You heard me.
You, over there. Hiding behind your phone, hoping I won’t see you. I know you’re not blogging, even though you should be.
I know, I know—what in the world will you write about?
Let’s back up for a second and talk about why you should be blogging.
Your business is your brand, and your brand is the story and experience of your business. As one of the many hats you wear as boss, it’s your job to share that story with the world in order to attract clients.
Your brand’s story is the chance for potential clients to connect with the larger purpose of your brand and contribute to it. It pulls them in, engages them in the outcome and finally, they invest themselves in the story itself. Your story is important, but it won’t do any good if you’re not sharing it.
There are many, many platforms where you can share your story, including Instagram, Facebook and all other social media platforms. But if you’re only telling your story on social media, then you’re putting your brand at the mercy of The Platform. And we all know what The Platform can do—remember last year when Instagram updated the algorithm and gave small business a whole new reason to sweat it? Yeah, me too. (And if you still haven’t figured out how to use it to your benefit, read this.)
Blogging is the only platform that you have complete control over—no one can reach into your backend and change the effectiveness of your post’s SEO without asking you first. You should be taking advantage of that kind of control to consistently deliver your story.
“But what do I write about?”
Good question. Let me share a little bit of my background with you: Before I started my own photography business, I was a journalist for 10 years. Ahem… an award-winning journalist, actually (I’m pretty proud of that]).
Anyway, 10 years of writing and editing makes me uniquely qualified to teach you what story to write and how to write it clearly and in a way that engages readers. It won’t be too painful, I promise. Anyone can learn to write, and it’s more important than ever that you use your writing to tell your brand’s story in an increasingly crowded market.
Over the next five weeks, here on the blog we’re going to take a deep dive into copywriting 101, where I’ll teach you how to: decide what to write; organize your thoughts; determine the best length for a post; and edit for different platforms. Plus, I’ll share my full-proof trick for getting over your writer’s block and finally starting that post.
Check back next Tuesday for the next installment—Copywriting 101: The First Pancake.