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09 Feb 2010

Where 99% of Bloggers Go Wrong

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failIt had to be said, especially in the wake of all the 3rd Tribe criticism and the defense that was roused against it.

Yes, it’s true…there are problems in our industry, but that doesn’t mean you should throw out the baby with the bathwater.

Problem 1 – Topic

The problem that needs addressing, and it’s one that seems to be glossed over by both bloggers and their audiences, is that blogging about blogging has to go. It’s lame…pack it up.

Seriously, outside of the people that actually make money blogging, there’s no need for people teaching others how to blog, especially when many of these teachers aren’t even qualified to teach. That’s like taking a college physics class and then thinking that you’re good enough to teach physics.

Let me ask you a serious question: How many people do you know outside of the Internet, that would be interested in reading about how to blog about blogging? None…right?

So why do we keep pretending that people do? Why, when the “A-Listers” tell you that you need to find your own niche and find a way to be remarkable, do people immediately revert to blogging about a) making money online, or b) blogging about blogging?

I’m not talking to the “A-Listers” here, I’m talking about everyone else, because quite frankly, I don’t blame the bloggers that teach this. There is a need for this info. However, blogging is just a portion of a successful business strategy.

But seriously…how many people do we need blogging about how to build a better blog? How many of these people teaching you to build better blogs are actually making money outside of selling you how to blog better? Very few.

Problem 2 – Method

OK, so now that I’ve said my peace about blogging about blogging (wow that sounds redundant doesn’t it?), allow me to move to the next problem facing almost every blogger I’ve met.

As I said previously, blogging is only a part of a complete business strategy, and some would even argue that its an unnecessary part. I disagree with the latter, because I believe that if you don’t want to move from selling WoW E-Books to dating guides, and back, then you need a long-term business strategy.

Blogging is great for this because you can dedicate yourself to a single useful product and let your blog attract search traffic while you sleep. Blogging is great Google food, and helps to create a sticky site…which is important.

HOWEVER…it’s not the blog itself that makes you money, it is your product. You do have a product right?

It’s easy to see an A-List blog and think that it holds the key to online success, but the truth is that many of those guys/gals did it before blogging was cool, and as a result, they were able to build their empire before the gold rush. They’re embedded in the industry itself, which is a great place to be.

But that won’t work for many of you. Why? Well, unless you have a smashing personality like The Bloggess or Perez Hilton (puke), then your content had better be damn good if you want to attract thousands of unique visitors per day. Even then, you’re going to have to fight to exist longer than a one-time book deal or TV show.

Blogs like This is Why You’re Fat and Hot Chicks with Douchebags are fabulous sites, but they are built to be a one hit wonder.

Eventually, when something like LOLCats comes along, they’re screwed. You’ve got a 100K advance on your book, but now what?

I’ve gotten a bit off track here, but here’s the scoop:

Making money with a blog has much more to do with having a business first than it does with having a blog first. A blog should sell something for you…not the other way around.

When you buy a course like the Third Tribe, Blog Masters Club, or the 31DBBB, do yourself a favor by actually providing a product or service that people want. Money doesn’t magically appear in your bank account because you have a lot of cool headlines or a lot of blog posts…it appears in exchange for giving someone else what they want.

Problem 3 – Medium

I’m going to take a lot of shit for this one, but it has to be said.

Quit writing E-Books.

Yes, it’s pretty cool that you can sell a PDF for 50 bucks (I’ve done it, and still do, but just bear with me), but in order to live big and retire early, you’ll have to sell a hell of a lot of E-Books. Even at $100-$200/pop, we’re talking 1,000 sales per year to get to 6 figures, which as you know, doesn’t last as long as you’d think.

The trick to making a lot of money (again, it’s not just the money that’s important, it’s the freedom that comes with it) is in having something that people will want both today and tomorrow. I don’t know about you, but I don’t want to be writing E-Books every few months in order to make a living…it just doesn’t scale.

But, if I can provide a useful service, like Dropbox, Zendesk, or 37 Signals does, then I’ve got a chance. If I can provide a product, like this, that not only is in demand, but has a very large reach, then I might be in business.

The money isn’t in the E-Book, it’s in the service that distributes E-Books (iPad/Kindle).

The money isn’t in the media, it’s in the distribution of media(see Leo Laporte and/or Revision3, Chad Vader).

It’s in having a unique talent or skill, understanding what a market wants, and providing it as quickly and as inexpensively as you can.

Take Heart

I’m not trying to bring anyone down here, but I feel there’s a lot of misinformation making its way through our industry, and unless someone says something about it, then new bloggers are going to just keep perpetuating the cycle.

These days, having a lot of comments, RT’s, and subscribers isn’t enough. People see free all over (we’ve talked about this before), and I hate to break it to you, but there’s a chance that your blog serves as lunchtime fodder more than an authority site.

That model works great for small niche sites and Affiliate/AdSense sites, but very few others.

