This column originally appeared on RIMOFTHEWORLD.net on Sunday, September 13, 2009
Whenever I’m tempted to drone on in blogs and columns, I remember a particularly disturbing episode of the Twilight Zone called The Living Doll. In it, a talking doll named Tina has it out for her owner’s father, played by Telly Savalas.
Maybe her hatred is due to the fact he is bald. Or maybe it’s because he has a hideous mole on his face. Or perhaps it’s because he’s the only one who can hear her deliver eerie lines that are not a part of her programmed vocabulary. No one knows for sure.
Whatever the reason, Talky Tina spends the entire episode making Telly angry. In fact, by the end of the show, in a desperate attempt to shut her up, he forces her tiny plastic head into a vice grip and cranks away.
If nothing else, the show serves to remind me to stick to the script when it comes to writing or speaking in public. After all, the inspiration for the doll was Chatty Cathy.
But it’s hard to find the balance in blogging. The word “blog” sounds a lot like “blah, blah, blah.” And that generally communicates the idea that you should keep talking regardless of whether you have anything valuable to say.
In the early days of the blog, pioneers staked their claims with long, verbose diatribes. At the time, only a few writers were contributing to the blogosphere. Content was scarce. So people were patient.
In the intervening years, an era most social media pundits refer to as Web 2.0, the blog has became the quintessential tool for personal and business communication.
According to Wikipedia, in December 2007, the blog search engine Technorati was tracking more than 112 million blogs. At the speed of web, that number is probably into the billions by now. So how have the rules changed? Is it still important to blog? Why bother? How can that many people have so much to say?
When it comes to electronic communication in 2009, it all boils down to this:
The Good, the Blog and the Ugly
I believe it’s still important to maintain a blog in today’s business climate. Where business owners once hired professional website developers and designers to create state-of-the-art electronic brochures of their companies, and allowed those six-figure sites to rot in Cyberspace, the new order of the day is to slap something together and post it before the URL has time to rank.
Good is no longer measured in terms of a pleasant aesthetic. Today, most people are comfortable surfing the web. In fact, World Internet Usage Statistics puts the number of active Internet users at 1,668,870,408.
True, it may have taken most of us awhile to catch up with the early adapters. But we learned. And, now, we recognize that highlighted words are hyperlinks and widgets are click-able windows that whisk us from one world to another. So, we are no longer content to spend time on a single site. I call it Digital ADD.
The solution? If you can’t beat them, tweet them. Set up a website or blog as the hub of all of your information. And then, create several smaller sites that point back to the hub. In our advertising and public relations agency, Mountain Marketing Group, we explain the strategy like this.
Your blog should serve as a large body of information, like a lake. Social networking sites are like tributaries and streams that ebb and flow back to the lake, which is the source of your information. Since people want to click, let them spend their time clicking inside your site. And while they’re there, the best way to share your point of view is with a well-constructed blog.
How do you write a blog that people will actually read? When she first started blogging her way through Julia Child’s cookbook, now acclaimed author Julie Powell said that it felt as if she was sending her initial posts into a giant abyss. Was anyone reading? Did anyone care?
This is the litmus test for whether or not you have anything worthwhile to say. Is your heart beating? If so, then you have what it takes to create content. You are uniquely you. Only you can tell your story. Only you can sell your product.
So be bold. Blog. Be short and sweet. Talk to your readers as though they were sitting across the table from you. Tell them what you would if you were chatting in person. My clients hear this charge, often.
Be who you are in the real world. Just do it in Cyberspace.
Now that I’ve (hopefully) emboldened you to blog, let me touch on what not to do.
- Don’t pretend to know everything. You don’t. And everyone knows it. When they read your blog online, they are only a click away from checking every detail that you share. So be authentic.
- Don’t write long narratives without breaking up the copy with images, videos, hyperlinks and bullet points. If all your readers see is a sea of copy, they will quickly click away.
- Don’t forget that your words will live on in infamy. One of the authors of groundswell, equates trying to remove something from the Internet with attempting to retrieve pee from a swimming pool.
Don’t ignore your readers. Provide a place for comments. And when readers write, give the courtesy of a reply.
Whatever you do (and this is probably the most important tip of all), don’t irritate Talky Tina.
Until next time, I’ll be Bowling for Business.
Tags: blog, Bowling for Business, bowling on a budget, Chatty Cathy, groundswell, julia & Julie, julie powell, Kathy Bowling, Living doll, mountain marketing group, Social Networking, Talky Tina, Technorati, Telly Savalas, the blog and the ugly, The good, Twilight Zone, world internet usage statistics
This column first appeared on RimoftheWorld.net on 9-07-09 at 4:13 p.m.
By Kathy Bowling
I grew up in the 70s. So, in my children’s eyes, that makes me roughly the age of dirt. Considering how much change I’ve witnessed in the field of technology over the past 30 years, I see their point. Consider the evolution of communication.
