Even though I can’t see you, I ask that you refrain from rolling your eyes when I ask you to RE-consider blogging for your business.  I’m sure you’ve “already tried that.” MOST business owners I know have committed –at one time or another — to “blog for their business.”    MOST of them, however, fall (way) short of actually realizing the profit power of their blog.   If this is you, I urge you to keep reading. If you’ve ever thought of your blog as an elaborate time-suck, keep reading.

It’s possible you were blogging “well,” but still making the following costly mistakes that prohibited you from experiencing the profit of a well-orchestrated blog strategy.

Here’s a list of critical mistakes that could have been profit-blocking your best blogging efforts:

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Mistake One:  You’re blogging — on average —  monthly.

I guess I should first complement your efforts.  You’re AT LEAST blogging regularly.  But… forgive me for being frank, but blogging monthly and complaining that you’re not seeing any profit from your blog is like having sex with your pants on and whining about infertility.  Your heart’s in the right place, but it’s not enough.  You DO have to “go all the way.”    Weekly blogging is MINIMUM.  Blogging weekly is Super do-able and — if done well — can be enough to push you over that profit threshold.

Mistake Two:  You’re Making It Hard

When people take FOREVER on their blog posts, I KNOW that they are self-editing. Trust me… blogging becomes MUCH easier, much faster when you don’t attach any of the following questions to your blog posts:

• • • Is this smart enough?

• Am I good enough?

• Does this make me look _________?

• What will ________ and __________ think if they read this?

Listen, you’re good enough.  Your content is great… because it’s yours.  It does NOT have to be perfect. Perfection is the enemy of profit.  (But only always.)   The ONLY question you should be asking when you write is this:  “After reading THIS POST, what should the reader be able to know or do?”  Let that guide you.  Stop self-editing and making this amazing blog of yours wait for its content.  Doing so is akin to seeing a starving child and making them wait for a gourmet meal.

Mistake Three:  You’re abbreviating content because “they” told you to.

You are right.  In 2015, our market DOES seem to have the attention span of a gnat on crack.  BUT, numbers do not lie and in test after test — across industries — long form copy almost always** outperforms those short 400 word posts we’re encouraged to write.   My rule of thumb? I want to make a post long enough to “get the job done.” (See mistake #2… we want your post to accomplish something in the life, business, health, or relationships of the reader.) **As an aside, there is ONE exception to this rule. It is when you are blogging to generate traffic ONLY… and when your income streams are based on selling ads based on your traffic.   If this is you, there’s a caveat, and you WiLL need shorter copy. Take Your Blog from TIME SUCK to MONEY PUMP with 3 simple changes. Click this button for instant access.

Mistake Four:  You’re taking the “Just the Facts, Ma’am” approach

For better or for worse, we EXPECT to be entertained. It’s no longer optional.  I’m not all sunshine and rainbows in my business, but I do make an effort to insert my “tough love” personality, my dry sense of humor in my writing and speaking.  YOU too should walk away from the “just the facts, ma’am” approach and infuse your blog with personality.  After all, there are tons of people talking about the same subject you’re blogging about… it’s YOUR approach that attracts the right market and repels the rest.

Mistake Five:  Your Blog Doesn’t Have a Clear Job Description

All the blogging in the world won’t help unless you know why you’re blogging.  What exactly do you want your blog to do for you?  For most, your blog is like a sales person in print… one you don’t have to pay.  It should also serve as your online “greeter,” your “assistant” that speaks on your behalf when the media is seeking an expert.  Your blog’s job description can be VAST… but it must be clear.  ONLY then can you create a content calendar that will meet your goals.

As an aside, mistake five is the first one I recommend you begin fixing.  To get started, simply write down all the things you HOPE your blog will do / create / foster in your  business. Don’t be shy or humble.  If you’ve got outrageous “unreasonable” expectations for your blog, write those down too.  This list will be your blog’s job description — a rough draft at least.