The death of blogging was announced by Andy Maslen during a panel discussion at the Professional Copywriters’ annual conference today.
Blogging, he suggested, was a mug’s game. With every man and his dog now blogging, there is no point in copywriters adding to the tide of indifferent content that’s swilling around on the internet these days. Clients can’t tell the difference between the good stuff and the bad stuff, so even if you are a great copywriter, blogging is a waste your time.
Far better to spend your time picking up the phone and making contact with people in the real world. Stop shilly shallying and just ask them for the business. Your potential clients don’t have time to go looking on the web to find stuff, so save them the bother with a phone call. Don’t sit at your kitchen table churning out another article on why your website needs good headlines; step out of your comfort zone and get out there to find the work.
It’s an interesting viewpoint. We agree that when it comes to building client relationships there’s absolutely no substitute for real human contact. And being active, rather than passive, is a very sensible approach to generating new business. But we come at the blogging debate from a very different angle to Andy.
7 Reasons Copywriters Should Not Blog
- Don’t bother to blog if you have a steady stream of the right kind of client work as far as the eye can see.
- Don’t blog if you’re not interested in your clients and their challenges.
- Don’t blog if being helpful is not part of your business ethos.
- Don’t blog if you want to keep a low profile on the web.
- Don’t blog if the whole social media thing bores you.
- Don’t blog if you’ve got nothing useful/interesting/funny/thought provoking to say.
- Don’t blog if you already know everything about your subject and can afford to stop thinking and learning about it.
We find blogging a brilliantly useful business tool, and so do the clients that we work with. We disagree that people can’t tell the difference between the good stuff and the mediocre stuff – our clients are a discerning bunch. We believe that creating a relevant and client focused blog is one of the very best, most effective ways that businesses can carve a niche and differentiate themselves in a crowded market place. In a world where building trust is paramount, it’s the quickest route to ‘show not tell’ that we know.
Do make the phone calls to clients, do go to the conference and have real conversations, don’t hide behind your blog – but do keep on writing it.
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