How to Write Without Bias as a freelance blog writer
It's a bit like being a chef, isn't it? You've spent years honing your craft, understanding flavors, and creating dishes that delight. Then suddenly, a new kitchen gadget appears – AI – that can produce meals quickly and cheaply.
Some restaurant owners (your clients) might be tempted to replace their chefs entirely. Others might see it as a tool to help their existing chefs become even more creative and efficient.
As a freelance blog writer, you're in a similar spot, facing the rise of AI writing tools while also juggling client expectations and the need for unbiased, high-quality content.
This isn't just about surviving; it's about thriving. It's about showing your clients why a skilled human writer – someone who can understand nuance, inject genuine personality, and think strategically – is irreplaceable, even with AI.
It’s also about ensuring the content you create is fair, accurate, and ethically sound.
In my experience, this dual focus is key to building a sustainable and rewarding freelance career.
Understanding the "Bias" Beast: Yours and Your Client's
Bias is a tricky thing; it's not always about obvious prejudice. Often, it's like an invisible pair of glasses that colors how we see the world, shaped by our experiences, culture, and goals.
You have your own lenses, and your clients have theirs. The challenge is to be aware of these biases and ensure they don't warp the information you're presenting.
Your Own Lenses: We all have them, and the first step is recognizing that. If you're passionate about a topic or have strong opinions, these can subtly influence your writing if you're not careful.
It’s not about becoming a robot but about being aware and making conscious choices to present information fairly. In my own writing, I constantly ask myself: "Am I being fair to all sides here? Is this based on evidence, or is it just my gut feeling?"
Client-Driven Agendas: Your clients have goals – to sell a product, build their brand, or promote a viewpoint. This isn't necessarily bad; it's business, but their agenda can sometimes lead them to want content that highlights only positives, omits inconvenient truths, or uses overly hyped language.
This is where your role as an ethical writer becomes crucial.
Spotting the Common Bias Traps
Think of these as potholes on the road to objective writing; knowing where they are helps you avoid them.
Agenda Bias: This is when the writer or client has a specific motive that skews how information is presented.
For example, a company might want a blog post that only talks about the amazing benefits of their new software, conveniently forgetting to mention any bugs or limitations.
Omission Bias: This is like telling only half the story, leaving out facts or perspectives that don't support the desired narrative.
Imagine a travel blog that only shows glossy, expensive resorts, ignoring vibrant local culture or budget-friendly options.
Sensationalism Bias: This is using exciting or shocking language at the expense of accuracy. "Groundbreaking!" or "Revolutionary!" might grab attention, but as writers aiming for credibility, our goal is to inform, not just to shock.
Often, these biases work together. A client's agenda might lead them to ask you to omit certain facts and use sensational language to paint a rosier picture.
Understanding this interplay is key to navigating these requests professionally.
Strategies for Keeping Your Writing Clean and Credible
So, how do you write without bias, especially when trying to meet client needs? It's like walking a tightrope, but with the right balancing pole, you can do it.
Know Thyself (and Thy Lenses): Actively think about your own background and beliefs and how they might color your perception of a topic.
I find it helpful to intentionally read opinions that challenge my own; it broadens my perspective.
Evidence is Your Best Friend: Ground your claims in solid proof – research, data, credible sources – not just your personal opinions.
Instead of saying "many people love this," cite a survey that shows how many people and who they are.
Be Specific, Not Vague: Generalizations are often where bias hides. Instead of "older adults," specify an age range if it's relevant; instead of "low-income families," you might say "families living below the poverty line," if that’s the specific group you mean.
This precision leaves less room for stereotypes.
Keep Your Tone Balanced: Avoid loaded or overly emotional language unless it's truly justified by the facts.
Presenting multiple credible perspectives, even if they differ from your client's preferred angle, shows fairness and boosts credibility. Remember, neutral doesn't mean boring; it means fair and factual.
Use Inclusive Language: This is huge; it's about respecting everyone.
- Relevance is Key: Only mention characteristics like age, gender, or race if they are directly relevant to the topic.
- Respect Self-Identification: Use the terms people and communities use for themselves. Language evolves, so it’s part of our job to keep up.
- Person-First vs. Identity-First: Understand the difference (e.g., "person with a disability" vs. "disabled person"). Preferences vary, especially within communities like the autistic community, many of whom prefer identity-first language; when in doubt, research or ask.
- Avoid "Othering": Don't use language that treats people like categories ("the poor," "the homeless"). Focus on people: "people experiencing homelessness."
