Best blogs read like good columns: they are original

Posted: March 24, 2011 in Uncategorized
Pears And Lamp

Best blog tip: Be something only you can be.

Had lunch yesterday with a couple of long-time Valley colleagues who are original thinkers.  It reminded me of why I enjoy spending time with them.  I always get a new observation or new take on one thing or another.  Which reminds me to elaborate on something I ranted about yesterday. When you get right down to it, a blog of any kind is nothing more or less than an opinion column.  And the best-read columnists have always been the ones who deliver the content you just can’t get anywhere else.  It’s what drives an audience to ESPN’s Rick Reilly, or to David Brooks and Paul Krugman of the New York Times. It is what readers of the San Francisco Chronicle enjoyed about Herb Caen.  You could read the stuff Caen wrote only in his column.  Nowhere else.

If you want to attract the kind of biz blog audience likely to evolve into prospects, you have to deliver content of genuine interest to this particular reader. Content available only from you.  Think you’ve never had an original thought in your life? Nonsense.  The way you see the world and think about it is the definition of who you are. It is the sum total of all the experiences you have had, pleasant and not so pleasant, and how you respond to the world as a result of those experiences.  Not to sound corny, but there really is only one you.  You have unique observations, especially when it comes to your business.  Don’t be shy about sharing them.  To paraphrase adman David Ogilvie, no one was every bored into buying anything.  Or reading it.

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