I had a great weekend at a friend's lake house, which consisted mostly of relaxing, boating and eating.  However, I managed to sneak in some talk about business blogging as well. 

One of my biggest struggles with being on the cutting edge of a new blog software is how to break it down to layman's terms.  In any form of communication, you have to speak the language of your audience.  If I'm talking to a business that is well-versed in SEO and Paid Search Advertising, my discussion will be more granular and technical.  However, some people don't want to know how the engine works, they just want the car to run.

Our host for the weekend, Harry, was intrigued by Compendium's solutions for business, but needed a quick explanation.  OK... so what's the best way for me to describe what we do, cocktail in hand on the boat, so it's relevant to Harry?  I got it... his hip replacement surgery next week.

Me: So, before your surgery, did you do any research?
Harry: Well, yeah, of course.
Me: Did you use a search engine?
Harry: Like Google?  Yeah, I'm pretty sure I did.
Me: Well, what we do is provide software to businesses, and in this case it would be a doctor/surgeon/health care provider, to tell relevant stories about hip surgery and recovery.  So, when you, the potential patient, goes to do research, you find a human being giving you up-to-date, relevant information.  It looks similar to a website, but with more of a conversational, personal communication.
Harry: Sounds like it makes sense...
Eric: (pulls out iphone) Here, let me show you...

Then I went on to do a Google search of a Compendium client.  If you want to hear how this process works from one of our clients, Tampa Bay Convention & Visitor's Association, click HERE to sign up for the Webinar Thursday, Aug. 14th.