Why businesses must blog with passion

by Craig McBreen · 30 comments · Branding, Social media

I often point out the importance of displaying your swag loud and proud.

Find your sweet spot, let your personality shine through, deliver it with emotion, and your story will sell like nobody’s business.

Booyah, shouts and high-fives all around, because budding bloggers have emotion wrapped in a narrative and they’re amped up and ready to deliver, but waaaait a minute you say. Hold on, Mr. Know-it-all, I’m a small business owner. S-B-O. Serious, buttoned up and trying to find real customers.

Nose to the grindstone, serious as a heart attack, businessperson. Entrepreneur. Check-signer. Operator.

I market to other peeps in biz. You know? Business to Business? Professional to professional? B-to-B? This killer swag nonsense is all fine and dandy when you’re talking about blogging, but what about me? I. Own. A. Business.

How do I tell a tale and deliver it like no one else?

Blog to my heart’s content?

Bust a move and make my brand stickier than fly tape?

Well, let me entertain you for a few short minutes and I’ll try and explain.

Your business has a mission, yes? It has a history and there are people involved in making it run day in and day out. Even if it’s just you, there’s emotion and it comes from purpose, commitment, drive and determination.

If you run a business you have an original, genuine, purpose-driven story. A continuing saga.

And your company just might define your mission in life.

If you’re blogging and want more customers, you need to bring value of course. But showing off what differentiates you and your company is done with story. And bringing some emotion to your content not only helps you stand out from the crowd, it’s a surefire way to engage your audience.

You have purpose, principals, and core beliefs, right? Well, letting this essence radiate might be easier than you think.

Brand differentiation is now an easier and a more enjoyable process than ever. Why? because our friend, Content Marketing is hot, hot, hot, and not as hard to implement as you might think. So, it’s your turn to turn on the creative and let your biz shimmer.

Again, it might not be as hard as you think.

What if your CPA firm is dedicated to the local community and volunteerism is part of your company’s core?

How about those testimonials on your site? Dig deeper and weave in authentic story to highlight your exceptional customer service.

What about your own experts? You know, those employees of yours with their own unique skills? If they kinda rock, why not let ‘em shine and tell your story in the process?

Have you sponsored events that you truly believe in? Well?

There might even be employees who wield a golden pen? Undiscovered writers. Once they start they just might become your biggest brand evangelists.

I could go on, but the thing is, your business has more than a few things to say. And when it comes to finding and keeping great customers, there’s no better way to make your brand stick than crafting your own unique story and doing it your way.

Think about the most recognizable consumer brands and the experiences they create. They stand out because they get it, and trust me, this is all trickling down to your world my friend. NOW is the time to jump on board.

Bring forth the passion and let ‘er rip.

How have you used story to bring in clients?

Do you agree that businesses need to bring forth the passion?


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{ 26 comments… read them below or add one }

Ralph November 5, 2012 at 12:41 pm


This brings up a few thoughts:

1. It seems that “story” is the next thing that is being touted as the way forward and it’s about time. Yep, it’s been there all along but there seems to be more focus on that recently. I just wrote a similar piece on Friday past. Different take; similar message. I am a big proponent that “brand” is people. People make the brand and without them the brand would not exist. Isn’t story simply demonstrating the human side of your business however you choose to demonstrate that?

2. The “why” a company does what it does is essential to story. If you don’t know why then stories are going to have little meaning. Is why essential to each and every story you write?

3. Agreed that we need to be cautious that story stays on point and brings value otherwise it runs the risk of becoming frivolous, doesn’t it? I like a good story as much as the next guy but doesn’t it need to come from the heart as well as stay on point to solve the customer’s issues? How do you avoid the Kumbaya moments or are they essential to content marketing?

Hey, BTW, I went by Marcus Sheridan’s site from your link above and got a malware warning. Tweeted you both in case there’s something up.

Great post. Always gets me thinking. Cheers bud.
Ralph recently posted..How can blogging help a company earn positive media attention?My Profile


Craig McBreen November 5, 2012 at 4:58 pm

Hi Ralph,

1. I love what you are writing here. I agree that it is about people and developing a narrative individuals can relate to is incredibly important for a variety of reasons and it works.

Two examples from slightly different worlds:

A. Marcus Sheridan is focused on content marketing and small business. He has a great story and he always brings passion to his writing.

B. Jon Morrow writes about blogging and sells products. His story is hard to match, but he also writes some of the most magnetic blog posts out there. They are infused with passion.

2. It should be a big part of what you write, but I certainly don’t think it’s essential to each and every story. It’s more about overall flavor. But I do think the majority of what you write should have some emotion. I’ve seen way too many business blogs that fall flat because they are, well, boring.

