B is for Blogging

Are bloggers journalists? 

It's the great debate. Bloggers, journalists and a host of other professionals will still be arguing this one on their death bed. My personal opinion - who cares?

For me, the truly magical thing about blogging is that you have your own little corner of the web. It's a place where you can write for fun and discuss your own interests (with people who share the same ones), get something of your mind, even give yourself a bit of DIY work experience, or make a little money for yourself.  

Whether for business or pleasure, you should write a blog. It's the ideal way to hone your writing skills and also to find out if you have what it takes. You learn to express yourself. You develop your own style. You learn how to write for a particular type of audience. Whatever lights their fire, you'll learn how to deliver it.

Just one question: how do you write a blog?
That's a darned good question! I mentioned in the A section that you should know your audience. If you know them, write for them. Discuss the things that interest them. 

The simplest way to do this is by choosing a theme for your blog. This could be a hobby of yours, such as martial arts or photography. You could also write a blog about your profession, such as marketing, computing or teaching.

A blog can be about anything, really, but remember that writing consistently about a subject that readers are interested in is the easiest way to build up a following. You'll also become known as an expert on the area. And we all like to hear from someone who knows what they're talking about.

How long should the posts be?

There's no hard, fast rule about how long your blog posts should be, but the general convention is 200 to 400 words. They can can be longer if you wish, but avoid writing posts of 1 000 words or more (unless you want to lose readers). If a particular topic requires lengthy posts, you can split it up into a series. (Brownie points for me for following my own advice!)

Make your posts easier to read by splitting them up with subheadings. When reading texts on the Net, people tend to skim-read them first to see if the content is useful to them. If it is, they'll read the whole thing. The subheadings will steer the reader gently through the text, and the easier your post is to read the more chance you have of people reading them.  

Feel free to break up texts with pictures, too. They add colour to the post. Besides, visually, long blocks of text just ain't schmexy!  

On a final note... Do your put your own picture in?

You'll notice that I have put my picture on this blog. The face behind the words. However, the late Italian writer Italo Calvino believed that if writers kept from making public appearances, their work took on more authority. He had a point, but really, what harm can it do? Just enjoy yourself.

Get people to go your way with Lenny Kravitz

Remember Lenny Kravitz's old school rock 'n' roll hit Are You Gonna Go My Way? ? Was listening to it just today and it dawned on me that in the song lyrics he gives two great pieces of advice for copywriting. So without further ado, I thought I'd share with you how he informs how to get people to go our way!

'We must engage...'

Spot on, Lenny. You're writing to persuade. You want your audience to buy your product, hire your service, subscribe to your newsletter, return to your website, etc. Unless you're hoping to lull them into a deep sleep and sell to them using the power of hypnotic suggestion - in which case, change your day job- your words have to engage. 

So keep your audience interested. Hook them with your words. The longer you hold their attention, the more likely they are to do what you want them to.

'.... And rearrange...'

Well sung again, Mr Kravitz. 

Maybe the ideas aren't coming to you. Maybe you've done your first draft but aren't particularly happy with what you've written. 

So rearrange the paragraphs. This sometimes reveals a new, better angle from which to persuade your audience. It can strengthen your copy, too, by exposing weaker paragraphs or points. You can give them the snip and, by doing so, tighten up your copy and make it more persuasive. 

Easier said than done - so how do you do it, Mr Clever Clogs!

There are any number of ways to engage with your copy:

• Open with a strong sentence. - Remember the cliché 'SEX! That got your attention!'? Think of something that will hook the reader. It could be a question. It could be a powerful statement, such as 'How I made more money by.... ' . Tap into the reader's interests and write something that twigs them. 
• Be original in your writing - Avoid clichés. They look lazy. If the readers feels you haven't made the effort to write for them, they won't make the effort to read for you. And why should they, says I!
• Challenge the reader - Not to hand-to-hand combat, though! Say something like 'These are just 5 ways to engage your reader. Bet you can't think of more.' They'll be itching to defy you!
• Break long pieces of text up -  Copy that looks like one neverending block of text looks dull to the reader. Split it into sections, with bullet-pointed or number lists or even with images. This makes copy visually more appealing. More importantly, it makes it easier to read which, you've guessed it, also holds the reader's attention easier.
• Vary sentence length - Short sentences of 10 to 16 words work best in copy. But don't keep every single sentence to that length or your copy will become monotonous. Write longer sentences, too, to keep the text inflected.

That's engaging, but what about rearranging?

One good approach is to start at the middle. Save your first draft, delete the first few paragraphs (or place them towards the end of your text) and see what emerges. As well as revealing possible new, better or more original angles, the second benefit of this is that it can put your points into perspective. Changing the order of paragraphs can make the copy more persuasive. That's because it highlights the weaker points, which you can either leave towards the end or simply leave out. 

The third benefit is that it makes the copy stronger in general. A lot of the time, our first few paragraphs act as a warm-up, helping us to hit our stride. Delete them and you'll see how the copy suddenly seems tighter. After all, you're audience is busy and wants you to get to the point, too! 

What would you do?

So, Lenny Kravitz has spoken me to from the music studio with some helpful words of advice. Now I'm passing them on to you.

