Building Better International Blogs
Yesterday Darren Rowse started his 31 Days to Build a Better Blog Challenge or “31DBBB”. If you have been reading my blog you will understand why I want to follow this blog challenge.
For those that did not follow the story…
In February, I read the book Darren wrote with Chris Garrett, the ProBlogger book. In March I implemented one of the tips in the book: a blog post series. That was the March Cross-Cultural Communication Challenge. This month long series resulted in a 92% increase in blog visitors compared to the previous month.
I was so thrilled with the results, that I decided to run a little competition here to find out what other series you would like me to publish, 6 winners get a free copy of the ProBlogger book. The competition ends April 15th, so please help me come up with some good ideas for series to write for this blog.
There are obviously some easy things I can do to improve this blog. This is why I am going through the ProBlogger 31 day challenge to build a better blog.
During the next 31 days, I will share my thoughts on on how to adapt 31DBBB projects to build better international blogs.
An Elevator Pitch
The project for Day 1 of the 31DBBB is to craft an Elevator Pitch.
Now, I must admit that I have not spent much time lately surfing blogs in cultures with indirect communicators.
Cultures of indirect communicators are “High Context” cultures such as those in Asia, Latin America, the Middle East, Africa and Southern Europe. This does not mean that indirect communication is exclusive to these cultures. It only means that people in these cultures communicate much more through what they do not say.
I am very curious about how these cultures would use an elevator pitch on their blog… probably not the same way as in cultures with a more direct communication. And if anyone has any examples, please let me know.
Cultural Frustrations With International Web Communication
First I would like to share my frustration with the emails I get from indirect communicators. The email always basically says:
- “Hello”
- “Hello, I want to get to know you”
- “Hello, I have a great business”
And nothing else. Whenever I follow up with basically a “Yes, what is it?”, invariably the same “Hello” comes back to me. And this bouncing back and forth without actually saying anything can go on a few more times. I always get the impression that something faceless and motionless is just hanging over my shoulder. It is always impossible to find any bit of information to get into the core of a conversation. There is a nothingness. There is no conversation.
Yes, I am a direct communicator.
Communication between direct and indirect communication cultures is impossible when it is 100% web-based communication between two people that have not met before.
Meet & Greet
The problem with establishing communication between direct and indirect communicators online is that it is very difficult to get past the “meet and greet” stage. No real communication can ever take place if this does not happen.
No matter what the local cultural practices are, I would personally find an elevator speech very useful on all blogs aiming for international audiences. It just makes the first introduction so much easier.
For example…
Imagine I got an email from an indirect communicator who remembered to include a link to his blog. And now imagine that on the top fold of this page there was one clear elevator pitch.
This would tell me whether it would be worth my time to enter the long path of trying to establish a connection with an indirect communicator online. In addition, an elevator pitch gives me a few words to use to try to start a conversation.
An Elevator Pitch For An International Blog
Now, here are some ideas on how to improve an elevator pitch for international readers…
Put Your Location Near Your Elevator Pitch
This is critical. Most people recognize US telephone numbers and can then mentally label the web page “USA”, but not everyone can. In many cultures it is important to know who you are… and where you are is part of the picture. This helps them picture you.
Do not underestimate the number of readers you lose simply because they cannot identify your location.
Choose Words Carefully
We all get into the habit of using a certain vocabulary. We use the words we hear around us. The problem is that people a hop and a skip away from us may not get the same picture with the words you use.
The good news is that with a blog, it is easy to listen to your readers. Of course you can pick up their vocabulary, but spend more time listening to what they understand from what you say. And then adjust your vocabulary, or how you say things, until you get the right echo back. This is part of the process of creating a relationship with your readers and it can take time.
There are many different cultural dimensions to be aware of when targeting specific cultural groups. Have a look at the Cultural Web Tools to pick up more cultural subtleties.
How International Readers Can Help You
You might not think that non-native English speakers are able to craft really good elevator pitches. Yet non-native English speakers often communicate in metaphors and these metaphors are often gems in communicating messages. Listen to your international readers, you never know what ideas they can give you.
International readers bring different ways of seeing things and they can also show you opportunites or paths you had not thought of before.
When I started blogging on my two blogs last year, my instinct told me I needed two blogs, but it was my blog readers that showed me how to separate the two “elevator pitches” best.
Your elevator pitch is what summarizes your blog content strategy. It is both the backbone to your blog content and the sign that tells your readers why they should stick around. If you want international readers for you blog, you must also think of how you communicate your content strategy to them. Make sure your elevator speech communicates well across all cultures.
 | Want to learn how to avoid cultural blunders? Subscribe to this blog feed. Need to turbo charge your cultural skills? Get my short cross-cultural communication tips. Ready for serious international marketing? Skype me or email me & let's grow your business. |
