How to blog: find the WHY and what tone to write it in

It’s not the best title I’ve written to be honest.

Anyway, you’ve decided that blogging is now going to be your thing. That’s great and welcome! If you haven’t yet decided on blogging then take a look at my previous post on the subject.

You might want to write your blog yourself or get a ghostwriter to, either way there needs to be some sort of plan.

I used to freelance for a company that had a blog on their website. They didn’t know why they wanted a blog and at that time I didn’t really have a clue either. It was rubbish and it wasn’t regular. It was a missed opportunity and one that still keeps me awake at night

That was a true story and not created for the purpose of illustrating the point. However the only thing that keeps me awake at night is chronic dyspepsia.

You’ve got to have a plan

If you’re a ‘fly by the seat of your pants’ kind of person then I have no time for you. Most things you do for your business should have an objective. Leave the spontaneity for the bedroom.

Get yourself some means for making notes and hold on tight.

By now you should know who your audience is. Your blog is a powerful part of your website, a website that probably serves a purpose. If it doesn’t, see my other post about crappy websites. You are giving something to your audience and you need to determine what that is.

Here are a few reasons why I like to blog;

  • Help and inform my readership 
  • Showcase my skills and talents
  • I LOVE it!

If your bog only talks about how great you are, then it wont really be blogging for business. No one likes a show-off and you’ll probably turn prospects away.

It’s a bit like going on a date with arrogant Richard. He’ll talk all night about how he trained as a pilot, spent 4 years running a multi-million pound investment company and only really dates women with a perfect waist-hip ratio (although you’re the exception, due to your tremendous knockers; his words). You’ll soon realise you’ve made a big mistake and should have gone out with Jim who enjoys country walks and staring longingly into your eyes (not your breasts).

You may not think you have a sales funnel (ooh err) but we all do and your blog could be the start of it

People are searching for a solution to a problem. Let them happen upon your amazingly titled blog post that offers that solution. They will begin to trust you, see if you’re the right person for them and BUY FROM YOU.

Mix it up and keep it fresh

Vary your content by all means but I urge you to focus on helping and informing your audience. People want you to talk to them, about them and if what you write solves a problem they’ll probably feel more inclined to get in touch.

And that’s the other reason why you blog bitches. You want the person who reads this stuff to take action. Again that’s for you to decide what that is. 

You didn’t mention SEO Sarah


SEO is very important

If you want to blog only to boost your SEO then please don’t bother. The quality of your content will suffer, the game will soon be up and people won’t stick around because all they are getting is content shoe-horned around keywords and key-phrases. You should write stuff people want to read and that you enjoy writing.

SEO optimisation should be working in partnership with great content.

Mind your tone

Pull up a chair and get comfy because we need to figure out how you want to communicate. Take a load off and grab a coffee and start to think about how you talk to people. How you chat to your mates might not be how you talk professionally. Or it might be exactly how you talk professionally too. This stuff is personal and it’s about letting your personality come through, whatever that might be.

Certain things should be left at the door. Certain things should never be spoken of and yet I’m going to have to. 

Talking in the third person; “Patricia has been an event photographer since 2003”. Patricia is writing this about herself. Jesus Patricia! 

It doesn’t matter if you’re a sole trader or part of a huge organisation, writing using ‘I’ or ‘we’ is the only way to go. But never ‘we’ when there really is only you. It’s disingenuous and you’re not the queen.


Many of your audience will know words and terms that are specific to your industry. Too many of those words however can make for a real boring read:

“We can maximise your productivity and consolidate your output by using this great new CMV product”. I have no idea what that means I only know it reads how I imagine Kitt from Knight Rider would write.

You’re going to need to find the balance between jargon terms and engaging content, good luck!

Make ’em laugh?

You don’t have to make anyone laugh. When I’m looking for information via the Internet I just want the solution to a problem. I want it in easy to understand terms and I couldn’t give a shit if it makes me laugh.

If you’re a comedian then I would expect your blog to be amusing by your standards of ‘funny’. Humour is subjective and not everyone will see the funny side. That said if you are naturally funny in your own unique way then be that person if that person is, in reality you. Some people won’t get it but you’re not trying to appeal to everyone and maybe your kind of funny might attract your kind of client (see how I contradict myself? Ignore everything I’m saying!).

Look at me for instance, I describe myself as ‘mildly amusing’ and sarcastic not because I’m faking it but because thats me and it reflects in all my content. Some people like it and some don’t. It’s all gravy.

If you want to know more about how I can help with your content, hit the button below:

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