I’m going to just come out and say it, most blog posts suck. It’s not your fault, you aren’t supposed to know what you are doing. That’s like me saying I can build a deck…I can’t, so you can mock me if you’d like. Not that I’m mocking you, I’m just trying to shock your system a bit to get you to pay attention a bit more.
What your posts should say
Start by asking yourself this; what do I most need my prospects to know, and what’s in it for them. That’s the key. Tying those two elements together is the solution to sucky blog posts and even website content. When I consult with clients, the first thing I look at are the words on their pages.
By just pumping out content without providing a benefit to the reader is why most blog posts are crap. Too often, blog posts are just advertisements. Just posts full of self-promotion.
It’s just picture after picture of some recent project while the guys hang drywall or we literally, watch paint dry. That doesn’t help your reader close the gap on picking up the phone and calling you.
Most of my posts end with a benefit to you, and this one is no exception. What I want you to walk away from this short post remembering is this; write as if you are speaking to one person, sitting in a coffee shop or bar and you are describing what you do. That advice alone will get you over the hump.
Stop trying to write like a college professor or getting too “inside baseball” when describing what you do. Too much jargon doesn’t make you look important, it confuses your prospect.