It’s an idea for that KILLER blog post that is just bound to bring you all the traffic that you’ve ever dreamed of.
With the idea fresh in your mind you sit down at your keyboard and BANG it out – desperate to hit publish as quickly as you can for fear that someone else will beat you to the PUNCH!
As SMOKE rises from your keyboard you complete your post, quickly add a title to it and proudly hit PUBLISH!
Visions of an avalanche of visitors, incoming links and comments swirl before you…
But then…
Reality hits you like a SLAP in the face.
There are few visitors, no comments and no links.
It’s not a KILLER post – but not in a good way – it’s DEAD.
Ever had that experience?
I have – many, many times over.
Today I want to walk you through an alternative workflow for constructing a blog post…
One…
That…
Takes….
Time.
Crafting a Blog Post
If there’s one lesson that I’ve learnt about writing for the web it’s that a key element to writing successful blog posts is that in most cases they take time to CREATE.
I emphasize ‘create’ because I think too often as bloggers we ‘PUNCH’ out content as though we’re in a race or under some kind of deadline. It’s almost like we’re on a production line at times – unfortunately the posts we write often reflect this.
In this series I want to suggest an alternative approach – the crafting (or creation) of content.
This process is a more thoughtful process that is about crafting words and ideas – shaping posts into content that take readers on a journey.
To kick off this series, I want to suggest 10 points to pause at when writing a post on your blog. I’ll include a link to each post that follows in this series as I update them.
Instead of rushing through a post – I find that if I pause at these key moments my post rises to a new level of quality and posts tend to get more traction with readers. They don’t guarantee the perfect post – but they certainly take you a step closer to a good one.
A post needs to have a point. If it’s just an intriguing title and opening you’ll get people to read – but if the post doesn’t ‘matter’ to them it’ll never get traction.
Small mistakes can be barriers to engagement for some readers. Spending time fixing errors and making a post ‘look’ good can take it to the next level.
Having hit publish – don’t just leave it to chance that your post will be read by people. Giving it a few strategic ‘nudges’ can increase the exposure it gets exponentially.
Often the real action happens once your post is published and being interacted with by readers and other bloggers. Taking time to dialogue can be very fruitful.
Take Your Time
Taking extra time at each of these 10 points looks different for me in every post that I do – but I believe that every extra moment spent of these tasks pays off.
Sometimes the pause I take in one step will be momentary while in others it could take hours or even days to get it just right. Sometimes the above process happens quite automatically and other times I need to force myself to stop and ponder something like a title or the timing of a post.
Each of the 10 points above have much more that could be said about them so over the weeks I’ll be tackling each in turn in the hope that we can have some good discussion and sharing of ideas around them. I’ll link to each of them from within the list above as I release the posts.
For each point I hope to give some insight into how I tackle them and will share a few practical tips and examples of what I’ve done that has worked (and not worked). Don’t expect posts each day on this series – like all good things – this will take us some time!
Ever wondered if tapping away at your keyboard can really pay the bills?
Is it really possible to make a living from blogging?
Is it just a small number of people making money from blogging?
Is it only really possible to make money blogging if you write about the topic of making money blogging?
If it is really possible to make money blogging, how likely is it that you’ll succeed?
Let’s cut through the noise. With a swirl of myths and a sprinkle of truth, the blogging world is ripe with tales of riches and rumors of impossibility.
On one hand, we see hype on the topic. Periodically someone will claim to be able to make millions from blogging quickly. These claims are usually accompanied with the release of a product or service (i.e. they are marketing spin).
On the other hand, I periodically see people writing about how it is impossible to make money blogging (or that anyone claiming to be full time is either a scammer, a liar, or is selling something on the topic of making money online).
The reality is somewhere between these two extremes.
I’ve been in the game long enough to tell you: Yes, you can make money blogging. And no, it’s not just for the “make money online” gurus.
From personal hobby to full-time income, I’ve seen it all. Fashion, food, travel—you name it, bloggers are cashing in. But here’s the straight talk: it’s no overnight success story. It takes grit, creativity, and a bit of blogging savvy.
Ready to transform your blog from a digital diary into a moneymaker? Your blogging breakthrough starts now.
7 Things I know about making money from blogging
1. It is possible
I’ve been blogging for just under ten years and for nine of those I’ve been making money blogging. It started out as just a few dollars a day but in time it gradually grew to becoming the equivalent of a part-time job, then a full-time job, and more recently into a business that employs others.
