What kinds of business blogs do you read?
July 10, 2006
Lorianne posted a comment on my last entry and I think it deserves a bit more space on the main page:
Lots of folks here in the States at least see business blogs as being a silver bullet: start a blog, and instantaneously you’ll have a following, your website will get tons of traffic, and you’ll get loads of new clients. Of course, blogs don’t work that way. Although a “blog buzz” builds virally, it still takes a long time to build a faithful readership. In order for things to spread by word of mouth, you have to attract “mouths” one at a time, at least in the beginning.
That’s where the “betweeness” comes in, I think. I’m sure a lot of folks are reading this because, like me, they started reading your personal blog first: in one sense, this business blog is 3 years & 3 months old. Unless you’re in the business consulting/coaching biz (and those folks are your competitors, not your clients), you probably don’t want/need to read about business consulting/coaching every day. BUT, if a blog has enough “between bits”–if it includes interesting things about human nature, books, current events, etc. in between the strictly business stuff–people will keep reading.
It’s a lesson I learned while doing retail sales in a previous life. If *all* you talk about is the product you’re trying to sell, potential customers tune out. Sometimes you have to ease your way into their confidence by talking about other, seemingly unrelated things.
You know this, of course. I just wish the folks hyping business blogs as the Next Biggest Thing new this, too.
I think there’s loads of material here to think about. I know that I’ve maintained a long list of business blogs in my bloglines account (most of which isn’t published here on the side bar until I work out how the tech bits work) and while there are a number of favourites, I am changing the list regularly depending on the voices I hear. I do get a wee bit weary of blogs that are established to push a particular book or a training course or authors who consistently reference their own published work..I feel as though I’m being given the “hard sell” or that posts are contrived so that the link with the published work can be made so I’ve become a bit more ruthless in my pursuit of interesting stories and compelling voices. I wonder what other readers think?