What I’m trying to say, is don’t get too caught up in your blog. It’s like a Venus Fly Trap. It’s all nice and pretty and it’s really cool when people talk about it, but the minute you take a wrong move you’re trapped.

You aren’t supposed to be the one getting caught in your own trap…it’s the customers that you’re supposed to hook. But unless you have a good product, then your blog functions like a broken net.

More than anything though, don’t take your blog too seriously. It’s easy to get down when the traffic is too, but don’t.

Blogs are flaky…investing your emotions in them is a waste of time. Focus on the product first and I promise you…life will be much easier.

(Like this post? There’s more in here)

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  • http://davidrisley.com David Risley

    Right on, bro. It was after BlogWorld that I realized just how lacking most bloggers are in the basic realities of business, and I wrote a post asking are bloggers just shitty business people. :) But, seriously, you're spot on. The blog is just a means to an end. Without a business built up, the blog is as useless as tits on a bullfrog.

  • http://nathanhangen.com/blog Nathan Hangen

    Tits on a bullfrog…love it!

    It was about that time that I realized it to, and not having met many bloggers before then, I was just amazed by not only the lack of knowledge, but the lack of interest. It's always about business…who the hell knows how long we'll have blogging as a tool to generate it.

  • http://web2andmore.net Kevin Tea

    Nathan, at last we are getting somewhere :-) Right, do we call our “blogs” blogs because that is the vernacular we are caught up in, a semantic cul de sac because when we started our “blogs” that what everyone else was calling them and we fell into the trap.

    My background is journalism and marketing communication, so in all honesty I see my “blog” as an online newsletter, in much the same light as an angler buys a magazine on fishing so I hope my target audience sees the “blog” as an updated resource and focus on the news stuff that is happening in my niche.

    I am not a blogger;I feel strangely liberated. But I still feel the urge to find a name for the resource that I am investing in. Suggestions?

  • http://www.mikeslife.org Mike CJ

    Wow! Strong stuff, but I do know what you mean. Interestingly, even if you look at the bloggers who write blogs about blogging, they each have another blog that does something totally different. Problogger / DPS. Risley / PCMech. It was interesting to hear from Darren this morning that DPS makes four times the income that Problogger makes.

    And I certainly find the income from my travel blog is much more steady and predictable than Mike's Life.

    As we said several times in the book – blog as a platform.

  • http://www.RichLazzara.com/ Rich Lazzara

    Nathan, we're friends, even business partners, but I have to disagree with you on some things. No matter what it is blogging, ebooks, etc low barriers to entry will result in more people entering that market. However with that increase in people entering the market comes more competition. The more competition the lower the margins. So in your ebook example, to tell people not to do that because it cant make money may or may not be the case. Its not the ebook, or even the blog, that brings the value, its the content. So if you had an ebook that had information that was valuable then it could make money….even more than six figures. Imagine an ebook with Harry Potter type storytelling. No doubt 5 years from now the best selling books will be ebooks.

    As for the blogging about blogging, the fact that “A listers” are making money doing it means there is a market for it. Your comments about not doing it just bring to light that the supply is greater than the demand and that if someone is thinking about doing it they might as well come up with something else.

    In the end your points are all good practical advice. Step #1, come up with a product; Step #2, determine the ways in which to deliver that product.

    Also I give you credit for taking shots at the very thing youre doing. That kind of reflection and healthy debate rarely is done by most. Good job.

    The bottom line is that there is no magic road to making money, all paths are hard and full of challenges. If someones finds the easy road to making money then blog and write an ebook about it….Im sure it will be a huge success ;)

  • http://nathanhangen.com/blog Nathan Hangen

    Disagreement is good.

    What I meant with the E-Book comment is that it's a great way to make some cash, but it's certainly not the best way to make a living. The market is too fickle and the reach is very low, when compared to more mainstream distribution outlets.

    If you have a kick ass book, it WILL make money, but the problem is that everyone being told to make E-Books simply starts writing them to write them, not realizing that the content better be damn good. Harry Potter was damn good…but how many E-Books do we need about how to write E-Books or blog better?

    Now, you and I are doing something different, which is to take our message to an audience that needs it. I just think that this industry is cannibalizing itself and in the end, it's a giant pyramid scheme.

    So, I think we agree more than we disagree here, but you bring up a good point, which is that when you're faced with a buyer's market, then your house better be the best on the block.

  • http://www.ameaningfulexistence.com/ Karen

    You make some good points, Nathan, but I have to agree with Rich on this.

    “As for the blogging about blogging, the fact that “A listers” are making money doing it means there is a market for it.” Exactly!

    What's wrong with giving people what they want? Supply and demand, in action.

    Also, the point about ebooks is a little disengenuous as you already have yours and are making money from it. It's a little like telling us to stop writing ebooks because they don't sell and aren't a long-term sustainable business model and yet there are plenty of instances where this is in fact true. Makes me wonder if you are going to stop creating and selling ebooks and turn away money?

