[Copyblogger] The Strategy Behind the Authority Rules Report

The Strategy Behind the Authority Rules Report The Strategy Behind the Authority Rules Report At the beginning of the month, I released a free report called Authority Rules: The 10 Rock Solid Elements of Effective Online Marketing. People seemed to really appreciate it, especially since: No email address is required You can read via PDF or the web There are no affiliate links There’s no pitch (other than subscribe to Copyblogger) This led to a lot of speculation. Why did I do it this way? What was the strategy behind this approach? Has Brian finally lost it? While that last point is debatable, there was indeed a plan. This post will share what I was thinking, because you may find that my motivations combined with the information in the report itself can help you build your own authority site. The Background: I'd wanted to write this report for quite a while, simply to help tie together a lot of the stuff we talk about on Copyblogger. I started in early spring, and then dropped it for a bit. Surprisingly, I started writing again at a beachside bar in Puerto Rico while sipping tequila (remember Hemmingway's advice on this… write drunk, edit sober). After pausing again for a month or so, I finished the report mid-summer in Durango, and handed it over to Chris Pearson for design goodness. That's when things got interesting. I had originally intended to make the report your normal "ethical bribe" for people who subscribed to Copyblogger. That's a tried and true method for increasing your subscription numbers. I checked back in with Chris on a Saturday morning, and discovered he had just started building a website at authorityrules.com on Thesis. This led to a change in approach that Chris completed that weekend. We decided to offer the report without requiring an opt-in. Better yet, we created a web version for those who didn't want to read a PDF, while still keeping the printable option. Here's why. 1. Demonstration Long-time Copyblogger readers know we like to teach by demonstration. In other words, many of our posts are doing what we're telling you to do. Authority Rules followed the same approach. It told you how to build an authority website, while demonstrating how to launch one. Think about it: you build authority websites by creating exceptional content that gets you noticed, promotes social media sharing, and attracts links that builds your authority with Google. By making the report into a website, we did all of that. Maybe you should too. Now, the obvious objection is "Sure Brian, that's easy for you. You have an authority site to launch off of and powerful friends." Fair enough, but consider this. When I launched Copyblogger in 2006, I was completely unknown. I first created Copywriting 101 as my cornerstone content, and then a couple months later, released the Viral Copy report. I then worked to get the word out. I emailed every relevant blogger around, and it worked. (I accidently annoyed Steve Rubel in the process, but we made up later). The point is, that approach worked for me as an unknown back then. If I were in the same position today, I'd launch my site just like I launched Authority Rules… because things change and this latest approach seems to work well. With this approach, the report is the cornerstone content, and for a time, the entire website. You then start adding content and growing your subscriber base even further from there. 2. Sharing This ties in to the previous point, but it's a major consideration. I broke from conventional wisdom back when I released Viral Copy without asking for an email address, and it was the right move for the 2006 blogosphere. I almost second-guessed that success with Authority Rules, but realized how important Twitter had become to our marketing mix. People share openly-available content much more than "gated" content. I went with open to encourage maximum sharing. 3. Quality Having a bunch of subscribers is great for the ego. Having any amount of quality subscribers is great for the wallet. It's tough sometimes, but the smarter choice is to focus on attracting quality subscribers. That means people who really want to hear from you on a regular basis. So, if people are given the Authority Rules report without restriction and don't bother reading it, they're probably not a good fit. And if they do read the report and don't feel compelled to subscribe to Copyblogger, they're definitely not a good fit. Stick with the quality people. They're the ones who become part of your fan club. 4. Reciprocity So let's go ahead and challenge conventional "internet marketing wisdom" head on. Is it really smart to require an email address before you deliver the promised content? Turns out studies show that twice as many people will take the action you desire if you ask after the promised content has been delivered. Let me explain that a bit. The whole idea of promising content in exchange for an email address or RSS reader addition is based on reward – essentially I'll give you this stuff if you do what I want. Reciprocity is a much stronger psychological motivator. If you deliver great content and then ask for the subscription, the research shows that twice as many people will go ahead and subscribe at that point. I don't know how much better it worked in this case because I didn't split test it. But I've never been let down by following the results of actual psychological research rather than "conventional wisdom." 