That being said, let’s start at the beginning. Here’s a few steps to writing a great blog post.

#1 — Pick Your Topic

Keep it small. Keep it simple. Keep to one point. We’re all busy, and a focused blog post will go a long way in building trust with your audience. Taking on a big topic from the outset is like carrying too many groceries at once — you’re likely to drop something. The same is true with a blog: too many topics, too big a subject and you make not make the point you set out to make.

#2 — Know Whom You’re Writing To

This might seem a no-brainer, but most people are confused at first about their target audience. The more clear you are about your target market is (right down to personality types) the easier it is to write to them.

#3 – Write From Your Heart

Over-thinking what you’re trying to say and finding fancy language in which to say it will likely leave you frustrated and ready to throw your computer against the wall. If you tap into your message from your heart and start writing as simply as possible – be yourself — I promise, it will flow much smoother.

#4 – Write, Then Edit

Go ahead and get your ideas out. Write and write, then edit what you’ve written. When you edit you’ll find you can string all the thoughts together in a much more organized manner. No writer writes perfectly the first time out. Editing is a vital part of the process. Write, walk away from it, then go back and edit. (It’ll take you a long way!)

#6 – Add Links

Now that you’ve written a post you’re proud of be sure to add active hyperlinks. Hyperlinks provide your reader with supporting evidence and answer the questions the reader is asking as they are asking them. It will build trust with your audience and they will know they can come to you for the information they need.

#7 – Add Images to Prove Your Point

Visual hints make it easier for your reader to draw their own mental image and get excited about what they are learning. If you’re telling a personal story, add personal images. If you need stock images, those can be found all over the place both free and paid. Keeping your posts lively with images will keep your readers coming back.

#8 – Ask an Engaging Question at the End

Keep it simple for your audience to interact with you. Always end with a call to action question that puts the conversation back in the hands of the audience.

As you write and find community through blogging I’m sure you’ll find it very rewarding. Following a simple template will help you keep the content flowing and have you on the top of rankings before long. Hope this helps you understand the pieces of a blog post.

Do you have a formula that works for you? Please share.

I began by saying how he came to be intrigued by the subject because Clotaire himself felt ill at ease as a young Frenchmen in his native country. He found the French — his fellow countrymen! — too pessimistic, too envious, too different from what he considered to be his own more optimistic and generous spirit. When he moved to America, he met some other transplanted French people, and he found in them the same, more American, less French tendencies.

We were also talking about how I’ve been one of those rare Americans in Paris to make many French friends. Many Americans in Paris stick to English-speaking groups of people and have a tough time breaking in. I said that perhaps I was lucky because someone introduced me, and then someone else introduced me (in France, it helps to be introduced – the French are more formal about things like that, way more formal than Americans).

But then my friends said that what probably happened was that I met people who were open to meeting others – people like me. Just as what Clotaire Rapaille discovered in moving to America, I discovered in spending time in France – you hang with people who respond to you. The French people who’ve become my friends are perhaps a bit more “American” in their outlook.

I explained the idea behind The Culture Code, and how Rapaille identified certain national traits and helped companies shift or tailor their marketing to appeal to those national traits. In a way, this is like the work that I do, which is writing toward what we call “personas,” which are fictionalized representations of an audience or clientele or marketplace, drawn up according to the four major personality types. These types are, in effect, drawn from personal choices (they’re not moral judgments), and help you visualize whom you’re writing to. In the same way, a country’s culture code helps you reach the consumers within that country in a way that speaks to them more directly or at a more personal level.

When I told my friends that Rapaille’s research showed that the French notion of its own cultural character, its code, was “idea.” They nodded. “I guess that’s true,” one said to me. “Well,” I said, a bit facetiously, “the French like to think of themselves as thinkers.”

“That’s true,” another friend said. “Not that they think much, but that they think they think.”

Exactly. How we think of ourselves isn’t always how we act – but getting into the minds of others is about understanding, and capitalizing on those differences – and understanding the many varieties, the contradictions, in each of us. Even on a national level.

