It can't be done

Going back to Neil's point I'm possibly the best Excel user and most probably the worst letter writer in the firm. If I can write a blog that gets read then I reckon anyone can. I've no expectation that I will ever get the readers Dennis gets, but I'm having fun and hopefully helping a few people along the way.

The way I see it - I find a blog much more interesting than the corporate website as it is a personal voice.

I don't think so Stuart - I believe professionals have a lot of great stories they can tell. You're already doing that. The idea is not to sell but to engage with your community. When you do that, you d[n[t have to sell in the same way because you 'earn' authority.

But hey - let's here your latest plot - bound to be fun for the other lot.

The problem when applying this to accountancy is surely finding something exciting to promote. A bottle of wine is ideal, not only will you enjoy drinking it, but you'll probably enjoy telling your friends about the experience as well.

Don't you have to send something interesting, and somehow or other link this to the accountancy theme.

I think I have the inklings of an idea but I would appreciate some help from experts

Exactly Dennis. Since the cost of the infrastructure and software to support the concept is zero or a few pounds a month, firms should be able to afford a little professional help and/or training to kick start the initiative. But in any case, there is huge amount of advice on everything from starting a blog to copy writing just at the other end of a Google search, even if people want to take the longer DIY approach.

Find the internal talent that can communicate - doesn't matter where it comes from. I suspect it's a 'bottom up' thing rather than top down. The keen senior who wants to make partner perhaps? BTW - I am available for hire, teaching firms how they can do this stuff.

Not everybody is an extrovert ex-hack with a talent as copious as yours. How about trying to work out how you can do blogging from the point of view of an introverted spreadsheet addict who takes half a day to write (or more accurately rewrite) three coherent paragraphs.

That would make interesting reading.

NeilW