*sigh*
Do you ever wonder what happened to your week?
More and more you’re running around, unsatisfied with your achievements.
Why is your blog not working harder for your business?
Why do you feel you’re missing out on valuable opportunities?
You open another social media account, join another blogging course, add a few more books to your must-read list, commit to start a podcast, and note down your action points for search engine optimization.
But how on earth can you get all of those absolutely-must-do tasks done?
Below follows the 5-step plan I used to build my blog and my business. I can’t tell you it’s been a leisurely walk in the park. But I haven’t quite lost my sanity.
Want to turn your blog into a go-to resource for your target audience? Use the tips below to guide your blogging efforts without going crazy …
1. Don’t let your blog catch pneumonia
How many blog readers would you like to have? One hundred? One thousand? Ten thousand?
Imagine yourself on a soap box at a busy street corner, preaching at passersby … that’s how your writing sounds when you write for a crowd of blog readers.
As Kurt Vonnegut suggests:
Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia.
So pick your favorite reader. When you write for him only, your blog instantly becomes more engaging. You make each reader feel like you’re writing specifically for him.
If you’re unsure who your favorite reader is, try visualizing your ideal client.
Sanity tip for busy business bloggers:
Don’t get nervous about picking your favorite reader. You can always change your mind. My favorite reader changed from a marketing manager at a small company to a marketing coach running her own business within one year of starting my blog (and most of my readers aren’t marketing coaches!).
2. Don’t focus on your business aims
You might write a blog to generate more traffic to your website, raise your profile, boost your authority, gain more clients, get closer to existing clients, or ask higher fees. Those are all legit reasons for blogging.
But what’s in it for your favorite reader? Why would he read your blog?
Your blog reader isn’t interested in your business objectives or personal aims. He doesn’t want to hear your promotional messages and sales pitches.
He wants to know what’s in it for him. How can you take away his problems? How can you make him happier?
When you write to educate and inspire your favorite reader, to solve his problems, to make him more successful and happier, that’s when your blog can become a must-read.
Sanity tip for busy business bloggers:
Don’t be afraid to give away your secrets. The more you share, the more people want to buy from you. As Chris Garrett, Chief Digital Officer at Rainmaker Digital, has said: “I have yet to find someone who has given away too much [free information].”
3. Promote your blog without going crazy
Have you read books or blog posts about content promotion?
And… how did it make you feel?
Overwhelmed?
Promoting content can feel like an endless list of must-dos. 73 ways to promote your blog on Facebook, 53 ways to promote your blog on LinkedIn, 59 ways to generate more traffic from Google. All those options may be great for corporate marketing teams, but how does a soloist stay sane?
Let’s add some sanity to your content promotion:
- Guest blogging helps boost your credibility, gain valuable links, and increase email subscribers. Consider reducing your publishing schedule so you can find time for writing guest posts.
- Focus on two or three social media platforms. Be active on the platforms where your fans hang out and where you enjoy hanging out. I’m only really active on LinkedIn.
- Driving SEO traffic to a completely new site isn’t easy. If your blog is new, and you don’t know much about SEO yet, focus on other traffic-generating activities (like guest blogging and social media) first.
Sanity tip for busy business bloggers:
Find your balance between blog writing and promotion. I like to write weekly, and spend as little time as possible on blog promotion. Others write only once a month, and dedicate 80% of their blogging time to promotion and 20% to writing. Both systems can work.
Don’t feel obliged to publish weekly. What suits you and your audience?
4. Turn casual readers into loyal fans
Who’s more valuable … Twitter follower or an email subscriber? A Facebook friend or an email subscriber? A LinkedIn connection or an email subscriber?
Your email subscribers are most likely your biggest fans.
Once people have allowed you into their inbox, you get a chance to prove your content is worth their time, and turn casual readers into loyal fans:
- Invite web visitors to join your email list with an ethical “bribe” (like my snackable course!)
- Include opt-in forms on your Home page, About page, and sidebar; consider using a plugin like PlugMatter to show a sign-up form at the top of each blog post and archive page (this works far better for me than the form in the sidebar).
- Always give people a reward for opening your emails. Share a useful tip. Make them feel better. Inspire them.
Sanity tip for busy business bloggers:
Don’t get too distracted by subscriber numbers. How many readers do you need to make blogging worthwhile? What do you need to achieve?
Only if you want to make a living from low value products (such as ebooks), you need a large audience (think 10,000 plus). To make a living from a premium service (such as coaching or web design), a small list is fine (think 1,000 or 2,000 or even less if your guest posts generate inquiries).
