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Born to Blog: Building Your Blog for Personal and Business Success One Post at a Time by Stanford Smith, Mark Schaefer

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CHAPTER 2You’re Not a Writer, You’re a Blogger

Obviously you need to have some writing competency to be a successful blogger. But blogging is much different from the type of writing you might have practiced in school, primarily because blog readers are so different.

Blog readers usually are mixing business and pleasure when they visit a blog. On the business side, they are often hunting for new information. They have a problem to solve, and they may have followed a result from a search engine and arrived at your site. Other times, another person they trust has linked to your site and they’ve arrived out of curiosity.

On the pleasure side, they have lowered their “corporate” guard because they assume that your blog is informal. They hope that ...

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