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We do a lot of blogging for our clients here at Stratosphere, so we often find ourselves thinking about the concept of voice.

Every blog post has a distinct voice behind it, a voice that is different from a DJ’s voice or a television reporter’s.  It’s not a voice like Morgan Freeman’s (unless he stepped out of documentaries and film, and tried his hand at blogging, which would be pretty awesome).  It’s something else and it depends on who you are and what you’re writing about.

See, there are lots of right and wrong ways to write a blog for your website, and the writing voice you use can have a huge impact.

For instance, after many years of doing marketing, I’ve become fluent in a language I refer to as Sales Speak.  Know what I’m talking about?  It’s the language you see in print ads, on billboards, or in commercials.  Sales Speak is usually short, sweet, and evocative.  It’s full of catch phrases, promises, and calls to action.

There is certainly a time and place for Sales Speak, especially when you’re limited to tiny ad sizes or time constraints.  But Sales Speak in a blog?  That can be deadly.  Who wants to read a longer version of an ad?

So, to get your creativity flowing, consider these the next time you sit down to write:

1.  Blogging is a social experience.  It’s not supposed to be a monologue.  It’s a chance for you to engage with the people reading your words.  If you go into the writing process with that in mind, the next part will come much easier:

2.  Make it conversational.  A blog can be less formal than the strictly informative pages on your website.  It’s your chance to address your customers as though you are talking to them in person over a cup of coffee.  Don’t take on the voice of some higher power—that’s just boring.  And on that note:

3.  Don’t preach.  If someone is checking out your blog to learn something, avoid bossing them into heeding your advice or buying your product.  Try relating to your readers.  Have you been in their shoes before?   Be as approachable as possible.

4.  Don’t be afraid to share.  If you’ve had an experience related to what you’re talking about, share it.  Revealing a little about yourself only makes you more human and more authentic.  Get a little personal—it’s okay.  People want to know that they’re not alone in their experiences.

5.  Think of your readers.  Who are you talking to?  Are the majority of them seniors?  Young adults?  Artists?  Gadget freaks?  Get to know the people who are reading your words and speak to them in a language they’ll respond to.

6.  Make us laugh.  You don’t have to be a Daniel Tosh or a Melissa McCarthy, but try to let your funny side show.  A little humor goes a long way.

 

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