If you want a cheap way to increase your relevance, blogging is an amazing way to connect with your customers.
The problem is, most people who start a business blog either blog about boring stuff, or offer thinly veiled marketing disguized as blogging that nobody in their right mind would want to read.
If you want to blog, and blog well, you must be interesting to read. In fact, don't sell, at all.
If you were the publisher of a magazine, be it Sports Illustrated or GQ or Cosmo or Ferrets Weekly (I don't know if that last one is real, but odds are favorable that something like it exists), then nothing that you print is designed to do anything other than inform or entertain. Nothing. Nada. Zip. Zilch. Zero.
People come for the content, and they STAY for the commercials...no, actually they come for the content and tune out most commercial/advertisements, but one stray add will catch some people, another will catch others.
Write like that, and let the marketing take care of itself. Write like a publisher, not a marketer.
Note: That doesn't mean that you can't end each article with a call to action. In fact you should. And if you enjoyed this, you should fill out the box to the right that will get you on our email list.