5. Make your plan doable
If you’re as bad at planning as me, then you always overestimate how much you can do.
Here’s is how I deal with that problem:
- Divide up the action plan in must-do’s and nice-to-do’s
- Block time in your calendar for next week’s must-do’s
- Be generous with slack time in your diary
- Measure how long it takes to do each of your tasks
- Adjust your plan when you really know how long tasks take you
Sanity tips for busy business bloggers:
If you spend a lot of time planning and struggle to take action, give yourself a deadline (tomorrow!) and write down your first priority. Block time in your schedule to your priority done. Doing a useful task gives you more momentum than endlessly deliberating about which action is most useful.
If you feel overwhelmed by writing blog posts, cut the writing process up in doable chunks.
If you feel like you’re running around, try measuring what you’re spending your time on each day, and learn how to prioritize your tasks. Take a little more time to plan, and a little less time to run.
Put your blinkers on
Blinkers are those black eye patches that horses wear so they don’t get distracted by traffic. Because of those blinkers, the horses are focused on moving ahead.
As a blogger and solo-biz owner, you need to get a pair of blinkers, too. To help stay on course. To avoid being distracted by shiny new social media platforms. To stop trying to find the perfect blueprint.
Put your blinkers on. Get your work done. And be proud of your efforts.
Recommended reading on blogging strategy:
A 5-step plan to create fresh content every week
How to write blog newsletters to boost your readership
Blog to Win Business (Kindle book)
Hi Henneke,
Great post! Highly relevant for 1-person blogs.
Having been an avid writer in my teens, I just picked up the habit again a few months ago. I’m working on a blog which set out to help budding entrepreneurs, tapping in my own experience gained over the past 7 years.
I opted to write in my mother tongue – Dutch – as I found the level of international competition somewhat intimidating. 😉
I just purchased your book on How to Write Seductive Web Copy. I’m looking forward to reading it over the weekend. 🙂
Best,
Joost
Hi Joost, I hope you’ll enjoy my book!
Competition in the English-speaking market is indeed intimidating. I try to focus just on my own work and connecting with my readers. I try not to worry too much about what others are doing.
Good luck with starting your blog. Let me know if any questions pop up?
I love your writing! I have planned to read your writing daily. Thanks for being generous for sharing your knowledge freely
What a lovely compliment. Thank you, Keyuri. It looks like you’re finding your way through my blog archives already. Happy reading!
Hope I’m not too late to the game. New blogger here. Just this week, I started a home-based business selling stamps/cards and I have no idea how to promote a business. I have created a blog and now I need help because not only do I not know what to write, I don’t know how. Reading a few articles on your site (and subscribing to your snackable email) has already taught me so much about writing. Thank you so much.
Thank you for your lovely comment, Rebecca. I’m glad you’ve found my site and are enjoying my articles. I hope you’ll enjoy the snackable course, too. Let me know if you have any specific questions?
Ouch … you have pointed to EVERY WRONG I am doing. Thanks for hopefully creating new direction for me as a want-to-be-blogger.
Matt McWilliams (Webinar Jammer) directed me to your blog courses.
Thanks for sharing your knowledge
Barry Featheringill
Thank you for stopping by, Barry. I’m glad you’ve found my blog! 🙂
Let me know if you have any questions about blogging?
Happy writing!
Hi Henneke,
I am feeling lucky that I have subscribed your email newsletter. I have recently launched my site in Feb’2018. I am really inspired after reading this post, especially how to prioritize the tasks based on our goals which we want to achieve.
For promoting blogs, information is really flooded but its hard to implement alone.
I would like to ask one thing from you.
As you suggested, to attract readers for email subscription, we need to bribe them ethically or provide some offers for free.
Is it possible to offer them any book written by other author or book should be written by the blogger only? If so I have only published 4 posts till date, so how to go about it.
Similarly to go for opt-in form service, we need to pay some fees. That service is not available free.
I have put these questions to you because one way it is recommended by everyone to go for opt-in service from starting phase onward but on the other side, it needs investment.
Your answer and guidance will help me since I am a newbie in blogger.
Thanks and Regards
Harish Saras
Congrats on launching your blog!
You would have to ask someone else for permission if you want to offer their book. I’m not sure how many bloggers would agree with that. You can also write an email series instead of a book, so you don’t have to write it all at once. I’ve written about that here: https://www.enchantingmarketing.com/how-to-write-an-email-sequence/
Some email services have a free plan if you have only a small number of subscribers.
