Wow, that came out kinda harsh. But it’s the truth. Nobody cares about your business except you. And maybe your husband/wife/partner/child/cat who depends on that business to keep them in the lifestyle to which they are accustomed.
Nobody cares about your business, so stop blogging about it already!
“But Lacy,” I hear you whinging through the chambers of the interwebs, “Jenny Shih blogs about her business. And Danielle LaPorte! She talks all the time about what she’s doing with her business. And [insert name of your business superhero here] blogs about her business! It works for her, and I want to be like her!”
But the thing is, no, they don’t.
They don’t blog about their businesses. They tell stories. And most of the time, those stories are about you, not them.
When Jenny Shih uses her business experience in a blog post, she’s using it to illustrate a point. She’s telling you a story. And because of the way she’s built her brand, she is the main character of a lot of her stories.
But the other main character of her stories is you, her reader. She’s telling you about her experiences to directly benefit you.
Danielle LaPorte is definitely the main character of her brand and her business and her stories. Her entire business is built around her story of transformation, so it makes absolute total 100 percent sense that she talks about herself and her business. As her business has been changing direction lately, she has written a lot about it. She told her fans when she signed a book deal with a bigger publisher, when she decided to launch a line of products that compliment the Desire Map, when she decided to launch a magazine, when she decided to KILL the magazine…
But every single one of those announcements was about you, her reader: what it would mean for you, how it would be so much better for you, how you didn’t have to worry about those changes, because she would be there every step of the way.
The point here is that none of the successful business bloggers out there (by which I mean people who use blogging as a major part of their business) is just blogging about their business.
But they aren’t just providing information, either.
Information is cheap these days. Google any topic you can think of and you’ll find millions of places to go for information.
So why will people come to you?
It’s because of your story, and the main character of that story.
Sonia Simone of Copyblogger said on a call once that most people’s first niche is “people who love you.” It couldn’t be more true. One of my very first customers hired me right after I launched this website—because she’d been reading my food blog for over a year, and already felt like she knew me.
If you’re a coach or provide some sort of professional service, being the main character in your brand’s story can be pretty easy. But what if you’re selling a product? What if (*gasp!*) it’s kind of a boring product?
You’ve still got a story, you just have to find it.
For a product-based business, a lot of times your story is going to be something you’re passionate about outside of your product. Do you donate part of every sale to fund clean water wells in Africa? Fantastic. Blog about that. Do you have a foosball tournament every Friday afternoon in your office? Perfect. Show us the stats, set up a bracket, take pretend bets on who will win the championship.
Biz coach Sandi Krakowski released a little video clip to her subscribers a while back of her speaking at a conference, and she made a bold suggestion (that I LOVED):
Think about what you share on your personal social media sites. When you find a product you love, or a restaurant you can’t get enough of, or a funny website you can’t wait to share, what do you do? You market it to your friends!
What if you were to do more of that with your biz? What if you Instagrammed what you do every day? What if you raved about your own product or service the way you rave about your favorite shampoo or doughnut shop? What if you carefully catalogued the cool stuff you do for your biz the way you’d preserve a trip to the museum or the zoo?
This is your life. This is your story. People want to hear it.
How can you tell more of the story of your business? Hit me up with questions and ideas in the comments. Let’s blogstorm the hell out of this!!