Blogging: What is Holding You Back? • New Tricks
 In Blogging

Angry bloggerIn today’s world, writing blog posts is essential to growing your business. It used to be that you could put some text on your website telling people what you do, have some testimonials about how great you are and put some keywords on each page. I am so sorry to tell you this, but that just doesn’t work anymore. The world of content management websites, social media and search have changed expectations and the game is not played the same anymore.

Maybe you just want a place for people to look up your rates and your phone number or directions. As long as you come up in a search for your own business name (you’d be surprised that some people don’t), then I agree you don’t need to blog. But if you want to attract more of the type of client that you want, and have them ready to work with you without your having to “Sell” them, then it is essential that you write blog posts.

Each post is a lottery ticket on a Google search. When you write a post, that one entry can come up in a search. I have posts that I wrote two years ago that continue to get over 200 views a day. So, do the math. If I have hundreds of posts and each one of them continues to get traffic, then you can see how traffic to a website with a blog can continue to grow over time without a lot of work.

People’s expectations and decision-making on websites have changed over the past few years. The authenticity of social media sites have created an environment where it works better to show people who you are and what you do by your writing, rather than just telling them with the same old blah, blah, blah marketing speak.

Sure you want to be clear about what you do on your front page of your site and your header; but your posts are the way that your prospective clients get to know you, see what you do, and understand your point of view on topics that are important to them. They hear your story and get to know you. They have an idea of what you have done for other people and imagine you’re doing it for them. They see you as an expert. They see you having the confidence to put yourself out in the world. They see you caring about your community by sharing important information with them.

So what is holding you back?

1. I don’t want to give it away.

2. I don’t know what to write.

3. People will judge me.

4. It has to be perfect.

5. Will anyone read this?

6. It has already been said before.

7. I am too busy.

These are all good reasons but you can’t let them hold you back from success. It is hard, but you must do it anyway.

Let’s tackle each of them.

1. I don’t want to give it away.

Sorry. There is so much free information on the Internet now you must give some information away to grow your list and get traffic to your site. The process is a bit like dating. You must spend time getting to know each other before getting to commitment. You can’t skip this step. If you do you will fail. Give people a taste, then a bit more. You will find that even if you give people very detailed information, they will still want you to do it for them or help them with it.

Make sure you are writing what they want to hear rather than information all about you. People do not want to date someone who talks all about themselves. You have to show that you understand what your prospective clients are dealing with and give them a flavor of what it would be like to work with you. You can’t sell your information online until you grow your list to a point where you have people wanting to buy it. This does not mean you cannot sell your services. Make it clear what you do and how to work with you, but give away enough information that they get a good sense that you are an expert and can take care of them.

2. I don’t know what to write.

Imagine your ideal client. Get a specific person or a couple of people in mind. What do they need to know? What do they ask you time and again? What are they struggling with? Make a list of the types of information you can share with your people who will help them and will help people like them know that you understand what their needs are so if they need more help or more specific help they will contact you, buy from you or take the next step.

Then think about magazines you see at the news-stand. See how they title their articles. Three things you must not do when in a job interview. How I met and married the man of my dreams online and you can too. Answer a question. Dear Jill, I started my blog but can’t get the first post written, what should I do? Plan Your Atlanta Weekend: Six great things to do.

It does not have to be long. 300 words is ideal. A photo to go with the post will help draw people in. You can use your own photos or you can purchase images for a few dollars a piece from Unsplash or any stock image site. You just need the smallest size for use on the web.

3.  People will judge me.

They do anyway. Every time you open your mouth people make a judgement about what you are saying. Hopefully you have a point of view and when you share it online, you will attract the people you are meant to work with. Will everyone be a fan? No. The more you are yourself and differentiate yourself from others by being specific about what you do the more you will attract your right people and the others will go elsewhere. That is a good thing. If you try to water yourself down or be everything to everyone, you will not attract anyone. Grow some thick skin and step out there.

4. It has to be perfect.

Get over it. Nothing is perfect and practice makes more perfect. That said, do proof read what you have written and if you are not so great with grammar, get a book and a proof reader. You will learn to write better over time. Perfection is the biggest killer of action and creativity.

5. Will anyone read this?

Not many at first. But if after you post you send out something on Twitter or Facebook and send it out to a few friends and ask for their feedback, very quickly you will have more readers and you will be surprised and wonder, “who are these people?” You will be able to track how many visitors you have on your site each day and what posts are they reading. It is exciting. Trust me.

6. It has already been said before.

There is nothing new. but you have something that other people don’t have, your own take on a subject and your own way to explain it. Think about magazines you read. How many articles are basically titled the same but the authors take on the subject may be very different. As you develop a following, people will want to hear what you have to say. So say what you need to say or what your people need to hear.

7. I am too busy

Great. This is a good start. Carve out some time to take care of this and you will stay busy with the type of business that you would like more of. I recommend having one day a week to work on your business rather than in your business. It will make a huge difference to your business to consistently do the things you need to make it work more smoothly. By blogging you will cut down on time it takes to convince people to work with you. They will come to you ready to work.

 

Again, I understand that this is hard. Let me know what I can do to help you get started. Once you start keep it up. Get a routine going. You do not need to post everyday. Good content is better than profuse so so content. I write at least once a week sometimes more if I have something else to say. It will be different in each industry. Do what makes sense and stick to it. Evaluate it. Tweak it.

Good luck let me know how it goes.

 

 

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  • Fred Spring
    Reply

    This is a great article. Your blog really resonated with me. I feel strongly that the essence of building today's businesses online starts with blogging. Having an effective blog strategy produces results – organic traffic and inbound links. Is there a way we could post your blog on our website? Let us know if this works for you. Our company's core focus is content creation. Here's our site: http://www.98togo.com. Judi – I used to come to WordPress meetups at your intown loft.

  • Bill Hulsman
    Reply

    Thank you for this enlightening post. This is very challenging for me. I need all the help I can get. I never thought about cross marketing using my twitter account to mention the blog posts. For that one suggestion alone I thank you immensely.

    • Judi
      Reply

      Bill Glad it helped. I invite you to subscribe to my newsletter that comes out every Wednesday where I give tips for growing your business online. Hope to see you there!

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