Rule #3 – Keep it simple.
You, as a writer or as a businessman, might have a Bachelor’s degree, a Master’s degree, or a Doctorate in the field of your choice. The very minimum you possess above your customers is an above average understanding of the terms specific to your industry.
In fact, you have a very large “domain specific” knowledge which will surpass 99% of your potential customers. This is great for you, and it’s great for your business. However, unless you are marketing your cars to people who have extremely above-average reading skills, you cannot afford to write blog posts “showing off” with your use of these terms.
The reason why you can’t really get too advanced in either language or grammar is because you have to appeal to a wide audience. Some of your clients might not have an advanced vocabulary. If your audience is searching for the dictionary to understand what you are trying to say, what makes you think that they would be interested in buying your cars by reading your blog?
Everyone can use a car, so if you want to market to your audience, you need to market to everyone – even those who might not read very well.
If, however; you are selling a very prestigious car and care to cater to a selected clientele, you might then ignore this concern as the only harm is talking down to the occasional lottery winner and self-made millionaire.
However, the vast majority of customers who surf the net are not interested in reading a blog which sounds like a college dissertation. It will be boring, sound pretentious, and just not very much fun to read. You are here to educate and entertain (mostly) to keep them reading.
People who love cars are surfing the web on their free time. Do you know anyone who would willingly read dry, boring articles instead of more entertaining and understandable blogs? Probably not (engineers notwithstanding).
Take the time to allow your personality to shine through. You are making an effort to first create a conversation, then a relationship with your readers before you create a transaction in the future.
When trying to create a format for your blog, it’s best to keep that simple, as well. Most blogs that are actually popular don’t really need to have too many thick, bulky paragraphs to get peoples’ attention. Sometimes, lists actually work better than a normal essay-style blog.
Keeping a simple format doesn’t mean that you can skimp on aesthetics. Most people are visual in nature. They yearn to see what they are reading about, so it’s important to try to incorporate photos into each blog post that you have. Of course, you can also overdo this as well. Each blog post is best off with one or two photos of the subject.
Make it a personal rule – all blog posts include at least one (1) picture.
Lastly, it’s best to re-read a blog post before you make it “go live.” Always ask yourself if your article or blog seems to be too complicated, difficult to follow, or confusing for the average person.
If you are unable to figure out what your own blog post is trying to say, chances are that your readers will be left scratching their heads instead of asking about your new cars.
Remember, it takes a lot to keep an earn people’s trust. One of the most effective ways to accomplish this is to be transparent and honest. Admit to mistakes from time-to-time. In fact, be human.