September 02, 2011

Maybe you shouldn't post anything today

Ask yourself: Do you give good Return On Attention?  

Today I'm scrambling around, doing multiple jobs and integrating my new docking station solution for my MacBook Air.  I suddenly realized, "OMG, I haven't blogged for a few days and the week's over!" As I've mentioned on a prior post, I have a blog, but I'm not a blogger

My blog, as well as my Facebook and Twitter accounts, are good marketing vehicles for my books, speaking and general business development.  They are also platforms for me to share my thoughts with others and hopefully add value to their life.  

But what are the rules of blogging or updating, really?  Daily, bi-weekly, weekly, whenever? The short answer: Doesn't matter if you give great Return On Attention.  If you just 'wham out' a post to make a make-believe self-deadline, you'll chase away your readers/followers quickly than going radio silence for a week or two.  

Back in 2006, Tim Ferriss called me to pick my brain about book marketing (offline).  He was with Crown, as was I at the time - so we were networked for a brain-share session.  I told him everything I knew about in-store and offline promotion of books.  Towards the end of the call, I offered him some blog advice: You should post more.  

His blog, covering lifestyle design, only had occassional postings, maybe six a month tops.  Sure, they were highly linked to and commented on, but in my rookie view of things - it just wasn't steady enough.  His silence on the other end of the phone spoke volumes.  He knew better.  

Later, he's been quoted as saying that he blogs when he 'has something really good' and the expected quality of his posts is what maintains his following and a healthy demand for his updates whenever they may be.  

This is the best strategy for all of us.  Sure, Seth Godin and Chris Brogan give us great daily stuff. They are bloggers, and can produce five or more great (short) reads a week with the occassional Opus-Post thought piece.  But not all of us can, or should even try to, sustain their super-human level of intellectual productivity.  

So, next time you think you need to whip something up to meet your imaginary deadline. Use the time to catch up on reading instead.  Next week, you might come up with something GREAT to post.

 


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