How to Blog When Your Product Isn’t Cool

January 6, 2012By

Koi ChairA common issue for businesses is having a boring product.

You might be intrigued by the possibility of blogging. You’re seeing others having success with the content efforts.

But there’s still something keeping your from implementing your company blog.

The excuse I’m referring to is that you don’t have a Cool Product.

The blogging world is certainly enamored with cool products. Just recently there were two articles in the popular business magainze, Fast Company, about two great new products:

These products look awesome. The product is the story and people can’t help but give in to their curiosity when they see these cool things. People rush to read information about the new chainsaw and the lightweight folding deck chair.

These cool products could practically build a community around a blog instantly.

But it doesn’t work that way for every company.

Most companies don’t have cool products or services…or so they think.

How to Blog with Uncool Products

You might not think your products or services are cool, but your customers might.

The secret to blogging about uncool products is to focus on the stories.

Just recently Coca-Cola decided to invest their future in content creation. They are taking a pretty boring product, soda pop, and betting their future on telling stories. The brand will focus on the stories their customers have with the product.

Stories allow people to relate to the brand. Potential customers relate to the people in the stories even if the story really doesn’t reflect their own life.

Yesterday I was talking to a plumber.

Now, plumbing is likely seen as one of those uncool industries. Sure, the faucets and fixtures can be cool and make for interesting designs and things, but the nuts and bolts of plumbing is not really that interesting…until you talk to an expert.

The conversation I had drifted into an area that a regular person like me had no idea existed. We chatted about the way different cities treat water with chemicals and remove minerals and how drinking water is affected by various things.

From there we discussed different water filters and how certain plumbing items, popular items, purchased at well known retailers are not really the best for any home.

I was really engaged in the conversation.

I mentioned how I had grown up in a fairly rural area with simple well water. When I went away to school I was introduced to city water and the difference was noticeable both in taste and potentially in a couple cavities I had. I had gone about 10 years with no cavities and then had a couple more after moving to the city.

Looking back on the conversation now I realize it would make a really great blog post.

The story combined with the expertise is valuable content for a variety of potential plumbing customers. The blog post would be filled with interesting tips from the plumbing expert and the story could be relatable for the person interested in hiring a plumber for an upgrade, installation or repairs.

The one last thing I’d like to point out is that it’s easy to think your own industry is uncool. You’re around the topics every day. The unusual things seem normal to you.

But to your potential customers, that aren’t around it all the time, it is new information and can be interesting.

Talk to your customers and listen to their stories.

You’ll be surprised at how their stories and your expertise can turn into great blogging material.

It is possible to have a great blog even if you don’t have “cool” products or services.