So you’re thinking of launching a business blog but aren’t sure where to begin.  More and more these days, we’re coming across articles, advice, workshops and seminars that systematize blogging.  They all claim to provide the “winning” recipe for a successful business blog – and marketers are only too eager to fall in line.

Here’s the problem – If every blog owner out there starts to follow the same regimented approach to blogging, wouldn’t the blog lose the very quality that makes it compelling to its’ audience?  Its’ uniqueness?  A blog, by definition, is niche.  Everything about it is custom – from writing topic to audience.

Actually, the driving factor behind the success-or not-of any blog comes down simply to product definition.  Successful blogs have a clearly defined purpose and audience.  Every post is written with that perfect reader and commenter in mind.  From topic to language to tone – a well planned, well written, well executed blog is all about the audience.

So before you launch your blog, try to learn what your perfect readers want and need.  Find out what’s important to them and use that insight to play up your writing, captivate their attention, and keep them coming back.  Who do you want hanging around with you on your blog?  Write for that perfect reader and watch your audience grow.

EXERCISE:  Describe your perfect reader in full detail.  Take into account demographic, psychographic, lifestyle and behavioral information and try to develop a person out of all the information you put together.  Give your perfect reader a name and build them as a character.

To guide your thinking, ask yourself relevant questions such as:  Where does your reader live?  What does your reader do for a living?  At what level are they in their career?  Are they happy in their career?  How much money do they make?  Do they have children? If so, what are the genders and ages of their children?  If not, why not?  Are they college graduates?  What did they study while in school?  Are they married or single?

When you take the time to get to know your reader, you really gain a clarity of purpose and begin to set the stage for blogging success.  Have fun with this exercise and let us know in the comments what golden nuggets of information you dig up.

Related Articles:

1. Starting a Business Blog – Lesson 3
2. Starting a Business Blog – Lesson 2