Articles should have personality. Passion and energy – not just factual content. Not only does this say more about you, but it’s also much more engaging and easier to read.

Your blog is not about telling the world about how clever you are or showing every detail of your technical prowess – very few people want to engage with that. However, they do want to understand what you stand for – what’s important to you, your style, energy and direction. All of these things that set you apart.

After all, people don’t buy from businesses, they buy from people and your bog articles are a great way to show them your personality over a period of time. As you build your email list and your blog following, people will get to know you – even if they may not buy from you themselves, they will often forward your details to someone who they think is right up your street.

Writing in the first person is a great starting point. Consider the difference between … “Asset picking is not the most effective way of developing your portfolio…” versus “I can’t tell you how many times I’ve had conversations with clients explaining the absurdity of asset picking and the detrimental effect on their portfolio value and charges.”

If you want to show your clients you care about them, show them your passion. They’ll assume you know your technical stuff, but they’ll really love the idea that you will bring this level of energy to managing their affairs.

So keep it short. Keep it interesting. Make it personal. And show your passion!

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