This is article 4 in a short series about why business blogs get broken and how to fix them.
Previously in this series we’ve looked at why blogs can fail without having clear business goals, how to avoid your blog sucking the life out of your business time , and 5 ways to write compelling, client – attraction blog post.
In this article we’re dealing with the issue of what to do when your blog attracts the WRONG people to your business.
It’s a common business blogging problem.
When you start to get more visitors, better traffic stats, comments and shares, that kind of attention is addictive.
Who doesn’t like a “hell yeah – totally, great post!” comment on their blog?
What’s more, when you get this attention, it feels like your business is going somewhere. People are talking about you, they’re sharing your content, they’re rooting for you. It’s a success for your business, right?
Unfortunately, not always.
You see, when you start to blog, there are ways of building audiences that gets you a lot of attention but does ZERO for your business. For example:
The marketer who provides tips for cash-strapped business owners, but whose audience can’t afford to pay her rates to hire her.
Or the web designer who provides advanced detailed tutorials that other web designers flock to, but don’t appeal to customers who are interested in the basics.
Here’s the tricky thing, sometimes bloggers find themselves writing for anyone they CAN help, rather than writing for people they WANT to work with.
It’s a subtle distinction, but can make the difference between having a popular blog and no income, and strategically attracting an audience of potential clients and customers.
So why does it happen?
Let’s take a career coach who helps people identify skills and personality traits, and teaches them how to find a career where they are fulfilled and earn the income they really deserve.
He decides to start a blog about career tips, and decides that the people who most NEED his help are students who have just graduated from college or university. These are young people who may not know what career options are available, and what they really have to offer the workplace.
So he provides a blog for this target group with tips and resources to help them choose the best careers right out of college. He hopes that he can attract a handful of clients who want to hire him to work one on one.
Unfortunately, after a couple of years of blogging he comes to the realisation that while the students are keen to take his resources, they’re not interested in paying his fees to work with him one to one.
They don’t have jobs, they have student debt, currently they just want ANY job.
If it’s a good one, fine, but on the tail-end of a recession they just don’t want to be out of work so they’re not going to pay for specialist advice.
Suddenly our career specialists realises that while he went for a group that most NEEDED his help, they weren’t a group that WANTED TO PAY for his help.
How do you fix it?
The late copywriting genius Gary Halbert used to teach that if you were in the restaurant business, there was only one advantage you needed to have over the competition and that was:
“A Hungry Crowd”
There’s no point in fancy flyers, exquisite ingredients and the best service if you’re trying to sell to people who have just finished an all-you-can-eat seafood buffet.
Find people who appreciate the value of what you offer
I’d go one step further and say you don’t just need a hungry crowd, you need a hungry crowd with the means to do business with you.
In our example above, a college graduate maybe able to see the value in having a career specialist pick coach him to achieve his dream career, but he’s not “hungry” enough and doesn’t have the resources to be a perfect customer for our coach’s 1:1 business model.
Instead of college graduates, our career coach could change his focus to mid-level management who want to break through to the executive or director level.
He’s still working with people who are ambitious and focused on their career, but now when his potential clients face increases of thousands each year on their salary, his fees seem like a wise investment instead of an unnecessary extravagance.
Think about your own business blog.
Are you attracting your hungry crowd or people with just a need but no appreciation of what you do?
Have you read the full series?
We’ve got 1 more article for you in this free series about what’s breaking your business blog (and how to fix it) including:
Missed the first articles? Read them here:
- Why You Can’t Afford to Experiment With Your Business Blog
- The Fastest Way to Waste Time and Money Writing Your Business Blog
- 5 Ways to Write Client-Attraction Blog Posts