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Boy, that picture is kind of scary!  Well, I know that is how a lot of you feel about starting a blog.

Have you been putting off starting a blog for your business because you are scared of writing?  This is the number one reason business owners don’t blog.  It’s not that they don’t have anything to say.  It’s a simple aversion to writing.

Well, blogging doesn’t have to be scary.  In fact, if you follow this simple formula for writing a a great business blog post, you will be well on your way to creating great content.

My Simple Formula For Writing Great Business Blog Posts

Write Content That Furthers Your Business Purpose

Remember the reason why you are blogging – to attract people to your business and to eventually convert them to paying customers.  Therefore, make sure that the articles that you write further that purpose.  Here is a short list of concepts that you can’t go wrong with.

  • Provide how to guides that make you look like an expert in your field.
  • Discuss common concerns your customers have or problems that they face.
  • Share with your customers some personal things about you and your business.

Write an Interesting Headline

The title of your blog post is the most important factor in whether someone starts to read your article.  The web is a funny place.  I think that every web surfer suffers from ADD.  They bounce from one website to the next often without read anything on the website they just visited.

You need to write an interesting headline, that gets them to notice your article.  Here is a great article series on how to write magnetic headlines.  Another great article from Copyblogger is Clever vs. Descriptive Headlines.

Make Your First Sentence Engaging

After your headline, the first sentence and first paragraph need to be engaging.  I like to start by asking a question to the reader that focus on a problem that they probably are facing and that if they continue reading you will help them with.

Make Your Second Paragraph Explain the Value of the Post

The second paragraph should tell the reader why they should stay and read the rest of the post.  Focus on providing value to your reader.  Summarize what they are going to learn if they continue to read the rest of your article.

Use Subheading to Break Up Your Text

Remember how I said that all web surfers have ADD.  Well, using subheadings in your blog posts helps those ADD readers.

I like to break up my article text using subheading because many blog readers like to skim articles.  By using subheading, I give my readers a way to skim my articles and read parts that are of more interest to them.

Write Like You Talk

As an attorney, it has not been easy for me to transition to writing for the web.  I have been trained to write for precision, not readability.

But, web writing is much more informal.  When I write blog posts, I try to write like I would talk.  This has been the best way for me to improve my writing for the web.  Although, I must admit to you that I still struggle with this.  But, if you keep writing, you will start to develop a writing style that fits you and your readers.

Your Conclusion Should Be a Call To Action

Once you have made all of your points, its time to write a conclusion.  In my conclusions, I like to create a call to action where I tell my readers what I would like them to do next.  Most of the time, I ask a question for them to answer in the comment section.

I hope that this formula eases your fears about writing blog posts.  I found that once I had a formula, writing blog posts became much easier.  What is keeping you from blogging more?