I get approached a lot by companies who, after reading my blog posts say:
“I’ve been reading your blogs. I love the way you write and I’d love you to write blogs and articles for us too.”
Wow, praise indeed. But I do have a slight issue with this.
The way I write reflects me: my personality, my take on the world etc.
It’s a very personal style that suits me. That doesn’t mean it will suit you or your company.
The thing about blogging is that it should be your brand but in written form.
The language, the tone, the playfulness (or not) should all be indicative of your brand personality.
Let’s say a firm of solicitors contacts me asking for me to write in my style, for them. After looking at their website, I see they’re a very traditional outfit. Their web content is very formal (dare I say dry) and professional. If I wrote blogs and articles for them using my style, the result would be quite jarring for the reader.
On the one hand, they’re faced with straight-laced, formal content, and then suddenly they get relaxed, conversational, and at times, light-hearted content.
See what I mean?
It just doesn’t work.
Be yourself not a carbon copy of your heroes
If you try to replicate someone else’s style, you’ll be heading for disaster.
It’s imperative you find your voice to create a unique identity for your company. That means expressing yourself in your style using your own words. In other words, a written form of the way you speak to your clients.
As you’re reading this, a voice in your head is ‘speaking’ the words to you. The same thing happens when someone reads your blogs copy. It’s that voice – how you sound – that will make you stand out from your competitors.
Release your creativity
Blogging is all about imparting your knowledge on the reader, so you don’t have your sales hat on. That’s why it’s a great way to find your voice.
Once you’ve decided what topic you’re going to write about, and roughly planned what you want to say, start having a conversation.
What I mean by that is imagine you’re sat with a client who has just asked you about the topic you’re going to write about.
Have an imaginary conversation with them, writing it down as you go. Think about the type of language you would use if you were face-to-face with them and use it. For example, you wouldn’t blind them jargon, so don’t use it in your writing.
Then, when you read it back to yourself, it will sound like you rather than as if a mechanical, jargon-filled robot wrote it.
Once you’ve found your voice, replicate it the style for a library of exciting and easy to read blog posts that give an accurate reflection of your business.
Although I would happily take your retainer to create fabulous articles for you, I would always strongly encourage you to write your blog posts. That way you will develop your brand personality and deliver great content that your readers want in a way that forms a strong bond between you and them.
Sally Ormond is a copywriter, mum, cyclist, yoga girl, coffee and Pinot Grigio lover.