Table 1: Common Types of Writing Bias and Their Manifestations in Blog Content
| Type of Bias | Definition | Example in General Writing | Potential Manifestation in Blog Writing |
|---|---|---|---|
| Agenda | The underlying motives or intentions of a person or group influencing the presentation. | A burger company sponsoring research claiming cheeseburgers are healthy to sell more burgers. | A software company commissioning a post that exclusively features positive user testimonials while omitting known bugs or limitations. A non-profit highlighting only statistics that support its cause. |
| Omission | Leaving out, neglecting, or failing to include relevant information or perspectives. | An article praising a cheeseburger's protein content while ignoring its high fat and sodium levels. | A travel blog post about a destination focusing solely on luxury resorts and ignoring budget options or local cultural nuances. An article on a new policy detailing benefits but not potential drawbacks. |
| Sensationalism | Using exciting or shocking language or stories, often at the expense of accuracy. | An article using words like "wonderful" or "awful" instead of neutral descriptions; focusing on emotional impact over facts. | A tech blog using hyperbole like "revolutionary" or "game-changing" for minor updates. A health blog using fear-mongering language to promote a specific supplement or treatment. |
Table 2: Inclusive Language Quick Reference
| Category | Key Considerations/Do's | Language to Avoid/Don'ts |
|---|---|---|
| Age | Be specific about age ranges when relevant (e.g., "people aged 65-80"). Use neutral terms. | Vague terms like "older adults," "elderly," "young people" without context. Age-based stereotypes. |
| Disability | Use person-first language ("person with a disability") unless identity-first ("autistic person," "Deaf person") is preferred by the community. Mention only if relevant. Avoid benevolent bias ("inspiring just for having a disability"). | "Disabled person" (unless preferred), "suffers from," "victim of," "wheelchair-bound" (use "uses a wheelchair"), "mentally ill" (use "person with a mental health condition"). |
| Gender Identity | Use affirmed pronouns (including singular "they"). Ask for pronouns when possible. Use gender-neutral language for professions/roles. Be specific and respectful regarding identity terms (transgender man, non-binary person). | Assuming pronouns. Using "female"/"male" as nouns. Binary-only language ("opposite sex"). Outdated terms. Misgendering. Acronyms like AFAB/AMAB unless contextually necessary and understood. |
| Race/Ethnicity | Be specific when relevant and possible (e.g., "Japanese American," "Nigerian"). Use parallel terms ("African Americans and European Americans"). Respect self-identified terms. Use "people of color" or "underrepresented groups" cautiously and contextually. | Broad generalizations ("Asians think..."). Non-parallel terms ("Whites and African Americans"). "Minority" if "underrepresented" is more accurate. Outdated or offensive terms. Pluralizing race without adding "people". |
| Sexual Orientation | Use specific, current terms (e.g., "lesbian," "gay men," "bisexual people"). Respect self-identification. Use parallel terms. | Outdated terms ("homosexual"). Using adjectives as nouns ("gays"). Comparing to "normal" or "general public." Stereotypes. |
| Socioeconomic Status | Be specific when possible (e.g., "people earning below the median income," "individuals experiencing homelessness"). Use person-first language. Focus on systemic factors ("opportunity gap" vs. "achievement gap"). | Generalizing/pejorative terms ("the poor," "the homeless," "ghetto," "welfare reliant"). Deficit-based language ("poorly educated"). implying inherent traits based on status. |
| Health Conditions | Use person-first language ("person with cancer," "person with a substance use disorder"). Use neutral language ("died by suicide" not "committed suicide"). Respectful, accurate terminology. | Stigmatizing language ("addict," "suffers from"). Judgmental terms ("failed/successful suicide"). Overly dramatic or inaccurate descriptions of conditions. |
Talking to Clients About Bias: The Art of Gentle Persuasion
This is where your communication skills really shine; it’s not about accusing a client of being biased. It's about helping them understand how biased content can actually hurt their goals.
Frame it Strategically: Explain that overly biased content can damage their credibility, make their brand seem untrustworthy, and even turn off potential customers.
Educate Tactfully: You could say, "I understand you want to highlight benefits, but if we don't acknowledge common challenges, readers might find the piece less authentic." Or, "Using such strong, unsupported claims here might come across as overly promotional and could reduce trust."
Offer Solutions: Don't just point out problems; suggest better alternatives.
If a client wants sensational language, suggest focusing on specific, verifiable achievements using neutral words; if they want to omit drawbacks, perhaps suggest briefly acknowledging them and then explaining how their product or service addresses those concerns to show transparency and build trust.
In my experience, when you frame it this way – showing how ethical, balanced writing leads to more effective content and a stronger brand – clients are usually receptive. You shift from being just a writer to being a strategic partner.
When to Stand Firm: Your Ethical Bottom Line
Sometimes, despite your best efforts, a client might insist on something that crosses your ethical line – like publishing false information or using discriminatory language. This is where you need to have clear boundaries.
You might try to educate them further or push back gently. But there are times when you have to be willing to say "no" to a specific request, or even walk away from a project or client if their demands compromise your professional integrity.
It can be a tough call, especially financially, but upholding your ethical standards protects your long-term reputation and helps you sleep better at night, knowing you’re contributing to a more trustworthy online environment.
The Human Edge in an AI World
Now, let's talk about that AI elephant in the room. Some businesses are looking at AI to replace human writers, focusing on churning out massive amounts of content cheaply.
They might see short-term gains in volume, but they risk a generic brand voice, a lack of real insight, and even factual inaccuracies – all things that can erode audience trust long-term.
But here's where you, the human writer, have a massive advantage. Businesses that prioritize quality and genuine connection will see AI as a tool to augment what you do, not replace you.
Strategy and Insight: AI can draft content, but it can't (yet!) understand deep strategic goals, identify unique angles, or infuse content with genuine personality and lived experience like a human can.
Your ability to think critically, understand nuance, and empathize are uniquely human skills.
Brand Voice and Originality: AI often rehashes existing information. You can create truly original content that captures a client's unique brand voice and offers fresh perspectives.
Editing and Fact-Checking: Even if AI is used for a first draft, your role in editing, fact-checking, and ensuring accuracy is more crucial than ever.
Building Real Connection: Ultimately, people connect with people. Your ability to weave stories, understand emotion, and communicate with authenticity builds lasting audience relationships – something AI struggles with.
Your value lies in these higher-level skills. By focusing on strategy, deep understanding, originality, and ethical communication, you're not just a writer; you're a strategic partner who helps businesses connect authentically.
That’s a service that’s hard to commoditize and one that clients will continue to value.
It’s about shifting your focus, perhaps using AI as a tool yourself to handle some grunt work, freeing you up for tasks requiring your uniquely human insight and creativity.
This isn't just about writing without bias; it's about writing with purpose, strategy, and the human touch AI can't replicate. And that, in my view, is the path to a strong and secure future as a freelance writer.