Technology confuses as often as it clarifies.

Take blogs.

A bizarre word that only the Internet could have given birth to, blog is a shortening of the word Web log. Meaning it is a log, or diary, or personal commentary that happens to take place in a digital medium.

All copywriting must use living language rather than dead language. That means – OK I’ll make it real complicated – fresh, colorful, precise and unexpected words: GOOD. Dead, clichéd, tired and imprecise words: BAD.

Finally, all copywriting must have the reader in mind. And that’s where a blog can get a little complicated. We all know that an ad or brochure has the mission of persuasion, so it’s obvious it must be about the reader. When an ad is about the writer having fun, enjoying creative freedom and delighting in the whimsy of words, he or she is writing an ad that fails.

So why would a blog follow the same rule, when a blog isn’t an ad, with the mission of persuasion? A blog is a personal “log” or commentary, right? The answer is: a blog is an ad.Wow. That is a profound thought. Everything you write is advertising something. It may be your point of view, your belief, your argument, your experience, but you are advertising it, because you want to control the reader’s experience. You are intended and precise about the takeaway in the reader’s mind. And so, the content of the blog is about you. But the writing must be about the reader, or they will get blogged down. And leave.

So go ahead and blog away. Talk about your day, your dog, your political opinions, your experiences as a whitewater kayaker, anything you want. You will be joining what blog search engine Technorati estimated as 112 million blogs by the end of 2007. Everybody’s got an opinion, and everybody’s got a story.

But as you write your blog, keep your emphasis on the writing part. Because a blog is writing. With a funny name.

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