I used to talk about the specific levels of my earnings when I started ProBlogger but felt increasingly uncomfortable about doing so (it felt a little voyeuristic and a little like a big-headed boasting exercise and I didn’t really see the point in continuing to do it)— but my income has continued to grow each year since I began.
On some levels I was at the right place at the right time—I got into blogging early (in 2002 … although I felt I was late to it at the time) and have been fortunate enough to have started blogs at opportune times on the topics I write about.
However I know of quite a few other bloggers who make a living from blogging, many of whom have not been blogging anywhere near as long as I have.
For some it is a hobby that keeps them in coffee; for others it is the equivalent of a part time job/supplementing other income from “real jobs” or helping their family out as they attend to other commitments (raising a family). For others it is a full-time thing.
2. There is no Single way to Make Money from Blogs
Recently at our Melbourne ProBlogger event I featured numerous Australian bloggers in our speaker lineup who fit somewhere in the part-time to full-time spectrum. They included:
Most of these bloggers are full-time (or well on the way to being full-time bloggers). They come from a wide array of niches and all monetize quite differently—doing everything from selling advertising, to having membership areas, to selling ebooks, to running affiliate promotions, to promoting their offline businesses, to selling themselves as speakers, to having book deals, and so on. Many have a combination of different income streams.
They are all also Australian, and are just the tip of the iceberg in terms of what is happening here in Australia—the same thing is being replicated around the globe.
There are many ways to monetize a blog. To give you a quick sense of the many methods check out this “money map” I created a year or so back, which outlines just some that I brainstormed (click to enlarge).
From time to time, people have released products that claim to be formulas for success when it comes to making money online. They outline steps to follow to “guarantee” you’ll make money.
In my experience there is no formula.
Each full-time blogger I’ve met in the last ten years has forged their own path and has a unique story to tell. They have often acted on hunches and made surprising discoveries along the way.
There are certainly similarities in many of the stories but each blogger has their own personality and style, each one is reaching a different audience, and each niche tends to monetize differently.
The key lesson is to be aware of what others are doing and to learn what you can from each other, but to also be willing to forge your own path as well!
4. Many Niches Monetize
One common critique of the topic of monetizing of blogs is that the only people making money from blogging are the ones writing about how to make money blogging.
This is simply not true.
In the above list of speakers from our Melbourne event you’ll notice I included topic/niche of each blogger. None sell products teaching others to make money blogging—all are on blogging on “normal,” every-day topics.
My own experience of having a blog about blogging (ProBlogger) and a blog about Photography is that it is my photography blog that is by far the most profitable blog (I’d estimate it’s ten times more profitable).
I’ve interviewed numerous full-time bloggers of late in a webinar series including:
Interestingly, none of them make money by teaching others to make money online. Sarah largely blogs about health and wellbeing, Tsh blogs about simple living, and Ana blogs about woodwork.
5. Most bloggers don’t make a full-time living from Blogging
Every time I’ve surveyed readers of ProBlogger about their earnings, we’ve seen that those making money from blogging are in the minority.
In a recent survey of 1500 ProBlogger readers we asked about their monthly earnings. What you’re seeing below is the spread of earnings from readers who are attempting to make money blogging (note: not all ProBlogger readers attempt to make money, so not all are included in these results).
Keep in mind that ProBlogger readers are generally newish bloggers—about half of those who took this survey had been blogging for less than two years.
So of those trying to make money blogging, 10% don’t make anything and 28% are making less than 30 cents per day. A total of 63% make less than $3.50 per day.
Let’s be clear—most bloggers who are attempting to make money are not making a living from blogging.
Having said that, of the 1508 bloggers surveyed 65 (4%) are making over $10,000 per month (over six figures per year) and a further 9% were doing over $1000 per month (which is at least a part-time level of income).
My feeling, having been attending blogging conferences for six or so years now, is that the number of full-time bloggers is on the rise, and there are actually quite a few more people now at least making the equivalent of a couple of days’ work a week in income from their blogs.
However, most bloggers don’t make much.
6. It takes time to Build
When I dig down into the stats from the survey on income levels above, and do some analysis of those who are in the top income bracket, it is fascinating to look at how long they’ve been blogging.
85% of those in that top income bracket have been blogging for four years or more. Almost all of the others had been blogging for three or four years.
This certainly was my own experience. I blogged for a year without making money and once I started monetizing it was around two years of gradual increases before I approached a full-time income level. It would have been four years before I joined that top bracket of income (over $10,000 per month).
