How To Blog: Find The WHY And What Tone To Write It In

It’s not the best title I’ve written to be honest.

Anyway, you’ve decided that blogging is now going to be your thing. That’s great and welcome! If you haven’t yet decided on blogging then take a look at my previous post on the subject.

You might want to write your blog yourself or get a ghostwriter to, either way there needs to be some sort of plan.

I used to freelance for a company that had a blog on their website. They didn’t know why they wanted a blog and at that time I didn’t really have a clue either. It was rubbish and it wasn’t regular. It was a missed opportunity and one that still keeps me awake at night

That was a true story and not created for the purpose of illustrating the point. However the only thing that keeps me awake at night is chronic dyspepsia.

You’ve got to have a plan

If you’re a ‘fly by the seat of your pants’ kind of person then I have no time for you. Most things you do for your business should have an objective. Leave the spontaneity for the bedroom.

Get yourself some means for making notes and hold on tight.

By now you should know who your audience is. Your blog is a powerful part of your website, a website that probably serves a purpose. If it doesn’t, see my other post about crappy websites. You are giving something to your audience and you need to determine what that is.

Here are a few reasons why I like to blog;

  • Highlight milestones or significant events in my business
  • Help and inform my readership 
  • Showcase my skills and talents
  • I LOVE it!

If you only want to blog for the first and third reason then people are going to get bored reading about how great you are, it might even turn people away.

It’s a bit like going on a date only to hear Richard talk all night about how he trained as a pilot, spent 4 years running a multi-million pound investment company and only really dates women with a perfect waist-hip ratio (although you’re the exception due to your tremendous knockers; his words). You’ll soon realise you’ve made a big mistake and should have gone out with Jim who enjoys country walks and ‘chick flicks’.

You may not think you have a sales funnel but we all do and your blog could and should be the start of it.

People are searching for a solution to a problem. Let them happen upon your amazingly titled blog post that offers that solution. They will begin to trust you, see if you’re the right person for them and BUY FROM YOU.

Mix it up and keep it fresh

Vary your content by all means but I urge you to focus on helping and informing your audience. People want you to talk to them, about them and if what you write solves a problem they’ll probably feel more inclined to get in touch.

And that’s the other reason why you blog bitches. You want the person who reads this stuff to take action. Again that’s for you to decide what that is. 

You didn’t mention SEO Sarah


Here we go

I’m going to nail my colours to the mast on this so here goes. If you want to blog only to boost your SEO (Search Engine Optimisation) then please don’t bother. The quality of your content will suffer, the game will soon be up and people won’t stick around because all they are getting is content shoe-horned around keywords and key-phrases. It doesn’t hurt to include them where relevant but you should write stuff people want to read and that you enjoy writing. SEO is a byproduct and shouldn’t be the main reason why you do it. Are we clear? Good.

Mind your tone

Pull up a chair and get comfy because we need to figure out how you want to communicate. Take a load off and grab a coffee and start to think about how you talk to people. How you chat to your mates might not be how you talk professionally. Or it might be exactly how you talk professionally too. This stuff is personal and it’s about letting your personality come through, whatever that might be.

Certain things should be left at the door. Certain things should never be spoken of and yet I’m going to have to. 

Talking in the third person; “Patricia has been an event photographer since 2003”. Patricia is writing this about herself. Jesus Patricia! 

It doesn’t matter if you’re a sole trader or part of a huge organisation, writing using ‘I’ or ‘we’ is the only way to go. But never ‘we’ when there really is only you. It’s disingenuous and you’re not the queen.

Jargon terms and corporate language; “We can maximise your productivity and consolidate your output by using this great new CMV product”. I have no idea what that means I only know it reads how I imagine Kitt from Knight Rider would write.

Disclaimer: I understand that many of your audience will know certain terms and acronyms but why not in brackets the first time you introduce a term explain what it means. Just in case you have a newbie to your industry reading it. Corporate language may be appropriate for your business but it sounds so dull and old-hat (how old-hat does ‘old-hat’ sound?!). Even if you are in high finance, trying a different approach might make your content more engaging. Just a thought.

If you want to appear distant and alienate a large part of your audience then go ahead and ignore me. Go on, bore them to DEATH.

Make em’ laugh

You don’t have to make anyone laugh. When I’m looking for information via the Internet I just want the solution to a problem. I want it in easy to understand terms and I couldn’t give a shit if it makes me laugh.

If you’re a comedian then I would expect your blog to be amusing by your standards of ‘funny’. Humour is subjective and not everyone will see the funny side. That said if you are naturally funny in your own unique way then be that person if that person is, in reality you. Some people won’t get it but you’re not trying to appeal to everyone and maybe your kind of funny might attract your kind of client. 

Look at me for instance, I describe myself as ‘mildly amusing’ and sarcastic not because I’m faking it but because thats me and it reflects in all my content. Some people like it and some don’t. It’s all gravy.

If you’re not writing the blog yourself then a good ghostwriter or copywriter should be able to figure out how to write like you. If you want to find out about how I can help with that then click the button below.

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