Your Product Doesn’t Have to Contain 100% Unique Content

Many bloggers seem to find the task of creating a product daunting. I know I did.

I knew creating a product could greatly increase my income, but coming up with content to fill up an ebook, video, membership program, or any other product seemed like an overwhelming project.

However, after listening to this interview with Pay Flynn and thinking back at products I had bought, I realize that creating a product doesn’t have to be this huge audacious goal.

See you don’t need your product to have 100% unique content. This realization takes a lot of the work out of the equation. You can repurpose some of your existing content and include it as part of your product to make the task easier.

This may seem like a scam but your customers won’t mind.

Flynn created an ebook with 15% unique content. The other 85% was already existing content from his blog. Yet he doesn’t get complaints from his customers and he sells many ebooks every month.

I look back at one of my favorite purchases, the ebook that SEO Book used to sell. This ebook gave me a great SEO foundation and I was able start a successful freelance SEO business. About 60% of the ebook was something I had already read on the SEO Book blog, but I didn’t mind.

So why do people not mind repeat content in a product?

Let’s look at 5 reasons.

1. They forget what they read.

People are usually in a browsing/scanning mindset when they read blogs. They are not very focused and forget a lot of what they read.

Therefore, the product seems much more unique when they consume it.

And once they pay money for it, they are willing to concentrate more since they have invested money. So they get more out of the product than reading the blog.

Also, products contain much more content than a blog post, which makes people set aside more time and focus to consume them.

2. They haven’t read the existing content.

Most of your readers have not read all your content. For example, anything older than 6 months is often brand new to the bulk of your readers.

3. The content organization adds value.

When I read the ebook from SEO Book, I started seeing how different SEO elements connected with each other. In the past, I had looked at SEO as a bunch of unrelated tasks. But through the ebook, I saw the effectiveness of holistic thinking, which made me a much better search specialist.

A well-organized product allows you to lay the proper foundation for your topic. You can sequence your content in a way that adds a lot of value.

For example, a good ebook will have the beginner stuff first, then intermediate, and close with advanced subjects.

In contrast, the order in which blog posts are published typically don’t add much value. And anyways, many of your readers are not reading your posts in order.

4. The unique content is very valuable.

Pat Flynn’s ebook is a guide to passing an architecture test. His 15% unique content in his ebook contains many of his best studying tips.

So even if a customer realizes that most of the ebook is repeat content, if they are able to pass the test using the unique content, they will be grateful they spent the money.

Here’s the takeaway: Give a lot of value for free on your blog, but save some of your best stuff for your product, the stuff that’s worth paying for.

5. Repetition is useful.

Finally, don’t underestimate the repetition factor. The more you read the same piece of info, the more you will remember it and be able to apply it in your life.

I hope this blog post has given you more confidence to create your own product. It’s not as big of a process as you think. You can include some of your existing valuable content to lower the workload.

Good luck!

Performancing offers blog management services.

The Best Way to Differentiate Your Blog

One of the blogging tips that I hear a lot is be different. Be unique. Stand out from the crowd. This is a great advice for typical businesses and it’s also helpful for probloggers especially with all the competitors on the internet.

But how can you apply it practically to your blog?

I’ve been thinking about this advice for the last couple of years and from my experience, I think I’ve realized the best way to differentiate your blog. The answer is pretty simple so it might surprise you.

Narrow your topic.

That’s it. Nothing too complicated or revolutionary, but this suggestion will make your blog different from 99% of the other blogs.

Copycat Blogs

I wrote last week that copying A-list blogs is not a good idea for the average problogger. Yet, most blogs look to the A-listers as examples. I said that reaching the success of the most popular blogs is very unlikely. It’s much better to implement the strategies of successful mid-level blogs. These blogs may not earn the millions that the A-listers earn but they still make a decent wage and their success is much easier to achieve.

But there’s another reason why A-list blogs should not be your example. A-listers are all about getting a lot of raw traffic, so they cover a very wide range of topics. This lets them reach the most amount of people.

But if you try this tactic, you’ll end up fighting a losing battle. See the A-list blogs have much more resources than you. They have more money, more staff, and better partnerships. They will cover your niche much better than you. If you copy them, you’ll end up with a subpar copycat blog.

And here’s the big question. Why would someone read your copycat blog when they could read the A-list blog?

Go Deeper Not Wider

Fortunately, with many bloggers copying the A-listers, there’s a lot of opportunity for probloggers who choose to specialize and focus. Instead of focusing on all usual subjects in your niche, pick only 1-2 and really learn them well. In other words, go “deeper” instead of “wider”.

For example, let’s say you have an interest in video games. Instead of trying to cover every single video game like Joystiq, you decide to only write about Xbox games. You could even narrow that subject down. Maybe just do Xbox reviews. Or only blog about future Xbox games. Or just create Xbox strategy videos. You get the idea.