    Interesting discussion and topic, that's for sure.
    Karen

  • http://nathanhangen.com/blog Nathan Hangen

    Yeah Mike, I'm frustrated…so much so that I contemplated giving up blogging and just focusing on my actual business ventures.

    I know I'm preaching to the choir here in many cases, but I just couldn't hold it back anymore. The third tribe is no different than the MMO niche in that regard. Gurus sell to noobs. Noobs become gurus and sell to noobs. Etc…

    It's just not my bag.

  • http://nathanhangen.com/blog Nathan Hangen

    Karen, the difference is twofold:

    #1 A lot of people teaching others how to blog have never made a dime on their own blog. They are simply regurgitating what they hear Brian, Darren, or Chris say.

    #2 It's misleading to teach people that they can have the same experience as Darren Rowse. Yes, it can happen, but how many new 6 figure bloggers do you know that blog about blogging?

    Guys like Problogger and Copyblogger created these A-List blogs before the market became flooded. It's much tougher now. Just look at how many great “B-List” bloggers there are…all vying for the same audience.

    I'm simply saying that people should try to expand their horizons a bit. Make something new happen. Otherwise, they'll be stuck in a repetitive cycle.

    Lastly, as for the E-Books…the headline was designed to get attention, but if you read the rest you'll see that I'm not saying to ignore E-Books as an income opportunity, but to see that there's much more opportunity outside the E-Book market.

    Yes, I sell E-Books, but that's not the bulk of my income. If someone wants to write a new E-Book every year, that's cool, but I just don't see how it's sustainable…not if you want to move up the scale.

    Of course I'm not going to turn away money and stop selling my ebooks, but aside from the Beyond Blogging franchise, I don't plan on offering many…at least not high dollar.

    My focus is on products and services more than E-Books.

  • Debbie Ferm

    I agree that the blog is just a platform, although I have no problem with people writing ebooks etc. to generate cash to further their business. (I know you don't either, and completely understand where you are going with this post.)

    I'm going to raise hell by once again pointing out that everyone has their own goals. Some people are touchy, feeling, social movement people and that works for them. That's not necessarily me, but que sara sara and all that frothy goodness. I really like money. I like what it can do. That's why I agree with you.

    One thing is for sure, Nathan, you are not boring:)

  • http://zemalf.com/ Antti Kokkonen

    Well this is a post that will get bloggers talking for sure :) It will be interesting to see how the discussion develops…

    You are right about the importance of having a business and a product to sell. And it's probably good to have a product right from the start, and then build your blog around that. However, I wouldn't let that stop anyone from starting…

    It is WAY easier to start blogging, trying different things and getting the hang of things than go out there, get a product/service done and ready and start running a business. That just won't happen overnight. I say that people should start without too much planning, just start doing. When the end (product, business, lifestyle) becomes clear, THEN it's time to for full throttle.

  • http://twitter.com/bluepop13 Eric

    Having a business of some kind behind the blog and using the blog as a way of helping people find that business is what I feel is something useful that works. I've not done this yet but plan to in the future. With all the information online it's hard to understand how the whole thing works. I'm still learning a lot.

  • http://nathanhangen.com/blog Nathan Hangen

    Thanks Debbie.

    More than anything, I'm just trying to talk about something new and go into areas that aren't the same every single week.

    You're right, there are a lot of people that don't have my goals…however, the only thing I can write about…with honest and passion…are my own goals.

    You can scale it back a bit based on your own desire, but I'm driven to make money because of the change it can bring…not because I want a fancy car and a bank account.

    I can see that the Ebook line struck a nerve with a few people, which is good. That's what it was supposed to do :)

  • http://nathanhangen.com/blog Nathan Hangen

    That's very true man…it's kind of what I did and it worked for me.

    The problem with that approach is that it's easy to get sucked in to the easy $ (what seems like easy $) and forget about your own goals.

    Products can be developed later, absolutely…just don't forget to develop them.

  • http://nathanhangen.com/blog Nathan Hangen

    Eric,

    That's the best thing you can do. I think a lot of people jump in too early and end up getting discouraged…as long as you keep learning you'll do fine.

  • http://www.punintended.com/ Bamboo Forest – PunIntended

    I agree with many of your points here and enjoyed this post. Though… I'd say, there's nothing wrong with working on building an audience prior to providing a product. It will accomplish many legitimate things, not the least of which is making the author a better writer.

  • http://nathanhangen.com/blog Nathan Hangen

    Type your reply…

  • http://www.theskooloflife.com/ Srinivas Rao

    Hey Nathan,

    This is a great point. The thing that most early stage bloggers get caught in is the trap of writing and not having any sort of strategic plan for how to use it to make money. It wasn't until I sat down and put my MBA to use and wrote a marketing plan that I started developing revenue streams and thinking about things from a business perspective. In his interview at Untemplater Seth Godin said one thing to me that really stood about. People are going to pay for two things “connections to other people and getting information faster than they could get it anywhere else.” That's why I think you are spot on about e-books. Besides most e-ebooks, while great resources are nothing more than free content that has been compiled into one resource.