I have the wonderful ability to work virtually — my office is wherever I have my Mac and an Internet connection. The Internet being the Internet, one can easily get distracted. So, to stay focused on work, part of my morning ritual is to check my email (personal and business), Facebook, pay bills, etc. — stuff I don’t want distracting me throughout the day. I work with an amazing team and for some pretty awesome clients, and I want to be able to focus as best I can during the day.

So when I received an email saying my daughter’s gaming discount subscription was about to expire, I decided not to put off renewing it, and went right to the site (from a link in the email) to take care of it, thinking it would be a more efficient use of my time.

On the site, I look and look. I see how many points my daughter has, various other gaming magazine offers, and look for where I can renew her subscription. Surely, after this email to renew my subscription, I’d be directed to a big button that says, Renew Your Subscription Now! Nope.

I re-read the email closely. Ah, there’s the message, buried: “Go into the store and renew.”

WHAT?! They emailed me! They linked me to their website! And they won’t let me SPEND MY MONEY WITH THEM in a way that is easy for me? (Sorry, I don’t mean to yell.)  I want to write: “Dear GameStop, I live nearly 40 miles from your nearest store — yes, the middle of nowhere — can you please make it easy for me to give you my money?”

GameStop isn’t the only one guilty of this. I encounter this frequently online —even when I’m trying to pay bills. Why is it so difficult to pay for the services I receive?

So here’s the big question: Are you making it easy for your clients to do business with you, or are you making them jump through hoops?

Now, you might be thinking that since you yourself don’t have an ecommerce site, this doesn’t apply. But not so fast, Spanky!  Your site has a purpose. Are you making it easy for the people coming to your site to do what they what to do?  Are you leading visitors through your site in such a way that they will do what you want them to do?

One of the things I have the privilege of doing is working with our clients, applying Persona Architecture to their websites and other marketing efforts. Persona Architecture is the process of recognizing that not everybody prefers to do things the same way as you do (or your website developer does).

It’s vital not simply to know the demographics of your clients, but also the temperaments of your clients, and make sure you’re meeting the needs of all of them, in the way they prefer.

For example, if I were an extroverted spontaneous type, I would probably jump at the chance to go into GameStop and renew my subscription.  Lots of games, great gaming conversation, woo-hoo!  I’m so there!

Conversely, if I were a busy introverted competitive type, I’d likely want to renew the subscription and be done with it.  (In reality, I am a humanistic, which means I will go into the store to renew the subscription because it will make my daughter happy, which will in turn make me happy, but as someone who can easily function as the other temperaments as well, the introverted competitive in me will not be happy that this task is not already completed.)

Here are a few things to make it easy for your clients (and for you):

• Recognize that you know your product or service so well that you are “inside the bottle,” and that your clients and visitors do not have the same perspective as you. Climb out of the bottle and try to look at it from their point of view.
• Ask a friend or colleague who has a different temperament than you to go to your site with the intent to do “whatever it is people come to your site to do.” Could they do it easily? If not, ask them what would make it easy for them.
• Check with your customer service staff to find out what your customers are saying, and fix what they say is broken. After all, they are the ones on the front lines hearing from your customers.
• Recognize that not everyone prefers to do something on your site the same you would prefer to do it.

It’s frustrating when our preferences aren’t being met on a website that has our attention.

I would love to hear of a time when a site wonderfully met or exceeded your expectations! Please share so that we can all learn and improve!

I’ve actually written and spoken about social trends. For the last few years, I’ve given a presentation called The Pendulum, which looks at profound generational fluctuations every 40 years or so, when the general thinking transforms from individualistic (and often self-serving) to civic (and transparent). In fact, I’ve co-written a book, The Pendulum: Where We’ve Been, How We Got There, Where We’re Headed, with the brilliant author, marketer and entrepreneur Roy H. Williams, which will come out in February, 2012. It explores in great detail what everyone needs to know about how we arrived at this point in our society, and why, and what you can do to capitalize on that.

But there’s something else in society that’s really got me thinking. That’s the way a culture views itself culturally. Not in terms of the arts (though that’s part of it), but in terms of its self-image, its way of looking at the world, at itself and others. This affects how a marketer should approach that culture.

