What's a blog?

A blog is personal, unsolicited, unfiltered writing posted on the web for access by anyone.

There are two kinds of blogs - the first being the stream-of-consciousness, personal writing about who you are, what you are doing, what your feelings are about a range of subjects.

The second is what could be called the "interesting thoughts" blogs. These are posts written about things the writer is passionate about, be it politics, art, music, economics, motorcycles, travel - whatever. But it is consistently about a particular subject, and it is pursued in depth and breadth over time. Think of such bloggers as bright people with bright thoughts and no traditional media outlet. Blogs provide that media outlet for serious thinkers with good ideas.

The last election brought blogs out of the closet as many bloggers kept news stories alive through investigation, thinking and posting great insights on their blogs. Some bloggers have now turned their blogs into full-time businesses as recognized authorities, or influential thinkers in politics and culture.

How can a product blog create a swarm of customers?

Blogging about a product category or topic allows you to connect with people in an informal human-voice way. It is far more intimate and regular than what you can do with a monthly ezine or newsletter.

Back that communications style up with useful and helpful information about a relevant topic. Give time for some word-of-mouth to work for you.

Develop some links to complementary blogs. And over several months you can create a swarm of people who know you - and are loyal to you - because they feel that they know you and can trust you.

Your writing connects to your product offering…and now you have the beginnings of a swarm that will grow over time as you keep working at it.

How do you get started?

Start by checking out www.blogspot.com and www.blogger.com and www.xanga.com and get the basics of a web-based blog. Read some blogging already on the web. And then just jump in and start writing. Pick a part of your business you are passionate about, and write about that. If you are selling golf balls, write about the game - where to play, what equipment really, really works for the weekend duffer, teaching and swing drill tools that you know work - the kind of information and insights people are looking for to enjoy golf more. Then when the time comes to buy golf balls they'll turn to you as a trusted resource.

How do you attract readers?

Start with people who know you - your friends and family. Get some feedback to improve your writing, then take the blog to your customer base. Let them know that as, say, a camping gear ebiz, you are blogging about great places to camp and great hiking experiences. Invite comments and bring in links to other bloggers writing about similar subjects - like great vacation spots in Colorado, for example. Put a place up where they can post their pictures on your blog.

Keep it all very personal - for example, writing about a great hiking trip where you bought new boots and didn't have to break them in, and where you got those boots. Ask other bloggers if you can link with them. Make it a daily, or every other day, routine and over a few months, you'll have built a base of people who love what you write about - and who buy your products to facilitate their participation. That's when the word of mouth will kick in, and you'll start to experience that swarming phenomenon.

What's the cost, what's the return?

Many blog services get you started for free. But if you want to do things like add pictures, music, and look more professional, then you can upgrade to a higher service level. www.xanga.com for example starts with a free blogging tool - but their far more comprehensive upgraded service is only $4 a month or $50 for 2 years (a 50% savings).

It is possible to get customers swarming to your site like bees to a clover field. Just get busy blogging today - keep at it, keep learning, and get ready to enjoy some of the honey that will come your way.

Rob Wilson
Marketing Director
Worldwide Brands, Inc.