    As far as teaching people about blogging, I think there's a balance there. As you know I interview alot of different people. I learn something from every one of them I talk to, but I go and I put that tip to use, and chances are I”m going to use all of their advice to get to some sort of product.

    But to your point, when you treat the blog as a platform for: getting jobs, getting freelance work, launching products, etc, then you have the ability to turn it into a business. By itself it's nothing more than a self-delusional ego-booster.

  • http://nathanhangen.com/blog Nathan Hangen

    And at times, an ego-killer.

  • http://www.mikeslife.org Mike CJ

    I wrote this post when my blog was less than a month old. More than a year ago.

    http://www.mikeslife.org/content/blogging-perfe...

  • http://www.mac-live.com Shane Mac

    You get it. It is all about being able to point at something. That's what I am doing. My ebook will be free but what will be on the first page of that ebook will be the key. Build stuff to point at that will make people's lives better.

    #comingsoon

    Good post.

  • http://www.mac-live.com Shane Mac

    The reason frustration sets in is not because you hate blogging it is more about your expectations. I write as a way to think. Many people do. If you write because you want to make millions well then you will probably burn out. If I try to climb the corporate ladder but never make it or even when I do I realize it just leads to another ladder then I feel like I tried for nothing. Instead, think about things a little differently and change your expectations.

    Let's chat again soon.
    -Shane Mac
    @shanemacsays

  • http://blogtechguy.com/ Joel Williams

    As always an interesting debate and kudos to you.
    Someone commented on my site and said that (I'm paraphrasing) “people new to blogging are very often new to business”. People don't often approach blogging as a business and what comes with that, namely a business plan with goals. They buy into the crap that you can slap a few ads up and talk about what's passionate to you and make a fortune.
    The ebook debate is also a strange one, I don't think anyone nowadays thinks you can make a living off selling them as per your example, but what's the harm in some passive income? Just because Starbucks are everywhere doesn't mean there's no market for another coffee shop, and I'm not suggesting you're saying there isn't, but often perception of market saturation is a long way from reality. We engrossed in the blogging world and knee deep in it so saturation may look very different from outside. However how to measure that in the “make money blogging” world is a different matter, suggestions welcome!

  • http://www.mikeslife.org Mike CJ

    There's one part of this I disagree with and that is the suggestion that writing another E Book every year is not sustainable.

    It is. As long as the quality is there and the market is there. And hell, I'd be quite happy to map out my days to retirement on that basis. In fact, maybe I already have.

  • http://nathanhangen.com/blog Nathan Hangen

    Actually, that's not quite accurate. I don't intend to make much more than beer money with this blog…at least directly.

    Yes, I'd like a book deal, and I'll get one, but that's not really the issue here.

    The issue here is that there are a lot of people talking about things they shouldn't be, and there are others that understand blogging but aren't so sure on the business stuff. That's what this blog is about…using your blog as a platform from which you can build your own digital empire.

  • http://www.mikeslife.org Mike CJ

    Laughing my socks off here. That post was well and truly buried. It's had more traffic in the last 8 minutes than in the last year!

    Wonder if it will get it's first ever comment?

  • http://nathanhangen.com/blog Nathan Hangen

    Joel,

    The E-Book statement was designed to prove a point…that relying on E-Books to pay the bills forever might not be the best idea.

    Nothing wrong with selling them (as I said, I still do), but just don't bet the farm on them…that's all.

    Also, when you (not you specifically) write an E-Book….do it because you have something of value to provide, not just because people tell you that you that blogging = E-Books.

  • http://www.theskooloflife.com/ Srinivas Rao

    Interesting perspective as always Rich. One of the most interesting things you ever told me was “There are no original ideas. Everything has already been done. But that doesn't mean you still can't make a business out of it.”

  • http://nathanhangen.com/blog Nathan Hangen

    More power to you Mike, but how many E-Books would you have to sell in order to make a living selling them?

    If I'm going to write, I'd rather create something with that has a broader reach and bigger distribution channels. Of course, who's to say how long publishing houses will exist in their current state, but something will replace them. What it is? I'm just not sure yet, although I think companies like Revision 3 get it.

  • http://nathanhangen.com/blog Nathan Hangen

    That's true…but there are original takes on old ideas…that's the difference between success and mediocrity. Simply setting up shop isn't good enough anymore.

    This post sums it up very well

    http://gapingvoid.com/2010/02/04/gapingvoids-th...

  • http://josephratliff.com JosephRatliff

    To me, a blog is just that, a blog…a tool which acts as a “magnet” to help attract people towards my business. I think that if we see a blog for what it really is, as another tool (when it comes to business), then it's easier to see that most of us aren't “bloggers” per say…we're business owners with a blog.