3. If I were to advise a client I wouldn’t want to be a drill sergeant and tell them exactly how to do this. It would be more about discovering what makes them tick. Interviewing people in the firm. Looking at testimonials, then making some suggestions on how to weave story into the mix. We need cohesiveness, but we also need flava.

Thank for letting me know about the link. Will check it out.


Ralph November 5, 2012 at 6:11 pm

Hey Craig, I feel you man.

Emotion and passion in writing is key but it’s more about the individual than anything else for me. I get the differences between Marcus and John but primarily their personalities dictate how they write. It’s also a totally different market approach for each of them. Regardless, both write with a lot of passion. The straight to business, no BS approach can work well in any environment.

Not sure the “why” can be turned on and off. Does the reason why you have a business not drive everything you do? The clients you work with, the projects you take on, what gets you up in the morning? I would think that it’s in every fabric of your being as I know it is with you.

Drill Sergeant is definitely not the way to go, agreed. No one wants to be told what to do. They want to be lead. I think we agree that great content marketing can do that without seeming pushy or like a lecture.

Ralph recently posted..How can blogging help a company earn positive media attention?My Profile


Craig McBreen November 6, 2012 at 3:30 am

What I’m shooting for here is to make the average small business owner realize there are many ways to tell a story and it is time for them to do so. That individual’s business rise might be the story, as might the foundational principles of a firm … the Why. And I’m certainly not saying that’s something that can be flipped on and off, as it does drive everything, but an editorial calendar doesn’t have to be full to the brim with said topic.

Like you stated, this is more about telling the small biz owner it’s not only perfectly okay to be a story teller, it is the way to go. Stop signing those big fat checks for print ads and jump aboard the content marketing wagon train.


Brian D. Meeks November 6, 2012 at 3:00 pm

I love a branded message wrapped in a story. For those who remember, “Thanks Joe”, then you know that a few words and some very powerful image painted a story that anyone who has ever loved a team can appreciate. I don’t know what year that Coke commercial came out, but it has been 30 years and here I am talking about it.

I’m sure there are others and I’ll probably think of them after I hit post, but you get the idea. Any brand can tell a story, because all businesses have them, it is just a matter of putting the narrative out there in a way that will make people remember, and if done well, want to talk about it.
Brian D. Meeks recently posted..The Experience of Voting…and NewspapersMy Profile


Craig McBreen November 7, 2012 at 1:12 am

Hi Brian,

It didn’t take long to conjure up the image of “Mean” Joe Green chugging that coke.

That is a great one and really was a condensed story. Great example of how any brand can weave a tale for the ages.

Thing is. I grew up in Baltimore absolutely hating the Pittsburgh Steelers ;)

Thanks for this shining example though, Sir!


Tony Hastings November 5, 2012 at 2:12 pm

You have hit the nail on the head to my mind Craig, the world of business and marketing is changing and I think it’s giving the smaller players a better chance.

Whatever your business or reason for blogging, bring passion and personality to it and you will have a much better chance of success. The days of the faceless corporation are perhaps beginning to end in many areas. Whether it’s the result of social media or just a shift in consumer perception people are relating to real people so the bloggers who show they are just that are going in the right direction.

Thanks for your thoughtful article Craig.
Tony Hastings recently posted..A Step-by-Step Guide to Hosting A Successful WebinarMy Profile


Craig McBreen November 5, 2012 at 5:05 pm

Hi Tony,

I completely agree and do think there’s never been a better time for the small players to bust a move!

And bringing forth the passion with that move gives you a much better chance … you are so right!

“The days of the faceless corporation are perhaps beginning to end in many areas. ”
–Isn’t that great?

Look at all the emotion tied up in big brands today, such as Apple. And this all trickles down the the little guy. And I do think it can be a big day for the little player :)

Thanks, Tony!


Mark November 5, 2012 at 4:31 pm

Hey Craig,

I look at it like this; there’s lots of noise out there on the social web – and those who cannot hear must be made to feel. Long term business success is built on people, personalities and the stories that bind them together.

Passion is what moves people :)

Cheers, mate!


Craig McBreen November 5, 2012 at 5:07 pm

Hi Mark,

Indeed. How many blogs are there in the world now? Billions and billions as Carl Sagan would have said ;) Maybe not that many, but there sure is plenty of noise.

“those who cannot hear must be made to feel”

Passion does move people.

Thanks for stopping in Mark!


Brent November 5, 2012 at 5:27 pm


Great post today! It served as the inspiration for my blog post today. Thanks again!
Brent recently posted..Blogging with PassionMy Profile


Craig McBreen November 6, 2012 at 1:06 am

Hi Brent,

Thanks! Glad I inspired a post and will definitely check it out!

Thanks for stopping in too.


Ryan Hanley November 5, 2012 at 5:39 pm

The salesperson of the future is a storyteller… Wait, haven’t salespeople always been great storytellers?


