“When it comes to writing a love letter, remember: It’s not a card. It’s a letter,” cautions Tom Chiarella in a wonderfully sentimental Readers Digest piece.
Sometimes, in corporate blogging training sessions, I find myself issuing a similar caution: " When it comes to blog content writing, remember: It’s not an ad. It’s a blog.”
As a professional ghostwriter of blogs for business, I’m keenly aware of the fact that when people go online to search for information and click on different blogs or websites, they don’t want to “be sold.” Sure, readers know the providers of the information are out to do business, and that the business owners and professional practitioners sponsoring the blog would like to convert them into clients or customers. But, if the material is valuable and relevant, the readers will stick around, so long as the blog doesn’t come on too strong in its Calls to Action.
Blogs, I explain to newbie freelance blog writers in Indianapolis, are more like advertorials than advertisements.
And, while blogs aren’t love letters, either, a lot of what Tom Chiarella had to say, I found, could be applied to writing for business and can be used by anyone who provides business blogging services.
“First, sit. Letters take time. Writing takes a while. Three lines can’t do the work of three paragraphs.” Crafting your message when blogging for business takes time and discipline. A website cannot tell your story completely, nor can it engage your potential and current customers with fresh content in real time. Blogging is more effective than any other medium at communicating your story in a timely manner, spread over time.
“Be loyal to the past you share. Use detail to show what you remember and that you remember.” Blog content writing reveals your story. Why this business or profession? How did you get started? What connects you and your readers?
Remember, it’s not an ad. It’s not a website page. It’s not a long article. It’s a blog.