    And actually, Darren Rowse and Chris Garrett both mention direct and indirect income from a blog…which means they're making that distinction themselves.

    So…

    I guess we show business owners how to use a blog to grow their business instead of “making money with a blog” right? :)

  • http://nathanhangen.com/blog Nathan Hangen

    Exactly!

    A lot of people are focusing on the other, more disruptive, parts of the post, but what I really wanted to drive home is that a blog is just a tool, and a very good one at that, for finding customers.

    Empowering people to grow a business is rewarding and an extremely valuable skill.

  • http://www.mikeslife.org Mike CJ

    The future IS E Books, distributed directly by author to platforms like Kindle and iPad. And we'll have to sell a lot fewer to make a decent living out of them than conventional books where the author takes a really small percentage of the cover price, and is susceptible to royalty claw backs every time a big retailer wants to return a bunch to free up shelf space.

  • http://nathanhangen.com/blog Nathan Hangen

    But let's say you sell at 15 dollar iPad book and you make 8 bucks on each. How many would you have to sell to make a living? It's just like selling apps…it's harder than it looks.

    Not knocking you, I just think there are better ways.

  • http://nathanhangen.com/blog Nathan Hangen

    I left one :)

  • http://www.mikeslife.org Mike CJ

    Thanks buddy! Poor little post. It deserved way better than it got. Quite Seth like in fact.

  • http://www.mikeslife.org Mike CJ

    15,246.
    And then have a travel blog that delivers the other $80,000. :)

  • fiscalgeek

    Some controversial points to be sure but straight on. I spent a lot of time in my early days trying to rank for search terms that were important to my niche, personal finance but had absolutely no plan relating to income. Great you showed up to my site and like it, now what. I too want to be in the infrastructure rather then hustling to make a small margin on my ebook.

    Conversely I think there is room for business to partner with a successful blogger and provide some synergy. Yeah I said synergy. I see so many weakass attempts by businesses to start a blog because they think it's important for their business. Troll their fluff posts and see how many spam comments litter their pages. Or worse yet, try and actually comment to only wait in moderation purgatory. Yeah I'm talking to you Quicken. Thanks for getting people talking.

  • http://nathanhangen.com/blog Nathan Hangen

    Exactly! Multiple assets…your travel blog is a perfect example of making money and filling a need.

  • http://nathanhangen.com/blog Nathan Hangen

    It's frustrating isn't it? It's a problem that almost everyone faces, yet very few overcome.

    Your 2nd point is even better. That's my favorite way to make things happen, and it's why I send, on average, 2-3 partnership requests per week. Synergy is powerful.

  • http://jimijones.com/ Jimi Jones

    Interesting conversation for sure.

    Regarding those ebooks, it seems to me that the really good ebooks of tomorrow have yet to be written. Sure the market is flooded with ebooks and everyone is writing them but I don't see that as a reason to back away from them, particularly in light of their strategic value (branding, etc.)

    Take the auto industry for instance, flooded market for sure, but what sells are the higher quality models with trust and solid marketing behind them. They have a perceived value that ranks above the average.

    That is the type of ebook that will consistently find it's way onto digital readers more frequently than most. Write the Harry Potter type ebook and let the rest write what they want. ;-)

  • http://nathanhangen.com/blog Nathan Hangen

    Thanks for the comment Jimi.

    Again, I'm not really saying that ebooks aren't a way to make some cash and provide value, I'm just saying that there are better ways to make money than by selling E-Books…from an ROI standpoint.

    All the A-Listers tell everyone to rush to creating ebooks, but the problem is that people write the ebook before they know what they're going to write it about…if that makes any sense?

  • http://jimijones.com/ Jimi Jones

    I understand what you're saying. Writing one just to be writing one is not at all the best approach I agree. It has to fill a need or solve a problem.

  • http://livitluvit.com/ LiLu

    Harsh? Maybe, but absolutely true. I sort of did it backwards- built the blog for shits and giggles, and then realized if I was going to invest the time in it I might as well make money off of it… hence why I started doing layouts for other people. So far so good (as a side business anyway)!

  • http://olegmokhov.com/ Oleg Mokhov

    Hey Nathan,

    Interesting points that are new to me. Probably because I'm so far removed from the “make money online” and blogging niches.

    I'm naive when it comes to blogging and have always seen a blog from afar, as a means to an end, not the end itself.

    I never once thought that a high subscriber count or whatever is the end result. The end result is getting those subscribers to take action: pay for a service, go to a show, join an organization or team, buy a product.

    Reading your thoughts, perhaps it's good that I keep that naivety and continue treating my site as a means to an end rather than the end itself. To not get sucked into the blogging trap as you say :)

    Maybe that's the escape method for those stuck in the trap. To get out of the circle and niche they're in and look at where they are from an objective point of view. That way, the focus moves away from the format and switches to the content.