In the “old days,” if you wanted to contact someone, you had three options. Send a letter, place a call, or get up off of the couch and travel to meet them, in person. As a young girl, I lacked resources like postage stamps and a driver’s license; so I grew up with a rather pathetic dependence on the phone.
So, when my best friend, Lori, found out she was moving to the country, to a town that was a 30-minute drive away from my house, we panicked. How would we stay in touch?
Apparently deficient in our ability to reason, we came up with a sure-fire plan. We would adopt a monkey, which we would share. Our strategy was simple. Joint custody would mandate that our parents drive us to each other’s homes on a weekly basis.
Even then, I was surprised that my mother allowed us to peruse the phone book in our quest. After all, neither of us had any money. And primates are not exactly known for being easy to control.
What my mother knew that I did not was that there were only three pet stores located in the Metro Denver area. And, as Lori and I quickly ascertained, none of them carried simians. So, we had no choice but to abandon the scheme.
Had the situation unfolded today, things would have been much different. A Google Search on “Cheap Monkeys for Sale” returns 33 million hits in .26 seconds. If Lori and I had access to the Internet, the two of us might still be sharing custody of a 145-pound chimpanzee.
Thanks to the World Wide Web, information is instantaneous. Location is moot. Possibilities are endless. If you want to buy a product or service, you will have more trouble narrowing your search than uncovering options. If you want to sell a product or service, the world is your oyster.
In our Lake Arrowhead advertising and public relations agency, Mountain Marketing Group, we encourage our clients to strike while the iron is hot. Whether you want to share a political perspective, recipe, timely message, or a new invention, the best way to do so is by posting it in Cyberspace.
So why doesn’t everyone advertise online? The following are the objections I most often hear:
I don’t have enough money to invest in a website.
If you are waiting until money flows like honey so you can build a state-of-the-art website, you are losing valuable time you could be using to build your brand. While you sit on the bench, your competitors are already in the field, establishing a seasoned Internet presence that you will be hard-pressed to catch.
You don’t have to develop the “be-all-end-all” website on your first attempt. In fact; whatever site you create, you should always consider a work-in-progress. Instead of a static corporate brochure converted to an electronic medium, your online persona should be dynamic, interactive, and constantly evolving.
There are thousands of inexpensive, user-friendly, template-based website hosting-services available, like the one I used to get my feet wet.
If free is the only budget that works for your company or ministry, set up a basic blog using either Blogger or WordPress. And don’t let the word, “blog” scare you away. While a blog is a weblog or journal (which we’ll discuss in future columns), these free blogging programs are really just simple, user-friendly websites.
I think most people still use the phone book.
According to an August 13, 2009 report released by Marketwire, a WhitePages’ survey found that 78.5 percent of US adults prefer using online directories, their inner network of friends and family, search engines, and social networks over the white pages phone book.
Even though ads in the phone book/real estate magazine/newspaper /fill in the blank are ineffective and expensive, it’s the way we have always done it.
I can’t make pot roast without thinking about the well-known parable of a young housewife who cut off both ends of the meat before roasting. When her husband asked her the reason, she didn’t know. So she called her mother to ask.
Her mom told her, “I don’t know. That’s how Grandma used to make it. Let me check with her.”
When the grandmother was asked, she explained, “I had to cut off the ends because our pan was too small for the roast.”
Don’t be satisfied with the status quo. Be intentional with your advertising strategy. If you’d prefer to sit back and wait for the “next big thing,” take notice. Social media IS the next big thing. And you can’t join the conversation until you’ve set up a virtual shop.
Take it from Forrester Research executives and authors, Charlene Li and Josh Bernoff, in the social media book I highly recommend, groundswell.
You cannot ignore this trend. You cannot sit this one out. Unless you are retiring in the next six months, it’s too late to quit and let somebody else handle it. The groundswell trend is unstoppable, and your customers are there. You may go a little slower or a little faster, but you have to move forward. There is no going back.
Thirty-eight years later, Lori and I remain friends. Although neither of us owns a pet monkey, we keep in touch, mostly, via the Internet. Until next week, I’ll be Bowling for Business.
This article was first published on RimoftheWorld.net Friday, September 4, 2009 at 4:13 pm.
So what marketing lessons can I pass on from the game of BUNCO I just played with my neighborhood friends?
Each month, about 16 of us get together to catch up on each other’s lives and to try to roll dice in order to win up to 50 whole dollars. I won last month and bought a Starbuck’s mug to commemorate the rare occurence. I’ve been playing for five years and that was the first time I won.
I think the whole idea of new media is that it is social…just like throwbacks including neighborhood BUNCO.
We all lead extremely busy lives and yearn for the old days when neighborhood get-togethers and BBQs were the order of the day. And we can achieve a similar feel with social networks. We can say “hi,” catch up on life, check in despite how busy our everyday lives are.
So even though the Internet is perceived by some to be impersonal, I think it’s actually allowing some of the intimacy that we used to enjoy when our lives were much less hectic and scattered. So if you can’t join a local BUNCO group, go online. Oh, right, you already are.