5. Teaching Sells As far as free reports go, I haven't written one better than the Teaching Sells Report. I think that's because I wrote it for myself as much as for you. It was mainly a happy accident, because Authority Rules should have been completed months earlier. But due to my procrastination, the report became a valuable indicator that helped with the pending reopening of Teaching Sells. Essentially, if you were previously unfamiliar with my work, Authority Rules demonstrates that I give away valuable free content. Since our entire approach to "selling" Teaching Sells is also by giving away valuable free content, perhaps that explains why we've never had so many people interested in finding out more. "Wait a minute," you may be saying. "Why do you require an email address to get the Teaching Sells report?" Here are two distinctions: The new Teaching Sells video is designed to be informative and entertaining. Essentially, the idea is to invoke reciprocity while promising reward all at once. Teaching Sells is a paid program tied to Copyblogger. So we actually give you hundreds of free articles in advance of ever asking you to opt-in for anything… which is another major benefit of building an authority site. Bu who knows? Maybe after a year of updating and expanding Teaching Sells for our members (everyone has a lifetime membership and gets all the new stuff free), I'll take a different approach. I've already got some ideas. The point is to keep learning, testing, and experimenting. What worked previously might not work as well now. What's Next for Authority Rules? This is the part I have no clue about. At the moment, the report is doing what I intended — organizing many of the topics we write about and introducing new people to Copyblogger. Due to the way we launched, it's nicely positioned for something else. Or maybe not… we'll see. Anyway, I hope this helped clear up the speculation and confusion. So now I’ll shut up and let you get back to building your own authority site. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Confessions of a Comment Addict

Confessions of a Comment Addict Confessions of a Comment Addict My name is Johnny Truant, and I am a comment addict. A large amount of my self-worth as a blogger is defined not by my traffic, or readership, or income, or buzz. It’s defined by the relatively meaningless number below each post that counts the people who fill out a form and click Submit. On a gut level, I think I’d be more satisfied by a mediocre post that generated 100 fluff comments than a really good one that generated 5 meaningful comments. I like and need that hollow validation. I crave it in the same way I get a charge out of watching my Twitter Grade improve and my Tweet Nuts grow. The good news? I know how to feed that addiction. In this post, I’ll give you a guaranteed way to get more comments from your readers. The bad news? Pretty much by definition, it’s going to make you uncomfortable. Here’s why: you have to confess. Confessions Get Comments Making a high number of comments a higher priority than business or genuine interaction is kind of stupid. Any consultant worth her salt should be gunning to kick me in the groin until I came to my senses. By making this confession, I’m opening myself up to looking pretty dumb. Yet my guess is that I’m not the only person here who feels this way. I have a sneaking suspicion that maybe . . . umm . . . you have the same addiction too? In fact, I bet you’re itching to chime in and confess to your own comment-lust by. . . commenting on this post. Maybe you can see where this is going. The problem with most blogs and most bloggers is that they’re playing it safe. They’re just “reporting” on things, playing by the rules of what a person should and shouldn’t say in public. If you can buck that trend and talk about what others are feeling but won’t admit, you’ll draw a reaction. Opening up, especially when it’s uncomfortable, will get you more comments. Here’s Proof Let’s take me as a case study. Here are my three most commented-on posts: The post in which I admitted I’m really an uncool geek. The post in which I admitted that I am intentionally