No More Compromise

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When I first started blogging back in 2006 I assumed that the purpose of a blog was very similar to that of a content-based website.

After all, both had the potential to generate visitors from the search engines, both were content based and so it followed that blogs, like content sites, could be easily monetized via those content site staples like Adsense and affiliate links.

But there were also subtle differences that started to appear. The content on a blog of course changes on a regular basis meaning the search engine results (and hence traffic from that source) can fluctuate quite substantially.

In addition, the tech-savvy blog readers of today with their RSS readers and social bookmarking accounts don’t tend to click many adverts meaning that blogs can be quite hard to monetize.

Don’t believe me?

Sure, there are a few big fish - the uber bloggers - like John Chow and Pro Blogger who earn a fulltime income (and then some!) from their blogs. But they are the exception, not the rule. Indeed, the vast majority of blogs out there earn next to nothing.

Experienced internet entrepreneurs like Tyler Cruz earning just $1,431.37 from his blog and Click Consultants making $34.25 just go to show how difficult it can be to earn signifiant revenue from a blog.

And remember - these guys are experts with years of experience on the net. What must it be like for a newbie?

I don’t show those figures to mock in any way. I am a regular visitor to both those blogs and have a huge respect for both individuals who provide useful, timely and original advice. They both also earn far more than that from other ventures so they’re both successful individuals. My point is - even these guys who know what they’re doing aren’t setting the world alight!

Then of course there are “new” revenue streams like paid reviews and selling text links that add some income, but unless you are an uber-blogger this is unlikely to pay the bills on a monthly basis.

And so I started to get dispondent, and post far less often. Sometimes weeks would go by between posts. I’d spent dozens of hours writing content then marketing it to attract several hundred visitors a day and then… earn next to nothing from all my efforts. Great.

This is why I find the whole idea of the way many gurus recommend starting a blog as best to get started earning money online a joke.

What I failed to realise, though, was the real purpose of blogging. It’s about something far more subtle than just sales figures. It’s about a name. It’s about rapport. It’s about a reputation. It’s about networking and the presell.

Yes, ladies and gentlemen, here is my “lightbulb moment”. A blog is about proving yourself to potential friends, customers and business partners. It’s about getting your voice out there so people can decide whether they like what you have to say in a risk-free environment.

Then - and only then - if your readers like what you’re saying and have learned to trust you - they may buy one of your products or enlist your services - but your blog doesn’t sell products or services, it sells YOU.

Do it right, and everything else follows. As they say, people buy from people they like…