The writer sits at their desk, caffeinated up to their eyeballs on that day’s joe and fingers smashing away on the keyboard like Beethoven on a piano. They’re looking for any way to wax poetically on furnace filters and AC replacements, but the words are escaping them. Simply running away from their brain space until they cease to exist and in their place is television snow. The writer then sits in anguish as the deadline approaches near, with the coffee buzz soon to crash and a potentially great blog on HVAC forever left unrealized.

This is a fate to be avoided and thankfully with more HVAC businesses getting onboard with blogging, it’s entirely possible for no writer to circle the space vacuum of creative lethargy. Sure, if you’re not a fully trained HVAC technician who is on site at every job, you probably won’t be an expert on things like furnace repair or indoor air quality. But that’s the thing about writing in general—you can make it happen.

There are several reasons why HVAC businesses are starting to enter the blogosphere. They may want to increase their online presence, boost SEO scores, or maybe even just give customers a chance to learn more about their business. Regardless, the opportunity for writers to produce well-written content on all things HVAC is more visible than ever. If you’re looking to take advantage of it, take a glimpse at the following:

Debunk Writer’s Block

Let’s get this out of the way: there is no such thing as writer’s block. It’s a fib. A lie. A tall tale no different than the one about Bigfoot and the Loch Ness Monster, although the latter probably has more gills to it.  The concept of writer’s block implies that there is nothing to write about when, in fact, there is always something to write about. Writing about HVAC may not seem creatively replenishing, but sometimes it comes down to your angle of approach. Within the context of your HVAC blog post, what words or phrases are jumping out at you at the moment? They may not necessarily be the ones you’re starting out with, but write them down and allow the rest to follow. Channel your inner Walt Whitman and follow your intuitive feeling.

Settle on a Great Topic

When you’re writing for the web, you want to write content that people will click on to learn more. Some of the best topics often ask the questions “Why?” and “How?” Blog posts like How Can You Ensure Safe Heating This Winter? or Why Should You Consider an AC Tune-Up in Fort Collins, CO This Spring? add an element of intrigue to topics that will send people to Google for answers. Great blog topics may also try to give a solution to HVAC issues, such as “5 Ways to Avoid an AC Breakdown This Summer”. People want their problems to be fixed, and taking a DIY angle can motivate them to fix them immediately.

Do Some Research

As stated earlier, you may not necessarily be a licensed HVAC expert, but that doesn’t mean you can at least sound like it. If there is any topic that doesn’t necessarily make you feel confident, the Internet is your best friend. All it can take is a quick look at an article on, say, ductless mini-split systems in order for you to get information for your blog post that will avoid the layman terms and instead offer professional insight. Remember: in this day and age, there is nothing we don’t know that we haven’t Googled yet.

Write Clear, Concise Content

For more sales-driven content, it’s always best to follow three core principles: clear, concise, and targeted. No soliloquies about your best friend’s latest furnace installation. No long-winded tangents about your personal experience with AC filters. Tangents and soliloquies are never a bad thing, but they don’t necessarily further what you’re trying to pitch. If you’re writing about a service company’s AC installation service, the main points should be driven home clearly. Customers are most likely looking for those few key points immediately without having to play “Where’s Waldo?” in the text to find what they want to know.

Be Yourself

You’ve probably heard “be yourself” dropped so many times in countless advice columns that it’s practically cliché and meaningless. But listen: it’s true. Though nailing down the three principles of clear, concise, and targeted is highly important, that in no way means you have to compromise your creativity. You’ve got a writing voice. It’s unique. It’s unlike anyone else’s. It matters. When you’re writing for an HVAC company, there is a natural tendency to abandon your style completely to adopt their stylistic preferences. While it’s certainly vital that you capture the essence of the company’s values, it’s better to think of how you can merge them with that little, one-of-a-kind slice of yourself to create new, fresh content. You’ve got something special. Don’t be afraid to show it.