Our Cultural Mindset

All too often we tend to look at the world only through our own eyes (yes, I know you can’t use other people’s eyes to see things, but you know what I mean). We stick ourselves in the mindset of how we were raised, of our social experiences growing up. And that tends to lead to a misunderstanding of the motivations of other people.

In Clotaire Rapaille’s illuminating book, The Culture Code, which I’ve been writing about recently, I’ve discovered new insights into how societies function. Rapaille himself is a Frenchman by birth, who realized his natural outlook was more American than that of his fellow countrymen (he was more optimistic and open, for example), and so he moved to the U.S., where he started to develop the ideas that his own sense of social dislocation led him to explore. His company, Archetype Discoveries Worldwide, has done a lot of research into why people do what they do. One of his great insights is that cultural imprinting is deeply ingrained in a person, and affects everything about that person’s choices. And that most people don’t know why they do the things they do.

This interests me greatly, because I also do work in the area of personas, which are fictional representations of idealized customers based on variations of the four main personality types (according to findings by Karl Jung and tests such as Myers-Briggs). A personality type is also a way of gaining insight into motivations by looking at why a person likes this or that, or how this person is likely to behave in a given situation.

Social Changes on a Grand Scale

As you can see, why we do what we do is quite complicated: it’s based on social changes on a grand scale, on the countries where we were born and raised and on our own predilections according to our personalities. It’s an area that’s rich in contradictions – we’re never finished with trying to understand people – but also rich in rewards, because understanding is the key to so much in business and in life.

Myself, I’ve made mistakes about culture and people. We all do. But I’m always learning. Right now, I divide my time between Calgary, Canada, and Austin, Texas – and I constantly see the differences not only between the two countries, but the two cities within those countries! It’s humbling (which is not something I’m used to saying about myself).

Have you ever been brought up short by a supposition about someone, or someplace, only to realize that it was your own perception that was the reason for your misunderstanding? Let me know – I’d love to hear from you.

I don’t know what my culture code label would be. Maybe AGGRESSIVE? Or something like FRIENDLY PERSUASION?

Insights Into Cultures

I’ve been thinking of that because I recently read The Culture Code, an insightful book by the French-born American marketing expert Clotaire Rapaille, who founded Archetype Discoveries Worldwide, a marketing and research firm. One of Rapaille’s most insightful readings into national culture is that, for marketing purposes at least, is that there are some basic “codes” or identifying characteristics or frames of mind that a marketer can apply to a country when figuring out how best to approach it.

And that means looking at how a country sees itself, as well as how others see it. Rapaille has determined that for Americans, the culture code is DREAM. Which makes sense, since it’s a country founded on beliefs (rather than geography), and has existed as a place where people can accomplish things. France’s culture code for America is SPACE TRAVELERS, based not only on our achievements in sending men to the moon, but our Hollywood, fantasy and imaginative prowess.

Knowing these codes (from our own perspective and that of other countries) helps us understand other countries and their attitudes. This code, for example, shows why the French sometimes feel they can’t relate to us, why they believe our motivations for doing things are different from theirs. (Rapaille says they see us Americans as “usurpers,” taking things – which is ironic coming from a nation that had a long, and often cruel, colonial tradition.)

But what a culture code does, is what I try to do in understanding what makes others tick, for my work and career. I often meet a person and can tell, after a few minutes of conversation, whether he or she is an extrovert or introvert, a sensing or feeling or methodical or spontaneous type. This isn’t a judgment call on my part, it’s an effort to understand this person’s motivations. Sometimes it affects how I phrase my sales pitch (if I’m selling something) or my response, if I’m asked something.

But it’s all in an effort to understand the “code” for someone else. I’m a salesman at heart, and something of a showman (despite being a somewhat introverted person who can rise to situational extroversion), and I want to make a connection so that I can move forward in the relationship. I don’t easily give up.

I guess you could say that, after all, the culture code for me is probably DETERMINATION. This could change, of course. I’m a person, not a country. But the whole area of personality typing, of cultural coding, and of societal shift, is of tremendous interest to me.

If you were to give yourself a “culture code,” what would it be? I’d love to hear how you see yourself (and perhaps how others see you, if you can ask them the same question of you).