Blogging for money is not a get-rich-quick thing. It takes time to build an audience, to build a brand, and to build trust and a good reputation.
And of course even with four or five years of blogging behind you, there’s no guarantee of a decent income.
7. It takes a lot of Work
Longevity is not the only key to a profitable blog. The other common factor that I’ve noticed in most full-time bloggers is that they are people of action.
Passivity and blogging don’t tend to go hand in hand.
Blogging as “passive income stream” is another theme that we hear in many make-money-blogging products, however it is far from my own experience.
I’ve worked harder on my business over the last ten years than I’ve worked on anything in my life before this. It is often fun and gives me energy, but it takes considerable work to create content on a daily basis, to keep abreast of what’s going on in the community, to monitor the business side of things, to create products to sell, to build an audience, and so on.
The four main areas to focus upon in building profitable blogs are (click each for further reading):
The key is to build blogs that matter to people, that are original, interesting, and helpful. But this doesn’t just happen—it takes a lot of work.
Note: the other major factor is starting. It might sound obvious but I’m amazed how many people I meet have ‘dreams’ for starting a blog but never do it! Here’s how to start a blog (do it today)!
Conclusions
Yes, it is possible to make money blogging. There is an ever-increasing number of people making money from blogging at a part-time to full-time level —however they are still in the minority.
Those who do make a living from blogging come from a wide range of niches, however one of the most common factors between them is that they’ve been at it for a long while.
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Our articles and tutorials focus upon the four key areas mentioned above (creating great content, finding readers, building reader engagement, monetization strategies) as well as some of the technical side of running a great blog.
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In this post, I’m going to show you the exact steps one blogger used to earn over $1 million. That’s making some serious money blogging!
I interviewed Ramit Sethi of I Will Teach You To Be Rich and if you’re serious about making money blogging, then you need to read this interview.
But a heads-up: this post is long and extremely detailed. It took me over 20 hours to write. It will take you about 15 minutes to read.
I know you may be skeptical about the $1 million, so let’s start by looking at the facts.
Ramit Sethi and I Will Teach You To Be Rich
Ramit’s advice on money has been featured on CNN, Wall Street Journal, ABC News, FOX Business, PBS, The New York Times, CNBC, Yahoo! Finance, npr, REUTERS, and most recently in a major feature in Fortune Magazine.
His personal finance book, I Will Teach You To Be Rich, is a New York Times bestseller, and a Wall Street Journal bestseller.
IWTYTBR is ranked 19,466 on Alexa. It hosts over 250,000 monthly readers, and has 100,000+ newsletter subscribers. Prices of IWTYTBR products range from $4.95 to $12,000. But most importantly, Ramit’s tactics get his readers results. See this post, where over 500 readers wrote 54,818 words that say so. That’s as long as a novel!
Impressive, right?
Now, let’s break down Ramit’s five-step system for creating and earning immense value.
Do Research That Gets Inside Your Readers Head
Examples of research insights for IWTYTBR
Use surveys to uncover the words readers use
Collect words from your email subscribers
When to ignore your readers
Don’t refer to comments on other blogs
Collect all the testimonials you will ever need
It’s your birthday: ask for feedback
Target your customers closely
Write a sales page that makes your fortune
Naming your product
Answer objections before your customers even have them
Don’t waste time A/B testing: it’s about the offer
Understand the taxonomy of pricing
Write Super Specific Headlines
Give Your Product An Unbeatable Guarantee
What to do right after the customer buys
Using ethical persuasion
1. Do research that gets inside your reader’s head
When you can truly deeply understand people, even in fact better than they understand themselves, then your sales skyrocket.—Ramit Sethi
There are two reasons getting inside a readers head will skyrocket your sales.
First, you will use the information to create a product or service that matches their wants and needs.
Second, you can use their exact language in your copywriting to reach them at a deeper level.
A big part of selling a product is being able to understand your reader’s barriers. What’s holding them back from their goals? In terms of money, people already know they need to manage and invest it. In terms of weight loss, people already know they need to lose weight and eat better. And in blogging, you know it’s offering immense value to your readers that will make you a problogger.
But they aren’t doing it. There is something much deeper than this goal, which is the barrier to achieving it. You’ll only discover that by doing enough research.
Maybe you’ll find out that in finance, nobody wakes up in the morning and says, “I really need to study a compound interest chart and start investing!” Nobody. They say, “this year I am going to try harder,” or “yeah, I should probably do that, but first I need to figure it out.”
