It’s like reverse Tourette’s
If you read the first part of the Blogger’s Blog you’ll know we posed the question “Should agency copywriters be employed to write ‘personal’ blogs?” You’ll also know that – hardly surprisingly since we’re an agency that writes blogs for our clients – we were in favour. If you didn’t read that blog you’ll have to take our word for it.
This blog is about why. This is why
Blogs aren’t supposed to be polished pieces of marketing speak. They’re supposed to be personal views. They supposed to be valuable insights delivered as conversations. They’re supposed to be witty, informative and – above all – entertaining. That’s why people bother reading the blighters. Yes, people are interested in what you have to say, but they’re even more interested in enjoying themselves. Selfish beggars.
And that is why a huge proportion of company blogs fail to deliver readership. They’re like chewing a legal document. Or straining wet muesli to find the almonds. In short, they’re boring.
Colourful language, you blue-nosed radish
At last; the reason for the reverse Tourette’s reference in the headline. Too many blogs randomly abuse readers, by wasting their time and boring their pants off. Instead of using colourful language that interests and exhilarates, they trot out the same old clichés and pre-chewed, officially approved corporate guff. How many times have you seen these pieces of bad language popped unthinkingly into blogs?
‘Quality of service that is second to none…on time and on budget…leveraging core competencies…tailored to suit your specific needs…dedicated, specialised teams with the expertise and experience…our commitment is caring for you…’
Do they mean anything? Difficult to tell; we stopped reading after the first ten seconds. Actually they mean nothing because they slip over the reader’s consciousness like a wet squid over warm blancmange. Without ever engaging their audience.
So we’re still of the opinion that, unless you’re a natural, you should use a trained person to write your blogs. Or at least read the Blogger’s Blog part III, which will give you a few BIY tips of the trade.
To be continued. Look out for the Blogger’s Blog part III – And Another Blogging Thing.
For more information regarding our copy writing service or blogging workshops in 2013 contact Michelle on 0330 088 9277 or use the contact form here.
Bloggers Part 3 can be found here.
Bloggers part 1 can be found here.