One day several years ago I prepared lunch for three French chefs: Rene Verdon, former White House chef; Hubert Keller of Fleur de Lys Restaurant in San Francisco; and Roland Passot of the Left Bank Restaurant in Larkspur. To make the experience less terrifying I opted against cooking French food and prepared a New Orleans-style seafood gumbo, using a recipe given to me by a friend who had once lived in New Orleans.
About a dozen people joined us for lunch out on the deck, and the food was tasty. The chefs graciously complimented my cooking.
What does this have to do with writing a blog? Writing, like cooking, goes better if you have a good recipe. That doesn’t mean you have to follow it without question, step by step; really good cooks usually cook from memory and intuition and may not even use a recipe. But you have to know how the recipe works first–what to put in, and how to combine the ingredients for best results–before you can depart from it and begin to improvise.
Here is my recipe for a good business blog:
Tantalizing bits of specialized information.
One or two images.
A few details about your business.
A dash of opinion.
An occasional joke, puzzle, or contest.
Lots of links.
Combine ingredients in a lively, personal manner.
Keep it short.
Don’t forget to proofread.
That’s it. You may disagree–Most cooks have their own special way of preparing a dish. I welcome comments about your own blogging methods. If you haven’t tried it yet, go ahead, and don’t be nervous. You will get better with practice. The world is waiting to hear what you have to say.