So, you’ve committed to writing a regular blog, or producing engaging content for your anxiously awaiting audience, who are ready for your next words to drop...
But then you suddenly remember reality: everyone’s time is precious and people are bombarded with too much content.
Then, how do you get them to read your stuff???
It’s all about mood and emotion, and knowing when to use them that makes your writing really ‘pop’. Does that make sense?
In other words, giving your writing a bit of personality and character.
Anyone can write about travel, or weddings, or photography, but what makes your blog unique is HOW you do it. How you communicate your passion.
I’m a professional copywriter, which is exciting because, by very definition, that means I get paid to write; and nothing makes me happier! Honestly, it’s true. It’s great!
No, I’m not like Carrie Bradshaw from Sex and the City- I’m a Corporate Copywriter, which means there’s a need for me to write a lot of professional Marketing stuff, guided by strict strategy and objective guidelines. Don’t get me wrong: that’s fine for the serious material, and is my bread and butter.
But a blog should be more… free.
See, it’s all about content context. Naturally, my Melotti Media blog is all about offering free insights into Content Creation, Marketing and Copywriting. But I write it through ‘my lens’, rather than have it sound like a textbook.
On the other hand, a highly professional multinational business will produce a “blog”, but that’s more like a Company Updates bulletin board, than a blog. But it works, because it’s their brand persona after all, and it suits their audience. Think about the Big Banks or the Accounting Houses; their audiences want corporate info and updates that affect the bigger picture, and the website is a good hub for that. It fits their context.
But is that you? Is that your blog?
Do you need to be a Big Bank, or are people actually trying to find you because you make them laugh, or draw their attention with your savvy explanation skills?
Do they follow you because you explain wood working basics, or because you have a knack for making creativity come to life?
What I’m trying to say is, ask yourself: is your audience looking for you to be you in your blog? More than likely, yes. They want your opinion, even if they disagree. They want to learn from your experience and be inspired by what you say.
Sure, you communicate your specific topic and give them something to learn and ponder, but deliver it in a way that offers a bit more pizazz; because it’s uniquely you.
What’s Your Blog About?
Are you travelling? A hobbyist? Do you just have a lot of feelings? Or do you have your niche professional area, like I do, and love to share free insights about your field with your avid audience?
Whatever topic your blog is about, my point is, don’t be afraid to inject a little (or a lot) of your personality into it. After all, there are countless scientific articles out there, using the driest of dry language to describe research findings- it’s all out there already for people to educate themselves.
But they choose your blog over that… why? Because it has (or should have) flair. The point of a good blog, AND to get people to read and follow it is, be fresh, engaging and interesting about it all.
Earn Their Time: Reward Their Click
I say this over and over and OVER AGAIN in all of my copywriting classes: your audience is bombarded, self-absorbed, empowered, highly demanding and time poor- so don’t expect them to drop everything each time you put pen to paper! That’s not going to get you very far!
Instead, find a relevant and interesting topic that you know your audience will care about, spark their curiosity with a killer headline (NOT click bait), and then MOST IMPORTANTLY, write something that rewards their click.
This means delivering on your promise, and be deserving of their attention by offering information that, after they close their browser, or swipe “next”, they will think to themselves, ‘Hmmm, that was great. I’m glad I read that’.
How Do You Know?
How do you know what to write? Research. Take the time to ask and find out. Perhaps you are part of your own audience, so don’t be afraid to lift yourself out of your shoes and into theirs: would you read your blog? What makes it different from the next?
Happy Blogging! Because it’s fun!
Enjoy writing, because it’s just such a pleasure to be able to communicate with your fellow human being.
Of course, I’d love you to follow my regular blog updates and see how I do it, too. I share posts regularly about Marketing, Business and Copywriting, so I look forward to seeing you around!
And join the convo! Leave a message and I’ll reply.