My clients often fall into two categories:
- They know exactly what they want to say, but don’t know how, or
- They know what tools to use to communicate, but don’t know what to say
In this post I’m going to focus on the latter.
Blogs are about telling stories. Stories about you. Stories about your business, your products and your services. Stories that will engage people, stimulate them, annoy them, entertain them and inform them. But it’s not just about telling and selling. That’s what your website may be for in the long run, but your blog is that opportunity to tell people about you.
How you came to be in business itself may be interesting tale. Perhaps one you’ve told at a business meeting, or down the pub? What was the moment you’d decided to take the plunge and start your own business? What was the catalyst? What has kept you going?
These stories are gold dust. They are the foundation of your business, the reason behind your passion, the thing that drives you on. You’ve told them before, but probably only in a verbal setting. You’ve never written anything other than a shopping list, but yet you know one of these stories that clinched a sale, built a friendship, or launched a new product range.
Blogs are also about opinions. Your opinions. Your customer’s opinions. Competing perspectives, debate and discussion. Blogs ask questions. They don’t just tell and sell, they should solicit feedback.
So think. Do you have a well worn dinner party story that still has some legs? Do you have a drastically different viewpoint than your competition that won a customer over?
Now do the following:
- Keep a notebook handy. Start making a list. You wouldn’t expect a novelist to be too far away from a pen and some paper would you? Well you’re a blogger now and the same is true for you. Write down any ideas you might have, no matter how crazy they may be.
- Once you have a list of 10 topics, prioritize them in terms of importance to you, what’s in the news, what you’ve just read on another blog or what’s going to happen in your business sector in the next quarter – you decide, but draw up a top 10.
- Starting with topic 1, write a short piece. 500 words or less to begin with.
- If you are responding to another blog post then cross-link to it. Remember the old adage: if you quote one source its plagiarism. If you quote two sources its research. Go and leave a comment on the other blogs and leave the URL of your post as a calling card.
- Remember to ask questions. This significantly improves your chances of feedback.
- Go back to the beginning and re-prioritize the list. Write your next blog post.
Tell me how you got on. Did this help you, or was it a load of rubbish?
Have your say. Leave a comment.