When you know that language, you are inside your reader’s head.
Imagine you are a weight loss blogger. I want you to write a headline for a coaching session on losing weight. Go!
Wait. You don’t have enough information to write an effective headline. The best you can do is generic stuff like, “Lose 10 pounds in 10 days with our experienced coach!”
“Weight loss” is too broad a topic. Maybe your reader wants to lose fat from a specific area. Or perhaps they want to lose weight for a specific reason. A 50-year-old mother of two will have different reasons than a 28-year-old guy living in Manhattan.
So, you do some research and find out your target customer is a single woman who wants to lose weight from her thighs. You could write a killer headline pretty quick, right?
Soon, you’ll be able to truly understand your reader’s hopes, fears and dreams—and articulate them even better than they can. That’s the power of research.
Examples of research insights for IWTYTBR
During our interview, I asked Ramit to share some of the specific insights he has applied from his research. Here’s a big one.
A couple of years ago Ramit was doing a book tour, and he’d ask readers what they really want to learn. Everywhere he went, people were telling him they want to earn more money. That’s why he decided to create his flagship course, Earn 1k On The Side.
But just like “I want to lose weight” is too generic, so is “I want to earn more money.” Here’s what Ramit thought: “I’m so smart. I know my audience so well! They want to live a better lifestyle—fly to Vegas for the weekend and drop a couple grand.”
Then he did his research.
It turned out the real reason his readers wanted to earn more money was so they’d have the option of quitting their jobs. Yeah, just the option. This insight profoundly changed how Ramit created and positioned his course.
By the way, take a look at the signup page for Earn 1k. How much do you want to bet “I can’t freelance … I don’t even have an idea” was one of the objections Ramit was hearing over and over?
So, how do you go about doing research that gets you inside your reader’s head?
Use surveys to uncover the words readers use
The beautiful part is that because so few people are doing this, if you do even a small amount—you completely stand out. You don’t need 25,000 data points. That’s ridiculous. It took me years to be able to get to that. If you have 20 qualitative responses to one survey question, that’s pretty informative.—Ramit Sethi
Before launching Earn1k, Ramit collected 25,000 data points, and then over 50,000 for version 2.0. He calls this his “secret sauce,” which allows him to be the “wife who knows her husband better than he knows himself.” Most of that data came from surveys.
He says that a lot of people don’t use surveys at all, so they come up with useless advice like “keep a budget.” So if you survey even a little bit, you’ll be way ahead of the competition.
Ramit starts with really broad surveys, and narrows the questions down over time. He asks the questions four or five times until he really gets at the truth. Sometimes it takes Ramit four months and 6,000 answers to get at a single nugget of truth. You don’t need that many responses, though: even 20 qualitative responses to one survey question can be extremely informative.
Ask open-ended essay-style questions. You aren’t aiming for statistical validity here.
Ask five questions. Keep them short and specific.
Include examples of the kinds of answers you want: really long, detailed responses, not one-liners.
The two most important questions are “What is it you’ve tried and failed at?” and “What do you want?”
Here’s an example of a question from one of Ramit’s surveys:
“In your own words, what skill would you use to earn more $ on the side? (For example, “I’m good at writing, but I just don’t know how to earn $1,000 using my writing skills…”)”
Download copies of Ramit’s surveys—and an audio case study that walks through an example step by step—here.
Never do this on your survey
I asked Ramit if there was anything we shouldn’t ask on a survey. Here’s what he said.
Don’t ask them what they would be willing to pay. They don’t know. They will tell you an untruthful answer, and it’s pointless to ask them. Okay. People don’t know how to do pricing, so they get lazy and they are like “hey, what would you pay for this special mastermind ebook bootcamp” and you get the worst answers in the world. By the way they are total lies. People aren’t intentionally lying, they just don’t actually know what they would pay for something.—Ramit Sethi
Another thing you shouldn’t do is try to sell. You are doing research. How do these two research questions make you feel?
If I told you I had an eight-week course that was guaranteed to make you 1k a month on the side, would that interest you?
Have you ever tried earning money on the side? What happened?
Aim for the second option. It’s like my mom always said: “treat people how you want to be treated.”
Getting people to take your survey
You write great material, you are adding value for your readers. They love you. They wake up in the morning and see you in their reader, or come to your website or see you on Twitter. They like you.—Ramit Sethi
The key to getting readers to take your surveys is that they have to like you.
If you don’t have a good relationship with your readers, then none of this stuff matters. You can stop reading this post and go read How To Build The Relationship With Your Readers instead.
