you<\/em> and whatever it is you\u2019re identified with.<\/p>\nAccepting an ugly truth<\/h4>\n
If you answered the questions and came away with the conclusion that your blog just isn\u2019t that distinctive, save yourself hours of frustration now by acknowledging that. It\u2019ll be far better than creating a suite of products that hardly anyone will buy.<\/p>\n
There\u2019s no shame in coming to this realization at the outset. If anything, it gives you a chance to start afresh and establish your point of differentiation before you embark on anything else.<\/p>\n
You don\u2019t necessarily need a dedicated following to sell products\u2014many of the people who buy my ebooks do so on their first visit to my site. (Which makes sense. What would compel an 89-time visitor to finally break down and buy something on his 90th visit?)<\/p>\n
Now that you\u2019ve determined what makes you different, consider your audience.<\/p>\n
2. How can I build a following?<\/h3>\n
The speed with which people blog and get feedback makes it easy to confuse traditional roles in commerce. Just because someone leaves an insightful comment on your site doesn\u2019t make him your confidant.<\/p>\n
Keep it professional. Many bloggers forget that their customers, their advisors, their test marketers, and their collaborators should not all be the same people.<\/p>\n
All too often, I\u2019ll see bloggers make this dangerous transition when conversing with their readers. Don\u2019t be afraid to solicit feedback, but on the other hand, don\u2019t cede the responsibility of initiative by asking your readers, \u201cSo, what would you like to see?\u201d That\u2019s the equivalent of the chef coming out of the kitchen, wooden spoon in hand, going up to the couple awaiting dinner and saying, \u201cHere, taste this. Tell me what you think.\u201d<\/p>\n
The above \u201cstrategy\u201d, or non-strategy, is pervasive among bloggers, yet bears little fruit. Name a successful company\u2014any company. Nike, for instance. Their research and development is a little more sophisticated than asking potential customers, \u201cWould you like to see a running shoe with a waffle sole?\u201d Or \u201cHow about workout gear that wicks away moisture?\u201d<\/p>\n
Sell yourself<\/h4>\n
If you\u2019re going to sell via your site, you have to be bold. It starts with you<\/em>, not your customers. Say \u201cI\u2019ve got a sales method that will revolutionize the industry. Here it is in four easy lessons.\u201d Or \u201cSick of not knowing how to work on your car? Stop putting yourself at the mercy of repair shops. Download my series of instructional videos instead.\u201d<\/p>\nPersonalize it. Add value. Sell yourself<\/em>. Take the examples from the preceding paragraph. Theoretically anyone could offer them. What makes your methods different? Is it your style and demeanor? Have you done research that no one else has done before? Are you creating a service or product that people don\u2019t even know that they require, but won\u2019t be able to live without once you\u2019re done with them?<\/p>\nUltimately, you want to understand what your readers want and need. But how urgently do they need it? When money is hard to come by, will they pay to have their pain assuaged? (People are much more interested in reducing pain than in embracing pleasure.) How can you improve their lives, and\/or make their businesses more profitable?<\/p>\n
Know your audience, and get inside their heads\u2014specifically, the product-buying part of their heads. Read the comments they leave. Gauge their interest in and commitment to your blog. Only then can you create and sell content that resonates with and delights your readers, while staying true to your unique voice.<\/p>\n
Key points<\/h2>\n\n- It all starts with you. Work out what\u2019s unique about you and your blog.<\/li>\n
- Don\u2019t be afraid to start again if your point of difference isn\u2019t easy to define.<\/li>\n
- To build a paying clientele, offer something to your readers to gauge their interest.<\/li>\n
- Build yourself\u2014your unique point of difference\u2014into what you offer.<\/li>\n
- Use these offerings, and your blog as a whole, to get inside your readers heads, and understand how you can uniquely meet their needs.<\/li>\n<\/ul>\n
Next time out, we\u2019ll discuss how to research your competitors, and how to stand out from among them when readers are counting every penny.<\/p>\n
Greg McFarlane is an advertising copywriter who lives in Las Vegas. He recently wrote\u00a0<\/em>Control Your Cash: Making Money Make Sense<\/em>, a financial primer for people in their 20s and 30s who know nothing about money. You can buy the book<\/em>\u00a0here<\/span><\/em>\u00a0(physical) or<\/em>\u00a0<\/em>here<\/a><\/em>\u00a0<\/em>(Kindle) and reach Greg at [email\u00a0protected]<\/span><\/a>.<\/em><\/p>\n\t\t\t<\/div>\n
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