Deborah Stuttard Communications

Blog writing 101

Once upon a time, I helped a law firm show its solicitors how easy it is to create content for their clients. Here are the bones of my quick lunchtime blog writing training session.

Write with the reader in mind

As proud as you are of what you do, web visitors are only really interested in what you can do for them. Too many websites focus on the ‘we’ rather than the ‘you’. And in doing so, alienate the reader from the off. 

If you want web visitors to buy what you’re selling, you need to put yourself in their shoes.

To connect with your audience, you should:

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart".

Nelson Mandela

Give people what they want

People are swamped by a variety of sales messages every day. Low-quality content pollutes the internet, turning people (and those pesky search engines!) off at every turn. But good quality content will help you stand out from the crowd, while positioning you as a trusted advisor.

A person might read a blog to:

They might also read a blog simply because it is interesting. 

Create 'sharable' content

The key to content sharing lies in expanding its reach. Give your audience something so good they want to share it with their connections.

What makes people share content?

To make a blog shareable:

A final consideration when it comes to writing blogs is to tap into hot topics. If everyone is talking about a particular subject, use that to your advantage. Just remember to add your own unique take and insight.

Keep it simple when blog writing

However elegant your writing, the truth is, in most cases, web visitors don’t read very much of it. Instead, they scan the page, seeking out words and phrases which interest them, disregarding the rest of your carefully constructed prose.

The key to writing successful web copy is to engage the reader while meeting this need for information as quickly as possible.

How to keep it simple:

Make it personal

In a competitive marketplace, nothing differentiates like your own personality. A big dash of personality makes everything so much easier to read and keeps you front of mind.

It changes the way you deliver key messages, and it changes the way customers think about you. Straight away – you’re approachable.

How to add personality:

In summary (if you forget everything else)

Do:

Don't:

Putting pen to paper (or fingers to keyboard) when blog writing

Don’t be beaten by the blank page. Instead, to get started you should: 

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Want me to write for you?

I work with clients across the UK, so no matter where you are, I can help. If you’d like to find out more, contact me to discuss your requirements in more depth. I’d love to hear from you.

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