A few months ago, I started a presentation to a group of small business owners with a question: What do you dislike about blogging? The business owners represented all kinds of industries: insurance, financial services, real estate, beauty, health, food.
Their answers were the usual complaints I hear about blogging: I don’t have time to write, I’m not a writer, it’s a waste of time, and I don’t know what to write about.
So here’s my rebuttal to those complaints.
1. I Don’t Have Time to Write
Two things come to mind when I hear this complaint: (1) Many small business owners find themselves on the feast-or-famine roller coaster when they don’t market themselves regularly. (2) Everybody has the same amount of time—168 hours every week.
Some people, however, seem to get more done with their 168 hours. That’s because they schedule repeating blocks of time for important tasks. For example, they pick up the kids after school at the same time every day or meet with staff at the same time every week.
You can do the same with marketing your business by writing content for your website. That is, pick an hour or two in the week when content writing is all you have scheduled. Then don’t let anything or anyone interfere with that time block.
2. I’m Not a Writer; So, I Don’t Feel Comfortable Writing
In his memoir, On Writing, Stephen King said the editor at his first newspaper job made his copy bleed with corrections. King wasn’t offended by the criticism, though. He just wondered why his teachers didn’t do that for him when he was in school.
Many people, however, are uncomfortable with criticism or being judged. And that’s what you are inviting others to do when you post an article to your website.
The funny thing is, the more you write and post, the easier it gets for you to write and post. So holding yourself back doesn’t help the situation.
The other funny thing is, people want to hear from you—friends, family, colleagues, and especially your customers. That’s because you are a leader in your field and you have something important to share.
But if you don’t feel comfortable writing, there are steps you can take to make writing easier for you. I list a couple in How to Make Writing Easier When Writing Isn’t Your Thing.
You might also prefer speaking instead of writing. In that case, use a recorder to compose your thoughts. Then have someone transcribe and edit those thoughts so you can publish them.
You can also practice composing your thoughts by joining a Toastmasters club. That way you’ll gain confidence in both your public speaking and writing abilities.
I’d also like to point out you don’t have to say much in a blog article. Just 250 to 500 words about a topic you’re so familiar with—your small business.
3. It’s a Waste of Time
You may think that no one is noticing your blog posts. You may also not be getting any comments on your blog articles or elsewhere in cyberspace.
But consider these statistics taken from a Quick Sprout infographic before you write off blogging for your small business:
61 percent of U.S. consumers have made a purchase based on a blog post.
60 percent of consumers feel positive about a corporate brand after reading their blog.
82 percent of consumers enjoy reading relevant content from company blogs.
70 percent of consumers learn about a company through their blog rather than ads.
Companies with more than 51 blog articles experience a 77% lift in median monthly leads.
You just can’t ignore these statistics if you want to be competitive in your market.
Before people make a decision about you and your company, they are going to conduct some research. And the first place they’ll stop on their journey is your website.
So make sure you have some relevant content waiting for them when they decide to pay you a visit.
4. I Don’t Know What to Write About
You have lots of stories hidden in your closet that say great things about you and your small business.
Really, you do.
I know because you’ve been telling me about your background, your business, what you like and don’t like, and your vision for the future.
You often tell me you’re not creative. Then in the very next sentence you reveal the creative aspect of your work—the one thing that makes you so passionate about what you do.
Your customers have stories, too, about how you’ve helped them solve their problems with great products and services. That’s relevant content. You just have to listen for the stories and then start writing.