Is This Blog Worth Writing?

Yes, if it shares information you--the customer--need. And that's the first criteria for determining if any document is worth writing.

Words sell. Yet writing blogs, brochures, success stories, newsletters, press releases (even emails) takes enormous time and energy away from your primary business. At some point, it becomes clear: A document that fails to sell isn't worth writing. And that's the second criteria.

A document that sells has these characteristics:

(a) It addresses a customer problem. A business blog shares your knowledge and helps your customers.

(b) It's appropriate for the message. A brochure that mentions forthcoming products is stale the moment the products are released. Are you comfortable with multiple brochures or would you be better off with a blog, press release or newsletter announcement? 

(c) It's easy to use and understand. A useful document is never too detailed, too general, too difficult, too flimsy, too bulky, too large or too small. Maybe you need a postcard, not a more expensive and longer case study; maybe a brochure and a user manual would actually help your customers more than a website.

(d) It reaches your customers. Words can't sell until the customer reads them. Before you start writing, list the resources necessary to produce and deliver the document. If you haven't enough time to make the deadline for an ad or keep up a newsletter or blog; if you aren't sure whether your customers read e-blasts; if you don't have a place to distribute rack cards--re-evaluate the document. 

(e) It fills a gap. To bring customers to your website, you have to publicize the website. When you meet a new customer, you need something to leave behind to keep your name and business fresh in the customer's memory. When you attend or speak at a conference or expo, you need hand outs. Before customers accept you as an expert in your field, you have to share your expertise. If you go to your customers with nothing, you'll likely return with nothing.

As a marketing copywriter, I know both the power of words and their drawbacks. Before I recommend any marketing collateral to my customers, I ask "Will this document sell?" If it will, it's truly necessary. For more information about TWP's marketing and technical writing services, please visit www.twriteplus.com.