Use concrete examples: Nothing gives writing more power than strong,
relatable examples. Avoid the purely theoretical by using case studies when
talking about a product’s success or focusing on one customer’s story. Find
points of connection in news or pop culture to give your reader a frame of
reference. These tangible stories will stay with them longer than facts or
numbers.
Don’t hide your voice: One of the best things you can do for your brand
is to give it a unique voice. Don’t be afraid to be funny (if you are
funny), quirky, even a little bit weird. It can be helpful to read the piece
aloud to see if it sounds like you. Your genuine voice is one of your greatest
assets. Yes, you need to adhere to the standard of professionalism appropriate
for your industry, but the more you sound like a human being, the more people
will want to engage with you - by re-posting, commenting, and finally, by
purchasing your service or product.
Know your audience: Your blog is not your diary, nor is it an interoffice
memo. Make sure you choose language suitable for whomever you’re addressing. If
you’re writing for a larger audience, stay away from jargon. Keep paragraphs
short and on-point, and section difficult-to-understand material into
digestible concepts. Include links to examples that will help elucidate the
work. Finally, become your fiercest critic: revise, revise, and revise again.
Circle the ideas you find irresistible and cut everything else. The more
focused you are, the more your audience will be able to gain from your work.
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