Why Professional Bloggers Should Choose Their Clients Carefully

There’s no doubt in my mind that blogging will be an important marketing communications profession going forward. When it comes to having a good presence in the social media universe, there are simply too many benefits for a business to ignore.

But most businesses will not have a clue how to actually create that effective presence. And that’s where the opportunities begin for you, the savvy business-minded blogger.

Having blogging skills that not only attract attention and traffic, but also translate into sales, is the key here. That’s why I advocate copywriting techniques as the ideal way to accomplish both with a blog.

Professional Business Blogging is a Business

Beyond those valuable skills you’ve been developing, you’re going to have to also market yourself to curious (but not yet convinced) business decision makers. And that’s where the typical freelance blogger will step into trouble.

Freelance writing communication professionals typically make three business errors that tend to hurt them in business:

  1. They devalue their own work. If what you do creates sales, revenues and profits, then you are worth your weight in gold. But many people for various reasons don’t believe in themselves.
  2. They take on lame projects that they not only don’t enjoy, but the work product itself does nothing to further the writer’s career.
  3. They wait for work to find them, which puts them in the position of having to accept those lame projects just to create some income.

I’d like you to consider looking at professional business blogging in a different way. Why not view each business you work with as a partner, rather than a client?

Partnering for Profit

Let me share an example that I believe applies to the business blogging world as well.

When it comes to developing information products, I employ a joint venture model. I find a compelling demand that needs to be met, and then find a person with the right credentials to partner with and jointly develop the product with them, which I then sell online. If I do take on fee-based copywriting work, it’s because I see an opportunity to do bigger and better partner deals down the road, and I want to establish a relationship.

This same mentality can and should be applied to pro business blogging. Find someone who is doing exciting cool stuff offline, and approach them with your pitch to increase their revenues with a blog online.

Whether you seek a fee or a revenue share is up to you—it’s the mindset that’s important.

How to Become a Rich and Famous Professional Blogger

The way to become successful as a marketer is to be a successful marketer. In other words, what you sell is just as important as how you sell it.

If you take on blogging projects from any poor soul who happens by, who you know doesn’t have a chance of succeeding, why do it? Just for the quick money?

That’s incredibly short-sighted. You want to associate yourself with winning companies that have killer products and services, and a great story just waiting to be told with a blog that you produce.

That’s how you raise your profile as a pro business blogger. That’s how to have people banging down your door to get you on their team. And that’s how to make a lot of money in this type of business.

So, choose your clients carefully, and always be proactive. Only take on projects that you are genuinely excited about, and you’ll never feel like you’re working.

And if your choices are on the money, you’ll be in the money.

4 thoughts on “Why Professional Bloggers Should Choose Their Clients Carefully

  1. …If you’re excited about a project this will make it much easier. On the other hand, I’d love to be a full time pro-blogger. Now THAT excites me.

  2. Thanks for this post Brian. Those things are what I at Bloggers For Hire can do and have been doing for two years. I consult companies to go forward with their blog marketing strategy and as soon as they tell me they can’t because of ABC, I just say no problem I’ll provide a professional for XYZ.

  3. Undervaluing my contribution to my customers not only reduced my income, but it lead to my customers undervaluing my contribution as well.

    After a few years – and some confidence-building successes – I got over it.

    That said, unjustified swagger won’t help.

    Do your research. Understand the contribution you can make. Be able to articulate it when needed. And don’t blink when you submit an estimate or bid.

    It’s far easier to do the above when you’re genuinely excited about a project.

    Great post, Brian.

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