Banish the Terror of the Blank Screen

You held out as long as you could. “I don’t want to be a blogger,” you said. “I don’t see the value to my business, and besides, what would I say?” But one way or another your objections were overcome…fired up with enthusiasm,  you set up your blog, sat down to write your first post, and…..

Now what? Somehow you locked yourself in to create not just one standalone piece of riveting, enlightening marketing collateral to add value to your site and bring clients to your door, but an ongoing series of posts, stretching into the distant future!

Before you begin to wonder what on earth you were thinking of – take heart. In fact, if you’ve ever had casual conversations with clients or prospects, you have all you need to write a blog (except possibly the time, but that’s another matter).

For example…

  • Do you talk with clients about news in your industry or your company, and how that news affects them (for example, describing how reforms to the Toxic Substances Control Act will affect the ingredients in household cleansers) ?
  • Do you repeatedly field the same basic questions from clients (for example, “what is the difference between “organic” and “natural” on the label of a processed food product?”)
  • Do you need to educate clients before they can choose the product or service they need (for example, demonstrating how to find the VOC content of paints, caulks or adhesives)?
  • Do you advise DIY-minded clients who want to call on your services after they’ve dealt with basic problems (for example, walking them through installing a new sink aerator to fix a dripping faucet)?

These are just a few of the topics you can explore in a blog post. Just picture yourself talking with visitors to your store or office…what do they ask, what do you tell them? Those conversations hold an important clue: you’re sharing the information they want, need, and request.

Now think of the articles you read: probably they address issues that interest you personally or affect your business, family, or lifestyle.  If you read about new products or services, you’re probably looking for the ways in which they would benefit you, or the ways in which you could use them to make your life or work easier.

Your readers are looking for the same information.

Remember – your business blog isn’t a vehicle for self-expression. If you need that sort of outlet, set up a personal blog or buy a journal. A business blog is a service for your clients, adding value to your business and building their trust by providing them with clear information and perspectives to make their lives easier.

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