7 Questions Before You Blog

Are you starting a blog for your business? Have you decided now is the time, but don’t know where to start? Or, perhaps you’re like many of the professionals I hear from who are facing “bloggers block” and the writing has dried up.

In many cases, small business owners who start a blog struggle with procrastination; they don’t blog because they’re not quite sure what to say or how to say it. There’s no “flow.”

But I believe it’s really caused by lack of clarity: unclear goals and the lack of a plan. If you want good results, answer these 7 questions before you blog.



What Action Do You Want Your Readers to Take?

For example, do you want them to make a purchase? Sign up for an event? Contact you? Identify what action you would like your reader to take after reading your post.



Who is Your Audience? Who is Your Target Market?

Consider your ideal client. Describe them with detail, for example, “I work with small business owners who have been in business for 5+ years and are seeking to reach qualified prospects.” Or, “I work with families who need a financial plan for future college needs.”

What Advantage Do You Have Over Your Competition?

What makes you unique? How are your products or services better than those of your competitor?

What Objections Might Your Prospect Have?

What would keep a prospect from moving forward with a purchase? Are they fearful? Identify the top five objections (reasons) they may not want your services or think they don’t need your products. Be prepared to offer suggestions.



Describe Your Customer Persona (Avatar):

Drill down to more specific behaviors of your average ideal customer. For example, what are their goals? What do they think or feel? What are their values? Where or how do they spend their time? What are their fears? What keeps them awake at night? What do they love?



How Do Your Customers Benefit From Your Products/Services?

By purchasing your products or services, how will their lives be impacted? Create a list of up to 10 benefits, from the concrete to the abstract, little picture to big picture.

How Will You Structure Your Blog Post?

Will your content be composed in a story? (i.e. “Meet Bob. Bob is a blah, blah, blah.”) Or, will it be direct? (i.e. “Have you worked with a representative who …?”) Other options to consider are introducing your content with research or statistics; or a moving quote from a distinguished source.

These 7 questions will provide you with clarity, and stimulate ideas. Clearing up confusion will allow the writing to flow better.

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