Our blog is always about image marketing and marketing communications — not necessarily about blogs themselves. But since many companies now use blogs as part of their marketing efforts (like we do), a blog about blogs isn’t totally out of the question.

Many blogs aren’t nearly as successful as they should be for one of three reasons—and often all three at the same time.

  • They’re too wordy
  • They’re not well written
  • They’re unfocused (or have more than one focus)

Pick one topic to write about. Stick to it. Get to the point right away. State your objective or share your observations in as few words as possible.

That doesn’t mean you can’t have an aside or two or stick in a quip or two. But remember that most people are stressed to the max and have little time or patience for too many asides or quips that don’t help them in one way or another right off the bat.

Speaking of ‘right off the bat,’ avoid clichés whenever possible. Of course, clichés become clichés because they are expressive and meaningful. So go ahead and use a few if you’d like. Just don’t use so many in one blog that it seems like they’re raining down like cats and dogs.

Kate Sirignano, founder of Image Marketing Consultants, invites you to complimentary consultation on your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.