Refine Your Marketing Message with Blogging

Blogging on a regular basis is the fastest way to refine your marketing message.

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You’ve probably heard that blogging is a great way to build your business and attract new clients, right?

The reasons most people give is that your blog can attract hundreds or thousands of people and you’ll have a full business in no time! Or at least that’s what you hope, right?

Fresh content on your website also helps you in search engines. After all, Google wants to put the latest and most relevant links at the top of the search results. When you are searching for something, that’s what you want, right?

But here’s the truth about blogging especially when you are just starting out.

You probably won’t have thousands of readers. And you probably won’t wind up at the top of Google.

But you will have one thing that’s even more important.

Every single blog post you write tightens up your marketing message.

Blogging on a regular basis is the fastest way to refine your marketing message.

In January 2013, I made a goal to publish 1 blog post a week. I’ll admit, this isn’t easy. I like to write. In spurts. Often I will write several posts at once, since I can maintain my focus on that task. But it is a COMMITMENT.

It’s a commitment to my business, so I do it. OK, part of me did it because I thought I “should”.

Besides the actual writing, I have to plan out what topics I am going to cover. I have some titles of articles and ideas. Then of course I have to put those ideas together into something that I feel my ideal market wants to hear.

I make a short summary graphic which boils down the point of what I want to say into a small bite. I also decided to also sent the blog out as my email newsletter, so I have to write an intro to the blog post, too — why someone should read what I wrote.

And I did all of this consistently.

Thinking about my message on a regular basis mean that I’ve asked myself over and over “what does my target audience want to hear about?” 

This is the core of marketing.

But I finally realized it’s why I feel more clarity than ever before about why I do what I do. And no one ever told me that would happen. If they had, I would have made this commitment sooner!

And a surprising thing happened. My OFFLINE conversations got easier. Not just a little easier, but a LOT easier. Because I had already gathered my thoughts during the process of blogging, it prepared me for real life!

Many of my posts were based on conversations that I had with other people. So the next time someone in real life asked about it, I knew my answer! The short bites of text from my graphics were bullet points that I could remember to talk about. My marketing message was second nature.

I’m sure you’ve experienced a time when you were at a loss for words, only later to craft the perfect response.

That’s what blogging can do for you. It’s your chance at crafting the response you wish you had said the first time. But it doesn’t really have to be perfect. Just better than what you said the first time.

Your message should and will change. Mine has, drastically. My oldest posts were very technical. It’s shifted into a blend of my experience as a business owner, lessons learned and technical. It’s a reflection of how my income streams and target markets have also shifted. Blogging accelerated my success, because I feel confident and comfortable with what I will talk about in real life. So much so that it just flows from me.

My marketing message is my voice. It’s me. And you can also experience this.

For a long time, I’ve told my Entrepreneurs that you don’t “need” to blog. I want to correct that… you may not need it for the SEO reasons and the non-stop stream of clients that you think will appear when you first start… but you really should consider it if you are not sure where to begin with your marketing message.

Don’t go for perfect. It doesn’t have to be long. But if you want to improve your marketing skills, you have to practice.

Consider blogging your “practice”. If you don’t like to write, then talk. Use video or audio. But just do it, over and over. There’s no other way to become an expert in your own marketing message!

Hello Service-Based Entrepreneur,

I know it’s easy to get overwhelmed by reading blog posts full of ideas, tactics & tools. Be honest...

  • How frustrated will you be trying to implement this on your own?
  • How much time will you waste if it's not your next best step?
  • Did you just take the time to read this but you won't make any changes?
  • Or are you ready to take a small next step to build your brand?

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To your success,