So eventually Rapaille moved to America, despite the French government’s having frozen many of his assets. He responded to the optimism of the American culture, and the generosity and warmth of its citizens. When he met other French people who’d moved to America, he found that they shared those so-called American traits, too, and were different from his fellow Frenchmen in France.

It’s interesting that a country imprints its cultural code on a person, and that if you’re predisposed to be somewhat different, if your personality type doesn’t quite jibe with the national character, then you may be better of finding, as Rapaille did, a more suitable home in a country whose cultural code aligns with yours.

Many French people who visit America actually fall in love with the openness and helpfulness of Americans. Parisians are taken by the energy of New York, the vast countryside, the awesome sights, the variety of people. And above all, the warmth of everyone, everywhere. Yet these very people return to their country, to a society that is far less open (and, as Rapaille noted, far less optimistic). We want what we’re used to; and sometime,s even if we’re moved by the energy and attitude of a different country, we want the comfort of home, however uncomfortable it may be on some level.

Cultural Opposites

I’m lucky enough to be able to live between New York and Paris, alternating a few months at a time between each city, and when I speak to my French friends about how I’ve met only open-minded and optimistic people in France, they tell me that this doesn’t represent the majority. Like Rapaille, they consider their fellow citizens pessimistic, closed, hard to get to know. They tell me that I have fallen in with people who are French to the core but perhaps more American in outlook – optimistic, in fact, and open.

This may be true. I’ve tried striking up conversations with people at the gym I frequent, but it’s hard going. You can’t really have a proper conversation with someone to whom you haven’t been properly introduced – in that formal French manner – and so I find myself starting conversations that never go anywhere, because, well, I’m not the right type of person. I’m a person who’s sought to broaden his cultural horizons by spending time in another country, and learning the language. But that doesn’t mean that everyone’s going to respond to my particular enthusiasm.

In any country, despite its cultural code, there are personality types that define everyone. In the work that my colleagues and I do – platform-building, persona architecture, website writing and counsel – we strive to figure out our clients’ audience, and their ideal customer or reader. This involves an amount of soul-searching (you have to know your product very well to begin with). And the idea of personality types, as well as “personas,” takes a bit of explaining.

But no matter where you’re born, or where you decide to live, there are certain things that define you as a person, according to your likes and dislikes. If there’s a cultural code word for what my colleagues and I try to do, in unleashing the power of personality types in helping people expand the reach of their message, it might be UNDERSTANDING. That would be true in any culture: we all want to be understood. Personas help us do that.

Have you felt a little off about where you are, your surroundings, even your country? I’d love to hear about how you relate to the “national character” you see around you.

We discussed the Emotional Vs. Logical decision makers.

Today we will talk about the Deliberate buying style vs. the Quick buying style.

Let’s begin with the Quick style.

Quick decision makers will pull the trigger on a buying decision without a lot of consideration. They may consider only a few factors logically and then decide, or they may make an impulsive decision.  A quick decision maker appears to make big decisions in a short amount of time.  Tag lines, packaging, product placement, speed of checkout, are all factors in motivating the quick decision maker.

Deliberate buyers are much more cautious and therefore take more time to make a buying decision.  Either they want to consider all the facts about a product /service and leave no stone unturned, or they want to take time to consider the consequences of a buying decision.  A deliberate buyer asks a lot of questions.  Wish lists, buying guides, printable downloads are effective at moving deliberate buyers.

Take 3 minutes to list everything you would do to sell to a quick buyer.  Then do the same thing considering what a deliberate decision maker would need.  Make your list actionable by comparing your list with what you provide on your website and in your sales material.

In the next post in this series, we will talk about the 4 temperaments and how to use them to make better communication decisions.

This was an email I happily received that I want to share with you.

Yahoo!!!

Actually, at the moment, my email and FB is blowing up!!! I sent my latest newsletter with all my blog posts and I have never ever had so much response.  If it keeps up, then I will have to hire someone.

You’re very wonderful Kyle. Thanks again.  Leslie

How beautiful is this! I’m so excited for her. She simply took her learnings, implemented immediately, and it’s already paying off.

