Not long after we decided to create the Inside Lane, I was asked to come in and speak to the PR Department about how to blog. Needless to say, I jumped at the chance, as they offered a number of people wanting to contribute in different ways. Who am I to turn down help from smart people wanting to help me look good?

The experience began with me navigating the E.B. Lane hallways with stunning speed and parkour-like moves, as a client sit down had made me 10 minutes late. Not the best process for gathering your thoughts. Nor is walking in to see Mel McBride, our Director of PR, sitting in the conference room, patting a chair to her left with one hand and threatening to “shiv me” with the other.

Mel McBride, our Director of PR, sitting in the conference room, patting a chair to her left with one hand and threatening to “shiv me” with the other.

Naturally, I got right to the discussion, while watching my flank for modified box cutters or sharpened toothbrushes. As I normally do in shoot-from-the-hip situations, I fell into my familiar rhythm of babbling and obscure pop culture references that everyone politely pretends to understand.

The incredibly cool thing was that the entire group scrawled down my every word on their legal pads as if I was reciting the formula for cold fusion. So to pay that undeserved kindness back, here are a few things that I think can help a blog become something unique and special.

Notepads at the ready … and go!

SOUND LIKE YOU.

You’ve seen this advice before. There’s a reason for that – it’s good advice. Every successful writer or blogger has found a voice. They don’t try to replicate their speaking voice or ape someone else. They’ve done the hard work of writing and revising until they’ve found their own style.

KNOW WHY YOU’RE BLOGGING.

Some want to educate and provide valuable content to contemporaries. Others just simply want to entertain. Quite a few are doing both and then some. Just know what you’re trying to accomplish beforehand, even if it turns into a short list.

UNDERSTAND YOUR WORLD.

Always start with identifying your target. Then, you do your homework, taking the time to understand the cultural fabric that wraps around your new blog-brand’s every attribute. Jokes. Stereotypes. Cliches. History. Everything. Before you know it, you’ll be speaking your audiences’ language.

DIVE IN WITH BOTH FEET.

Many people starting off think that there is some magical set of rules out there for blogging. Nothing could be further from the truth. Obviously, there is effective and non-effective blogging, but there is little beyond the obvious that is right or wrong. In other words, there is plenty of new territory to cover within the medium -- so take advantage.

WRITE. WALK AWAY. THEN COME BACK LATER.

This is one of the best tips for writing in ANY style, format or medium. It prevents your natural attachments to your work to force you into some bad decisions. And a little time often gives your subconscious a chance to come up with some great tweaks and new directions.