But if your readers like you, you are set. You don’t need thousands of them either.
Step two is to reach out to your readers via email and social media, saying something like this: “Hey guys, I’m looking for some help here. I’m trying to figure out how I can help you best. Would you mind taking like 5 minutes to give me your thoughts?”
That’s enough. You are set to start getting in your readers’ heads via surveys. But there’s another way you can do it.
Collect words from your email subscribers
You can also use email to better understand your readers.
Here’s what Ramit does.
He writes a big, detailed email with a story about something that happened to himself or to a friend.
He finishes it with a call to action, “Hey, I’d love to hear your story. Please email me back, I read every one.”
He responds to some of the replies. The recipients of those personal responses think, “Wow, this dude actually reads his emails and he cares”.
That last point is pretty good for relationship building, too. These are the little things you can do that will bring you disproportionate results.
When to ignore your readers
Sometimes you’ll get reader feedback that you disagree with. Over time, you will develop a filter for what to listen to and what to discard.
Here’s a way to start developing your filter. When you get a good response, try to find out a little more about the person who wrote it. If everyone who buys from you is a 26-year-old man living in the USA, then listen to them. Ignore the 72-year-old grandma who’s complaining your font size is too small.
If you haven’t made sales yet, focus on getting to know your target audience. As Ramit advised in a previous interview, don’t write for everybody. For Ramit, IWTYTBR isn’t just another blog, so he isn’t interested in people reading just for intellectual entertainment. He wants people who will take action.
Don’t refer to comments on other blogs
You’ve probably heard this advice before: look at comments on other blogs in your niche, then blog about the questions they ask. Ramit says there is no value in this kind of research.
Why? Because audiences on different sites are so profoundly different.
Ramit recently wrote a post called The worst career advice in the world. It received over 200 long comments and was very well regarded. The article was syndicated by another site where the audience didn’t know him at all. On that site, the article got 24 comments, most of which were super-negative.
Your audience is unique and special—that’s why they are your audience.
Collect all the testimonials you will ever need
Another part of your research and development should involve collecting testimonials. We’ve all seen those generic testimonials that are totally contrived: “Oh wow, this is the best product I ever bought and it changed my life forever!”
You need real testimonials, and the best source is people that have bought your products. Send them an email that says, “Hey, hope things are going well. So happy to see how everyone is doing.” Then tell them to click the appropriate link: “If you accomplished x in 5 hours a week, click here. If you did y, but you were skeptical, click here.” This gives you testimonials for all those options.
Here’s another tip for getting rock-solid testimonials. As readers are going through you course, get them to fill out progress reports. That way, feedback is part of the funnel. Believe it or not, Ramit gets so much feedback this way he hired a guy whose sole job is to manage them.
And if you’re developing your first product, Ramit suggests two ways to get testimonials.
First, you may have some respondents you’ve never engaged with before. In your survey, include a comment like, “Hey, if you’ve used any of my free material for x/y/z, I’d love to hear your story. Please be specific”. All of a sudden you have 20 testimonials!
Another way is to offer free trials for your product. So, find five to ten friends or readers. Tell them “Guys, I’m planning to release this thing. It will be about $100. I’m looking for ten people to go through it and give me feedback. If you agree to fill out three surveys, you get this trial for free—and the final product as well.”
It’s your birthday: ask for feedback
During our interview, I asked Ramit about one other way I’ve seen him get people to leave feedback at IWTYTBR.
On his birthday this year, Ramit wrote a post and included this call to action at the bottom: “Nothing could be better than hearing how my material has helped you. Just leave a comment on this post. Or, upload a video to YouTube and tag it “iwillteachyoutoberich.”
“The more specific, the better Share a story. Tell us how IWT helped you hit a goal, pay off debt, earn more, get a better job — whatever. Provide specific, concrete #’s. Tell me what it meant to you. It would make my day.”
The comments are people saying things like “I’m earning $70k more than I was before”, “I was able to quit my job and move across the country” and “I was earning $10 an hour, now I’m earning $40”.
These comments weren’t destined to be testimonials, but here’s one way Ramit uses them. When he makes a post about how he’s able to charge 100x what others do, and why his students are delighted to pay it, he includes the link. It proves that he’s not just providing information, but is also delivering actual results.
2. Target your customers closely
We saw earlier that Ramit targets his customers closely. He targets people who take action. He says it’s better to have a small core audience that takes action, respects what you have to say and gets results from your material, than a massive audience that doesn’t open your emails.
