Business bloggers walk a fine line between being edgy enough to attract attention but still approachable enough to attract paying clients. Entrepreneurs, business owners, lawyers--these professionals know by now that blogging is the single most cost effective way to market your business, and they're ready to jump in and take advantage. But with professional blogging comes a unique challenge: How to be honest enough to be a leader in your field, but not offend anybody.
In my experience, most professionals will err on the side of caution. Attorneys especially (with a few exceptions) want to stick to the straight and narrow. Most of my clients will balk at a post with even a hint of politics or scandal. For example, I have quite a few clients who are elder law attorneys, and I frequently write blog posts for them about long-term care and nursing homes. This morning I found a great story in the LA Times about nursing homes.... and sex. Generally any story about nursing home policy is perfect blog fodder for my elder law clients, but this particular story--in spite of the fact that it is well written and deals with a perfectly legitimate issue--is almost assuredly off-limits.
The problem is that readers want to know about the controversial issues. And even if you as a professional are reluctant to come down firmly on one side of an issue or another for fear of alienating half of your readership, you should at least make it known that you are aware of the issue. Sometimes it's enough to write something along the lines of:
... and let your commentators provide the controversy!
Staying away from controversy may be safe, but it makes for bland blog posts, and isn't going to do anything for your readership. Blogging has been called the transparent medium, and readers like to think that reading your blog makes them part of an exclusive inner circle.
It goes without saying, of course, that all of my readers are indeed a unique and exclusive group, which is why I can tell you that normally I wouldn't say this, but just between us...