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That’s the ironic thing about “personal branding.” The key to effectively building your profile is the value you provide to others and what they say in result, not what you say about yourself.

Most of the “rules” about writing for ezines and newsletters apply to writing posts for your blog, but there are some important differences. Keep these 10 tips in mind and you’ll be publishing great blog content that attracts prospects and clients in your niche market. “Keep in mind the journalist’s rule of 5 W’s in the first paragraph: who, what, why, when and where…. and … Did you remember to ask your readers a question at the end, or something to stimulate readers to comment?”

I'd chunk down and make a list of angles. Then just for good measure I'd chunk down even further. So I'd go from 'Testimonials', which is a broad topic, to a narrow topic like 'Reverse Testimonials'. And under 'Reverse Testimonials', I'd dig deep.