Your readers are a finicky bunch. Each of them wants to feel like you’re talking to them. They may have something different that they’re seeking out of your blog.

As your platform grows, how do you keep that personal touch?

Write Conversationally

This is a big one. Just because said blog is for your business, does not mean you need to write like a stuffed shirt. Here’s a little secret for you: It’s possible to be informal and professional at the same time. Write like you’re out for coffee with your reader, just having a casual conversation. Think about how you’d say it in this environment, and write it this way. This also means leaving the industry geek speak at home. Your mother’s already proud of you. There’s no need to treat your blog like a doctoral dissertation.

Create A Universal Experience

The word “you” is persuasive. When it’s placed in the context of something that’s happened to all of us, it creates an even stronger bond. For example, this may be a great way for a health club owner to start a blog about people only competing with themselves for their fitness goals:

“You’ve finally mustered up the courage to step away from the couch and get to the health club. You step on the treadmill when out of nowhere comes the guy with 14-inch biceps, a rock hard six pack, and 2 percent body fat. He’s busy setting each machine at the heaviest weight before lifting. You’re questioning your earlier decision to leave the house. Here’s why it’s a good idea to stay…”

Get the point? Good.

Solve Their Problem

This is what your readers are hoping for when they find their way to your blog. This means creating valuable posts, giving away “how to” information, tips on buying within your industry, and finding new ways to communicate. It means knowing your audience and writing posts that always seem to hit home. This builds trust. When you solve their problems, they remember you in the future.

Tell Anecdotes

Let your readers in on your personal life a little bit. They don’t need to know every last detail, but some sharing on your end will make them feel more comfortable. People want to feel like they’re doing business with people. That means talking about your favorite sports, music, hobbies and whatever else you may want to share from time to time. You never know what might make an entry point for conversation.

I’ve had in-depth conversations with clients about the Bears. I’m also a new father who loves to talk about his nine-week old boy. On the surface they don’t have much to do with life as a business owner. Except they make me appear more human, and establish human connections.

Take Action

Your writing shouldn’t seem sterile. It needs to hit home, and get personal. It needs to establish connections. What do you do to connect?

Matt Brennan is a Chicago-based marketing writer and copy editor.