    And not just any content. But fresh, positive, life maximizing, insanely useful, and just plain desirable content. In whatever format happens to be most effective. Whether that's a blog, book, mp3, video, product, service, whatever. But never losing focus on what matters: it's what you create, not the format you create and deliver in.

    Wow, quite a ramble-heavy comment for me. And I'm usually so good at being concise and to-the-point. Sorry about that ;)

    Oleg

  • http://nathanhangen.com/blog Nathan Hangen

    Dude, you're doing it right. As an example…today I was going to DM you a bunch of shit and say “where's my Mokhov Mix!?”

    I'm addicted to those beats man :)

  • http://nathanhangen.com/blog Nathan Hangen

    I kind of did the same thing, but it took me about 2 years to figure out the problem. Now, I'm just trying to share my own experience to save people the agony.

    A side business is a great place to start :)

  • http://lifestyledesignforyou.com Gordie

    In New Zealand we've simplified the phrase to “as useless as tits on a bull.” It was done for productivity purposes. ;)

  • http://happyandblue2.ca Happy and Blue 2

    What I take from this post is that it's strictly related to making money from your blog.
    In that respect the post is relevant and likely true in most ways.
    Somewhat blunt and discouraging though. Even with the disclaimer portion at the bottom..

  • http://nathanhangen.com/blog Nathan Hangen

    Don't think of it as discouraging…think of it as a way to save yourself a lot of time and frustration.

  • http://lifestyledesignforyou.com Gordie

    Nathan, you've done it again with another great post. I love your writing lately. Are you sure you haven't been outsourcing your writing? Lol!

    I have learned that blogging for an income is freakin' hard. I've come to the conclusion that I'm going to have to start a website, not a blog, that will be a proper business.

  • http://nathanhangen.com/blog Nathan Hangen

    Gordie, thanks, I really appreciate that. I think that I've been getting possessed when I write…but the problem now is that there's a lot of pressure to keep it up!

  • http://www.integralwebsolutions.co.za/Blog.aspx Robert Bravery

    A brilliant post there Nathan. Something that i myself am passionate and worried about. This idea that simple blogging can make you rich. You hit the nail on the head.

    You're right A blog should be an extension of your business for it to be sustainable.

    Posts, ebooks, ads, are all just tools of the trade, they are not the end result. Use them as such and it will make more sense.

  • http://www.renewabelle.com renewabelle

    I've thought these things a hundred times, but never put it together quite like you have. Some people learn “tricks” and end up turning blogs into clunky content machines, poking keywords into spaces where fresh ideas belong…

    I suppose the most important thing I get from those sites is the reinforced knowledge that content will always be king… and if you're not bringing your A-game, I'm probably not going to bring you my money.

  • http://website-in-a-weekend.net/ Dave Doolin

    It's “tits on a boar” in Tennessee. Funny.

  • http://www.lionslinger.com/ Walter

    You are fierce with you approach here, but I appreciate it a lot. There's a lot of thing I have to learn. And I will remember what you have written here. :-)

  • http://nathanhangen.com/blog Nathan Hangen

    So true. And with so much competition out there these days, that A-game better be damn good.

  • http://olegmokhov.com/ Oleg Mokhov

    Followup thought regarding why you would want to blog:

    You mentioned 37signals. In their book Getting Real they talked about how their blog Signal vs Noise was the single most effective tool for getting the word out there for Basecamp as well as getting all of their first customers. All with a simple post announcing it.

    Something to think about for why any of us would want to blog while simultaneously creating a project or business.

    Nothing new, of course: build up a relevant following with amazing free content, then that becomes your customer base and word-of-mouth promo team.

  • http://powerofmore.net Sean Smith

    Great perspective Nathan… Sparked a great discussion in the comments. I enjoy reading the various perspectives of others on this subject.

    I agree that you must first have a business model established for yourself before you can hope to achieve success through blogging. A blog, or any internet marketing method or strategy should be viewed upon as an extension of your overall marketing and business building strategy. It should simply compliment your overall efforts and provide another outlet for customer relations, build trust and establish loyalty among those who follow your business, whether a large scale operation or you as an individual.

    I started blogging because I saw that many of my web design clients had a basic need which needed to be filled. Rather than constantly responding to email and fielding phone calls on how to set up their new email account from their new hosting provider or how to grow their email list or even how to drive more traffic to the new website I had just finished developing for them, I decided to blog about it. Thus giving my clients a resource to constantly refer too allowing them to educate themselves.

    I view blogging as simply a way to share my passions, knowledge and expertise with my clients and readers in an effort to fill a specific need I discovered. Yes I offer services on my blog at a cost, but only in an effort to set a particular boundary for my clients so they understand when I'm being helpful and generous and when they need to pay for my services. Making money from my blog is simply a byproduct of my effort to fill a basic need.

    Again, great post and comments. Love a healthy discussion!

