I want to make one point abundantly clear: Blogs are not so much about marketing as they are about conversation. Keep in mind the Cluetrain Mantra: Markets are conversations.

Here's how I visualize the perfect small business blog. You have this friend who is a customer (or client as the case may be). You're getting to know this person on a personal level, and you decide one day to invite them to lunch. You find out you like this person, and a friendship ensues.

Pretty soon you're talking to them on a regular basis. You're telling them things about your business they might never know otherwise. Sometimes it's just chit-chat. At other times its bearing your soul.

The end result is, not only do you have a loyal customer, you now have a friend who will be there for you in bad times as well as good. Someone who will look out for your best interests. Why? Because they know you. A relationship has been forged.

That's exactly what blogging can do for you. It's not so much about trying to sell your product or service as it is about getting to know the people who do business with you, or who may choose to.

So, small business blogger, when you sit down to write your post, do it this way. Imagine that person (that ideal customer or client) sitting across the table from you in the local coffee house or diner having a cup o' joe with you. Envision the way the conversation would unfold and write from that perspective. Write like you talk. . .only with spellcheck handy!

Perhaps you don't have time for a leisurely conversation. Then imagine a quick phone call just to update your friend on what's going on.

Blogs are marketing communications tools to be sure. But, they are primarily a way to connect with your customer at a very personal, honest level. Approach it from that perspective and watch your business grow!