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The Art of Business Blog Writing
"It is precisely minds of the first order that will never be
specialists. For their very nature is to make the whole of
existence their problem; and this is a subject upon which they
will every one of them in some form provide mankind with a new
revelation. For he alone can deserve the name of genius who takes
the All, the Essential, the Universal, for the theme of his
achievements; not he who spends his life in explaining some
special relation of things one to another." - Arthur
Schopenhauer, "The Art of Literature"
"We are in an age that assumes the narrowing trends of
specialization to be logical, natural, and desirable.
Consequently, society expects all earnestly responsible
communication to be crisply brief. Advancing science has now
discovered that all the known cases of biological extinction have
been caused by overspecialization, whose concentration of only
selected genes sacrifices general adaptability. Thus the
specialist's brief for pinpointing brevity is dubious. In the
meantime, humanity has been deprived of comprehensive
understanding. Specialization has bred feelings of isolation,
futility, and confusion in individuals. It has also resulted in
the individual's leaving responsibility for thinking and social
action to others. Specialization breeds biases that ultimately
aggregate as international and ideological discord, which, in
turn, leads to war." - Buckminster Fuller, "Synergetics"
What do you do?
We live in an age where people are more likely to ask "What do
you do?" rather than the more proper "How do you do?". People are
expected to specialize. Granted, I am speaking generally. I am a
generalist.
But what if people were to heed the advice and warnings of a
Schopenhauer or a Fuller? Is it possible they would become more
fully human? More well-rounded as we say? More of a lady or
gentleman, as was once the code?
Bloggers, from what I have seen in my years of blogging, tend
to be more generalist than specialist, except for a few who are
both...which is to say they have wide knowledge and interests,
but also have one or two things that they know a great deal
about.
Business bloggers, ideally, fall into this last category. They
know a great deal about their company, service, products and so
on, but also have a wide-band tuning which allows them to connect
with people of all stripes, types and interests. After all, one
should not expect that a customer or client know all the fine
points of what they are seeking to buy, yet the seller should
know those fine points, but also a good deal about the customer
as well. This is where a wide-band understanding comes in
handy.
The business blogger is a specialist AND a generalist. And if
she's not, you might want to remedy the situation, one way or
another. The kindest way is to educate them.
If they don't know the products or services...teach them about
them. If they don't know how to write, how to deal with people,
the give-and-take of conversation...you have a more difficult
problem, but not an insurmountable one. Just one that may take
more time. So when hiring your business bloggers, look first for
those who have decent social and verbal skills. You can teach
them the bidness in shorter time.
To Everything, there is a Seasoned Blogger
But...should you hire a seasoned blogger, or a new blogger?
Would it not be better to create your own Frankenstein and have
them simply say what you want them to say?
My vote is for seasoned bloggers, for a variety of reasons.
The first being perhaps best exemplified in this quote also from
"The Art of Literature":
"There are, first of all, two kinds of authors: those who
write for the subject's sake, and those who write for writing's
sake. While the one have had thoughts or experiences which seem
to them worth communicating, the others want money; and so they
write, for money. Their thinking is part of the business of
writing. They may be recognized by the way in which they spin out
their thoughts to the greatest possible length; then, too, by the
very nature of their thoughts, which are only half-true,
perverse, forced, vacillating; again, by the aversion they
generally show to saying anything straight out, so that they may
seem other than they are. Hence their writing is deficient in
clearness and definiteness, and it is not long before they betray
that their only object in writing at all is to cover paper. This
sometimes happens with the best authors; now and then, for
example, with Lessing in his Dramaturgie, and even in many of
Jean Paul's romances. As soon as the reader perceives this, let
him throw the book away; for time is precious. The truth is that
when an author begins to write for the sake of covering paper, he
is cheating the reader; because he writes under the pretext that
he has something to say.
Writing for money and reservation of copyright are, at bottom,
the ruin of literature. No one writes anything that is worth
writing, unless he writes entirely for the sake of his subject.
What an inestimable boon it would be, if in every branch of
literature there were only a few books, but those excellent! This
can never happen, as long as money is to be made by writing. It
seems as though the money lay under a curse; for every author
degenerates as soon as he begins to put pen to paper in any way
for the sake of gain. The best works of the greatest men all come
from the time when they had to write for nothing or for very
little. - "The Art of Literature"
Seasoned bloggers have written, oftentimes, for years for
little or no money at all. People who say they will blog if you
pay them may write what they are told, but in that case, why not
write it yourself?
The Blog and the Walking Stick
"The pen is to thought what the stick is to walking; but you
walk most easily when you have no stick, and you think with the
greatest perfection when you have no pen in your hand. It is only
when a man begins to be old that he likes to use a stick and is
glad to take up his pen." - "The Art of Literature"
Another advantage to hiring seasoned bloggers is that you can
see where they've been, see what they've blogged, learned whether
or not they can sustain the writing over time. A new blogger may
actually run out of things to say. Seasoned bloggers are seasoned
because they are still writing. The others you call
ex-bloggers.
New bloggers may enjoy blogging for a time, but then they are
seized with youthful wanderlust, and the next thing you know they
are out chasing phantoms. A good seasoned blogger, on the other
hand, is interwoven into the fabric of the blogosphere, and is
content to make his or her mark there. And because they are part
of the blogosphere, they are not an island, but rather a
constellation, or, in some cases, a galaxy. You have not hired
one yea-sayer, you have hired potentially dozens or hundreds,
even thousands of yea-sayers. I daresay that, in some cases, you
may have won even millions of yea-sayers. These, of course, are
few and far between, but the future is likely to look a lot
different than the past.
And should you get the occasional chorus of nays, count your
lucky stars that you have a free feedback mechanism. Your
adjustments might prove far better press than the grunts that led
to the change. And all companies change. Only some never learn
the reasons why they should have, and suffer the consequences of
their ignorance.
The question is not if. It is when. So when you hire someone
(or a team of someones) in order to connect your company to the
blogosphere, you may want to keep some of these points in mind.
Your blog need not be literature, but there is nothing wrong with
having a beautifully written, edifying body of work associated
with your company. In time it may be your greatest legacy. For
surely a future Twain or Faulkner or Ogilvy will be borne in
these enabling laboratories of discovery. And the world needs
more employment, not less. Choose, act, but act wisely. It's good
to be first. But it's better to be good.
Dave Beckwith, a graduate of Harvard University, was named one
of the top 300 Netizens in 1996, and has been writing on the web
since 1994. He currently maintains close to 30 blogs, including
Trade Street Journal and Idea Consultants, and is a researcher at
Parker Web Developers. His own creative writing has been compared
to Robert Benchley and Charles Dickens.
MORE RESOURCES updated Tue. October / 03 / 2023
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