By Special Guest Greg Balanko-Dickson – Remote Control CEO
Sometimes we pollute our blogs, albeit unknowingly. I originally got the idea for this article over at Newsome.org, where Ken writes about The Real Reason Blogging is Hard and he states:
“And just like any other upward climb, it’s not just about moving up the hill. It’s also about trying not to fall back down the hill, due to exhaustion, boredom or both.”
Passionate – Write about issues that are near and dear to your heart
Purposeful – Make sure you keep the end in mind; why are you blogging?
Present – Keep an eye on what’s topical today
Positional – Take a stand on an issue and follow it
Who Are You and Why Should I Care?
This might seem like a silly thing to say but if you think about it, this is the fundamental question people have the very first time they meet you, whether its networking or by visiting your blog.
If You Don’t Know The Purpose of Your Blog Neither Will Those Reading It
Perhaps I have stated the obvious but really, if you cannot decide what the purpose of your blog is then you will struggle to write meaningful, focused content.
I have been writing an article-a-day about small business issues since 1998. In the beginning I was writing to attract visitors to my ‘portal’, which required I write about a broad range of topics and therein was the trap – trying to be everything to everyone. It was time to get more specific.
So I Started to Build My Brand as the “Business Plan Coach”
Eventually I got it down to a focus on ‘business planning’ which made a big difference both in traffic and inquiries. It appeared that I was headed in the right direction, except there was one small problem.
People have a negative connotation toward business planning but I did not realize it at the time.
When combined with the fact that it took $10,000-$20,000 of time to write a custom business plan for people that were only willing to pay $3,500-$5,000 and you have a real business problem.
This only added to my confusion and identity crisis which added to more pollution on my business blog. Part of my problem with the content of my blog was that I could not make up my mind about ‘what business I wanted to be in’ never mind figuring out what to blog about.
The Beginning of Clarity
I finally resolved my confusion and identity crisis by focusing on being congruent instead of trying to be everything to everyone. It was still a long process of introspection, market research, and studying keywords people were using when searching for help with their business.
Clarity Is a Virtue In Life and In Writing
Now, the purpose of my blog is clear – to educate business owners about Business Performance Coaching while building a relationship with readers. I am in it for the long haul because I am sowing good seed – seeds of information – because a better informed business owner makes a good customer.
Through a little TLC and with some good ”weather’ the information, knowledge, and education I provide on my blog reaps a harvest. In the meantime I keep quietly tending my garden.
Clarity is a virtue in business, marketing, and writing. You can stop the pollution in your blog by being congruent and narrowing your focus. This will invigorate your spirit and generate more passion, which will attract purposeful visitors – a classic example of when less becomes more.
In the last 12 months I wrote two books and in the process narrowed my focus further to ‘Business Performance Coaching‘ and business has never been better and I am having the time of my life.
Prevent Blog Pollution
If you think of your blog as your ‘pool’, you want to keep it nice and clean because you will be ‘swimming’ in it plus when others come to splash around a clean blog is an invitation to stay and hang out. Remember, how Steve Rubel set out the four ‘P’s'? Passion, Purpose, Present, and Positional.
Follow Steve’s points and you will make a positive contribution with your blog and build your business because I know from my own experience that if you build it they will come.
By Greg Balanko-Dickson, LPBC – More Profit, Less Stress, Guaranteed!