The Benefits of Business Blogging: Part 2

Finding the right tone for your business blog can be tricky. You don’t want it to be formal and stuffy, but at the same time, it shouldn’t be so casual that it comes across as unprofessional. The key is to strike a balance between the two, and here’s how…

Get rid of the “we”

Remember, the point of a blog is to remind readers that there are real, individual people behind your business. Using “I” rather than “we” builds on the reader’s sense that they’re having a dialogue with a real person, rather than being talked at by a large corporate entity.

Keep it simple

Never use a long word when a shorter one will do. Similarly, never use two or three words when you could get your point across with one. This rule should apply to all web content, but it’s even more important for blogging.

Avoid “text speak”

When people write personal blogs they sometimes abbreviate words or use numbers in place or words, for example: “Goin 2 London 2nite” instead of “Going to London tonight”. When it comes to business blogging, this should be avoided at all costs. It’s far too casual and gives the impression that you can’t even be bothered to spell properly, or write proper sentences. In other words, it makes your business sound slapdash and unprofessional. It also comes across as very juvenile, and distracts readers from what’s actually being said.

The ultimate test: Read it out loud

Before publishing your latest blog post, always read it out loud – or better yet, have someone else read it to you. It’s much easier to judge the tone of a piece of writing when you can actually hear it. Ideally, you want it to sound like you’re talking to a friend of a friend in the pub. You’re in a relaxed social setting, so your conversation’s fairly casual, but you’re still being quite polite because you don’t know them that well. If you can strike this balance, you’re onto a winner.