Hi Henneke,
Cheers for the escape plan off the crazy train 😮
Your explanation of the difference between low value products and premium service plus their correlation to audience/email subscriber size was a HUGE aha! moment for me. Also I had been struggling with what to focus on on the next stage of my blogging development and what to give away FREE. My way through the dark forest is now much clearer.
A lot of bloggers seem to talk about low value products, but I took the opposite approach; and I think it’s an easier business model. First develop the premium products (or services) while your list is still small. Then, once your list is bigger (and you’ve learned from interaction with course participants or clients), develop the lower value products. I also wouldn’t want to do just the low value products as I’d miss the interaction with people.
And yes, do jump off that crazy train now and then to see whether you’re still going to the right destination 🙂 It’s so easy to be crazy busy, isn’t it?
Thank you for stopping by again, Nicole!
Thank you for the non-conformist (and easier) business model tip – delightfully enchanting 🙂 Here’s to keeping it premium AND human all the way!
Have a brilliant week everyone.
I hope your week got off to a great start, too, Nicole!
Hi Henneke,
Should it make a difference in my blogging if the ideal reader and ‘user’ of my services (e.g. a nurse or a teacher) is not the paying customer (e.g. a manager or the HR department)?
Yes, it does make a difference. My inclination would be to write for the user of your services. If you write for HR people, then you tend to use jargon (most HR people love jargon!), which will put the user off. However, when you write for your user, then the HR person will still relate to your content and understand that you can help the user.
Does that make sense?
Yes, that does make sense. Thank you Henneke, for your quick reply!
Hi Henneke,
Well boy do I ever agree with this post. It’s what I’ve been working on since last summer and I have to tell you that it’s made a big difference.
I’ve been writing more to my target audience, one person at a time, and focusing on an issue that they have. So many people are resonating with what I’m sharing and I’m amazed at the emails, consults and clients that I’m now getting because of this.
I’ve always known to focus more on my audience but I wasn’t writing to them. Big difference and one that will definitely make a huge difference with the way your business moves forward.
You are excellent at sharing tips like this so thank you for making this so clear. I can definitely vouch for this all, the promoting too! So I’m off to share your post now. 😉
~Adrienne
Hey Adrienne,
What a lovely comment – especially coming from such a famous community builder like you!
“Write for your readers” sounds straightforward, but it takes discipline and dedication to do it. I’ve found it harder than it sounds.
Thank you for sharing your story.
Hi Henneke,
Ah, thank you I’m truly touched.
I just wanted to say that for people who are not used to writing this way it’s a challenge but it’s one worth taking. It’s like anything else that we do, nothing ever stays the same and we have to learn to grow and continue moving forward. Had I not changed the way I wrote to my audience I’d still be where I was.
It’s harder but it’s worth it. You are such a pro so they definitely need to continue learning from you.
You are very welcome and again, thank you for this.
~Adrienne
Hi Henneke. I agree with your list. In #2 you suggest that there is no such thing as giving away too much free information. I read a post by another blogger a few days ago that said you should not give away too much free information. I guess the right answer is to give away more than enough to build trust with your readers but not so much that there is nothing left for the people who pay you. And there will always be people who would rather pay you than do it themselves no matter how much information you gave away for free. Thanks for giving me something to think on further.
Yes, there’s different ways to look at what you give away for free and what you sell. I’ve never worried much about this as I’ve found that a book or a course is always different from a blog post. Plus the more I write about a topic, the better my content becomes. You may find the article by Chris Garrett useful, too: http://www.copyblogger.com/sell-or-give/
Hey Henneke,
Time is the challenge for me and many within my audience. I know that blogging and promotion can take a lot of time, but I also believe that a lot of solopreneurs don’t put their blinders on to block them from distractions.
I know for me YouTube is a big distraction. When this happens I switch my thinking on how fulfilling blogging is aND what my audience get out of my content. This gives me a lot of motivation. I really like your 5 step plan and it gives me some ideas.
Thanks for sharing Henneke! Have a good one!
Yes, it’s easy to spend a whole day being busy without being productive. Believe me, I know all about that, too. 🙂
It really helps me to focus on a few core tasks, and then try to forget about all the rest.
Thank you for stopping by, Sherman!
This was so timely for me, Henneke.
I’m thinking about getting my ideal client to phone me once, so I can even know what her voice is like. We’re friendly on Facebook, and laugh over each other’s foibles–it would be fun to chat once, anyway. I think that would really rivet this idea into my brain, really put the blinders on, so-to-speak.