After some time, by focusing on a small topic area, you’ll get enough experience to draw from that will help you generate truly unique valuable content. Quality goes down when you’re juggling too many things but it goes up when you concentrate on a few things. You’ll actually become an expert instead of a so-called expert that just spouts the same old advice that everyone’s already heard.

Going deeper is better too because you can make more per visitor. You’re delivering more value so you can charge more. You won’t need a ton of traffic to make a decent living.

Performancing offers blog management services.

A-List Blogs Are Not Good Examples to Follow

Photo by Kriss Szkurlatowski

When I first learned about problogging, I definitely looked up to the A-List blogs. You know, the TechCrunches, the Gizmodos, the TMZs, the Daily Koses, the Mashables. These were the blogs that had made it. They were the most high profile blogs. They had the most traffic. And more traffic meant more money, right?

Therefore, I thought of them as good examples to follow. I patterned my first couple of blogs after them. But after a couple failed blogs, over the last couple of months I’ve realized that for most of us those blogs are not the best examples to follow.

An Easier Way to Make a Living

I realized that it’s very difficult to reach A-List levels of traffic. Just from a odds perspective, only a few can reach A-List status. Not everyone who seeks A-List status will achieve it. There just isn’t enough demand for many A-List blogs in any given industry.

Think of the classic bell curve. Most of us will languish in the middle of the curve.

However, that doesn’t mean we can’t make a decent living. I realized that there are many mid-level bloggers that make a good living. They don’t get a lot of press because they don’t have nearly as much eyeballs as the A-List bloggers. But they love what they do and they provide value to their industry.

If your goal is to earn a decent living with blogging, those mid-level bloggers are much better examples than the A-List ones. It’s much easier to get the mid-level traffic than A-List traffic. Sure, you probably won’t earn millions of dollars but you’ll have a much better chance of being able to quit your job.

One thing I noticed a lot with the mid-level blogs is they have their own product. This is one of the main things that separates them from the A-Listers. A-List blogs need a ton of traffic because their main income source is advertisers. But mid-level blogs have learned how to make more money per visitor.

Creating and selling a product is the key. With a product, you can earn more with less traffic because you don’t have to split profits with advertisers and affiliate programs. It will take more work to create a product than to manage ads and affiliate products, but once you’ve done it, you have a recurring income stream all to yourself.

Performancing offers blog management services.

3 Reasons Bloggers Should Read Books

Reading a book seems very low tech in this current digital age. But don’t underestimate the words on a physical page.

While many bloggers do their reading online, you can gain an advantage by shutting off the computer and reading a book offline. Here are three reasons to head over to your local bookstore.

1. To Improve Credibility

Books are still perceived as trusted sources of authority. If you become well read that you quote books often, your credibility will increase. I felt that Brian Clark of Copyblogger knew what he was talking about because he quoted the classic advertising and copywriting books. He was someone who had real expertise because he had learned from the giants in the past.

2. To Go Deeper in a Niche

Online content by nature gives you a shallow perspective. The content is short to please the short attention span of the average internet user. On the other hand, reading a book allows you to concentrate more deeply and really learn about a topic. This prolonged exposure to a topic helps you create more in-depth posts than your competitors.

Also, books can give you topic ideas for evergreen content. Online content especially blog posts are many times about current issues or news that will fade away soon. However, books are usually about topics that have more lasting value.

3. To Differentiate Your Content

For many bloggers, their only reading is done online. So if you’re reading books, you’ll be exposed to content many of your peers are not consuming.

This will help you avoid the “echo chamber,” a phenomenon where the bloggers in a niche are all talking about the same thing. You’ll be drawing inspiration from different sources so your content will be different from your peers.

Over to You

How often do you read books?

Have you ever drawn inspiration from a book for your blog?

How does you offline reading time compare to your online reading time?

Performancing offers blog management services.

How to Stop Being Boring (and Why You Probably Are)

I’m boring and you’re probably boring too.

I just listened to this interview with Seth Godin. He gives really good advice about how to successfully run a business. You should definitely listen to the whole thing if you want to make more money with your blog.

One of the things Seth said that struck me is found at the 38:30 mark. He said, “If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.”

These are harsh words, but the first step to solving a problem is admitting that it’s there.

If you don’t fit Seth’s criteria, if people are talking about your blog, congrats. Keep doing what you’re doing. But I think for most of us, people don’t talk much about our blogs.

So, what’s the remedy? Seth recommends being different.

Stand Out From the Crowd

If you want to be more interesting and less boring, you need to do something that the other blogs in your niche are not doing.

At the 39:34 mark, Seth tells an anecdote about a street in New York City with 18 Indian restaurants. One of the Indian restaurants claimed that they had the spiciest curry in the city. They had a deal that if you could finish a bowl, you got it for free.

