On a scale of 1-10, how much do you like writing blog posts?


When I was starting out, I absolutely hated it with a passion.  I always had “blank page syndrome” and I would sit and stare at the page for what seemed like hours.  Excuses always came up that put other work in front of writing the post…and why bother…blog posts are a thing of the past, aren’t they?

It’s frustrating, right?  Seeing everyone else writing blog posts so easily.  Why is it so hard?

Hey, it’s not your fault.  Let’s start with a clean slate, shall we? All you need to do is answer one simple question.

Do You Know Who You’re Writing For?

General Contractor Business Owner

If you don’t know who you’re writing for, how can you expect to connect with your reader?

You can’t write for everyone…your message gets diluted with all the other noise on the Internet.

Be specific…who are you writing for?  the easiest way to figure this out is to write for your Ideal Customer Profile.  Also known as an ideal customer avatar, dream customer, or target audience.

It helps to visualize who you’re writing for.

For example, if you made waterproof tablet covers for the construction industry, your ideal customer profile might be a construction company business owner or a general contractor. 

What Problem are you Going to Solve?

It doesn’t have to be a huge problem.  It can be as simple as what they’re looking for.  Do they have questions?  Is something really bugging them?

If we use our construction company business owner as an example, here are some problems that he might have:

  • he’s frequently replacing tablets because his crew works in all types of weather and he’s frustrated because they are careless
  • he’s trying to find a way to save money and make tablets last longer
  • he’s asking “is there such a thing as a waterproof tablet?”

Brainstorm some ideas and put yourself in your customer’s shoes.  Picture them sitting at a computer and searching for answers to their questions or a problem they have.

Who is your ideal customer?

Choose Photos that Enhance What You’re Saying

Photos can make or break any type of content so choose it carefully.  Make sure that it’s aligned with what you’re writing.

For example:  if you were writing a blog post for a construction business owner, would a photo of roses in a crystal vase make sense?  Not likely and this would leave the reader totally confused.

What about a photo of a laptop with a hard hat?  This makes sense right?

If you’re not able to take your own photos, there are plenty of stock photography websites such as:

  • Unsplash (free)
  • Pexels (free)
  • Canva (free and paid)
  • Deposit Photos (paid)
  • Shuttershock (paid)
  • Adobe Stock (paid)

Search for “topic” + stock photos (construction stock photos) to get a list of providers.  Some are free, some charge a fee for use.  Make sure you read any licensing information to make sure you’re following their guidelines.

Who is your Ideal Customer?

Why Are You Writing This?

We’re going to continue on with our construction company business owner as our ideal customer profile.

You make waterproof tablet covers.  Yes, the product is great for the trades, Foreman, and even the architect that work on-site.

Can you think of a different type of topic that has nothing to do with working on-site?

What about writing a blog post for the business owner who can work pool-side while on vacation?

Now don’t argue that you shouldn’t be working when on vacation.  This is real-life and when you’re a solopreneur or a business owner of a small business, you’re not going to turn off that “switch”.

Or what about writing a blog post about keeping in touch with your clients while on a boat?  that waterproof tablet cover would sure come in handy right?

Putting a spin on how your product connects with your ideal customer profile can provide a ton of topic ideas for you, not just for blog posts, but social media and product descriptions.

business owner working from anywhere

What Do You Want Your Reader to Do?

This is where a bit of conversion copywriting comes in handy.  You want your reader to do something.    Convert them from a reader to an engaged reader.

Ask them a question – post there answer in the comments.

Side-note:  blog comments are rare for the average blog.  Don’t be tempted to purchase services that comment on blog posts.  These aren’t real.

You can still ask the question in the blog post, but you can also send out that post as an email to your list and ask the question.  Personally, I prefer email engagement over blog post comments because a real-time conversation can take place.

how to write a blog post for your ideal customer
You can ask questions about comfort.

Example:  do you prefer using your laptop in dim or bright lighting?


how to write a blog post for your ideal customer

You can ask a more personal question about how products interact physically.

Example:  do you use your laptop while standing or sitting down?


how to write a blog post for your ideal customer

You can ask “have you ever [done this] before?  share in the comments below/reply back to this email.

Example:  have you ever spilled coffee on your laptop?

These questions can be used for product research.  Notice that the word “laptop” was used instead of “tablet” and laptop photos were used instead of tablet photos?

Useful if you were thinking of coming up with a type of skin/cover for laptops to help make them waterproof.

The other way to convert a reader into an engaged reader is a formal call to action (CTA) to subscribe to your email list or to view your product.  This is a topic for another time, but it’s a very popular option for closing off a blog post.

It all comes down to:

  • knowing who you’re talking to
  • what problem you’re going to solve
  • choosing the right photos
  • knowing why you’re writing this
  • and ask your reader to do something

If you’re stuck for ideas on how to use these tips for your specific business, please share your questions in the comments below.