Hand-makers: how to blog your way to more sales, more PR and higher web visibility
Why every hand-maker should publish a blog hopefully gave you good reason to want a blog. But now the question is what to do? What should I use my blog for?
Well, not to produce an online brochure easily and expeditiously with limited web skills, although that is one option. Blogging software does put push-button web publishing at your finger tips. And, with WYSIWYG previews and little html to learn, it could be a short-cut to a website on a budget. But, the easiest option rarely pays out the biggest reward. You'll need to invest a little more time to achieve the real benefits but, thankfully(!), no more money.
What you shouldn't do with a blog, really defines what you could. Because, actually, you can use your blog as creatively as you wish, so long as you don't break these golden rules. These are rules are about what people don't expect from your blog.
Your blog is only as good as your angle. Yes, it's the PR conundrum all over again! That sad fact that no one is interested in you or your products, until you give them a reason to be. But, heck, it's so hard to think of that reason. In fact, it's sheer bloody torture. If you've already been through this exercise with your PR, then you may have a ready-baked answer. Otherwise, rest assured that waxing lyrically about your products is no more interesting to blog readers than it is to journalists reading your press release, UNLESS you have an angle.
What's an angle? In short, it's the reason I should give a damn. It's the answer to "so what?", when you tell me your news. It's the human interest or the answer to "what's in it for me, if I read this?" It's horribly intangible and not something that can be prescribed. There's no universal angle - otherwise we would all tire of reading!
These examples of 'blogging angles' from real blogs might help you understand this 'angle' thorn:
The simple secret to discovering your interesting angle is to investigate the periphery of your product. What surrounds it? Whoops, that sounds like marketing jargon. In plain English, it reads "You know your product..."
Answer these questions thoroughly and the answer to your angle might just be staring you in the face. It's still fairly torturous but a lot more productive than staring blanky into space!
Use the "What's In It For Me?" test for a winning angle. Of course, what's in it for you is selling your products, so don't ask yourself. Imagine you're a visitor or prospective customer instead. What are they getting out of it? "They're getting to read about my wonderful products" isn't good enough. Your angle must deliver something else worthwhile, like free business advice, insider knowledge about tailoring, or help with choosing, wrapping and buying gifts as in the three examples given above.
Don't forget your blog is to help sell you and your products. Check you haven't gone off at a tangent. Avoid the temptation to write about something irrelevant to your handmaking just because it's interesting. Readers won't get it. It won't help you sell products. Not if readers are bemused by the apparent lack of any connection.
The perfect angle contributes to your credibility as a handmaker; it's a soft sell. You can see how pressies4princesses aims to achieve this through their guides. The 'how to wrap gifts guides' actually show how any gifts purchased will be wrapped. They sell the business's expertise, as well as offering free advice. After reading a guide, you will be confident the folks at pressies4princesses know how to wrap a gift well!
The right angle attracts links, referrals and press coverage. No more pushing water up hill, begging for links and PR. Instead, make sure your content will be linkable and media-friendly. Consider what other websites would link to you and why. Do some 'googling' to find sites interested in your angle. Ask yourself why the media would be interested. Use google to see if there's any existing media coverage. It's hard to overstate how much easier choosing a linkable and media-friendly angle is going to make promoting your website.
Don't start blogging until you're sure you have enough to say. Too many blogs dwindle and fade after a month or so. Don't start writing unless you're confident you can keep on writing and keep it interesting. If you pick a angle that's too narrow, you'll soon run out of inspiration and posts. Remember this will be an on-going commitment. You need to be able to add to your blog frequently and regularly.
Test your idea by mapping out the broad areas you'll cover on paper. A spider diagram is helpful. Break down big subjects into smaller parts. You don't need to go into detail; just use keywords. And, don't worry about being too thorough. You'll soon get a feel for if there's enough ground to cover, and long before you've produced any definitive plan. Also, consider whether things are changing much in this subject area. Change is great as it guarantees a constant source of new things to write about.
This post is part of 10 tips to help you promote your handmaking business on the web
Well, not to produce an online brochure easily and expeditiously with limited web skills, although that is one option. Blogging software does put push-button web publishing at your finger tips. And, with WYSIWYG previews and little html to learn, it could be a short-cut to a website on a budget. But, the easiest option rarely pays out the biggest reward. You'll need to invest a little more time to achieve the real benefits but, thankfully(!), no more money.
What you shouldn't do with a blog, really defines what you could. Because, actually, you can use your blog as creatively as you wish, so long as you don't break these golden rules. These are rules are about what people don't expect from your blog.- They don't expect you to be an exagerated alter ego. No fakes please
- They don't expect you to be a character devised for marketing purposes
- They don't expect you to represent yourself dishonestly
- They don't expect your blog to read like a brochure. It has to feel 'real'
- They don't expect one way communication; you must allow comments (even if you moderate them)
- They don't expect a static website; you're not blogging unless you update it regularly
- They don't expect a diary of drivel. Only D-list celebrities can get away with publishing the mundane details of their trivial existence!