What do you think?
That sounds like a great idea!
I find conversations by phone or face-to-face always insightful. I always pick up ideas and new insights when I talk to people. I probably don’t do it enough!
Hey Henneke – thank you so much for mentioning the summit! I know people are going to love your session (and the others too)! 🙂
I really enjoyed the post – especially the part about content promotion vs. writing. Content promotion isn’t my favorite thing to do at all – I much prefer focusing on writing, and doing it more frequently. So I’m glad to see that that approach can work well – with guest posting in particular.
It’s so easy to get overwhelmed as we work hard to build and grow our businesses – when all we really need to do as you mention, is focus on the right leverage points to reach our goals.
Yes, a focus on content creation can definitely work when you write guest posts.
I think building a list goes probably quicker when you do more blog promotion, but I also think we need to do what give us energy – even if that means our business grows a little slower.
And thank you for doing all the hard work to put the summit together!
hi Henneke,
Thank you for this awesome article on blogging. its so inspirational and helping a lot to bloggers.I am now in your list.
have a good time.
regards from Noor
Thank you, Noor. Happy blogging!
Great 🙂
Henneke, in your future articles, please refer the music in your examples.
This is a humble request to my friend Henneke 😉
Always remain as your loyal fan,
With best regards,
Singaravelu
I don’t really know a lot about music.
I once referred to music when I discussed rhythm in writing: https://www.enchantingmarketing.com/rhythm-in-writing/
Spot on Henneke. I’m not “into” blogging yet – just focusing on finishing my handbook. Writing a long chapter, editing 1st and 2nd drafts, proofing etc always leaves me at sea. What you say above is directly applicable to keeping writing tasks in focus. I raise my level of awareness with a “Next Steps” review of priorities for the next writing phase. It also helps flush out if structural problems are creeping in and get them sorted before proceeding. Thanks again Henneke – when I finish the book I’ll start blogging. Paul
I look forward to hearing about your new blog, Paul 🙂
But first … good luck with finishing your book! Finishing sometimes feels even harder than getting started.
Hi Henneke, All good advice. I have a production schedule each week and it makes a huge difference. So much energy can go into spinning our wheels, wondering what to do. A schedule eliminates that.
You sound super-organized, Laurie!
All this time I thought I was your favorite reader. What a letdown. Reality sucks. ?
You are my favorite reader, Scott. You all are 🙂
Blimey!
‘How does a soloist stay sane?’ – pure Shakespeare. Trippingly on the tongue (Hamlet, 3.2)
Blimey!
Shakespearean?!?
Love this post, Henneke — I can’t tell you how much reading your stuff helps me let go of the “overwhelm” 🙂 Thanks for writing this!
Anne
Great! Letting go of “overwhelm” seems one of our biggest battles in this digital age.
Hey Henneke,
Truly awesome post here.
It’s so difficult to find the time sometimes. This is especially true regarding promotion. There’s always something new to do and focus on.
You are so right regarding writing to educate and inspire readers. Once you do that, theor love grows for you and they can’t miss a single post you write. And you’re right as well about turning readers into casual fans. An email subscriber is soooooooo much more valuable. More attention should be paid attention to them more than anything else.
Great post here, Henneke.
– Andrew
Yes, we can’t find time – time doesn’t stretch even if we try.
I’ve tried stretching time for many years, but have found that the secret to getting stuff done is prioritizing and scheduling my work.
Happy blogging, Andrew!
Hi Henneke,
It’s easy to try to accomplish too much. It has been easier for me to focus on one or two areas and try to conquer them. One of them right now is guest posting and I am glad to see you recommend it.
I like the part where you talk about 76 to ways to or 53 ways to do this or that. I have learned to stop chasing the next big thing that is absolutely necessary to succeed.
Thanks for the reinforcement. As always the image at the top is great.
Barry
I’ve learned to put on my blinkers most of the day, so I can ignore all the lists with 37 ways I should do my work 😉
And yes, guest posting has worked well for me. It’s a slow process, but it builds over time and old guest posts often continue to generate new subscribers.
Hi Henneke,
As always, your post is inspiring yet practical, a winning combination! Thank you!
Thank you, Dana. Happy blogging!
Another great post, Henneke. I feel calmer already.
Thanks! Deena
That’s great! Thank you.
I let out a sigh of relief as I was reading your post. And when I had finished reading it, it felt like I had just lapped up the last remaining bits of a delicious comfort stew someone had made for me with lots of love and attention.
