Impersonal blogs don’t breed trust.
They also don’t breed a lot of interest.
If you write a blog that is impersonal, you won’t have interest or credibility. It will be next to impossible to influence anyone with that foundation.
Blogging is one of the best things you can do to promote your business online.
It costs relatively little, takes very little technical effort to set up and can be done by just about anyone.
But doing something because it is a good idea (and is easy and inexpensive marketing) and doing it well are two separate things.
The difference between really good blogs and really bad blogs can be boiled down to two things. One thing I will write about today. The other item will be in a post next week.
What do the blogs of Seth Godin, The Pioneer Woman, the Steamy Kitchen, Michael Hyatt, Tory Johnson and Holly Becker (Decor8) have in common?
Yes, they are well-read in their spheres of influence.
Yes, many people read their blogs.
Yes, each is –to a certain extent- making money as a result of their influence.
But each of the above attributes is the “frosting on the cake.” They have happened because of the main thing each writer did from the beginning that sets them apart from others.
They write with a personal voice.
If you want to write to influence and inspire, write with a personal voice.
Let the people who come to your blog hear, see and feel who you are.
It may seem like common sense but many businesses and individuals overlook this essential blogging rule: Be personal or don’t blog!
I see a lot of blogs that deliver good content but they use the wizard behind the curtain approach. There is a generic-company blog vibe. All sorts of information appear but we never see who is sharing the information. If by chance, we do catch a glance of him or her, it is hazy and unclear.
Don’t follow the impersonal wizard-behind-the-curtain method. Show yourself! If you are the writer of a kitchen ware online company blog, write as yourself. Show a picture. Tell people what you think about products. Be opinionated and even a bit obnoxious in your point of view. That is why people like coming to blogs. It’s the people who go the extra mile, who aren’t afraid of saying what they are thinking.
Blogs – and friends and businesses- who are personal, let us in on their “secrets,” share their good side and even some of their failures and regrets are relatable.
Depending on who you are and what you are attracted to, certain bloggers become real, like the friend across the table or the mentor you wished you had.
As a result, they draw more and more influence.
Meanwhile, the really information-heavy but I-have-no-idea-who-is-writing-this blog is not gaining traction with readers.
Take away questions: Do people “see” the writer behind the blog? If not, change the way you set up your blog. If it’s a larger business blog, show a picture of the writer with a short but interesting bio. Move away from business voice and write personally.
If you write with a personal voice, what is one thing you can do to endear your readers to you so you seem more real? Is there a mistake you have made that created a lesson for you? Write about it. Add in some feelings. Learn to fail forward and help others learn from your mistakes!