How do I create posts that are interesting for my clients/potential clients?
This is hands down one of the top questions I get asked by new clients. Most people feel like every time they sit down to write a post, their words freeze up. They sit and stare at their screens wondering how the heck they're going to translate their know-how into an interesting post. And most of the time, they're second guessing their once-exciting ideas, sure that everyone will find their thoughts boring.
So, today, I'm sharing my quick tips for creating a blog post that helps you actually engage with your readers. Because we've all got expertise, but learning to share it in a successful way isn't always as easy as it seems.
TIP #1: WRITE FOR YOUR CLIENTS, NOT YOUR PEERS
You may be the top expert in the design field and have a body of work that you're incredibly proud of, but if you write with too-technical terms, you may be alienating current and potential clients. Unless you're frequently designing for other designers, chances are that your readers are going to tune out if they can't understand what you're saying. So keep things simple and when in doubt, explain.
TIP #2: BE CONVERSATIONAL
Along those same lines, unless you're catering to people within your field, your posts should definitely be conversational and interesting. Your tone should fit your brand, certainly, but that doesn't mean you need to write in a stuffy voice. Think about how you'd talk to your actual clients in a meeting. Would you relate to them on a personal level, or keep things all business all the time? If the answer is the first (which I'm betting it is), then your writing needs to reflect that same communication style.
TIP #3: OFFER ACTUAL TIPS & ADVICE
A lot of people have a fear that if they give away any tips or advice, their potential clients will snatch it up and run for the DIY hills. Is this a possibility? Sure. Is it likely? Nope. Your readers want advice and they'll go where they can get it. Even if they don't hire you right away, positioning yourself as an expert and someone who's willing to make the design process understandable goes a long way towards building trust. Of course, that doesn't mean you have to offer step by step instructions for every single thing, but explaining how things work and giving solid advice can help you connect with your readers on a personal level. At the end of the day, it's about creating relationships, not hitting the "sell" button all the time.
TIP #4: WRITE ABOUT WHAT YOU ACTUALLY LIKE, NOT WHAT YOU THINK EVERYONE ELSE WILL LIKE
Finally, don't try to make your blog something you think it should be based on some arbitrary notion of likes/dislikes and popularity. Just because some big-name design firm is writing about topic "A" doesn't mean it's the right fit for you. In fact, if you write about that same topic because it's what everyone else is doing (but you don't actually enjoy it), then your post will come across as fake and you'll quickly lose trust with readers. Instead, think about what excites you and write about that. What do you gravitate towards in your work? Which trends spark your creativity? What are the most common design mistakes you see in the world? Remember that you're the expert, but you also have an opinion (and you shouldn't be afraid to use it).
Ready to dive in with your first post? I say go for it. Blogging takes some time to develop, but the more you put your readers and yourself first in the process, the easier it will be.
(P.S. still freezing up? Let's chat about how I can take those writing stresses off your plate.)