Thanks to runoff elections and the impending general election in November, politicians are still flooding email in-boxes (as well as traditional mailboxes, street corners and many clothing surfaces) with ads, campaign promises and rhetoric about how they’ll do a better job than their competitor. It’s gotten to the point that I just click “delete” for all but that handful of politicians who also happen to be personal friends.
Since I put my telephone on the “Do Not Call” registry a few years ago, I guess folks have to figure some way to invade my private space – as if getting my dander up is going to make me remember their names favorably at the ballot booth!
I really must thank them for inspiring this week’s blog-posting lesson. If it weren’t for the political spam, I’d have been hard-pressed to deliver a valuable topic this week. (Not really, but let’s give the folks some credit for their persistence, shall we?)
When I’m teaching a blog-writing workshop, I’m often asked how often I recommend posting a blog. My answer is frustrating: “It depends.” Do you have a valuable lesson to teach? Do you have something to say that will help your readers? Will your post be deleted if it hits subscribers’ in-boxes? Or will they take the time to read it, knowing your posts are notoriously chock-full of interesting anecdotes and fascinating tidbits?
If the answer to three out of four of these questions is “YES,” then post away! (Hint: you should have answered “NO” to the third question). But be sure that you answer these questions from your READERS’ point-of-view, not your own. (Of course, YOU think the information is valuable, but is it valuable to YOUR READERS?)
When you create a new post, treat your post to the same principles the Rotarians use: First, is it the Truth? Second, is it FAIR to all concerned? (I might stretch a bit here and ask if it is FAIR to take up valuable time by delivering the information); Third, Will it build GOODWILL and BETTER FRIENDSHIPS? (Okay, perhaps a better RELATIONSHIP with your reader); and Fourth, Will it be BENEFICIAL to all concerned? http://www.rotary.org/en/AboutUs/RotaryInternational/GuidingPrinciples/Pages/ridefault.aspx.
Decide how often your readers truly need to hear from you. Be realistic – they truly don’t want to hear from you every single day. Sit down with a calendar and mark off a date every two weeks, preferably the same day of the week for consistency, and make a point to post on those days. If you find an article or item worthy of sharing in between regular posts, apply the principles above and create another post, if it passes the test. (I generally recommend every two weeks as a guide. For CPAs during Tax Season, for example, maybe every week or twice a week, but those posts will likely have been prepared ahead of time).
Don’t just post to post. Create a plan that is part of your overall marketing plan, and follow through. Your blog posts allow you to develop a relationship with your readers, and a relationship can fail quickly and miserably if one side abuses it.
Time is valuable, and your subscribers don’t want to waste their precious time scrolling through their in-boxes, frantically mashing the “delete” key. You’ve entered their private space, filled their screen and assumed that they want to hear what you want to tell them. Borrow their time wisely and they’ll appreciate you for it; abuse it and you’ll likely end up in the “SPAM” folder!
Thank you for spending your time with me today. I hope I shared something you found valuable!
Tags: Blog-writing, Canton, Georgia, marketing, writing