  • travisamorgan

    All I can say is, ROCK ON.

    Thanks for telling it like it is. As a newbie blogger myself, I always value a pro who is willing to put his reputation on the line to give the little guy like me some truth!!!

    THANK YOU.

  • http://website-in-a-weekend.net/ Dave Doolin
  • http://website-in-a-weekend.net/ Dave Doolin

    Overall good advice. Like the world needs another ebook.

    However…

    Telling me to stop writing is pointless. Might as well tell me to stop breathing. I”m going to write whether anybody reads or not.

    That includes ebooks, whitepapers, manuals, articles, conference papers.

    Very good discussion. Found some good music too. Kind of Deep House-y. I like it.

  • http://nathanhangen.com/blog Nathan Hangen

    You're right…trying to stop writing is useless…and I don't plan on stopping either.

    But…it's nice to think outside the world of ebooks, especially when a HUGE portion of internet users still wouldn't buy one if their life depended on it.

  • http://nathanhangen.com/blog Nathan Hangen

    Thanks man. Sometimes the truth hurts, but I've spent enough time lying to myself to know that it hurts much more when you lie to yourself.

  • http://nathanhangen.com/blog Nathan Hangen

    I must say…the comments are the best part!

    What I like about your example is you started blogging for the right reasons, and there was an actual purpose behind it. Instruction in order to back a product…that's perfect.

    I'm guessing that people appreciate that extra instruction, and it makes life much easier on your end.

  • http://nathanhangen.com/blog Nathan Hangen

    Yeah, his mixes are awesome. Although I'm still waiting for this week's mix!

  • http://www.travisamorgan.com/ Travis

    Nathan, thanks for responding. And for me, this truth though it may be bitter, it's still sweet. I now have hope. Why? Because I'm original. I'm not a crowd follower. I've tried to follow. And I just can't get it right.

    By the way, I'm loving beyond blogging. Great stuff.

  • http://jetsetcitizen.com/ John Bardos – JetSetCitizen

    Great Post Nathan!

    I completely agree. For every successful A-list blogger writing about how to blog, there seem to be tens of thousands of copy-cats who aren't making any money online but talking as if they do.

    The same is true in the 'lifestyle design' space. People are writing about their dreams of travel and beach lifestyle as if they already accomplished them. Others offer advice on how to be successful, more productive, rich, etc. without experiencing much success themselves. There is a little too much dreaming and not enough reality for my liking.

    E-books are also an interesting market. I wonder how many published ebooks sell less than 10 copies. I am willing to bet that it is the vast majority. A run-away success will probably only sell in the hundreds. If you have the skills to bat one out of the park, 1000 ebooks at $40 is a job, not a sustainable business.

    My only disagreement is that with all the bloggers struggling to make some money, an ebook with a generous affiliate program is probably the cheapest and most effective marketing tool. People tend to highly recommend what they themselves profit from. Ebooks are probably a necessary part of getting your name out to a larger audience.

  • AffinityClick

    So can we say that the next big trend in blogging is how not to blog? Just kidding. I like the blunt honesty here. Thanks.

    Marie

  • Stamp

    Great blog! Yes, I couldn't agree more with this quote: “Making money with a blog has much more to do with having a business first than it does with having a blog first. A blog should sell something for you…not the other way around.” So many people think blogging by itself can make them money.

  • http://twitter.com/jonathanmead/status/8985372427 Jonathan Mead

    Where 99% of Bloggers Go Wrong http://bit.ly/9m8ZEm (by @nhangen)

  • http://twitter.com/lymanreed/status/8986766337 Lyman Reed

    Excellent points in this article – RT @jonathanmead: Where 99% of Bloggers Go Wrong http://bit.ly/9m8ZEm (by @nhangen)

  • http://nathanhangen.com/blog Nathan Hangen

    I try really hard to not blog about things that I've not done and although it's hard sometimes, I think it works out for both parties in the end. To be quite honest, how much of what people blog about has actually been tested/verified? That's what concerns me.

  • http://nathanhangen.com/blog/selling/ Who Are You Selling To? | Nathan Hangen

    [...] it seems that those getting it right are just pulling products out of their ass and that people are lining up to get them, the truth is that most of the people successful in [...]

  • http://robbsutton.com/blogging-money-ugly-truth/ Blogging and Money – The Ugly Truth | Robb Sutton dot com

    [...] Money – The Ugly Truth by Robb Sutton12. Feb, 2010 0 Comments Ok…both David Risley and Nathan Hangen have weighed in. Here are my .02 sense on blogging and making money online. You got a hint of this [...]

