Are you an authority, a thought leader, a nurturer, a celebrity or a creative?
How we 'speak' to our readers in our blogs isn't just about the words we use. The tone of voice we use can also help our business blog work to build a great relationship with our customers.
At the heart of determining our tone of writing-voice is our blogging personality.
Your personality vs your blog personality
Let's get this straight, right up front.
I'm not talking about YOUR personality. I'm taking about the personality of your business.
Yes, of course there's an overlap. Especially if you're a solo enterprise (like me!).
But your business personality isn't necessarily your personality. Think of it as the personality of your business.
The personality of your business may be based on a few things:
What your customer wants from your business
What you want to be to your business
I talk about this more in my 'Finding Your Voice' course.
Maybe your business is a voice of authority, a trusted friend or challenging how things have always been done.
What's your blogging personality?
The Authority is an expert in their field.
The focus of the Authority is to inform and educate their reader. Their blogging voice shows that they're this - an expert, up to date with the latest, really focused on speaking with an audience who seeks information.
Informative blogs sit really well with this blogging personality. This doesn't mean they're long blogs, but contain really in depth information about the topic.
An Authority can use long words as long as they explain them to their reader.
The Thought-Leader is the challenger.
Their focus is to take what their reader knows and to challenge it, give different opinions, provoke the reader to look deeper.
The Thought-Leader can have a range of different voices. It can be cheeky, smart, reflective or Sargent-Major like.
Opinion pieces can work well for Thought-Leaders. They showcase how different views can change behaviour or desires.
If you want to take your reader and give them a hug, tell them it'll all be okay, and you've got what they need to help them, then that's it. Your business blog personality is the Nurturer.
Think of the voice of a friend, someone who's been there and done that (got the t-shirt, video and fridge magnet).
You've got experience to share and you'll help guide them to where they want to be.
You blog in their language, using words they'd use to a friend.
This is a voice that can go down really well with health & wellness clients from small businesses.
Oh well! HELLO THERE!!!!!!!!
If you're out there being a personality, being you then you're a Celebrity.
This doesn't mean you're big and bold and loud and brash. It just means that you're writing your blog as you.
Your business is you. You are your business blog personality.
Or - you've made your business into the personality.
You can basically do what you like as long as the personality is what your clients are looking for, trust and like.
How-to blogs, product review blogs and story blogs go really well with this personality.
Creatives craft beauty around their readers.
If you're in a health & wellness space that focuses on aesthetics, then this is a great personality for you. Think candles, massage, fragrances, relaxation.
Creatives conjure up images using their words.
They tap in to emotions, feelings, memories.
Creatives craft stories that spell-bind their readers. And use plenty of pretty picture :)
Don't forget the bottom line
Blogging is another way to reflect the personality of your brand. So make sure your blogging voice is the same as your business voice.
Don't be an Authority when your website has the feeling of a Creative. Don't be a Thought-Leader when your work sits heavily in the Nurturing field.
Now you know your business blog personality it's time to get writing.
And how do you start writing? You decide what to write about.
How do you do that? Find out how to confidently craft your business blog with my online business blog training.
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