ignorant of all world events. The post in which I admitted that I was having some financial “challenges” and was mad, scared, and absolutely out of my head about it. These posts aren’t entirely appropriate. They each cop to something that a normal person shouldn’t admit, but that nonetheless, a normal person is likely to feel. In other words, they’re nakedly human. And because it’s mainly humans who read my blog, the “human” aspect has some appeal. How to Get More Comments So, you want more comments? Here’s how you do it: Think of something that you feel or that is bothering/affecting you, but which you are reluctant to talk about. Ask yourself if other people are likely to identify with it or to feel the same thing, but are similarly reluctant to admit it. There’s little point to confessing to something that only you feel. (So for instance, perhaps you have a deep desire to rub yourself with rats. It seems unlikely that others will share this desire. But maybe that’s me. Maybe I’m out of touch.) Make your confession, showing yourself in full, naked glory. Watch the comments roll in. This works because everyone has foibles, but most people are too preoccupied with looking “correct” or “professional” to discuss them. By finding and talking about these “elephant in the room” topics, you’re being brave on behalf of your readers. You’re being the first person to say what everyone is thinking, but which everyone is afraid to admit. You’re giving them permission to feel the same way, to discuss it, to admit it in kind. But Isn’t It Scary? Sure. Each time I published one of the above confessions, my first thoughts were, “You moron! What have you done?” I expected to pull up FeedBurner and see my subscriber count having dropped to zero. That’s what you get when you expose your innermost weaknesses, right? Well, apparently not. Those posts picked up a combined 211 comments, by far the most in the history of my blog. Since then, I’ve also had a deeper, more genuine connection with my readers. Now I can’t imagine going back to everyone not knowing how I feel. For a medium that’s supposed to be social, sometimes the blogosphere is awfully cold. We feel like we have to puff ourselves up, as if no one would ever read our blog unless they believe we are better than they are. As a result, our blog reads like a corporate memo. But what people really want, I think, is a friend. Not some know-it-all who pretends to like you just so he can make a sale, but a living, breathing human being who is just as screwed up as you are and isn’t afraid to admit it. Know what I mean? About the Author: Johnny B. Truant is the creator of Zero to Business: A ridiculously simple guide to turning your online business from tech headache to profit center and reluctantly confesses to enjoying reruns of Sex in the City. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Please Help Us Defeat Breast Cancer

Please Help Us Defeat Breast Cancer Please Help Us Defeat Breast Cancer On September 12-13, Chris Pearson, Missy Ward and yours truly (along with our other wonderful team members) will be walking 40 miles in the Avon Walk for Breast Cancer in Los Angeles. Not only that, Chris and I are donating $20,000 on behalf of DIY Themes. Can you help us raise even more? The money we raise allows medically under-insured women and men (yes, the disease strikes a small percentage of men) to receive the screening, support, and treatment they require. And leading-edge research teams will be provided with the funds they need to fuel their quest for a cure. Yes, there are many other worthy causes out there. But Missy is a tireless advocate for breast cancer awareness, and a longtime fundraiser who’s helping to find that cure… so we're right there with her. Here's how you can help: You can simply make a direct online donation through my personal Avon Walk for Breast Cancer page. Any amount is appreciated, but as you know, higher amounts bring extra good karma. Even better, you can participate in our walking team's Not So Silent Auction and get really great stuff in exchange for your donation. I've just donated two hours of telephone consulting for you to bid on. Since I don't usually do consulting, I hope someone bids lots of money on this so I'm not embarrassed. But there's a ton of other tempting things to bid on, so go with what works best for you. Thank you in advance for your help! I'd also like to thank the DIY Themes community for supporting the Thesis Theme for WordPress. It's because of all of you that we're able to support worthy causes like the battle against breast cancer. You rock. About the Author: Brian Clark is founder of Copyblogger and co-founder of Teaching Sells and DIY Themes. Get more from Brian on Twitter. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Blogging Is A Dialect: Do You Speak It?

