I’ve spent a lot of time lately in my blog coaching sessions
talking to people about blogging and its place in today’s business world. Something that I find myself repeating is that ‘the blog is the new website’. This has become my New Media mantra. In my manifesto I state that ‘your blog is the only website you will ever need’. Not only is the blog the new website, it is the new resume, business card, portfolio and marketing tool.
The most essential point I try to get across is that your blog is your opportunity to show a human side to the world. When a client tells me a fantastic story, especially if it has to do with their professional trade, I tell them that their clients and potential clients need to read that story in their blog. That story, in the right hands, can mean the difference between them getting a contract or losing it to the firm with a slightly lower bid.
But if my clients read me rambling on about what I like and don’t like won’t I seem unprofessional?
The answer in short is ‘no’. Short of spewing hate speech, your personal opinions will make you more real and accessible to your readers than the typical bio page, which is static and somewhat obligatory in today’s web.
And if you can introduce someone to a website/video/resource that they’ve never seen before, they will be grateful to you and will think of you every time they see it. I know several people who will always think of me when they see the Bible translated into LOLCat, now that’s a legacy.
But seriously, a typical website shows a very impersonal side to the world. The language of the website is in the ‘editorial we’, which is definitely appropriate at times, but removes the familiar elements that humans seek out. Your clients are looking for a connection with you and your blog can give that to them.
What if my clients disagree with my likes or dislikes?
This is a big fear among businesses who are considering the implementation of a blog. But to follow this logic, you would never do a presentation because, what if your clients don’t like your choice of PowerPoint clip art? What if they don’t like your accent, or the way you part your hair? I say if they don’t like these things about you then you two are not a good fit. It’s better to determine incompatibility up-front than to waste your time and energy on a bad business relationship. The objective, in our new economy, is to sell less of more. We will fare far better by focusing on quality than by diluting our message to attract sheer quantity.
And honestly, from my experience, most people will react positively to a company who is willing to talk about their distinguishing characteristics. If this wasn’t the case then no one would ever have occasion to write a Bio for their website.
So here goes, if it makes you feel better, you can think of your blog as an extension of your Bio. This Bio is frequently updated, it includes your take on the things you specialize in and it gives your readers a reason to check back later.
In the comments:
What’s the most embarrassing thing you have ever included in a Bio or, for that matter, written about on your blog?
6 responses so far ↓
1 Melvin Ram // Apr 28, 2008 at 1:53 pm
There is a fine line when sharing your personal world views.
Sometimes it’s acceptable for your clients to do business with you when your views & their views don’t match.
Other times, it will create problems. Why? Because doing business with someone of your views says something about them… and that may not be acceptable to them.
Some might say, that’s fine… it helps weed out problems early. And this is partially true.
However, there are many times when the problem issue is completely irrelevant to the relationship… yet the difference in values & world views causes a divide.
PERSONAL STORY:
Recently, someone I knew sent posted a video that vilified Oprah Winfrey on their blog. She said she found it interesting so she wanted to share. I am not a big Oprah fan. I have never seen an Oprah show. I don’t know what is printed inside the Oprah magazine, etc. But what I do know is that she takes action to help the world in selfless ways. And this 5-min video left me really irritated.
I made my disapproval of the video and her being a part of propagating this video know. This lead to a heated debate in which she was not up to the task of defending her position either than by saying “this is my opinion so get over it” which lead me to loose all respect for her.
The simple point: If you are wanting to share your world views, especially on controversial issues such as politics, religion, etc… be sure you clearly understand what you stand for and why.
2 Ross Hunter // Apr 30, 2008 at 1:41 pm
I agree with you Melvin Ram. If you’re going into areas of great controversy, think before you write, and be clear where you stand, and what it’s worth to you to stand there in public.
I don’t know where this concept came from that having a blog means airing purely personal material, or publishing opinions that wouldn’t be useful enough to get air time in any other kind of discussion between equals.
If you publish something to the whole world that falls into the realm of pure opinion about something that is outside of your expert domain, then you’re already out on a limb. So go to some trouble to write it well, and back it up with your best reasoning, because you’ll be judged on how well you think.
Everybody should always be polite, and respectful. And a business person with a blog had better be businesslike, for sure.
I don’t think that Tracksuit is saying you’re bulletproof if you blog. He’s saying that authenticity is ulitmately the most efficient way to present yourself.
And presenting yourself is absolutely what you’re doing in a blog, or the comments, and the record will never go away. So stay within your area of interest. Stay polite.
I like that you shared with us an area of expertise, Melvin, i.e. your personal experience in a story.
If your comment here ever gets surfaced by a prospective business associate ten years from now, you can probably stand by it. And you’ve been authentic. Perfect.
Nice discussion, thanks.
3 Matt Gierhart // May 1, 2008 at 1:36 am
I think culturally there is a shift that we haven’t made about consistency in the things we say (blogs and the web20 platform give us a lot of places to say them). Before all this political conversations, reactions to serious issues still happened in the work place. The only difference is they were said, perhaps over a drink after work or before a meeting. Whatever opinions made were not overshadowed by ‘work’. I think that the drive and focus of someone’s blog should have the same focus.
I completely agree with the idea of blogging in the professional world is to give yourself face, become a real person to customers and clients. But your blog is still relating to that which brought people there in the first place, your product, business or whatever. You blog should show who you are but not let that overstep why people are there in the first place.
4 Melvin Ram // May 2, 2008 at 12:30 pm
@Ross – Thank you… and I totally agree.
@Matt – Yes, you should always keep the reader & their needs in mind. Wasting their time is worst thing you could do.
I did want to clarify that I am definitely all for blogging… particularly to build your character for people who don’t know you. And taking risks on your blog should definitely be encouraged.
Recently, I posted something on my blog that could be considered slightly sexist but I posted it anyway because I ran it by a few women and they thought it was funny:
http://www.volcanicmarketing.com/blog/2008/03/06/what-is-marketing/
Taking risks is fantastic if you can stand by it. As Matt said, it’s no different than the things you say over a drink.
5 NipUteleecoli // Apr 19, 2009 at 6:32 pm
Очень полезно
6 ObenceEmbenue // Jun 3, 2009 at 10:53 pm
Sweet blog. I never know what I am going to come across next. I think you should do more posting as you have some pretty intelligent stuff to say.
I’ll be watching you .
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