I love how I don’t exactly fit into your ideal reader’s profile and yet you seem to write these posts of yours just for me 🙂
Yes, it’s funny how that works, isn’t it? Hardly any reader matches my ideal reader profile.
I like your food metaphor!
It *is* funny how that works. Whenever I write with my ideal reader in mind, it appeals more strongly to people. And hardly any of them fit that ideal profile! 🙂
In the end, the ideal reader profile is just a “trick” for yourself, isn’t it? It isn’t so much a “we’ve done a market study and this is our target audience” kind of thing. But rather, it’s a way for yourself to write on a more human level.
When you write as if you’re doing it for that one specific person, there are subtle (and not so subtle) differences in your writing than when it’s just you sitting there with this big anonymous mass of people in the back of your mind. Unconsciously, readers pick up on this tone.
Wow, it’s been really helpful and useful to spell it out like that. This convinces me even more that I need to make a conscious and intentional effort to write for my ideal reader. Every single time (as opposed to whenever I remember to). Thank you, Henneke! 🙂
Yes, you’re right. It’s just a trick to write in a more engaging way – as if we’re writing for just one person.
To be honest, I sometimes cheat and write for someone else instead of my ideal reader. Maybe because someone has asked a question and I want to write the answer for him or her. Or I’m thinking about my younger self and think… I wish I’d known this (and I imagine that my readers would love to know it, too).
Henneke,
Another post for referrence. The tips are not new. Your masterful skill in writing and crafting your post gives the ideas new energy. And much more clarity. Thanks
Thank you for your compliment. 🙂
It’s rarely possible to write something that’s totally new. All we can do, as bloggers, is adding a fresh perspective.
Hey Henneke,
lovely post, once again.
I really like your down-to-earth approach to blogging. There simply isn’t a one-size-fits-all solution for everyone.
Sure, on first sight everybody would say he’d like 10,000 subscribers. But maybe that isn’t even necessary. Keeping the perspective and truly make one’s OWN plans come true can be hard in this world of tutorials and webinars here and expert interviews and recommendations there.
But that’s what we wanted in the first place, right …?
Warm wishes from cold and rainy Germany 🙂
Chris
Yes, so true. We need to keep our own perspective and do what works for us.
Blueprints sound great in principle, but the truth is that the “instant noodle approach” (buy the blueprint, add water and your business will grow) doesn’t always work. We all have different experiences and different assets already available.
Thank you for stopping by again, Christian. I’ll send some sun rays over to Germany!
A very nicely written article Henneke. Thank you.
Question: If you give your best content away in your blog articles,
how will you then be able to charge for the same information later?
You need to make the paid information even better. 🙂
Chris’ article on Copyblogger provides useful suggestions: http://www.copyblogger.com/sell-or-give/
Sigh. Yes, it’s easy to feel overwhelmed by all the online marketing activities you need to do to get traffic.
But it’s worth considering that those same online activities are building your business (even if it’s oh-so-slowly) without costing a fortune.
Thanks again for a great post. I love your writing style!
Yes, that’s so true. We can invest our blood, sweat, and tears rather than a lot of money to build our own businesses. Focusing on a small number of activities has really helped me stay sane.
Hi Henneke and hello Sonia,
Great tips and awesome way for small businesses to blog their way out without being desperate.
I didn’t know you accepted guest posts too, Henneke?
Thank you,
-Swadhin
Thank you, Swadhin.
I haven’t changed my view on guest posts here. I still don’t accept any guest posts. This was my post. I just added a link to Sonia’s summit because she’s doing great work and I thought people would be interested in hearing the interviews. Plus it’s free.
Hi Henneke,
Splendid writing.
I am inspired by your articles and started writing mini blogs in the post
http://www.kungumayi.com/violin.html
I am learning Violin (Carnatic- Indian style) and planning to target the violin enthusiasts, to read my article.
Always your best fan,
Singaravelu from India
Thank you, Singaravelu. My sister used to play the violin, too (but the western style).
I’m obviously the reader you are writing directly to, because you’ve just described my life. Great tips…and thanks for the empathetic viewpoint.
That’s because you’re just like me 🙂
Snackable, bite-size, edible – doable. Can easily digest this – chunk it down, do it, one small bite at a time, to finally get to blogging dreams in black and white, virtual reality from the etheric clouds of wanna do someday. Thanks for the logical, easy to do one at a time steps: a recipe I can follow to get my blog cooking. Enchanting, useful, thanks Henneke.
Thank you, Denise! I like simple recipes 🙂