I was blown away by the responses to my article on How To Remain Productive When You Feel Like Giving Up.
So far we have over 100 comments to the post, and these are real heartfelt comments too.
It seems a lot of you are sitting at home in silence, struggling with all kinds of internal turmoil, trying to make this whole Internet business and blogging thing work.
I realize it’s a challenge for everyone to keep on carrying on in the face of slow growth and little financial reward. We’ve all been there.
As human beings, most things in life worth achieving are difficult and slow to attain, but of course, that’s part of why we do it. If it was easy, then it wouldn’t have as much value. The same goes for building a great blog or a great business.
The Day I Knew I Would Make It
There’s one moment – one ingredient – I believe that is the only indication you need to know if your blog can be a success.
It’s not traffic or links. It’s not making your first affiliate sale, or signing up your first sponsor. It’s not about making your first dollar in any way.
See if you can guess the ingredient from my story…
One Very Important Email
The day I knew what I was doing with my blog was right and I would eventually have all things I wanted – like traffic and money – was the day I received an email from a person who had read my blog.
The email wasn’t anything unusual but it was critical proof that I had what it takes to be a success.
The email began by saying that they had read my blog from start to finish (or close to it). They had came across my blog via a link to one article and were compelled to keep reading. They dug through my archives and loved everything so much that they had to email me.
But that wasn’t it.
Not only did they spend a few hours just at my blog (how’s that for a bounce rate!) they also asked me a question. A serious question, not just “how do I make money” or “how do I set up a blog”. They spent the time to tell me a bit about themselves, explain what they were trying to do and felt that I was someone they could trust, that I knew how to do something they wanted to do and wanted my help.
That was all I needed to know that my blog would make it.
What Is The Magic Ingredient?
That email from one of my early readers demonstrated something to me that I believe is the number one ingredient for any successful blog.
I call it ENGAGEMENT.
Engagement means that people who read your blog are not only entertained and informed, they come away truly benefiting from your output. Their life has been enhanced in some way and they want more.
This is about more than just attention. This is prolonged focus leading to action. It’s not easy to cut through all the information on the web and grab attention and it’s even rarer for people to be so compelled that they take an action just as a result of reading your words.
But it goes even further than that.
Not only do you elicit an action, but that action is a cry for more. You’ve managed to convince this person through the content on your blog, that you are someone they can respect, who has authority about a topic and has done something that they want to emulate.
This is key, because it tells you that you have something of significant value. Value can be sold, it is the heart of a sustainable business, and while most bloggers give away everything for free, when you create engagement, you have all you need to establish a thriving online business – you just have to work your way there (and start selling something for more than free!).
Do Your Readers Ask You Questions?
One of my best Blog Mastermind students is Fran Kerr, who writes a blog on natural acne treatment and skin care.
A few months ago she decided to buy a webcam and try video as a method for marketing her blog. She discovered that she loved doing video and has diligently pumped out great video content both to her blog and her YouTube channel ever since.
Fran knows a thing or two about her subject, having immersed herself in skin care and health for many years. As a result she has a huge store of knowledge in her head that she is slowly publishing to her blog and of course, helping many other acne sufferers along the way as a result.
Fran’s still quite new to the blogging game – she’s at about month 4 of taking it seriously – but I’m very confident she will succeed because she has the magic ingredient – engagement.
I know this is true for Fran because of something she recently told me. She said she was in a popular forum for her niche and someone referenced her and her blog as reputable sources of information about her topic. Not only that, but every day she receives emails and comments to her videos in YouTube asking for help and thanking her for her work. These are genuine comments filled with long background stories from her readers who look to her as an authoritative source of information.
This happened in just four months of consistent blogging and YouTubing.
As a good Blog Mastermind student, Fran is building an email list via her blog and has just about finished her first e-book she intends to sell. She has a membership site planned for this year too. All that stands between her and success is engaging more people, and she can do this just by continuing to blog and produce video. It’s a matter of time for her.
Do You Have Engagement?
While traffic is obviously an important metric, I would suggest looking at the level of engagement you have with your audience as a better assessment of success. This is especially true for people just getting started because your traffic numbers won’t be that impressive, however if you have just 10 people who have thoroughly engaged with your work, then you know the key ingredient is there – you just need more exposure to engage a larger audience.
The great thing about engagement is that it is a powerful force for viral events and word of mouth. People who are engaged with your work remember you, they talk about you and refer others to you if the subject matter comes up in day-to-day life. You become part of their consciousness in relation to a certain topic and when that topic arises, you are a common reference point.
Engagement is also a good indication of potential profitability, because only people who are engaged with your offer will make a purchase. We know people buy from other people they trust, respect and consider reputable. Engagement is all these things and thus the perfect environment for a sale.
Getting traffic is easy enough, but engaging with people requires you deliver something of real substance. It’s much better to have 100 people engaged with your blog than 1,000 casual readers who may read your words every day but don’t truly listen to what you say. This of course hearkens back to the discussion of quality versus quantity when it comes to readership, especially in business and marketing terms – and we all know quality wins.
