You hit publish every single week religiously.
You send out your newsletter like clockwork.
You have your blog feed automated to post on
You share your posts again and again.
You leave comments on other people’s blogs.
You’re doing what you think you need to let people know your blog and business exist…
You’re being consistent, helpful, and well…consistent!
But yet – something’s missing. Traffic. People. Eyes. Paying customers.
1. You Speak Shorthand
Be obvious. Think about someone who stumbles on your site or your post or your emails or your products for the very first time. Always be thinking – who am I, what do I teach, and who do I teach?
Perhaps you want a friendly, conversational style to your writing. But don’t forget to bring it back to the obvious benefit from reading or taking action on your blog post.
You wanted it – you got it. Here it is. My formula for success.
You wanted training on underwater cat training – you got it. Here it is – my secret formula for putting scuba gear on cats and bring them under water without scaring the bejeezus out of them.
Okay, so maybe that’s a little far fetched, but try to be really specific and straight about what you are teaching and talk about it without leaving too much room for guessing.
Stop confusing would be customers – by keeping it real and be direct.
2. You’re trying to cover too many topics
You want to show your readers a step by step method that you know works – like breaking down ideas into goals. And then midway through the article or even at the end you bring up a completely new and related topic about boosting productivity. Though they may seem similar and absolutely relevant to one another – you are giving the reader too much to think about and process.
Derek Halpern talks about this on his blog all the time – about getting one result or sticking to one topic.
You don’t have to talk about productivity and the benefits of project breakdown. Pick smaller topics within a broader category. Not only will you have more to write about – you’ll help people get better results!
Along those same lines as too many topics – think about the action you want people to take. What 1 action do you want people to take as a result of reading your blog post or reading your content in any form.
A sales page asks you to buy a program, product or service.
Imagine every blog post is a sales page. You might have a series of posts that ask people to do the same thing. The outcome is what you’re after. Look for ONE thing you want people to do as a result of reading your content.
3. You are speaking to everyone instead of a specific person
This is a big mistake I made throughout the first 2 years (yes, 2 years) of my blog. Not only was I talking about general fitness, but I also took on mindset, general mommy stuff… and yet, I wondered why people weren’t digging in.
I got lots of great feedback about the writing, but was not gaining traction on my site.
When I switched to a deeper topic, I naturally started speaking to a specific person or people.
Women entrepreneurs who were already on my list, raised their hands and went from me not even knowing they were there to referring their friends, leaving comments, and buying my products!
So – even though you may be thinking you don’t want to alienate that next potential customer or reader out there, it’s better to speak to one group of people who are more likely to keep coming back over and over again.
It’s kind of the same in life if you think about it – are you friends with everyone? And do you really want to be? Ok then – stop trying to be friends with everyone. Be yourself and be done with it.
Choose one of these mistakes right now and get to work:
1. If you’re speaking shorthand – write a blog post to a specific group of people about a specific mini topic so a new reader landing on your site will know exactly what you’re about.
2. If you’re trying to cover too many topics – take your main topic and break it down into mini topics. THEN and only then, write a blog post on one of those mini topics. Rinse. Repeat.
3. If you’re not speaking to one group of people – do one or all of the above and make sure you are talking to a specific person or group of people.
Extra Credit: Are you making any of these blunders? If you’re not sure… be brave, leave a comment below with your URL… Don’t be afraid to get in the hot seat.