Yesterday, I posted about the latest Project Blogger coaching session between Ines and I. We've began discussing the subject of blog copywriting. Today, I want to continue my report on that session and move into the meat of the matter as it pertains to copywriting, sharing some tips and techniques. (I'll warn you now, this will be a two-part series. There is just too much information for one post. Oh, and let me disclaim that much of what I shared with Ines came from Realty Blogging.) 

One of the subjects we touched on of great importance was "finding your voice." I shared these thoughts with Ines:

Write informally and conversationally
You're not writing a formal article or essay. As Internet pioneer Doc Searls put it, a blog is "an email to everyone." You're speaking from your heart as much as your head and often conveying emotion as much as reason. To one degree or another that's exactly how a blog post should be written, as if you are writing to a friend.

Susannah Gardner, author of Buzz Marketing with Blogs for Dummies, says you should "try to write the way you speak." She suggests it might be helpful to speak your entry out loud before trying to type it. Of course, this type of approach requires that you write in the first person, me to you.

Read and learn from other bloggers
Business technology expert Dave Taylor suggests one of the best ways to learn your blogging voice is to "read a lot of other bloggers and ask yourself whether you're comfortable with their writing style, whether they seem to be a friend chatting with you or some self-important pontificating, and choose which you find most appealing."

One of the best ways to learn a new skill is to imitate others who are masters at it. Years ago, when learning to play guitar, I would spend hours listening to records of famous rock guitarists like Jimi Hendrix, Ritchie Blackmore and Dickie Betts. (Boy, I just told my age!) The same holds true for blogging. Just as Dave suggests, before you begin blogging, spend time reading other blogs to get a feel for how to write "blog-style."

Identify your audience
Who are you are targeting with your blog? Is it the luxury real estate market, condo owners, vacation home buyers, suburban or urban, young or old? Once you have a sense of the demographic can you boil it down to one person? If so, pretend you are writing to that person. Let your writing style and your content be what would appeal and best relate to that person.

BLOG WRITING TIPS

Check Your Spelling
While I do believe blogs should be written in an informal style, if you are writing for business purposes, I suggest you pay attention to spelling. Fortunately, most blog platforms, including this one, now come with a spell check function, so it's easy to do. If your blog platform doesn’t include a spell checker, you can use the one built into the Google Toolbar. Or, do what I often do, and go to Dictionary.com.

Use Proper Grammar
The use of proper grammar is a necessity for a business blog. That does not mean you are forbidden to use colloquialisms, or occasional forays into the use of poor grammar for effect. Ordinarily though, it is in your best interest to be as grammatically correct as possible. Readers will form an opinion about you from the way you write and if you write in a professional manner, they will conclude that you conduct your business in a similar fashion. 

Text Layout and Alignment
Unlike print there is no need to put two spaces between sentences. We don't live in the age of the Royal typewriter and readers appreciate brevity. One space will do. Also, left align each paragraph and put a double break between them. It makes the page on screen much more readable. Use a font size that everyone can read. Many bloggers are internet generation 20-somethings and can read small text, but many of your readers will be older and shouldn’t have to strain to read your content. A font size of 10 to 12 points should meet everyone’s needs. 

Write Original Material
It would be very easy to just copy and paste what others have written, then write a comment or two of your own. However, doing so doesn't really tell me who you are, what you know, and what you believe. I suggest, at least occasionally, that you write a thoroughly original post. It's harder to do, but writing original content is one of the best ways I know to really declare your personal perspective.

OK, your turn. Why don't you leave a comment with some tips of your own. My list is certainly not exhaustive.

Tomorrow, I'm going to discuss the seven blog copywriting "styles." Stay tuned!