Explaining blogs - lighting candles in the wind

I experience a slight feeling of loss whenever I learn that someone has invested in a publicity-oriented web site and has not considered a weblog format.

When I ask if they might consider a weblog format, I get a politely embarrassed response as though I have suggested they put their site on LiveJournal or host banner ads for porn sites.

I stifle a sigh and find myself going into my elevator pitch on the power of blogs to generate to generate real interest among the exact group of people you are trying to reach.

Sometimes I get a flicker of interest, but the usual response is that they are committed to their current site and want to give it a chance.

Since I am not selling blogs or blogging, I don't press them, but it is interesting to see how many of these static sites never get updated. How do they expect to get repeat visits, if they aren't e-commerce sites and provide no new information?

I wonder how long it will be before I hear people say, "I've just created a new website for my book, movie, philanthropic group, etc. and it's all done in a weblog format. I'm up to several hundred hits a day now!

Many of the corporate sites I worked on never bothered to measure their traffic. In fact, when I suggested installing hit counters, they generally came up with a reason why that was a waste of time and money. In most cases, hit counters would have shown how poor an investment their sites were.

Comparing a weblog to a static website is like comparing a live display to a printed sign. Both will attract attention when well done, but the live display creates the anticipation of change that will draw viewers back again and again when the messages are worthwhile.

At the present time, weblogs are an amazingly cost-effective way of generating interest in your particular project, in your philosophy, or in you personally.

The force of your personality, or lack of it, comes right through. A weblog is like good PR in that it quickly reveals a lot about you and your ideas. If both are worthwhile, you should use a weblog to spread the word. Otherwise, it may be too revealing and you should stick to a static website...with an unlisted URL.

Comments

[Wayne Hurlbert]

This is a great description of the value and power of a business blog. The sign analogy is a very apt one as well.

It's amazing how many business people do not install a hit counter on their websites. As you say, it could be an avoidance mechanism so as to not read any bad news.

In fact, a business website can find extremely helpful visitor and customer data from their visitor logs.

[Adriana Cronin-Lukas]

"Since I am not selling blogs or blogging, I don't press them..."

But we do and we share your pain. :-) Well, it is not about 'selling blogs' but how to make most out of this versatile medium.

A great post, as it clearly differentiates between what companies know (websites) and what a significant improvement (blogs).

[David]

Liked your post so much, I wrote a bit about it on my site. Thanks

[Raymond]

"Otherwise, it may be too revealing and you should stick to a static website...with an unlisted URL."
What is too revealing? Although I don't think anyone reads my blog, it is very revealing. My blog is a way for me to document thoughts I otherwise would not write down. Now, if someone does read my blog, so be it. As I state in one of my posts, if you don't put yourself out there, why bother? Blogs are different things for different people. Maybe I'm totally misunderstanding your comment.

[Opra]

I like your post, as you have written about blogs and their aims clearly. So, having read your article, people can understand the value of blogs.

[Anthony Marquis]

Hi David,

To be fair, you are right.

I myself have got stuck in a rut with my static website and just like you said, I hardly ever update it with fresh information.

I will be considering using a blog (both for blogging and as for my website) in the very near future.

I wonder if you might be able to recommend a good content holder that would suit my needs - preferably one that I can get off the ground quite easily and quickly.

Thanks for the sharing your article.

Warm Regards.

Anthony

[Stella Sabian]

This is a very useful article, not only for beginners, but also for those who want to cognize the blog concept much deeper than we generally do. I like this philosophy style...