Guess which restaurant had the most customers? The one with the spicy curry offer.

Yes, this advice of being different is not new at all. In fact, it’s become a cliche in online marketing circles. But how many of us are actually different from our competitors? If we’re honest, our blogs are very similar to other blogs.

We underestimate how similar we are to our competitors. Consider the following experiment.

Take a post from your blog and a couple posts from other blogs in your niche. Blank out the names and print the posts without the formatting and blog design. With just the printouts, would people be able to tell which post is yours?

Take Risks

To be different, we’ll have to be risk takers. It’s risky to break away from the crowd and do things differently. But like the Indian restaurant, we need to figure out our own unique offer. We need to find something to stand for.

Taking risks will leave us open to criticism since there’s always a group of people that doesn’t like change. Innovators have always had their critics but the critics shouldn’t keep us from taking action. As long as we have enough supporters, we’ll be fine.

My Application

Like I said, I’m boring. After listening to Seth, I realized that most of the content on my gaming blog can be found on other blogs. The main reason I still get a lot of traffic is because my competitors don’t do keyword research.

But that’s hardly a competitive advantage.

There are a couple blogs with much lower traffic that have more influence than me. They have more natural links, Twitter followers, and comments.

I tried to apply Seth’s principles and I came up with these three action items.

1. Narrow my blog’s focus.

I cover too many topics. This is a consequence of just being lazy and not taking the time to figure out the core of my blog.

I realized I’m only really interested in two topics, so I’ll only write about those. This should differentiate my blog since most blogs cover a lot of topics. My niche is pretty big so I should still have a big enough audience to support a business from the blog.

2. Cover a topic that doesn’t get talked about a lot.

One of my topics doesn’t get much airplay, so I was hesitant to write about it. But after some research, I think there’s a market for the topic.

I’ll probably have to sacrifice some short-term traffic. People are not searching for keywords on the topic and I get most of my traffic from the search engines. But by covering the topic, I hope to create my own keywords and make them popular.

For example, a couple years ago seo book was not a popular search term until Aaron Wall saw a market for a book and released his SEO ebook. Once his book was released, the keyword started to pick up and now it’s popular.

3. Sell my future product at a higher price point than the norm.

I’m working on a membership product that I hope to release in the next couple of months. I was going to charge the same price as other membership products in the niche. But I always felt those prices were too low. Also, my product will cover the topic that doesn’t get much coverage, so I should be able to charge more.

Over to You

Are you different from other blogs in your niche? If you are, please give specific examples on how you are different. If you’re not, how can you stand out from the crowd?

Performancing offers blog management services.

Why WickedFire is a Great Forum to Learn Online Business and Marketing

Look, if you’re interested in joining a forum where everyone is polite but nobody is making serious money, try WarriorForum or DigitalPoint. Those two, for example, have very strict etiquette rules but only one “minor” problem. Simply put, lots of WarriorForum and DigitalPoint members talk the talk but few of them walk the walk.

Do you know why most people are extremely polite over there? The answer is almost obvious: it’s because a lot of them are trying to sell you something. Maybe an e-book, maybe a coaching problem, maybe some other semi-useless product.

WickedFire is different. Nobody’s there to sell you anything. Well, almost nobody and those who are just trying to sell you on something you don’t need, usually get “loved tenderly” (a commonly used WickedFire term, just like “making monies”, that represents anything but the pleasant idea the phrase conveys) by the community. This forum is what it is and there’s no other community out there that’s even remotely similar. Let’s try to look beneath the surface and determine what exactly makes WickedFire so special. [Read more]

Would You Withhold Information If It Meant Saving a Life?

A lot of bloggers tend to be trigger happy with publishing information. There’s always the desire to be the first to post about breaking news, especially if it’s fresh and yet unpublished by the more mainstream news sources. Bloggers and editors of new media publications take pride in this. But how far will we go with the desire to be first? What if it meant possibly endangering the life of a person–a fellow writer or journalist at that?

Back in November of 2008, Pulitzer-prize winning journalist David Rohde was kidnapped in Afghanistan. His employer, the New York Times, has struggled to keep this information under wraps for about nine months until Rohde’s escape from his captors just a few days ago. The reason: word going out would potentially endanger the life of the kidnapped reporter.

However, some Wikipedia editors (which means virtually anyone who knows how to edit content on the site) felt the need to make the information public, and Wikipedia’s administrators likewise fought a “convoluted game of cat-and-mouse” in preventing this information from being included in Rohde’s Wikipedia page. They were met with much criticism and outrage from these editors. And the administrators felt they could not arbitrarily suppress this information without attracting too much attention. So they kept trying, keeping a low-profile, and trying to stick within the limits of Wikipedia’s terms of service.

