Why bother with blog posts for your business? What a pain in the patootie, right? Who has time for them and seriously, do they even make a difference?
Sound familiar? How many times have you thought these very thoughts and said, To heck with it. I’ll skip it this week?
A week becomes a month; a month turns into several months. And before you know it, a year has passed without a single blog post.
Don’t laugh. I see it all the time. I’ll remember someone I once followed and out of curiosity head to their website to see what’s what. Only to find an out-of-date site.
That year since the last post isn’t as unusual as you might think. In fact, it’s all too common.
The Horrible Message You Send When You Don’t Blog
Now, maybe the business is thriving despite the lack of a current blog post. I can’t tell just by looking at the site.
But my gut says it’s probably on life support. And even if I’m wrong, that’s still the impression I get. And that’s not good. Not for the person whose site I’m checking out or for me.
The truth is, a blog post isn’t just a cute little ditty you publish only when the mood strikes. It’s a problem-solving tool for your audience. It builds relationships. It establishes your credibility. It is your regular communication link with your target market.
When you build trust with your audience, they become customers.
Customers pay for your help. Not right away, no. But down the road, after they’ve come to believe in you.
You can’t afford to wait until the mood strikes to write a new post. That’s the road to blog post obscurity, to a website ghost town.
Why should anyone visit your site if you never offer any useful advice or help solve their problems? And if you say because they can buy your stuff, I’ll stick my hand right out of this post and slap you silly.
Please don’t fall into the trap of having a site all about you, you, YOU! “Look what I have! Look what you can buy! Aren’t I amazing? Buy my stuff!!”
The Single Most Important Reason To Write Regular Posts
If you’re serious about building a thriving business, you probably have a website. At least I hope you do.
Your website is your home base. It’s your sole internet property. Everything you publish on your site reflects who you are and who you’re serving.
It’s where your personality shines. And yes, it’s where you house your products and services.
Your website is where you invite people into your internet home and help solve their problems and nurse their pain points.
So what is a person to think if your virtual home is neglected, outdated, and uninviting?
I’ll tell you what they’ll think. They’ll think you’re not serious. They’ll wonder if you’re even in business anymore. They’ll move on to a site where help is readily available. Where there are signs of life beyond an online shop.
Which, come to think of it, may or may not be current.
Is this a message you want to send?
What A Blog Post Is — It Might Surprise You
So let’s go back to that question I asked you at the beginning of this post. Why bother writing blog posts?
Have you figured it out yet?
Let me put the issue another way. A blog post is not just a blog post. It’s a customer. Or a potential client.
Every blog post you write addresses a need, entertains, or solves a problem. It builds audience rapport and trust. It says you have more to offer than just stuff they can buy.
When people believe that your only interest is making a sale, they’ll move on, and fast.
People don’t want to be sold to; to feel like a number. They want you to help them.
Once you’ve gained their trust, then, and only then, will they be ready to buy from you.
When, And How, To Publish Blog Posts
Hopefully, you now see the value of publishing regular blog posts on your website. But you may be wondering how to get it done and how often.
Lucky for you, I have some basic ideas to help you get started:
Set a schedule. Aim to publish a new post at least once a week. Preferably on the same day or days, if you do more than one, each week. Establish an expectation for your readers. They’ll look forward to your posts and be disappointed when you miss one.
Record ideas. Often the hardest part about writing a blog post is deciding what to write. Every writer struggles with this, no matter how seasoned. Ideas often come when you least expect them, and usually when you’re nowhere near your computer.
Something you read sparks an idea. A podcast brings a topic to mind. Even watching a movie or talking with friends and family members can generate ideas.
Write those ideas down. Have a notebook or other tool handy to record ideas. Thoughts are fleeting. Sometimes they disappear as fast as they came. Don’t rely on memory. It will fail you. Record your ideas before they fly away.
Hire a ghostwriter. If you sincerely hate to write, and you know you won’t stick to a regular schedule, your best option is to hire a ghostwriter.
A skilled ghostwriter knows how to write in your voice. Just make sure to communicate how your posts should sound so your writer can capture your style.
If you joke around a lot, have a silly side, your writer can mimic that style. They can also go with a more serious bent if that’s a better fit.
Provide examples for your writer. Talk to them, tell them what you want. You’ll be surprised at how well they can be you.
Commit to regular blogging. Even if you detest writing, you can’t ignore the value of regular blog posts. People expect businesses to have current, relevant, and helpful websites.
Establish a regular blogging schedule and stick to it. It’s like conversing with your audience, and the more you do it, the stronger your relationship with them will be.
Learn To Love Blogging, No Matter How You Get It Done
Writing blog posts for your business may seem like a nice-to-do task instead of a necessity. But there’s no better way to build your credibility and establish your authority.
No better way to build relationships that turn into followers, and then become loyal customers.
Start by committing to one post a week.
Make it fun.
Find your voice. (No, you may not have found it just yet. It can take time. Don’t sweat it. It’ll come.)
Make new friends.
Find new customers. Paying customers.
In the end, isn’t this what running a business is all about?
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