- They don't expect it to be rudderless - about everything and nothing. You have to pick an angle and stick to it
Your blog is only as good as your angle. Yes, it's the PR conundrum all over again! That sad fact that no one is interested in you or your products, until you give them a reason to be. But, heck, it's so hard to think of that reason. In fact, it's sheer bloody torture. If you've already been through this exercise with your PR, then you may have a ready-baked answer. Otherwise, rest assured that waxing lyrically about your products is no more interesting to blog readers than it is to journalists reading your press release, UNLESS you have an angle.
What's an angle? In short, it's the reason I should give a damn. It's the answer to "so what?", when you tell me your news. It's the human interest or the answer to "what's in it for me, if I read this?" It's horribly intangible and not something that can be prescribed. There's no universal angle - otherwise we would all tire of reading!
These examples of 'blogging angles' from real blogs might help you understand this 'angle' thorn:
- For this blog, www.pretty-somethings.co.uk, the angle is writing to a niche (handmakers) from a position of relevant experience (in selling handmade goods online). Please note that this post isn't about why accountants should have blogs!
- Thomas Mahon in English Cut uncovers the secret world of Savile Row and the mystique of Savile Row tailoring. By learning about this quirky world and the unique skills of the tailors who work there, we understand why his suits are worth every penny.
- Over at women's gift retailer pressies4princesses, we're launching our first blog (yes, a little late, but we firmly believe in doing things well or not at all). Our angle (and name) is "Easy Giving". We won't just be waffling on about our wonderful products. We'll be publishing gift wrapping tutorials and gift selection guides, offering inspirational ideas, running romance tips and suggestions, as well as special reader offers.
The simple secret to discovering your interesting angle is to investigate the periphery of your product. What surrounds it? Whoops, that sounds like marketing jargon. In plain English, it reads "You know your product..."
- What is it used for?
- How is it made?
- Who buys it?
- Why do they buy it?
- Who do they buy it for?
- How do they buy it?
- When do they buy it?
- Why is it unique?
- What are the alternatives?
- Where is it made?
- Who makes it? (Why are you special?)
- Why do you make it?
- When did you start making it?
Answer these questions thoroughly and the answer to your angle might just be staring you in the face. It's still fairly torturous but a lot more productive than staring blanky into space!
Use the "What's In It For Me?" test for a winning angle. Of course, what's in it for you is selling your products, so don't ask yourself. Imagine you're a visitor or prospective customer instead. What are they getting out of it? "They're getting to read about my wonderful products" isn't good enough. Your angle must deliver something else worthwhile, like free business advice, insider knowledge about tailoring, or help with choosing, wrapping and buying gifts as in the three examples given above.Don't forget your blog is to help sell you and your products. Check you haven't gone off at a tangent. Avoid the temptation to write about something irrelevant to your handmaking just because it's interesting. Readers won't get it. It won't help you sell products. Not if readers are bemused by the apparent lack of any connection.
The perfect angle contributes to your credibility as a handmaker; it's a soft sell. You can see how pressies4princesses aims to achieve this through their guides. The 'how to wrap gifts guides' actually show how any gifts purchased will be wrapped. They sell the business's expertise, as well as offering free advice. After reading a guide, you will be confident the folks at pressies4princesses know how to wrap a gift well!The right angle attracts links, referrals and press coverage. No more pushing water up hill, begging for links and PR. Instead, make sure your content will be linkable and media-friendly. Consider what other websites would link to you and why. Do some 'googling' to find sites interested in your angle. Ask yourself why the media would be interested. Use google to see if there's any existing media coverage. It's hard to overstate how much easier choosing a linkable and media-friendly angle is going to make promoting your website.
Don't start blogging until you're sure you have enough to say. Too many blogs dwindle and fade after a month or so. Don't start writing unless you're confident you can keep on writing and keep it interesting. If you pick a angle that's too narrow, you'll soon run out of inspiration and posts. Remember this will be an on-going commitment. You need to be able to add to your blog frequently and regularly.
Test your idea by mapping out the broad areas you'll cover on paper. A spider diagram is helpful. Break down big subjects into smaller parts. You don't need to go into detail; just use keywords. And, don't worry about being too thorough. You'll soon get a feel for if there's enough ground to cover, and long before you've produced any definitive plan. Also, consider whether things are changing much in this subject area. Change is great as it guarantees a constant source of new things to write about.
Summary: How handmakers can best use blogging
- Come up with a good 'angle'
- The angle is the hook, the reason people will bother to read your blog
- Ask yourself "What's In It For Me (THEM!)?"
- Don't write about irrelevent stuff just because it's interesting
- Ensure your blog contributes to your credibility. Make it part of your 'soft sell'
- Ensure your angle is linkable and media-friendly
- Make sure you're not going to run out of writing ideas quickly
This post is part of 10 tips to help you promote your handmaking business on the web
posted by Suggy at
23:16
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1 Comments:
Thanks! Very useful.
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