The A-2-Z of business blog writing: Y is for You

business blog writing,blogging,writing,readers,customers,you

Make sure your readers know the real you

Who? Yes, you!

Much as I might bang on about the critical importance of your readers / customers / audience, if it weren’t for you, your business blog wouldn’t be there.

So in this simple article, let’s focus on you, the business blog writer extraordinaire.

What do you  need to focus on in your business blog writing?

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

First of all you need to focus on being yourself

This is not always as easy as it sounds, because you don’t know personally more than a handful of your readers and the fact that whatever you write in your blog post can, in theory at least, be read by millions of people all over the world.

One way to overcome the rather naked, vulnerable feeling that can generate is to imagine you’re writing to one of your customers – one whom you especially like and feel comfortable with. Get yourself in a frame of mind that you would use for an informal talk with this customer, perhaps over coffee and a sandwich at lunchtime.

Imagine she has asked you to explain and share your thoughts on the topic you want to write about. Decide how you’re going to structure your answer so she gets a good grasp of what it’s all about, and then talk your way through it. If you want, talk through the structure into a voice recorder and then transcribe it, edit it so you remove all the unnecessary ums, ahs and stumbles. Otherwise write it down as you speak it, give it a final polish and there you go.

That’s a written piece of text, blog post, article or whatever else written by you, and that sounds  like you.

What if you want to adapt your personality or image for a specific purpose?

Here are some ideas to help you do that without stripping all your own personality out of your text.

If you happen to be a casual, easy-going character who loves to speak in slang, that’s great for your personal blog posts, emails, social media etc., but you may feel you want to tidy things up a bit for business.

Change the slang words for slightly more mainstream versions. Although there’s nothing wrong with slang provided that it’s not offensive, some slang words and phrases have become very tired clichés that make readers groan. Try to think up suitable alternatives and if you’re stuck for ideas, use on online thesaurus like this one.

Take out any swear words, but don’t lose the sentiment – and equally, don’t resort to those rather cheesy “soundalike” versions of common swearing like “darned” instead of “damned,” “ruddy” instead of “bloody” and “fricking” instead of “f***ing.” Instead, be a bit creative and find words that express your thought with suitable vehemence but nothing rude. For example, instead of saying “that was a bloody great mistake,” say “that was a whopping great mistake” … or instead of “that was an absolute b*lls-up,” say “that was an absolute carve-up.”

How about if your normal way of speaking is a bit wordy? Don’t be tempted to try to reduce your rambling while you’re talking through the structure of your post – that will cramp your style, as they say. Write it all out verbatim and cut and edit afterwards, leaving in the best parts and remove anything repetitive or superfluous.

What if your natural speaking way is rather shy and nervous? Don’t worry – carry out the structure and speaking exercise as I’ve described above, and then add to what you’ve said with a few references, perhaps an example or two, or even a short story that illustrates your points. In many ways it’s easier to expand on your own vocalization than it is to prune it back.

These are just a few points to help get you thinking along useful lines, and I hope you’ve found them helpful. Needless to say if you have any tips about how to be “you” in your business blog writing, please share them! You may also find some helpful information about this in my eBook, How To Write About Yourself.

photo credit: Nick J Webb via photopin cc




  1. Hi Suzan. Great tips! I have found it’s much easier and flows more quickly when I just write more or less in the same way I speak. I think it’s important to try and get a flavour of your own personality across in your writing, it’s what makes you different from everyone else. Unless you’re writing technical manuals or something like that. It also comes across as more truthful and natural when you’re using the same sort of language you’re used to speaking with. Great tips for how to get round your natural speaking voice if it doesn’t suit what you’re writing about, thanks. Andrea

  2. You’re very welcome Andrea – thanks for your kind words! Glad you found the article useful.