I read a lot of blogs. Some are great with useful information that can help me in my business and are so entertaining and well written, they’re a pleasure to read. Some are pretty good, with at least a nugget that sparks a new idea. These are are also well written, sometimes humorous, sometimes straightforward. They are all obviously written by a real person for real people.
Which brings me to the third category of blogs. They’re pretty awful. They sound like they were written by robots for a high-school English assignment. They’re written in third person. They’re full of technical jargon. They’re crammed with acronyms, that awful alphabet soup that baffles the casual audience and slows down even the most knowledgeable reader.
Just as bad, they aren’t written with their particular audience in mind. Like me. Or the business owner, or the small business IT manager. Their blogs are all about themselves, what they know, and what they can do. Just as bad, they are ungrammatical and misspelled. Unfortunately, MSPs’ blogs are among the worst.
Use your real voice. Use first person voice: I suggest, I recommend, I think. If appropriate, you can use we: “We at Zappo Electronic Services have found….” Avoid the third-person, neutral voice like poison. It makes you sound pompous at best and, at worst, boring. “It has been found that….” Zzzzz. You’re the expert here. Own it!
Talk to me
It’s far more effective if you tell me how what you’re telling me is important to me. So the new router from your supplier is faster or your new VOIP system is the best on the market. Okay, I may understand that faster is better but, in real terms, what is a faster router going to do for me? Why should I care that your new VOIP system is better? It may seem obvious to you, but it may not be to me. If it’s faster and better, it’s also probably more expensive. What are the benefits to me that are going to outweigh the expense and the pain of making a change?
If you can include real-life examples, so much the better. Sometimes technospeak is unavoidable, especially since you’re in a technical field, right? So make sure everyone understands what you’re talking about, by spelling out the acronyms (at least at first) and adding brief definitions. Not everyone in your field has the same level of experience and the same depth of understanding.
Teach me something useful, but don’t try to sell to me
Like a lot of people, I like learning cool new things that are going to useful to me. I define as useful those things that make my business run more smoothly, help me provide better information to my clients, save me money, make me money, improve my health and that of my family, boost my confidence by showing me I’m doing the right thing, or prove to a client that we’re on the right track. Or just make me think, Huh, I didn’t know that!
If you try to sell something to me, I’m outta here. Certainly provide your contact information and a soft offer to provide information about services, but watch the sales language. Check your spelling and ask someone to edit for grammar and clarity. Even if just for a while, you’re an educator, not a salesperson. And definitely not a robot.
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