Few people make money off their diaries
Business owners tell me: “I send a newsletter and write a blog for my business.”
What they’re really doing is publishing their diary.
I’m guessing there is some confusion out there about the difference between an article that promotes your business… and keeping a journal.
(Quick test: if you don’t get business from your blog and newsletter, it’s either a diary you are publishing, or you aren’t pubbing regularly. Or both!)
As someone who has kept a journal for more than half my life AND who successfully markets her business with her weekly newsletter and blog… I want to weigh in.
So here are 3 ways your blog is not a diary:
1. Your blog is a marketing tool, not a navel-gazing exercise. Telling your powerful story—and sharing both your vulnerability and your expertise in it—is a marketing strategy. Please don’t make it your marketing message. (Here’s what that sounds like to the rest of us: me me me me me me me.)
Strive to share CONTENT that people want to connect with, too. Let’s not mix words: you need to have something sellable that people want to buy. I am seeing too many of you trying to sell positive thinking and good vibes. While that may work for some big dogs, if you aren’t making money in your business, you can bet your sweet bippy that is part of the problem.
2. Your diary is all about you—your blog is all about your AUDIENCE. I’ve said it before. I’ll say it again. Your ideal clients care about the results and outcomes you help them get… and less about you.
The best blogs have a real voice, and are geared towards teaching or insight. There’s some goal that goes beyond “connecting.” Why? BECAUSE YOU ARE PROMOTING YOUR WORK!
3. Your blog has structure. If I had a nickel for every blog article that read like one big fat run on sentence…
You don’t need to edit your blog articles the same way you edit your web copy (because your web copy will have a longer shelf life—about 8-12 months, depending on where you are in growing your biz)… but for the love of all that is wholesome and good, please structure your writing.
Want an example? Look how short the paragraphs are at the top of this article. All that white space makes it much easier to read. And adds energy and impact to the ideas. Then, see how there are 3 points—and they are numbered? And look how the first sentence of each point is in bold. The paragraphs are a bit longer, but not much.
For those of you who feel like this is something you want to work on, try swiping the structure of this article. Adapt the title to your topic. And then write a little introduction about what “the problem” is. Next, make a list of “3 ways”. And then give some good ideas or tips your reader can use right away to make a change. Good luck!
Mighty thanks to desierk flickr photostream for the girl writing.
