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Blogging for the Brain

@katiekonrath

#MNBlogCon

As bloggers, we shape our content to appeal to our target reader. We spend hours considering their likes, dislikes, and what motivates them. Then we use that information to craft a content plan and decide on a tone.

@katiekonrath

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What we don’t take into account is how the brains of our readers process the words that we write and how that affects the impact of our content.

We should. The background processes in the brain control what readers understand and how they react to the posts we write.

@katiekonrath

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Are we choosing our words as carefully?

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For

• I’m ‘for’…• I like…• … provides value.

Wish For

• I wish for...• How to…?• How might we…?

Forness® Thinking

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Language matters.

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@katiekonrath

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D E T S E R E T N I

N K P G Y A B S R E

I G H A P P Y L A T

N B A S O T K I E P

R E L L P B F S L Y

A S I O R P E I R A

Y T N V A H T R N G

E K R E L I S H I D

FindHappyInterestedLearn

LovePoliteRaptRelish

Priming

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How important are emotions? Really?

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Perception Counts

A. 5 Strategies To Increase Your Gas Mileage

B. 5 Things to Keep in Mind While Parallel Parking

C. 5 Repairs You Don’t Need a Car Mechanic To Do

D. 5 Keys to Passing Your Driving Exam

E. 5 Ways to Speed Without Getting Caught

Confirmatio

n

Bias

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Perception Counts

@katiekonrath

#MNBlogCon

@katiekonrath

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Sjut Od tiJust do it

Htat aws saey

seubeuca rouye tohrw ti

Hnkit fetinedrf

Dema rfmo het sebt ftust no rheat

That was easy

Because you’re worth it

Think Different

Made from the best stuff on Earth

@katiekonrath

#MNBlogCon

How do you help your readers

overcome status quo bias?

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@katiekonrath

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Consider the impact of your word.

Pay attention to the feelings you evoke.

Empower your consumers so they can make a change.

Write to how your readers see themselves.

@katiekonrath

#MNBlogCon

Katie Konrath is a Content Marketing Lead at TopRank® Online Marketing where she creates online content to help clients attract new business, engage consumers, and grow brand visibility online.

Previously, she trained hundreds of consumers and Fortune 500 clients in thinking and idea generation while at leading innovation company Ideas To Go. Katie has a Master’s degree in Creativity and Innovation from the Institute for the Design and Development of Thinking.

Nationally recognized by The Economist, The Wall Street Journal and the Minneapolis Star Tribune, TopRank® Online Marketing’s content, social media and search marketing services are used by major corporations across North America.

Let’s Connect!• Twitter - @katiekonrath• LinkedIn - www.linkedin.com/in/katiekonrath/• TopRank Online Marketing – www.toprankmarketing.com• TopRank Blog - www.toprankblog.com