Q: What do a a lawyer specializing in gender discrimination, an interior decorator obsessed with Victorian drawing rooms, and a travel agent in love with the Amazon rain forest have in common?
A: People aren’t going to just assume they know what they’re talking about.
You may have ruined your eyesight reading Title IX case law. Your first word may have been “wainscoting.” Your best friend may be a capybara. It just doesn’t matter unless you show potential clients that you have expertise.
Technology has made it easier, more convenient and cheaper than ever to get your voice out there, and the easiest, cheapest method of all is blogging. Four of every 10 websites are built on content management systems such as WordPress, which allow you to publish a blog with the click of a couple of buttons.
In fact, even if you don’t have your own website you can set up a blog—for free—from sites like WordPress.com or Blogger. By taking advantage of this opportunity you can demonstrate that you know what you’re talking about.
Writing for Forbes, Stephanie Chandler reviews 15 techniques for establishing your authority. “Host a Blog” comes in third, after “Write a Book” (useful but time-consuming) and “Publish Articles.”
I am a huge advocate for blogging. It’s a wonderful way to connect with your audience, increase traffic to your website, and establish yourself as an expert in your subject matter. Write new posts two to three times each week for best results.
(So what’s the difference between an article and a blog post? Not much. I think the distinction here is that you write articles for someone else’s website or publication, while the blog posts are all yours.)
Now here’s a bonus question:
Q: What else do our lawyer, interior decorator and travel agent have in common?
A: Their jobs don’t require them to be compelling writers.
Chandler’s suggestions are writing-intensive, but what if you’re not a writer at heart? That’s where I come in.
There are two reasons why you might want a professional blog writer like me to help you out. The first is pretty simple: Writing isn’t your strong suit. Maybe you’re no good at all, or maybe you’re just not as good as you’d like to be. Either way, you fear your blog won’t make you look like an expert at all.
There’s no shame in this; we all have our strengths and weaknesses. Personally, I don’t do my own taxes. Not only would I miss loads of legitimate deductions; I’m afraid I would make mistakes with serious consequences. Better to have someone who knows what they’re doing take care of it.
The other reason is related, but not quite the same: Writing just isn’t the best use of your time. In this case, you’re a reasonably good writer when you put your effort and, especially, time into it, but you create more good by putting your time into lawyering, decorating, or travel agenting.
In my case, I briefly considered being a professional web developer. Bad idea. While I can stand up a reasonably good-looking site (I do build my own), there are others who do it better and faster than I do. Better to concentrate on what I do better than other people: write.
That’s my expertise. I’ve spent a 30-year career writing and editing, and I’m very good at it.
If you ask me to write your blog, we’ll talk regularly about your business, your enthusiasm for that business, and your expertise. Readers will know why you love your field, and they’ll see how good you are.
That is why you hire a professional to write your blog.