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What to do when your blog post seems too hard to read?

I just finished rewriting a blog post for a client who admitted that his version wasn't getting a lot of traction and he suspected that it was too hard to read. I read his draft, and had to agree. There were great ideas, supported by strong scientific evidence, and it could have led people to buy his product. But the paragraphs were dense and daunting. It read like a scientific journal article. And it was hard to get started. After talking to him to get a better idea of where he was going with the post, I rolled up my sleeves and tried to find a way to make it more compelling, friendly, and persuasive. The first thing I did was take a personal story from his childhood, and bring it up to the front. The story made you feel like you were reading a letter from a friend, and it perfectly illustrated the points that he was trying to make. Once the story was at the top of the blog post, it was easier to make the rest of the article flow in a way that made sense. If you're writing about difficult subject matter, I encourage you to use a personal story at the beginning. If you're not sure where to begin, ask yourself, "How has the topic affected my life?" "When did I first get involved in the issue?" "What mistakes have I made and learned from?" If you need help making your blog posts simpler and more personal, call me at 505-515-7001 to get on my waiting list. Talk soon! Mandy

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