Blogging and Writing Mistakes

Not Blogging or Writing Frequently

Let’s pretend you and your number one competitor have the exact same web theme and design. You are marketing to the same audience, your products are virtually identical, and everything about how the two of you do business is pretty much the same. Now let’s pretend your twin enemy sends out 2 emails to her list every week, publishes one lengthy and valuable blog post on a weekly basis, and is always on social media.

In comparison, you publish one blog post a month and rarely reach out to your audience through email or social media. Guess which one of these imaginary marketers is going to be more successful?

You definitely need to be writing and publishing content to the web regularly. When you do so on a set schedule, your audience knows when to expect you will be interacting with them. However, don’t just publish anything. Everything you write should be valuable in some way to your target market.

Speaking to a Group Rather Than an Individual

Sometimes when you write, you think about the marketplace you are serving. It is easy to think about groups of people rather than an individual when you write. This is a serious mistake. Groups of people do not read your content online. Groups of “individuals” consume what you read.

When writing, pretend you are talking to someone across a coffee table, a friend of a good friend. Use casual conversation and write as if you are trying to share your content with a single person rather than a group, and traffic, conversions, sales and profits will improve.

Writing Long Sentences and Long Paragraphs

The average web surfer reads on a 6th or 7th grade reading level. That means you should write so that most 11, 12 and 13-year-old kids can understand what you are writing. This means making your content easy to digest. Long sentences and long paragraphs not only convolute what you are trying to say, but they are also boring and tedious.

Paragraphs should usually not be more than 3 to 5 sentences long. Of course, there are going to be exceptions. When you can use a shorter word to convey the same meaning as a longer word, do so. People are all about brevity online, and this means short, to the point sentences, paragraphs and pieces of content. 

Adding Unnecessary Fluff

A good copywriter will tell you that every piece of content you write shouldn’t be a single word longer than it needs to be. This means removing fluff and unnecessary content from the blog posts, articles, sales pages and press releases you write. It is a shame, but people in the 21st century don’t like to read as much as pre-Internet human beings.

As a matter of fact, people now spend more time online watching videos than they do reading text-based content. Accordingly, what you write needs to be of high-value, and it needs to hold your audience’s attention. This means each and every time you sit down to write, you need to get to the point as quickly as possible, and eliminate fluff and unnecessary text. If you do, your readers will thank you with loyalty, return visits to your website, and more sales and profits.

Not Making Your Content Scannable

You should be using sub-headers and bullet points when you write. People like to scan when they are deciding if they are going to invest time and energy reading what you wrote. Sub-headers act as miniature headlines, telling your prospective readers exactly what that section of content is about. They also help get you free traffic when you include keywords and phrases relative to the content you are sharing.

Bullet points do the same thing. People love lists. When your lists are bulleted, they are easy to understand. Bullet points, headers, sub-headers and similar formatting tools help break up your content and greatly increase the chances that a visitor to your website is going to read everything you wrote.

August 18, 2018