1) They're just not very good. Everybody has different talents and skills
and some people just aren't very good writers. In the blogging world, people who
can't write either tend to pump out junk or do huge excerpts of other articles
with a line or two of their own content attached. That sort of post has its
place, of course, but if it's all you're doing, it's not a good sign.
On the upside, if you write every day, you will get better at it over time --
but, it's still a good idea to have a certain minimal level of ability before
you start. If you don't have it, it's hard to see how you are ever going to
build an audience.
2) They don't cover interesting material.
The best bloggers have something to say about the big issues of the day, but
they also tend to have a knack for finding unusual stories or angles on those
stories that everyone else is missing.
Are you willing to spend the time it takes looking for stories or are you just
going to write about whatever is on the Drudge Report today? The answer to that
may determine whether you will ever build an audience or not.
3) They're not unique enough. There are hundreds and hundreds of
right-of-center political blogs out there, many which have been around longer
than you. Many of them are also run by very talented bloggers.
So, why should anyone read you? Why are you different? How do you stand out from
the crowd? What do you deliver that no one else is putting out there? If you
don't know the answer to that, you better think about it, because there really
isn't much of a market any more for different people saying the same things that
are being said on 50 other blogs.
That's why I suggest to people that they find a niche or a hook they can use to
draw people to their work. Be funny, be a specialist, cover something
interesting that isn't being adequately covered elsewhere, or talk about things
in a way that other people don't.
Stand out and you will move up. Blend in and you will never lift off.
4) They don't network. Some people think there's a "good ol' boys club"
in the blogging world that determines whether people are successes or failures.
I can tell you for a fact that's not true, because if there was one, I would be
in it.
But, what is true is that meeting people in this business can be very helpful.
For example, don't generally link people JUST BECAUSE they're your friends.
However, regularly check out your friends' blogs? Yes. If I am iffy on whether I
am going to link a post, am I more likely to link it because he/she's my friend?
Are all these same things likely true for lots of other bloggers besides me?
Yes. Plus, you can bounce ideas off of friends, ask them to help you get your
foot in the door in certain places, use them as references, etc., etc.
Additionally, even if they can't help with your blog, there are a lot of really
incredible people out there on the Right and it's a lot of fun talking to them.
So, make an effort to connect to other bloggers. Worst case scenario, they'll
ignore you. Best case scenario, you'll meet some fascinating people to have
mutually beneficial personal and professional relationships with.
5) They don't promote their work. If a tree falls in the forest and no
one hears it, does it make a sound? Better question: If a blogger does an
incredible post and no one knows it exists, does it do them any good? The answer
is, "no."
If you do something really exceptional -- note very carefully that I said,
really exceptional, not just run-of-the-mill pap -- don't be afraid to send a
promo email suggesting that other bloggers take a look at it.
Now, don't get me wrong; You DO NOT want to send these emails out constantly for
every little thing or it will annoy people. But, if you've done something
stunning, don't be afraid to let the blogging world know about it. We get a
bazillion emails a day from Congress, interest groups, other bloggers, and
everybody else you can imagine promoting their work, so why shouldn't you do it,
too?
If you don't want to do that, I understand, but just remember: if no one knows
you wrote something great, how can anyone link it?
6) They're not consistent enough. They take days off. Usually, the first
sign that a blog is about to die is that the blogger takes time off without
notice or for a longer period that expected. Then, it often turns into a vicious
cycle. When you're off, you bleed readers and then when you come back, you're
even less motivated than before because your readership is smaller, so you take
more time off, you bleed more readers, rinse and repeat.
That doesn't mean you can't ever take time off, but what it does mean is that
you should try to keep it to a minimum, get guest bloggers if you can, and be
very clear about when you are coming back. If your readers start to think you
may not show up tomorrow, they may not show up tomorrow either.
7) Doing their initial promos too early.
Good idea: After you've gotten your blog designed, all the links work, and you
have a few days worth of posts ready to go, you should send out an email
introducing your new blog to the rest of the blogosphere and inviting them to
link you.
Bad idea: Sending out the above mentioned email when you have two posts up
and/or a website that isn't finished yet. This is a bad idea because most
bloggers who look at your page won't be impressed and won't bother to link.
In other words, get your ducks in a row before you start asking people to link
you or they'll write you off before you've even gotten started.
8) They don't link out enough. I cannot tell you how many small blogs I
have read and/or linked for the first time because they wrote about something I
said and it either showed up in my statistics tracker or on Technorati.
It's flattering to be linked and when you do it and people notice, they will
often consider linking to you. If you don't link out, you may find it difficult
to get links coming back in your direction.
9) Most successful blogs
churn out at least 1500 words a day and most of them do considerably more.
In other words, you have got to put out enough material each day so that people
can find something entertaining on your page that will keep them coming back.
Ideally, I'd like it if people enjoy everything you write, but if they
enjoy a post or two, they'll probably come back tomorrow.
On the other hand, if you only do a post or two each day and someone doesn't
like either of them, they may never be back. That means each day, -- not, if you
feel like it, not depending on what you are doing, not just if you get enough
sleep -- each day, you have to commit to churning out these posts.
Personally, I get my posts out no matter what. If it means I get 3 hours sleep
today, so be it. If it means I miss a movie I want to go see, I can always go
watch it tomorrow.
If you're not that dedicated, you may not have what it takes. Pick a regular
posting schedule, writing regularly and as frequently as you can, and stick to
it. I currently blog every day, while some bloggers take a weekly, or “every
other day” approach. You want your readers to know when there’s going to be
another post, and you want them to eagerly wait for the next one. Don’t be too
strict with your schedule, though. If you find a piece of breaking news that no
one has covered yet, ignore your schedule and jump on it, be the first to cover
it. Content is one thing, but what really makes a blog sticky is interactivity.
Great content may be your first priority, but your blogs “stickometer” will
skyrocket if you can make your blog more interactive. Give your readers
something to do, and they’ll stick around. Don’t just be a blog.