Have you got any suggestions on engagement or rearrangement for me? Are there any musicians you think have given us some sound advice on copywriting? Surely we could draw something from all those rock ballads that are out there!

Blog-o-sitting

Read an interesting blog article by copywriting titan Bob Bly, in which the intrepid wordsmith discussed one of the dilemmas of blogging.

Mr Bly was worried about the time he'd been away from his blog and how, by not posting for several months, fewer people were now commenting on his blog posts. He was asking if you should blog frequently, even if you have nothing to say, just to keep people coming back to the blog. Hmmm...

Content is...

King. We all know that on Planet Wordsmith. To keep people returning to a blog you need to create content that people enjoy. (It optimises your site as well because people link their sites to it or share it with their friends, and if you're skilful enough they'll do both).

Lousy content drives people away, whereas good content attracts loyal followers who frequently return for more. One of my favourite bloggers hasn't posted for six months, but I still go back to it, hoping a new post will crop up. One day she'll grant me my wish, though!

What are you going to do about it?

My advice is don't worry. Think of the cinema and literature trilogies we follow. J.K. Rowling may have taken a while between Harry Potter novels, but people still clamoured to read them. Lord of the Rings fans hadn't found something else by the time parts two and three came out on the big screen.

Don't forget how disappointed we feel when a novel feels rushed or robs us of a good ending. There's nothing worse than a spy novel, detective novel or thriller which wraps up with a cavalry-coming-over-the hill-style finale. Aaaargh!

That said, don't neglect your blog for too long. Keep your eyes and ears open for blog-worthy material. Everyday thoughts, statements, things we read and events can all trigger good content. Just a question of being observant and being creative.

Oh and don't forget to throw some keywords into your posts. They'll help you take care of the blog by attracting new followers in searches while you're away.

We can do that. We're bloggers and that's what we're here for!

What Did You Just Call Me?

'I will hate you till the day I die and wish you nothing but ill will in every career move you make. I will be watching with interest and schadenfreude.'

This gloriously hateful line was allegedly posted online by Alain de Botton after a scathing review of his latest book at the time The Pleasures and Sorrows of Work.

Coming from such a serene thinker, t'is most unusual. Normally, Big Al shows us how philosophy can help us deal with this kind of thing ... illustrates how it can make our lives easier. That's why his work is so refreshing - and why the comment above is so surprising. 

But if you were a writer and had been on the end of a jolly rotten review, how would you have dealt with it?

Going back, there used to be a time when harsh words hurt me. Now I just take them on the chin instead. Picture Robocop marching down a street, all the bullets richocheting off his armour, ping after ping. I try to be like that.

With plasters, bandages and Surgical Spirit all at the ready, I willfully accept any criticism of this blog. Be as cutting or as gentle as you like. Then I can get my trusty writer's toolbox out afterwards and give it a damned good tweaking for the better!

I reckon writers should take a leaf out of my book, or page out of my website as it were, and use negative feedback to make them stronger.

They say the truth hurts.

Yet at the same time, they also say it sets you free.

I know which one I prefer!

Feed my Frankenstein!

A good Friday afternoon to you!

Today I'd like to go back to that old chestnut of inspiration (or bang on about it some more, if you prefer!)

But this time it's you I want to inspire me.

Normally I get my fodder for this beloved blog of mine from:

• the news
• anecdotes and experiences from everyday life
• random comments from others
• blogs
• anything else that makes pucker online tucker.

Fine and dandy as they are, I'd love to know the things you like to read. What would you like me to write about? 

Here are a few questions to get you thinking:

• Do you like the current light-hearted approach, or would you prefer something more serious?
• Do you like the topics so far?
• Do I sound too much like I'm preaching from a soapbox, or is it okay for me to exorcise a few demons once in a while?
• What about the writing - is it stale and in need of livening up a bit, or do you find it fresh, crisp and uplifting?
• How can I make it better?  

I'm a fan of storytelling, myself, so I look for a balance between topical or reflexive and light-hearted, enjoyable and, of course, original (how original!).

I want this blog to be as fun for you to read as it is for me to write. If I have my wicked way, you'll be itching to read the next entry!

So I'll appreciate any feedback - good or bad- you can give me on this Frankenstein of mine.

I'll just go and check on the oven, in the meantime ....

Viva la Originality!

'Don't be a raincloud just because you can't be a star.'

This cheerful little phrase is my mantra. I've no wish to infect others with my own despair!

That inspires me. Now it's your turn. 

Is there some ingot of wisdom in particular, or maybe a story or experience, that makes you tick? Or is there something else that keeps the glint in your eye?

As a blogger and copywriter, I constantly have my eyes peeled (ouch!) for things that will trigger an intriguing blog article or generate a fresh, engaging piece of copy.

Just yesterday I was reading an interview with Will Awdry, the creative director of the London branch of Ogilvy, the advertising agency. Mid-way through the interview, he said the most marvellous thing:

'Originality is never dead.' 

That's a gift of a quote for creative people! I liked it so much that I jotted it down in case it ever comes in handy for a work project.

In fact, a lot of people could apply Awdry's quote to their lives too. For if you've never been able to settle or find what you're looking for in life, the world will always have something new for you to discover.

But fall out of love with the world?

Not on your life! I've got originality to find!