Writing for your business can be challenging. Treading the line between being inappropriate and being dull is not always easy. You want to keep your readers engaged while simultaneously sharing important information about your field or your company and its services or products. Don’t fret; there are some practices that you can implement to make your posts dynamic and relevant to your brand at the same time.
It’s All About Personality
Make your words stand out by letting your own unique voice shine through. Boring and repetitive content exists all over the Internet. Even if you’re going to say something for the hundredth time, say it with a character that is all your own. Be funny; it is one of the greatest assets any writer has. It puts your reader at ease and is generally more accessible and interesting to read. Use puns, make pertinent and times-related jokes, tell stories—your readers will be absorbed because they can identify with you—who doesn’t love a good anecdote?
Just because you are writing for your business doesn’t mean your blog has to read like an instructional pamphlet. If you are bored writing your articles, chances are your reader will fall asleep half way through and drool all over his or her keyboard. (Check the comment section for a confusing jumble of letters, numbers, and symbols to see if this has happened). The writing doesn’t have to be stand-up worthy, but colorful language can really jazz up an article about a seemingly tedious subject. Clearly, there is a time and place for humor—but most likely your reader will not be annoyed that you made him laugh. He may be annoyed, however, if he spent his valuable time reading an article that put him to sleep.
One more note on language—jargon and technical speak are usually confusing and can be off-putting for readers. You may know what you’re talking about, your colleagues may know what you’re talking about, even your mother may know what it is that you’re saying—but there is a good chance your customer might not understand. Evoke simplicity and practice explaining complicated business terms using informal language. Plain-ol’-English is the best way to appeal to a broad audience.
Be Consistent, and Mindful of your Audience
Try and write something down every day. Brainstorm ideas, create vague outlines, and at least once a week dedicate your time to constructing a solid article. You may not be ready to publish every single word you write down, but practice is crucial when writing, just like when playing sports or mastering a musical instrument. Once you start your blog, it pays to stay committed to creating new content—even if your articles aren’t all gems, keep in mind that it takes 50 posts for Google to index you, so if you stop after two or three, you wont drive as much search traffic to your blog or webpage.
Be mindful of your topics as well, and remember to be diverse. While your blog is obviously a marketing tool for your business, you don’t need to remind readers of that in every single post.
Mix it up; have posts from other writers on related topics, post photos and memes, and always keep your audience in mind.
One easy way to remember what your audience may like is to think selfishly (this may be one of your only outlets for that, so take advantage!) Think about what you prefer to read; what kind of prose captivates you? Reading an informative blog with thought-provoking tips, amusing little quips, and a few pictures is, hands down, more effective than monotonous industry news that specifically applies to the business and always manages to force in twenty links to its products. Odds are, if you find something interesting, others will, too.
Take it Personally, and Build Strong Relationships
Most successful bloggers are not shy about offering their readers an insight into their personal lives. Whether you blog for business or for pleasure, make it personal. No one wants to read extensive details about your colonoscopy, however, but a short narrative about your daughter’s school play (if relevant to your main point) is usually a welcome topic.
Let your readers get to know you. Your business is an extension of yourself and you’ve put incredible amounts of energy and time into creating it. If people know you, they will feel more comfortable with whatever you are selling or offering. Humans like interacting and doing business with other humans, show that you are approachable by being transparent and you will build valuable relationships with your customers.
Being a dependable business owner doesn’t mean you need to be pitching, selling, and closing 24/7. If you identify with your customers on more levels than one, they will appreciate you as an individual and see the services you offer as a benefit, without any added pressure of your persistent salesman chatter.
A few final thoughts:
This article is lengthy—the majority of people who browse the Internet want their information in concise packages. Three hundred words may be short, but 1,000 words is an essay.
Spell check and grammar check are your friends; please use them. Good writers are usually people who read a lot, so you may think you have some down time, but you should probably be searching for an article to peruse.
Let others read your work before it is published, as the author, it is sometimes difficult to see mistakes or awkward phrases because you become attached to every sentence you write.
If you practice these steps, and attempt to improve with every blog you post, soon you will see a spike in subscribers and an increase in revenue for your business. Who knows – with such a great avenue for stress release, maybe you’ll even see a decrease in your blood pressure.
Written by Sasha Novikov, published on Jeff Pulvino’s blog.