When the blogosphere works

I just happened upon something really happy – it’s a cliche, it’s nothing new – but it reminds me about the power of blogging and why we’re here – either personally or for business.

Here it is: Heather Armstrong just had a new baby. A beautiful, healthy girl – Marlo Armstrong.

(the cliche is twofold: 1. babies, puppies, duh, and 2. everyone loves Dooce – told you, nothing new)

If you don’t know Heather Armstrong – she’s also known as Dooce. She writes a phenomenal blog with 4.9 MILLION pageviews per month, sells advertising for a lotta, lotta money, got a major book deal with Simon & Schuster, wrote two books, has been featured on every major news outlet you can imagine, received numerous awards and on and on.

I titled this post, When the blogosphere works because after live tweeting her labor and then announcing her new babe on Twitter and her blog, Heather has wracked up 2,463 comments on that post to date. I didn’t read them all – but I scanned through the majority and they’re all sweet, kind, supportive, joyful variations of: Congratulations! Her name rocks! I’m so happy for you! Thank you so much for sharing these pictures and your experience with us!

The blogosphere has worked, and Dooce has worked it, because she has created a community of love and support around her. These commenters/readers are here for the long haul. They feel like they know Heather. In short, they are her people. In the world of marketing, she’s acquired lifelong customers, trust, a relationship. They’ll buy the next book and the next calendar and the next…

Dooce represents the dream of many bloggers that I know. She’s one of, if not the biggest, bloggers of her kind out there. How did she (and how can you) do it? To follow her example, here’s what she’s done well:

1. The shock factor. There’s no denying that Heather has been raw-er and naked-er than most. What will she do next? brings people back.
2. The real factor. Raw and naked really only work when it’s real. This is a genuine sharing and reveal of a woman’s fascinating and hilarious life as a recovering Mormon in Utah.
3. The voice/brand factor. Pure, recognizable and comfortable. Like your favorite shoes that make you look hot and feel good all at the same time.
4. The intent factor. When Heather started her blog, blogs were not what they are today. She started the blog in 2001 to rail against her boss, who fired her as a result. She inadvertently coined the phrase, Dooce – check wikipedia, it’s there. And it’s always interesting to compare the people who ‘fell into’ this sort of success as opposed to the ones who ‘set out to make it happen.’
5. The writing factor. Heather Armstrong is an incredible, phenomenal writer – it can’t be denied.
6. The creativity factor. Heather takes hilarious pics of her dogs. She has a monthly post/letter to her first daughter that captures the events of that month. She uses video, audio, images, words. She rotates mastheads every month and people wait to see what’s next. This point could fill up pages.
   
7. The ear factor. She’s done well because she’s listened. Oh? People like the daily Chuck? (pics of her dog) Then I’ll make a calendar and sell it on my site. In the end, she’s listened and given the people what they want in a multitude of ways.
8. The IRL factor. Heather goes to conferences and meets people, in real life. Is she available? Can you talk to her? I don’t know to what degree. But sadly and realistically, it’s impossible for someone with that kind of traffic and everyone wanting a piece to connect one to one. Has she stayed wide-open via her blog? Yes. And some people, like Chris Brogan, remain engaged as often as humanly possible as a practice…you decide what you want to do.
9. The hope factor. If Dooce can do it, so can I. She’s an American rags to riches success story. And many others have experienced this kind of success or a portion of it. Too many to count want it.

I, for one, was thrilled by the outpouring of love for the Armstrong family today. It showed me that the blogosphere does, indeed, still work.

Image courtesy of eyefruit

Filed under Blogging, How To, Marketing | Tags: blog, blog writing, blogger relations, Blogging, Dooce, heather armstrong, marlo armstrong, mommy blogger | Comments (3)

blogs are a good thing

When I talk to clients about using a blog to grow their business, sometimes – not always – but sometimes, people say mean and nasty things about my dear friend, the blog. Like this:

‘Aren’t blogs where people go to talk about what they did on a Saturday night?’…and this…

‘I read that the average blogger is 12 years-old.’….and this…

‘Isn’t that like a chatroom? Chatrooms are creepy.’

First of all, if I wrote about what I did on a Saturday night, no one would read my blog (think 2 kids under 3). Second, with over 80 million live blogs, that 12 year-old stat still leaves us with plenty of blogs to work with, yes? In addition, the kind of blogging we’re talking about here should be in a different category entirely. And, finally, YES, chatrooms can be creepy, but a blog is very different. Most importantly, the author is in control, not the community – and, here’s the kicker, the author can moderate comments. Blogs also have mechanisms (plug-ins) that catch comment spam. So, while blogs are a place for connection and conversation, the blog author has final say about what can be published. And creeps are usually not allowed.

Here are some fantastic blogs that do wonderful things, which to me, means sharing information, entertaining, connecting, starting conversations and fighting the good fight:

1. www.ecochildsplay.com – great info on everything non-toxic for kids

2. www.dooce.com – raw, human, delightful, sweet, sorrowful, HILARIOUS

3. www.debbieducic.com – supporting women as they grow their businesses, helping them overcome their fears of technology, full of great easy to understand info

Check ‘em out!

Filed under News | Tags: blog, blog writing, Blogging, blogs, chatrooms, copywriting, Debbie Ducic, Dooce, ecochildsplay, internet, Julie Roads, Marketing, Writing Roads | Comment (1)