UnSelling: The New Customer Experience

Chapter 55What Really Matters in Blogging

As I travel the world speaking about blogging and UnSelling, I hear a lot about work and time—mostly about how there is too much work and not enough time.

1. “Sure, Scott, we understand how blogging has worked for you. But we just don't have enough time!”
2. “I know you said that if you believe business is built on relationships, you should make building them your business . . . but isn't that an awful lot of work?”
3. “I'd love to blog/use Twitter/use Facebook/reply to customers, Scott. I just don't have enough time!”

We make time for the things we find valuable. You make time to answer the phone, and I'm sure you always have enough time to collect payment from your customers and clients. You're making time to read this book.

One of the parts of social media that can take up the most time is a blog. You need to write it, share it, and be around to reply to comments. I am tired already just thinking about it.

A blog is also one of the most valuable tools for businesses. Unlike Facebook or Twitter, where brands spend a ton of time collecting likes, a blog belongs to you. You own the content and control the rules. You also have some space to position yourself as an expert, unlike the quick format of social sites. A blog allows you to build community: Readers become commenters, and commenters add to the conversation and talk to you and to one another.

Even with all these factors that make blogging an opportunity for brands, it seems to be the ...