The Science of Marketing

By now everyone knows that George Carlin passed away last Sunday at the young age of 71. He has been one of my favorite comedians since I could laugh. One of my favorite Carlin bits is "Seven Words You Can Never Say on Television". As a tribute to George, I have devised "Seven Things You Can Never Do on a B2B Blog".

1. Get Personal

Everyone’s got an opinion. By the US Constitution they are free to express it and now, with social media, they are free to blog it. As bloggers, our responsibility is to listen to different points-of-view and respond to these points-of-view without attacking the person - a surefire way to drop readership.

2. Clam Up

Blog readers expect not only to hear, but to be heard. Bloggers should respond quickly to every reader comment. Not only will this help generate ideas, but it will help build a loyal following.

3. Self Promote

If a blog is filled with self serving product links, readers probably won’t stay long or come back. But the occasional URL for an author biography, solution overview or even a product page is perfectly acceptable. The important thing to get right is the context of the links. Using links to clarify an issue? Great. Riddling a blog entry with links to your "Buy it Now" page? Not so much.

4. Be Quiet

Posting frequency and rhythm is important in building reader loyalty. If readers take the time to visit a blog or to subscribe to an RSS feed, they expect to be rewarded with a fresh post for their efforts.

5. Isolate Your Blog

The real power of the blogs is not how they work on their own, but how they work together to create new online conversations. So as part of your strategy, consider what role your blog will play in the overall conversation and, by all means, be social. This means building a blog roll and reading, commenting and linking to other blogs.

6. Drift Off Topic

Presumably readers are coming to a blog to socialize about a common business interest. So, while it’s OK to use hooks and opening gambits that embrace popular culture (comedians and golf, for example), a blog should not combine politics, religion, and lawn care with business.

7. Seven Words You Can Never Say on a Blog

OK, I’m actually using George’s "Seven Words You Can Never Say on Television" (WARNING: The words in this link are rated R) but it’s probably a good idea not to use them in a blog either.

Here’s to you, George. You will be missed.

Photo Credits: © Home Box Office - Jerold Hamza, Creative Commons License Terms

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