Blogging 101 – Focus on Your Readers

 Blogging 101 – Focus on Your Readers

By Nikki Viljoen – Viljoen Consulting (Pty) 

This is most definitely a case of “Do as I tell you and not Do as I Do!”

Let me explain . . . 

You see I started out writing my blogs for my own gratification, my own enjoyment.  Not for the enjoyment of anyone other than myself.  Sounds really selfish, doesn’t it?  But that is the honest truth!

Now, most folk will tell you that you need to focus on what your readers want to read about, not what you necessarily want to say and yes, they are usually two very different things. Pretty much like when you are doing the research on what you are going to sell (be it product or service), you need to ascertain what people want rather than what you think they need.

The reality of the situation is that no one really cares about what you think or indeed what it is that you have to say unless of course, it happens to be what they want to hear or have a need to hear (and yes those are also two very different things too).  If you don’t give them what they want, they will just go somewhere else to get it – yip, people are pretty fickle like that.

Fortunately though, what I wanted to write about because generally it was something that I had just learnt and was excited about and just wanted to share – or alternatively, something that I needed to hear, was also something that most SMME’s (small, micro, medium enterprises) wanted to read themselves.  I am just lucky that it turned out that way.

That and the fact that I have penned in excess of 2000 articles, makes me believable, especially when they read an article and it resonates with them – the general consensus then is that I must know what I am talking about, so they read another one and so on.

The fact of the matter is that if you are looking to earn money out of your writing, it has to be about the reader – you have to pander to their every need.  You have to strike a chord in them or challenge them or give them righteous indignation – something that makes them think about what you are trying to say that they either wholeheartedly agree with or they completely disagree with.  If it is the latter you need to hope that they are indignant enough to respond to you in some way that will open up a discussion.

Fortunately for me, my blogs (and yes even the business ones) are generally presented in the form of a story, and it’s in the ‘telling’ of the story that I am most successful.  You see, I am a person who sees the words in pictures and when I read I have this whole video thing going through my mind as the words conjure up the most colourful pictures and when I write, I tend to write in the same way.  The words produce pictures in my mind and this is what people tend to grab ahold of. Those pictures in their minds have more impact on the story being told or the lesson that is being learnt than just a bunch of facts and figures would have and this gives the words (or the lesson) great value.  

People usually appreciate getting good value for money and they appreciate it even more if they get the great value without having to pay anything, including the usual school fees that come with starting a new business or going on your own.

Me, well I don’t really care one way or the other – you see my words give me the greatest value and the most enjoyment, and there’s nothing more that I could actually want from them. The fact that they also make a difference in the lives of others . . .  well that’s just a hidden bonus for both the reader and me!

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za