Blogs - Frequency Makes The Difference In essence, a blog can be very much like an eNewsletter. So, why bother with running a blog?
One reason is frequency of publishing. Most newsletters are issued monthly. Blogs are usually updated at least once a week, sometimes daily. That means that new postings are added to the blog on a frequency that attracts interested readers to become continuous visitors. This can develop a strong bond between the publisher and the readers.
A second reason is that things that happen during the 30 days between issues of an eNewsletter can be posted to the blog easily and immediately.
In the best of marketing programs there will be inclusion of both an eNewsletter and a blog. They work together to constantly keep the publishing company top of mind with customers and prospects.
Do we practice what we preach? You bet. This is our blog and you will find here a link to EMI our monthly Loop Consulting eNewsletter. We find that one feeds into the other, reinforcing the effect of our messages.
Yeah, Anyone Can Get Out Their Own Newsletter Not!!!
The fact is that being able to do ones' own newsletter is a far cry from getting one out each month.
Because we are hired to do other peoples' enewsletter, we absolutely, positively have to get them out each month. But it isn't easy. We do require, at the very least, that they read and approve what we have written. It is almost a rule that we have to follow up, follow up, follow up to get back letters with the client approval.
A frequent occurence is that we get the letter back with extensive changes - or even a complete switch of subject matter. Meanwhile the month is going by and we are sweating the possibility that we will miss a month.
Now consider this: This happens when we have the responsibility to create the content of the letter. But how about the clients who say that they will provide the content? If it stresses their schedule to approve what we have written, how difficult will it be for those who have to deal with creating their own content?
Can you get out your own enewsletters? Yes, it is possible. But is it likely? Yes for some clients, but no way for others.
Want to be sure they get out? Hire naggers like us.
Save A Lot of Trees This the season when we are besieged by commercial mailings. Junk mail, if you will. A lot of trees are being killed to jam up the mailbox with printed pieces that just get thrown away. Not that I am a tree hugger, but it is such a nuisance to try to stop these mailings that I don't even try.
Now contrast this with eNewsletters. They take up no physical space - in a mail box or trash can. They can be stopped instantly if you don't want any more of them. And they do not use up natural resources.
There you have it - a medium that is not intrusive, does not fill the trash dumps, that can only survive by the recipients' willing acceptance.
Add to that the key ingredient: it works and this can be proven for each mailing.
Marcos has just written a piece for this blog in which he has a quote about the importance of not being boring. So, what do readers consider to be "not boring'?
I have a personal blog that has drawn a large audience (135,000 visitors since last spring). With such a large a base to sample, I can see by the number of comments each posting receives just what interests people the most.
The winner, far and away, is postings about personal matters with which the readers identify. I post an item about health problems and readers post responsive comments. I do semi-humorous pieces about the changes in one's body in late life, and they comment. I talk about the freedoms of late life and they get back with comments.
What does this indicate? I think it gets down to the fact that nothing is more interesting to readers than writings which make them think of themselves. I talk about my situations and they compare it with theirs. So, we now have arrived at personal involvement - and those with personal involvement will never be bored.
Is this a lesson to businesses that communicate by email? It should be, but it is universally ignored. The concept of personalizing a company is very hard for them to handle.. Now and then you will find a company that has managed to develop a family feeling. Such companies can talk to their customers in terms that touch the customers' personal feelings and experiences.
When the customer reads such communications they will be thinking, "This company knows what I have been through. They know what I am like." So, they see the company as a helpful friend - one which can be believed in.
When a company's communications have a achieved this, selling their products and services becomes infinitely easier.