. Because that's what it is.
Sure, that post ranks on Google. Sure, I promote it. But it's a fucking love letter. From my heart.
5/
You don't have to write a sappy love letter to make emotionally resonant, memorable, and personal content.
Here's a snippet from another blog post in my series on that same software.
I'm talking about features and practical application, no "love" required.
But you can still see that only I could have written this post. If you, or another person wrote on the same features.. it would sound totally different.
6/
It breaks my heart that so many marketers and other professionals assume that for content to be effective and business-oriented, it has to lack a soul.
Businesses are also made from people. Even if you're promoting a product (directly or indirectly), you can still have signs of your humanity showing through.
Why do you need to hide any trace of emotion when you try seem "professional"?
You can still get views, rank on search, or improve sales WITH PERSONALITY.
I promise you.
7/7
Oh, and if anybody starts doubting me thinking "well, blog posts as emotional as yours would never get a business money"... you're wrong.
I just closed a $40,000 contract FROM THESE BLOG POSTS yesterday.
And the people who make the software that I wrote about? Their CEO went on a podcast saying my series was some of the best marketing their company has had.
So yes. You can be a sappy mess writing love letters to software, and you can make damn good money out of it.
@mariyadelano Yours also better to read because of the way it’s formatted - with bold highlights, etc. leading the eyes better and overall a nicer experience.
@boby_biq thank you! Making text easy to skim was one of the first and most important things I learned early on in my career and it's proven very very important.
A lot of professional readers skim most of what they read. And beyond that... why not help the reader enjoy themselves with something that's easy to follow?
@mariyadelano Yes, I have adhd too :D
And also yes to all you said. And I opened those images on my phone - not bothering to turn it landscape or read the alt text. So yes, your text looks and reads great.
@boby_biq i sometimes say that aiming for an ADHD reader / viewer has been my marketing superpower lol
because if i can pay attention, most other people will be able to as well.
ooh good to know that the images work that small!
@mariyadelano Ok- it was an exaggeration- I did turn my phone- yes yes I just opened them again. But they do work - I’ve got an iPhone SE so it’s a small screen.
@mariyadelano I stop talking. (Text formatting is something people usually think is just decor and I always insist it hast to be good unless you don’t want your audience to read what you wrote)
@boby_biq it always has to be good! I use reader apps to get rid of horrible design on certain sites because otherwise I just don't want to read it.
@mariyadelano Reader mode (I use safari’s) is a godsend! The best feature by far, takes away the headache. So good. Agree!