By: Monica Miller Tuesday August 22, 2017 comments

When I began blogging, I just put whatever was on my mind out there. I did a loose structure of my topic, made sure it flowed and then moved on. But as I got more and more into blogging, I realized that I needed to be more structured and have my blogs more thought-out than what I was doing, which was flinging spaghetti on the wall and hoping it would stick.

So today I am going to teach you how to write a blog that communicates your expertise in a way that connects with your readers! 

First of all, you need to identify your topic you will talk about. Click here to read how to come up with your epic topic in four easy ways. Having your topic ready is the first step to any blog you want to write.

Once you have identified your blog topic, now you need to know the format on which you will write your blog. Here is a format I use:

  • Opening
  • Key points
  • Call to Action
  • Conclusion

That was vague, now wasn’t it? Okay, let's spice this up a little bit more!

When your reader gets onto your blog page, you have 3-7 seconds to capture their attention (yes, the average attention span is worse than a goldfish!), so you need to grip your audience with something that will make them want to read every word you wrote from the first sentence to the very last sentence.

One way to do this is by implementing the SPA method. SPA stands for Story, Point, Application.

Let’s start with a story. A story can be your own story, a client’s story, a story you heard while listening to a podcast, or a story you read 5 years ago. Whatever this story is, share it!

For example, say you went and spoke at a great networking group and 20 people wanted your free consultation call. You talked to all 20 people and not one signed up for your program. So your opening line can be, “Twenty consultation calls, not one penny was added to my bank account. Sound familiar?”

Next, you can move into the point, and the point can be what lead you to take action or how your whole business changed because of that one moment. Your point can be, “If you’re getting more no's than yeses, it’s time to change something in your sales conversations. But what? I was just like you, not knowing what to do or what I was even doing wrong! That was the moment I decided not to take anymore no's and decided to call a coach to take me from no's to yeses.”

Moving into the application is the easy part because this is where you’ll announce what you will be talking about throughout the rest of your article. “Today, I’m going to show you the three keys to successfully turn a no into a yes from the work I’ve done with my own coach so you can begin creating a powerful coaching business just like I did.”

That’s your entire first paragraph! Easy right?

Now, let's move on to your key points. Inside of this example, the reader knows you’re going to cover three key points on how to turn a no into a yes. Inside of your own topic, what key points do you want to make? It can be more than three! It could even be a how to post where you’re showing your audience how to do something (check out Laura’s post for this example). Maybe it’s a step-by-step type of post where you’re teaching your audience a step-by-step formula. Or maybe you’re giving them reasons why they should be doing something that they are not (see Monica’s post for an example).

This will be the bulk of your content, so don’t be shy! Let yourself shine!

After going through your key points, it’s time to let your audience know that they need to do to take action! What’s the action? It’s the Call to Action!

Your Call to Action is what you want your audience to do. Do you want them to download your amazing PDF? Audio? Get your 3 part video series? Comment? Share? Whatever it is, you need to make sure this is a powerful call to action that will help your audience move forward in their journey. It’s taking the blog post you just gave them to turn it into actionable steps for them to implement now.

When you’re creating your Call to Action (CTA), you need to make sure you cover both the benefits and the pain. The pain should come first: “Are you tired of getting no's? Are you ready to give up, throw in the towel and stop doing what you love because these no's are getting to you?” Get inside their heads, call out their doubts and fears, and even list an insecurity or two.

Then you’ll lead them into the benefits portion where you’ll list why your CTA will help them overcome this uncertainty. Example: “Download my FREE Turn A No into A Yes Workbook and Checklist to begin shifting your sales conversations today! Inside of this workbook, you’ll learn just how to ask the right questions so a potential client will see the true value of what you do and how you can best serve them! Click the button below to download it straight away!”

Take time to write the pain and benefit of your CTA, make sure it moves your readers into taking immediate action. There’s nothing worst than having someone question whether or not they want your free opt-in.

You’ll wrap things up with a conclusion. Your conclusion will consist of three main points: review, recap, and remind.

Review: Review what you just talked about in your blog.

Recap: Recap the big main points that you want your audience to walk away with.

Remind: Remind your audience of your incredible CTA and provide another button for them to click onto get it.

That is it! This is the formula to make a great blog post!

Now that you know how to write a blog post for your everyday use, what about using that content for strategic purposes? Like getting new leads, generating new subscribers, or getting people to hop onto your webinar. Regardless what you are doing, content is one of the greatest ways to get new prospects to sign up to work with you, but you need a strategy and a system to help you achieve your goals.

I want to invite you to a FREE 30-minute training called Create Your First Working 30 Day Content Calendar to Maximize Your Business, Time, and Efforts! Inside this FREE Training, you'll learn

  • How to use a content calendar for your business to maximize your business and track your progress
  • Create your own content calendar in September with business goals and efforts in mind
  • How to tweak your calendar to make necessary improvements so the next month will be even better!
  • Write blog posts to generate new subscribers and leads easily!

If you want your September to ROCK, then hop onto this FREE Training (did I mention it's only 30 minutes long?) where you'll learn the three keys to success and how your business can become more synced with your marketing efforts and more! 
LIVE Training is on Thursday, August 31 at 12pm MST. Click on the button below to claim your spot!

Sign Me Up Today!



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Monica Miller

About the Author: Monica Miller

Coaches and Speakers hire me to articulate their message into convertible and profitable content because most are confusing, overwhelmed, and are lost at what to do and say online, so I help them step up into their authentic authority, strategize their message and increase their income all from the powerful use of content creation. I offer complementary 45-minute Visibility calls to help you unleash your hidden inner expert so you can begin writing for your audience and gain the traction you desire. Please schedule your free session today!

I am a author of three books, speaker, writer, and coach that loves working with speakers and coaches who want to gain traction in their field by using the power of content. I am married to a USAF veteran and love to snuggle with my cat, Sassy, and I love traveling, drinking coffee and reading.





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