how do you blog? blogging checks and balances

I was working with a client who I do marketing, blog and writing consulting for, and we were working on her blog writing strategy when she asked me, ‘But what are the rules for blogging?’

She’s a life coach with an incredible family story who is working on a blog about/surrounding her upcoming book about coaching.

It’s important to note that we had already had an involved conversation about how she could find a voice that was conversational, not preachey, yet still full of power and information. (I couldn’t understand why that was confusing and difficult.) But seriously, my advice to her on this point was to find the person to write to that makes her feel really good, that loves/likes her unconditionally, whose relationship holds no negative emotional charge (meaning do NOT pick your spouse or your mother), who supports her, who’s a huge fan, who also calls her on her shit, who brings out her most incredible self. She has to pick that ‘you’ that she’ll be writing to. For the sake of this post and to avoid confusion, let’s call her ‘Jane’.

So, when she asked me about the rules, I told her, ‘You need checks and balances.’

As I see it, she has 4 perspectives tugging at her pen. She can’t, and shouldn’t, keep them equally balanced at all times, but her goal is to make sure that no matter what she writes, each of these corners is okay, taken care of, considered.

Here’s the plan:

• Make 4 cards, one for each perspective. In this case: 1. Jane. 2. Book Mission. 3. Personal Life and Family. 4. Coaching Work.
• Under each heading, write the definition of each perspective, the gist of what each perspective stands for, perhaps their boundaries. (Examples below)
• Tape them up in front of your computer.
• As you write, remember each perspective and make sure they’re okay with what you’re writing, that you meet each of their standards and requirements.

Here’s an idea of what those cards look like, all flushed out -

1. Jane: Confidence, energy, humor, total support, real connection, authenticity, acceptance.
2. Book Mission: to help people with life in general, decisions, challenges, time management, relationships, balance, etc.
3. Life: children, husband, safety, personal boundaries (ie. Little Rosie doesn’t want her middle school drama plastered all over her mom’s blog, but the realtime negotiations of curfews or friend choices is fair game.)
4. Coaching: Coaching Philosophies, mantras, lamposts, rules, ethics.

If you really need reigning in, you can add photos to each card to hold you accountable.

What do you think? Any other ideas on staying on track, on topic, on mission, on post, on blog…???

Filed under Blogging, Critical Copywriting, How To | Tags: blog, blog writing, Blogging, copywriter, copywriting, how to write a blog, marketing writing, Writing | Comments (8)

the target market of one: finding your blog audience

Blogging is about the conversation, right? That said, there are certain ‘big’ blogs that I read where I can tell the writer is talking to thousands of people – I feel it, I feel like I’m just one of the many. There are other ‘big’ blogs that always leave me feeling like I’m the only one in the room – and that’s the goal – for any kind of marketing writing, perhaps any kind of writing.

Some of my readers have gone out of their way to tell me that they feel like I’m talking directly to them…which I find superb, because I am. I’m most certainly talking to one person – and that intimacy is able to come through. I’ve picked one person to write my blog to, and every time I sit down to write, I imagine this person sitting in front of me. I purpose my message to this individual allowing my conversational style to be authentic.

So, why then, you may ask, do so many of my readers feel like I’m writing to them personally? They, possibly you, feel that connection because it’s a contact high. It’s catharsis at its best. My best example of this phenomenon has to be the movies. Note: I am a writer with a very potent imagination, this might not show up for you in exactly the same way it does for me.

Take any romantic movie, throw George Clooney (still my favorite) in (or whoever does it for you) and let him/her romance the hell out of someone (could be a girl or a boy – have you seen the Ocean’s movies?)…somehow, sitting there, watching that movie, the viewer gets the sensation that George is talking to them, that they are in love and being loved by GC…and they literally feel full of bliss. Catharsis by movie: you get to revel in your emotions by watching someone else’s experience.

Anyway, as I write to my one and only, you pick up on our intimacy, our connection. I hope it makes you feel included, like you’re part of something. Because you are. This is an excellent writing tool that enables you to meet your audience and influence them. It’s the difference between talking to them and shouting at them, really. The difference between inviting them over to try your fabulous new coffee maker and telling them that they BETTER GET ONE BEFORE THEY’RE ALL GONE! Think about it.

The best part is, with the blog platform, you (the audience) get to talk back. You can keep that conversation going – say what you like, reveal what you don’t, ask for what’s missing. A conversation wants two or more – it can’t exist with just one. In effect, I am writing to you. And, I love it when you join me with emails or comments. I promise to always talk back.

Filed under Blogging, Critical Copywriting, How To, Marketing | Tags: audience, blog comments, blog writing, catharsis, email communication, how to write a blog, Julie Roads, Liz Strauss, marketing writing, persuasive copy, target market, Writing Roads | Comments (7)