  • http://twitter.com/onbloggingwell/status/9026926665 On Blogging Well

    Where 99% of Bloggers Go Wrong by @nhangen | http://bit.ly/dpMzrk #blogging #success #business

  • http://twitter.com/jeffrieann/status/9066440404 Jeffrie Ann Hall

    RT @nhangen Where 99% of Bloggers Go Wrong http://bit.ly/cz8Koi

  • http://twitter.com/avinio/status/9092938765 Avi Joseph

    RT @damondnollan: Where 99% of Bloggers Go Wrong http://ff.im/-fUFBO

  • http://twitter.com/jdebberly/status/9093044730 J D Ebberly

    RT @damondnollan: Where 99% of Bloggers Go Wrong http://ff.im/-fUFBO (via @Avinio)

  • http://twitter.com/leshtanski/status/9097419819 Evgeni Leshtanski

    Where 99% of Bloggers Go Wrong http://ff.im/-fV3rv

  • http://draco2032.blogspot.com/ Francisco Arias

    Blogging does not have to be about money , it can be about just enjoying it. I have a blog and I am not making anymoney out of it. I just do it for fun, I don't have a lot of traffic there (100 visitors) but I just want to express myself.

  • http://nathanhangen.com/blog Nathan Hangen

    There's nothing wrong with that of course, but most of the advice in this post is geared towards bloggers that want to make money.

  • http://twitter.com/gvalentinoball/status/9235538244 G. Valentino Ball

    Another helpful hint for my blogging friends Damond always has good info RT @damondnollan Where 99% of Bloggers Go Wrong http://ff.im/-fUFBO

  • http://www.blogincomelife.com/an-open-letter-to-nathan-hangen/ An Open Letter to Nathan Hangan | Blog Income Life

    [...] and visit your blog often but a recent post of yours has got my hackles up.  In your post of Feb 09 “Where 99% of Bloggers Go Wrong” you pulled no punches and pretty much told those of us who are blogging about blogging to pack it [...]

  • http://twitter.com/melvinblog/status/9827918202 Melvin Dichoso

    RT @nhangen Where 99% of Bloggers Go Wrong http://bit.ly/cz8Koi

  • http://twitter.com/kbloemendaal/status/9959479070 Keith

    RT @nhangen Where 99% of Bloggers Go Wrong http://bit.ly/cz8Koi

  • http://hotblogtips.com/ Keith Bloemendaal

    Oh, this post both inspires and pisses me off at the same time! I love it LOL.

    Being a blogger for a couple of years, it wasn't blogging that made me money directly, but I attribute blogging to bringing my simple little fence contracting business to the top of the Google searches, that made me plenty of money. I got so covered up, I had to actually subcontract out my work just so I could exclusively deal with estimates, purchasing and billing myself. That is what blogging did for me, and it had nothing to do with blogging about blogging, so you are spot on with that statement.

    Last year I sold that business to get into ecommerce (yes for fence products) and after less than 6mos, I am making money with it. I am not boasting, and I hope no one decides to try to get into fence products here :-) but what I am saying, is that what the “A-Listers” (you know I hate that term) say is true, go into something you already know about.

    Personally, I think real products are where it is with online earning. And while I know a few people that make great money with ads and affiliates, it took them 6x longer to do it.

    Yeah, I write about blogging now too, but I have been blogging for a couple of years. Does that make me an expert, probably not, but I have spent countless hours researching, sleepless nights networking, and have read I don't know how many articles and books. I used that information to propel a small business, not create a site to plaster ads all over.

    Anyway, it's late, and I am probably rambling….

  • http://nathanhangen.com/blog Nathan Hangen

    Inspired and pissed…can't get much better than that!

    Sounds like you are doing some good stuff with your fence business, and what you're doing there seems to be working well.

    Online learning is definitely a big opportunity, whether it is teaching people about blogs or about language…etc.

    What you are talking about makes sense to me…blogging to build a platform and share some experiences. It's the blogging about blogging without experience that really gets to me.

  • http://nathanhangen.com/blog Nathan Hangen

    Inspired and pissed…can't get much better than that!

    Sounds like you are doing some good stuff with your fence business, and what you're doing there seems to be working well.

    Online learning is definitely a big opportunity, whether it is teaching people about blogs or about language…etc.

    What you are talking about makes sense to me…blogging to build a platform and share some experiences. It's the blogging about blogging without experience that really gets to me.

  • http://www.jetsetcitizen.com/work-anywhere/interview-superstar-marketer-nathan-hangen-blogging/ Interview with Superstar Marketer Nathan Hangen of Beyond Blogging | JetSetCitizen.com

    [...] (Here is Nathan’s blog post on this subject.) [...]

  • http://nathanhangen.com/blog/expanding-your-empire/ Expanding Your Empire | Nathan Hangen

    [...] call this “platforming,” and it’s my way of moving up the ladder of world [...]

  • http://blissreadsblogging.com/2010/04/blog-differently-stand-out-from-the-crowd/ Blog Differently. Stand Out From the Crowd.

    [...] one day, after I’d had a few Blue Moons, I wrote a fiery post and posted it as a draft, thinking that if I still had the courage in the morning, that I would [...]

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