Blogging For Clarity

By Peter Cronin | Friday, August 3, 2018 | No Comments

When the term “weblog” was originally coined back in the ’90s, I was working as a highly paid (well, paid anyway) music journalist for a national publication. As you might imagine, the prospect of writing for free was an idea that held absolutely no appeal for me. Heck, they gave me real money to crank this stuff out!

I’ve learned a lot since those fledgling digital days, much of it from well-written, informative blogs, ironically enough. I’ve also become a small business owner, and one of the most important takeaways for me has been the realization that if you’re blogging consistently to the right audience about your company’s unique value proposition, 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 excellent book, “The Referral Engine.” In an article from his “Duct Tape Marketing” blog, the author describes his own well-established blog as “the single greatest business asset I own.” Jantsch goes on to elaborate on some of the unexpected benefits of blogging.

“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 far beyond simply establishing my or 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 offered by your company 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. The result? You become much better at talking about what exactly it is that you do and the myriad benefits of doing business with your company. You begin to speak, write and think with a personal and professional clarity that hones your message and attracts better, more qualified customers. And you can take that to the bank!

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