Leslie is connecting with her audience and serving them valuable information about nutrition in a manner that they get. Meeting needs with Personas, and being real, raw, and relevant, is a potent combination for reaching people. Huge kudos to Leslie for taking this step!

On a related note of kudos – here’s what I love about Michael Drew…

Michael’s underlying mission is supporting authentic thought leaders in our Civic Cycle. The dreams that Guru’s sell just isn’t good enough for Michael. And because of this stance, he’s helping us attract people that allow this goodness to spill out into the world, reaching someone like Leslie, who will make it her own and carry it in her own authentic way.

Isn’t that an amazing domino? I think so!

Also, Michael’s Pendulum Presentation now has 11, 626 views on YouTube. Pendulum is also making a difference in the world, inspiring positive change, resonating with people and making them think about life, business and what really matters. I hope, as more and more people start to authentically serve their audience, that Pendulum will light up the darkness more and more.

As you can tell Leslie’s email and success is inspiring to me. Making a difference is also my driver. It’s why I’ve written so transparently in other posts, because I know above all, it is our example that most deeply inspires others. And to you, for the value you also add to the world, keep it going and enjoy the journey. I look forward to sharing it with you in 2011 and beyond

What’s your block right now with Personas? And how can I help, so you can feel content like Leslie?

If you’d like to connect, send me an email kyle@promoteabook.com or comment below.

What is it?

Simply…it’s a marketing platform.

Without it, you don’t have leverage, which means you’ll be splashing around in the same details and challenges for months. When using a proven and easy to implement  system like Persona Architecture, you cut the clutter and save time, money, and energy that’s rightfully yours. Consider it is like having a close friend who maximizes your fun on a Friday night because they’ve taken care of the details. If you don’t, you may end up with $125,000 down the tubes.

It would be a lie, if I said there was no work involved, because that’s not true. What is true though, is Michael has some great stuff in place, so you can effectively reach your audience and ultimately achieve your goals.

Recently, a woman I walked through a private book outlining call (only 1 month ago) emailed me; these were her exciting words:

“Yahoo!!!

“Actually, at the moment, my email and FB is blowing up!!!  I sent my latest newsletter with all my blog posts and I have never ever had so much response.  If it keeps up, then I will have to hire someone.

“You’re very wonderful Kyle. Thanks again.”  Leslie

All we had was a 30-minute chat post book outlining (and I’m not even Michael Drew!).

All platforms need are websites that work, greater transparency, and copy that can engage from a distance, just like Leslie did. Simply email me at kyle@promoteabook.com if this sparks your interest, and let’s set up a call. Before going, I must ask though …

How will you use Personas to simplify, get results, and enjoy your experience of building your platform?

Bryan and Jeffrey Eisenberg would refer to personality typing as the Human Operating System.  Mentally healthy and normal adults cannot act outside of the operating system.  When we take the parameters of the major personality differences and then add in the dynamics of  the particular products/services you are offering, life becomes a little simpler.

The first important behavior parameter to understand about our personality types is logical v. emotional.

Logical decision makers need facts, figures, and some sort of logical justification to move forward with a purchase. Value, specifics, guarantees are all examples of logical buying triggers.

Emotional decision makers are more concerned with the experience and the emotional impact of a given decision to buy.  They want to know how something will feel and who and how it will affect them and others.  Often they must feel good about the seller first. Testimonials, videos, about us pages are all examples of emotional buying triggers.

To get started, you will make two lists.  Give yourself 3 minutes to write each list.  The first list you will want to write down every logical reason to buy what you are selling.  Then give yourself 3 minutes to write this a list of all the emotional reasons to buy your service/product.

You can make this list immediately useful by going to your product/service description on your site and determine which things are on your list, but not on your site.  Then, you will want to include all the reasons from your lists on your product/service detail page.  Typically you find that there are a good half dozen benefits of your service that you have left out.  Once you include them, you will have a more powerful page that speaks to more needs than you were before.

In the next post, we will discuss the differences between deliberating buying behavior vs. quick decision buying.

Please share with us what you found interesting on your lists.