The other day I posted about the biggest blogging fear I see as marketing coach: the fear of writing poorly. Today I’m going to talk about the other side of that fear; everyone will read what you write.
Scaremongering or making your prospect feel the pain is a valid technique in marketing. When the prospect feels pain they are more likely to purchase the solution to help them overcome that pain. You’ll see this technique used by copywriters and those selling writing services all over the web. They’ll amplify your fears and turn them into swords and then slice you with them.
Okay, let’s take a deep breath. If you’ve been blogging for some time I need you to stop and leave a comment right now, and I need you to tell us how many people read your first ever blog post. I’ll share mine. 36 people read my first ever blog post. It took a month for those 36 people to find that post and read it.
There are approximately 7 billion people in the world. I don’t know any blogger who has had 7 billion views on one post. Just because people are online and chatting, it doesn’t mean they will read your blog post.
Just because you’ve written an evocative article that will change the lives of the people that read it, it doesn’t mean they will read it. Even if they do they may not act upon your advice and share it with everyone they know.
Just because you are publishing content online it does not mean it will be seen and shared. If you’ve built it, who cares? Now we’ve established that very few people will read what you write (unless you are real-world famous), you can get on with writing blog posts and working out things like who your audience is and what they really would like to read.
Do not be scared of not publishing because everyone will read it. They won’t. Yes, a post may go viral but guess what… that takes a tremendous amount of time, effort, relationship building and a dash of fairy dust. Even with all the right things in place, the post may still not be read by more than a few hundred people.
Your posts will not be read by everyone. Trust me. I’ve been blogging for a very long time across multiple platforms and I’ve one site that gets tremendous traffic, but still I still have posts that are read by 36 people.
When you read articles advising you that your post has to be perfect before you publish because everyone will read it, you need to do a couple of things.
- Print the article
- Screw it into a tight ball
- Pitch it into the bin
Blogging is not like a printed article or magazine. You can go back and edit it again and again until it’s perfect. Blog posts need to be marketed and promoted to get more viewers, and even then you may never get 7 billion views per post.
Not everyone will read what you write and the fear of that happening is an irrational fear used to sell you something.
Be strong, hit publish and start writing your next post. What’s the worst that happen? You have to edit a typo and thank someone publicly?