Blogging - How to get your opinion across clearly and memorably

Your brand is:

• ‘What people say about you when you’re not in the room’ (Jeff Bezos, Amazon)

Our tone of voice:

• We want our words to make a connection, provoke a reaction, and be positive.
• Don’t preach, open up a conversation.

What is a blog:

• Your opinion
• Linked to facts
• Brought to life with examples
• In 300 words
• Little and often

What isn't a blog:

• Everything you know
• Impartial analysis
• An academic paper
• Long
• Infrequent

Planning: What do you want readers to...

• Know
• Feel
• Do

Things to consider:

• What's your main point?
• Give it some punch
• Start with a bang
• Use a theme to make it memorable
• Be emphatic
• Make it personal

Getting your opinion across:

• Everyday words
• Questions
• Short sentences
• Rhythm and repetition
• Real life examples
• Strong language

Top Tips:

• Start with splurging, not planning
• Write your main point in a few words
• And then do your planning
• Be more emphatic than normal
• Use personal examples
• ...and keep it short