Bloggers (and ghost bloggers) from all fields of business can learn a valuable lesson from the AARP survey. You’re blogging to invite potential clients and customers to visit your website and learn more about why they should be doing business with you. If the “lessons” you’re offering require too much effort of the “students”, they will excuse themselves quickly and look elsewhere for information.
Remember, browsers on the Web stopped at your blog because they were searching for something you know how to do or something you sell. Present yourself and your business as expert, experienced, and professional – by all means. Tell ’em something they may not have known before, certainly. But (and here’s the lesson to be gleaned from the AARP survey and the Journal of Financial Planning‘s warning), lose the lingo. Jettison the jargon. Speak easy!