That’s why digital tools and social media haven’t changed the World they’ve just changed the way we communicate.

Great stuff Craig!
Ryan Hanley recently posted..3 Step Process to Making Money from FacebookMy Profile


Craig McBreen November 6, 2012 at 1:16 am

Hi Ryan,

One of my clients is what Malcolm Gladwell would call a connector. This guy knows everybody, always tells a story and you’re always drawn in. Oh, I’d say he’s a salesman too ;)

I think we all know a fare share of Mavens, Salesmen and Connectors ;)

You’re right and I also think the digital tools give more power to people who may not have been considered salesmen before. The classic introvert for example.

Thanks, Sir!


Jason "J-Ryze" Fonceca November 5, 2012 at 5:52 pm

Yeah, and I’ll add –

When you bring forth the passion… it brings something else:

Rejection & Misunderstanding.

The other side of the coin.

Which everyone secretly knows, deep down, so they hold back their passion.
Jason “J-Ryze” Fonceca recently posted..3 Dirty Words From Your SoulMy Profile


Craig McBreen November 6, 2012 at 1:19 am

Hi Jason,

I hear ya. And this is a good point to bring up, because you’re so right, it’s why many people refuse to let this side show. I’m not saying we need to reveal everything, but just letting that true personality shine through is a mighty, mighty feat for many people. That used to be me.

Thanks for coming by. Always great to see you.


Jason "J-Ryze" Fonceca November 8, 2012 at 4:36 pm


I let mine show through unflinchingly, and I’ve been judged, misunderstood, labelled, hated on and more.

My experience? Share your passions and emotions and personality — it gets easier.
Jason “J-Ryze” Fonceca recently posted..3 Dirty Words From Your SoulMy Profile


Craig McBreen November 9, 2012 at 4:23 am

Great advice, Mr. Jason. It took me many, many years to work up the courage to do that … still have a ways to go :)


Mary Stephenson November 5, 2012 at 9:21 pm

Hi Craig

I think it is all about people really wanting to find that you are actually human and that maybe you have their interests at heart. We all want to feel special. The offline places that just treat us like we are dollars coming in off the street instead of valued customers will have our business. Even if you walk out of the store without ever purchasing, if we are thanked for dropping by…who knows we just might comeback and make a huge purchase.

Blogging with sharing your personal stories makes people relate. When we relate we make friends first and then we are trusted.

Interesting post today.

Mary Stephenson recently posted..Imagine The OutcomeMy Profile


Craig McBreen November 6, 2012 at 1:23 am

Hi Mary,
Good point. I think people want this. They want to connect. It’s why something like talk radio was and continues to be so successful. Sometimes you just want to hear that voice when you’re alone. Writing is very similar if your message resonates.

I do think the big brands are learning about what you’ve said, and I really like what Tony stated above.

“Blogging with sharing your personal stories makes people relate.”
–Indeed and I think this is becoming more important than ever with 150 million blogs or so :) Thanks!


Josh November 6, 2012 at 12:19 am

If you can’t tell your story with passion and personality you need to take a hard look at what you are doing and ask some questions about what value you are bringing.
Josh recently posted..It Is Time For Movember MadnessMy Profile


Craig McBreen November 6, 2012 at 1:25 am

Hey Josh,

Oh yes. If you bore yourself to death when you’re writing a post, maybe you shouldn’t be doing it at all. Just think about all the time that would free up for some ;)


Jill Tooley November 13, 2012 at 10:28 pm

Showing employee faces and personalities demonstrates passion pretty well, I think. My company just put up a bunch of product pictures featuring some of our staff, and the customer response has been awesome! Some are zany, some are serious, but all of them are strutting their stuff. It beats the hell out of stock images that you could get anywhere else. :)

I’ve been away for too long and I’ve missed reading your blog!!!
Jill Tooley recently posted..Microsoft Surface Marketing: How One Tweet Got Me a Trip to New York CityMy Profile


Craig McBreen November 14, 2012 at 1:10 am

Hi Jill,

I completely agree and that’s a great idea! Sounds like you guys really had fun with that idea and it looks like it’s paying off … So cool.

I’ll have to check it out!

Great to see you back and so glad you could stop in today, Jill.


Craig McBreen November 14, 2012 at 1:12 am

Just checked out your co. site. Yes, great idea and it certainly stands out … the eyeballs will stick with that one.


Rudee January 19, 2013 at 11:06 pm

You are so right that a picture shows off your personality. I do agility with my and put on our site my dog jumping through a hoop at a trial. We added that we will rush delivery to you and will jump through hoops. Of all the images we have on the site the realistic one gets the most comments. People love their pets and we get the awe…….. moment. Also when people are searching through sites they forget what site that they clicked on when out price comparison. Having my dog triggers the awe moment and they look for the site with the dog. Good article


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