How To Assess Engagement
If there is one drawback with engagement it is the difficulty you may have assessing its presence. For some people they just know when it is there and are very familiar with how to elicit it in others. It’s very much an intuitive thing that people with experience, who understand communication and social dynamics, come to know well.
A good example is Jeff Walker and the subject of Internet product launches. Jeff has been involved in so many of them he knows during a launch how well it is going to do long before the sales page goes live.
Jeff’s accumulated breadth of experience gives him an intuitive understanding and a feel for the rhythm and flow of a good launch. He knows what to look for, what’s working and what needs to be adjusted on the fly. It’s a very organic process for him.
As bloggers and Internet marketers we do have some practical signs to look out for that indicate engagement, such as –
- The number and quality of comments left to a blog post, video, podcast or any content.
- Any emails sent in response to a blog post or email newsletter broadcast.
- People trackbacking your blog posts, referencing you in forums or any publication.
- Responses to a survey request.
- Testimonials sent to you without asking for them.
- People asking you very specific questions that are more than one-line long (this can be in person).
- Purchases made upon recommendation of an affiliate product or the sale of your own product.
It’s important that you don’t look just at raw numbers when it comes to engagement. The way a person interacts with you, the language they use and the respect they demonstrate, indicates engagement.
It’s not about having ten comments made to every blog post you publish that are nothing more than one-liners, or paragraphs that talk about their projects as badly disguised attempts to generate a backlink to their own website. A better outcome is a handful of comments that offer in-depth feedback or additional ideas that come only from truly engaging with your words. This demonstrates your readers awareness has risen thanks to your content.
With Engagement Comes Opportunity
Bloggers, or any person who plans to become an information marketer (that’s anyone who wants to make money selling information), who manage to foster engagement with enough people, have a platform for a very profitable business. A small tribe of followers is enough to make you wealthy.
An engaged audience is a great platform for selling
The natural progression is to start a website or blog, deliver value, add an email list and deliver more value, establish engagement and then start leveraging that engagement for money. You do this via furthering the established relationship of benefit between you and your readers and profiting by selling them something (well duh!).
Affiliate marketing is one way to make money from the attention you have from your audience, as is direct advertising revenue from sponsors, but in this case rather than furthering your relationship with your engaged readers, you use your influence to introduce them to others. There’s nothing wrong with that of course – I do it all the time here with this blog and it can be very lucrative – but most people realize the real dollars are made when you have your own products because you keep your customers and build to an even higher level of engagement as a result.
Selling your own product to an engaged audience is THE recipe for financial success on the Internet today, in my humble opinion. I didn’t truly understand this until I started selling my own products – and this was AFTER creating engagement. In fact, I believe I wasted a lot of the early effort I put in by following a model that wasn’t sustainable and certainly didn’t really leverage my efforts at building an audience who loved what I did.
To put it simply, I had people who wanted more from me but I never made the offer of more. As they say – I left money on the table – and I’m still doing this today, though I’m working on creating additional products to rectify the situation.
Hopefully you are planning a way to leverage the engagement you foster that goes beyond just AdSense Ads. I expect if you are, you intend to release a product (or products) of your own so you have something to offer people who want more from you and of course, so you can create a real – and profitable – Internet business.
Engagement On Steroids
I realized last week while thinking about Product Launch Formula, that Jeff Walker’s system – and good marketing in general – is an attempt to create engagement at warp-speed.
A product launch is designed to create excitement and buzz, and at it’s core, is a system implemented to elicit a very high level of engagement, in a short period of time.
You deliver powerful content using powerful language and mediums of communication, demonstrate preeminence and then open the doors to a paid product for people who want more – and you do it all in the space of a few weeks!
This has proven to be a successful formula again and again, in hundreds of niches, and it’s used every day by big companies too. One such example that I read recently from Andy Jenkins of StompetNet fame, was about a non-Internet product that nearly everyone buys at least once a month – a ticket to the movies.
A seriously engaged audience at the movies
The movie industry relies on product launch tactics each time they release a film, using excitement, teasers and big name movie stars (credibility) as a way to engage an audience even before they see the movie.
Jeff’s application of the product launch principle in the Internet marketing industry was certainly not based on anything new, but he packaged it up into something he could stamp his authority on, and it’s served him well – to the tune of a million dollar business.
The Engagement Toolkit
In my opinion the best methods to build engagement online today are through blogging, and if you intend to release a product, the product launch formula. Obviously I’m biased since I’ve used these two tools myself and they have both made me thousands of dollars.
Of course it’s not just thanks to these tools – after all they are just made up of technology, tactics and strategies – it’s because of my own experience, skills, willpower and dedication to a purpose (plus a little unique Yaro magic) that I was able to leverage these tools, but without them as a framework, I’d be less than what I am today.
There’s no guarantee of success even with the best tools, the top strategies and a good work ethic, but provided you leverage something unique about you and apply what has proven to work in your unique situation, the results will come.
If nothing else, stick to what is currently working for you and do more of it. If you haven’t found ways to engage your audience, then keep testing new methods and when something works, keep doing it.
That’s all most bloggers and Internet marketers do: We follow the advice and example of those we want to emulate and keep testing until something works for us too.
If you are true to your motivation and cause, engagement will come, it’s the natural result when humans interact with other humans in an authentic way.