In hindsight, the Wikipedia editors who wanted to include the information on Rohde’s kidnapping probably meant no ill will. But looking at the big picture, their actions could have, indeed, led to trouble on the kidnapped journalist’s part. Even if this piece of information on Wikipedia will probably not have any direct bearing on the captors’ activities, it could perhaps be a catalyst to bigger things. People do trust Wikipedia, after all (or at least that is my perception), and if adequate sources are cited, then bloggers, Twitterers and social media users of all kinds would post, link and discuss. And as the Times’ executives fear, the publicity could, indeed, “raise Mr. Rohde’s value to his captors as a bargaining chip and reduce his chance of survival.”

As a social media user, what do you think if this dichotomy between security and freedom of information? I know this has been a pressing issue in many oppressive regimes where information is curtailed in the name of national security or such ideals. But when the risk is concrete and identifiable, and when you know that someone could, indeed, die if you leak out sensitive information, doesn’t that make you think twice before hitting the “save” or “publish” button? Which do you value more: freedom of information or life?

At the very least, this makes me realize that I should be more mindful of what I post online, whether it’s on a blog, Twitter, Flickr, and other public places.

Would you withhold information if it meant possibly saving a life?

From Performancing Hive: May Edition

For those of you that haven’t signed up to Performancing Hive, you’ll probably be surprised to see the type of content being published there, and so I wanted to give you a taste of what’s being said, and what topics are on-going.

Windows 7: Good or Bad and how will it effect workflow?
In this thread, I talk about my own early experiences with Windows 7, and we are also talking about how other operating systems compare. I also touch on the worry about Microsoft’s built-in nag software that will reset the computer every two hours once a certain date is past.

Presenting different ads based on nationality
We are talking about geo-targetting ads, and how easy/effective it is for various systems, scripts and tools.

Growth: What’s a Good Amount?
This is a very active thread with a variety of different views regarding the growth of a business, website, blog, revenue and more. A good amount of growth seems to be a heated topic.

These are just some of the topics continuing to be discussed by many blog experts with business details that could make or break your blog, especially if you are looking to turn it into a business or revenue building.

Hive is a great community, and while it has slowed in the last few months, the activity is still going strong and the topics are still more valuable than the membership cost. One of the little used advantages of Hive that I’d love to see people take advantage of is the fact that Hive is a think tank. With experts in nearly every field from design to business, Hive can connect you with the answers, ideas, or people to get your site to that next level.

If you are interested, head on over to Hive.Performancing.com and sign up today.

I’m Dependent on Gmail. Are You?

I’ve been trying to access my Gmail account these past few minutes, to no avail. It turns out I’m not alone. Gmail is, indeed, down. I guess one doesn’t really appreciate something until it’s gone or missing–or in this case, inaccessible. One would’ve thought that with Google being the big company it is now, would be invulnerable to downtime. I thought wrong.

Try again after 30 seconds? Yeah, right. Millions are probably doing the same it makes you wonder how many folks out there are pulling their hair out in temporary bursts of insanity. We need our Gmail, after all. We need to get in touch. And when it’s a matter of your business or your work relying on a single piece of online software to communicate, you somehow feel you’re screwed when you can’t log in. I even think I’m going through withdrawal right now.

Incidents like these have me wondering. How dependent on the cloud have we become? Some might argue that using Gmail for business correspondence is not a very wise choice. But come to think of it, even other communications providers can fail. You might forget to pay for your domain. You might forget to pay for your subscription. Or any other service could go offline, as well. Are you using POP or IMAP through a local email client? What if your hard drive crashes and you lose all your precious emails (and you don’t have online backup!)?

At least I can still send SMS my colleagues here and around the globe. The minute my mobile phone loses its signal, I would really feel disconnected!

27 Commonly Misused Words

Brian Clark of CopyBlogger has published the Inigo Montoya Guide to the 27 most commonly misused words. I know that at times, I have used words within blog posts that I feel I know the definitions to but may not have used the right term in the right situation. Glad to know I’m not the only one. Here are a few examples:

Adverse / Averse
Adverse means unfavorable. Averse means reluctant.

Fewer / Less
If you can count it, use fewer. If you can’t, use less.

“James has less incentive to do what I say.”

“Tony has fewer subscribers since he stopped blogging.”

Hopefully
This word is used incorrectly so much (including by me) it may be too late. But let’s make you smarter anyway. The rule is you only use hopefully if you’re describing the way someone spoke, appeared, or acted.

Smart: I hope she says yes.
Wrong: Hopefully, she says yes.
Wrong: Hopefully, the weather will be good.Smart: It is hoped that the weather cooperates.
Smart: She eyed the engagement ring hopefully.

Be sure to read the entire guide on CopyBlogger and if you’re like me, you’ll be printing this out to keep as a reference.

How about you though? Notice any words on that list that you admit to commonly misusing? Any words not on the list that drive you crazy with their incorrect usage?