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In this blog, I will walk you through three basic steps to writing a blog.
- Pick a topic and break it down into a series of related blogs
- Aim to write about 500 words per blog
- Edit yourself!
Blogging a Marketing Campaign
You have a lot to say; you built a better mousetrap and want the world to beat a path to your door. But, it’s complicated. Your business model is complex and your product’s value proposition is hard to explain in short order. This is why it is OK to give away some basic information for free. You are not giving away the farm, but instead getting people interested. Now, they view you as a resource and if you are good at what you do, they are more likely to buy. Speak from experience, use real-life examples to tell a story and paint the picture of what your product or service will do for them.
By stringing out a series of blogs under an umbrella topic you can showcase your product or service more in-depth. If you were selling mousetraps, you could first blog about why a breakthrough has been long overdue and highlight the simplest reason your product provides that. The next blog could be a quick history of how your product was developed and who is behind it. The third blog could be a customer experience story (how your product solved a problem for a customer). The fourth blog could overtly pitch the better mousetrap.
By mapping out a structure for yourself, you can easily write with purpose. Keep your audience in mind and write as it you are answering their questions:
- What is this about?
- Why do I care?
- Why should I trust you?
- Is this of value?
Always keep the writing fairly simple. You are not writing the Great American Novel. Speak as if your prospect is sitting across from you. The tone should be straightforward. Try not to get to casual or comedic; it’s still business.
Organizing Each Blog with Purpose
Create a roadmap or outline before you begin typing. I believe in the power of threes and usually set out a bulleted list of the three most important things I wish to convey. I developed this habit when I was a news reporter. I would come in fresh from an assignment and feel slightly overwhelmed by everything I gathered. My mind was awash with ideas. To get started, I would jot down the three most important aspects of the story. Then, I would ask myself, what is the lede (lede is news speak for lead sentence) that will hook the reader? It does not have to be sensational, but it needs to be interesting. Some ledes write themselves while others take some thought. Once you write that introduction and fill out the three sections, you will be amazed at how quickly you have written close to 500 words. Maybe you even ran over that amount.
Proofreading is Essential
To start editing yourself, take advantage of the tools in the program you are using. For instance, in Word, the tools menu includes word count. The red, squiggly underline will point out spelling errors. To catch other boo-boos, read your content from the bottom up. Print out the page and proofread the copy with fresh eyes and a pen to scratch out what’s wrong. Walk away for a few minutes and return with a critical eye. If you think it will help you, read it out loud. We often catch our own mistakes with a dramatic reading.
Pop question: did I follow my own advice with the structure and tone of this blog? Let me know what you think. Contact consultant Katharine Fraser.