Blogging Is A Dialect: Do You Speak It? Blogging Is A Dialect: Do You Speak It? I have a vivid memory of using the word "idiosyncrasy" in fifth grade during a group project. I didn't know the definition, just the word. This enraged a boy named Chance to the point where he spit on me and encouraged everyone else to do so. We all fought on the floor until the teacher pulled us apart. I don't blame the little ruffian, even though his favorite game was putting a bucket on his head and charging the wall. It was my fault. I'm a librarian and have always been one at heart. My parents pushed learning, curiosity, and books and that was the boy they created. I failed to speak the dialect of my peers, and took my knocks for it. And on your blog, not speaking the right dialect can cost you relationships and readers. What is a dialect? Here's one heinous example from a terrible poem by Fred Emerson Brooks called Foreigners on Santa Claus: The bonnie Scotchman niver doot Wi' Scots Wauhai! That Santa Claus goes a' aboot . . . Oh, man. This eventually leads to: We have ze Santa Claus een France We see him when we get ze chance But dialects don't necessarily involve bad accents. Let's include jargon as well. Doctors speak the dialect of medicine, bodybuilders speak the dialect of pec-tasticness, bloggers speak the dialect of plugins and trackbacks and tweets. Being fluent in the various dialects of your readers is a major key to successful blogging. If something sucks, just say it sucks The late, great David Foster Wallace wrote a wonderful essay about grammar wars (they do exist) in his book Consider the Lobster. He suggests that the kids who know the big words on the playground are future social misfits. If what we might call "book talk" is your only dialect, you run the risk of alienating anyone who doesn't communicate in that way. The more dialects you know, the more people you can make a connection with. Wallace describes a boy striking out during a little league T-Ball game. Which of the following scenarios will serve him best with his peer group? He shouts "How incalculably dreadful!" He shouts "That sucks!" and stalks to the dugout. He roars and slams his bat into the ground before bursting into tears of rage (been there). Most kids on the bench will identify more with the kid who shouts, "That sucks!" Why write anything in a style that creates distance with your readers? Successful blogging = relationships If you've ever read Copyblogger before, you know any commandments and buzzwords of traffic building that I could quote you. The call to action Content is king Write about your passion Write what you know Be genuine Write well Use your freaking spell checker Reciprocity And so on . . . . Why do you do any of these things? So readers won't leave you. So they might even feel like coming back again tomorrow. When you speak your readers' language, you solidify the relationship. And that lets you use all the other copywriting techniques in the most productive way possible. How do you learn the dialect of your readers? Unless your blog has been a colossal failure, you probably already know the lingo readers want from you. Look at your progress so far. It will show you how well you've been getting your message across. What do readers want from you? What problems do you solve? Why are they reading your blog? These questions should be in your head from day one. If readers return often and your links grow steadily, you're fine. Your relationships are solid and your language is appropriate to your goals. But watch for warning signs. Beware of plummeting stats or emails that say: "Attention! I've noticed that you're behaving like an imbecile and I hate you." Reevaluate often. When in doubt, keep it simple Here are some guidelines for writing that builds better relationships. Don't use elaborate words when simple ones will do. Select words with your audience in mind. The goal is to help your readers, not impress yourself. Let someone else be the smartest person in the room (or the blog). There is no Nobel Prize for beautiful blogging. If you have literary aspirations, either write for a literary readership or write a book. Break long sentences into shorter sentences when possible. Learn when you can break the style rules — being too inflexible with your writing can get school-marmish if you're too fussy. Be yourself. If your readers expect you to say that something "sucks," don't say that it's "incalculably dreadful" instead. If you take nothing else from this If I could say one thing today and make it stick, it would be this: Don't fall in love with your own cleverness, smarts, or talent. Let your readers and results reward your efforts. Forget what you think you know about yourself for a while. Be humble and have fun. Remember, you're here to help, not impress. After all, parroting a few big words didn't make wiping that spit off my face any fun back in the fifth grade. And in case you’re wondering… I won that fight. Big time. About the Author: Josh Hanagarne writes World's Strongest Librarian, a blog with advice about coping with Tourette's Syndrome, book recommendations, buying pants when you're 6'8", old-time strongman training, and so much more. Please subscribe to Josh's Stronger, Smarter, Better Newsletter to stay in touch. • Email to a friend • Related • View comments • Track comments • •

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