Blogging For Clarity
When the term “weblog” was originally coined back in the ’90s, I was working as a music journalist for a national publication. At the time, the prospect of writing for free was an idea that held no appeal for me. Heck, they gave me real money to crank this stuff out!
I’ve learned a lot since those early digital days, much of it from informative blogs, ironically enough. I’ve also become a small-business owner, and one of the important lessons for me has been the realization that if you’re blogging consistently to the right audience about your expertise and your company’s unique value, you are not writing for free. In fact, the benefits to your business, to your own personal growth, and to your bottom line, can be substantial.
Noted business writer John Jantsch writes about the benefits of blogging in his book, “The Referral Engine.” He describes his own “Duct Tape Marketing” blog as “the single greatest business asset I own.”
“It’s the act of writing something, something about my business and passion, something that I observe that touches me, something I learn and can’t wait to share, that activates the many benefits of blogging.”
For me, those benefits go beyond simply establishing my company’s expertise or attracting qualified new clients (although I’ve certainly experienced those good things). As with Jantsch, the process has made me a better writer, a better thinker, and a better listener. But wait, it gets even better.
Writing consistently about the unique value you offer your forces you to come up with a new angle on a regular basis. Over time, this provides the kind of 360-degree view that is not easily acquired. You become better at talking about what you do and the benefits of doing business with your company. You begin to speak, write and think with a personal and professional clarity that attracts better, more qualified customers. And you can take that to the bank!