Here is a way to filter them out. Don’t sell via a squeeze page. Ramit sends subscribers through weeks of free material before giving them a chance to buy. If people complain, he unsubscribes them.
Then he tells the subscribers who can and can’t buy the course. For example, people with credit card debt are prohibited from buying his courses. If he finds out they bought it, he will ban them for life. Why? For one, Ramit doesn’t believe it’s right to take that money when he knows it will end up costing the customer twice as much. Second: it sends a message to the other readers.
3. Write a sales page that makes your fortune
We’ve had pages that convert at 68.7%, which in the online world is unheard of.—Ramit Sethi
Ramit spends months (or even years) doing research and development. He spends a lot of time crafting his product and offer, and he has converted as high as 68.7%. In our industry the average is 2-4%.
Realistically, you won’t get conversions that high. But could you improve your sales? Of course. If you don’t you are leaving a ton of value on the table—not just money—but value that users aren’t receiving because you aren’t messaging correctly.
Your blog doesn’t need as big a following as IWTYTBR to implement this. The basic patterns Ramit uses are modeled by people in businesses much larger and smaller. To succeed, you need to deeply understand your readers, then spend time on stuff that matters, and avoid what doesn’t.
Naming your product
Naming your product is some of the most important language on your sales page. If you want inspiration, check out Chris Guillebeau’s work at The Art of Non-Conformity. Chris names products like The Travel Hacking Cartel, Empire Building Kit and A Brief Guide To World Domination.
Let’s look more closely at how Ramit names his products. Why did he call his earning money course Earn 1k on the side? Because $1000 is an achievable figure. A lot of students go on to earn much more. But Ramit says if you tell them they will earn $10,000 they go “I don’t believe you, I’m not the kind of person”. Earning an extra $1,000 a month is life changing for most people. And it’s “on the side” because to become richer, people tend to think that they have to quit their job and start the next Google. The vast majority will not and cannot. But anyone can do five to ten hours a week on the side.
For Ramit’s new Find Your Dream Job course the naming process was similar. Even though the long-term goal is to help people find their dream career, he is using their language. If you are sitting around with your buddies, what you actually say is “I wish I could find a new…” What?
“Job”.
And “dream job” is what people are thinking.
Answer objections before customers even have them
Remember all those testimonials you collected? Now it is time to use them, and they are very strategic.
Imagine you find in your research that people don’t believe they have enough time to implement your advice. Great. Now you go to customers who are really happy and say “Hey, I’m looking for anyone who thought they wouldn’t have time to complete this program, but now you’ve achieved x results.”
Add that testimonial to your sales page, and when the reader’s there, they’ll find an answer to their objection before they even had it.
Don’t waste your time A/B testing: it’s about the offer
So few of us are even spending time on language. We are spending time on things that give us a shiny pop. You know you might be able to measure an increase in conversion by 1.6%. But when you do can things like this you can increase every other conceivable measure. Revenues up 500%. Engagement up 750%. Because you are actually speaking to people in the language that works with them, and not at them.—Ramit Sethi
Ramit really emphasizes how you should spend your time on the things that matter. “My point is, focus on the stuff that matters and is going to make the biggest most valuable gain for you… don’t get caught up in this microtesting world. It’s sexy. It’s fun. We see a 1.3% increase in open rates because we tweaked our subject lines. Or, you can get a 500% increase in revenue because you came up with a better offer,” he says.
Why all the hate? Two reasons. One is that even if you change the color of your button and improve opt-ins by 24%, it doesn’t mean you are going to convert any more sales. Second, even if you do increase the conversions to opt-in, they will eventually regress to the mean. You know who actually gets results from testing button color? Amazon.com.
Ramit says one area to test that can skyrocket your sales is your offers. Do your research and find out what people want. Do they want a standalone ebook? Maybe, and they’ll be happy to pay $97 for it. Or if someone doesn’t want a full video course, maybe they do want transcripts at a lower price. Others want accountability, like live calls every week or even a one-on-one call. Ramit warns that people might say they want an ebook but they may really need someone to check in.
One way to craft your offers is to study people you admire in both the online and offline worlds. What do they offer and how do they offer it?
McDonald’s created the kids’ meal. That’s an offer. They packaged up certain things in a certain way. Offered bonuses. Changed pricing. And the kids’ meal is one of the most successful packages ever created in the history of business.
When I interviewed Neil Patel of Quicksprout he told me about a $199 traffic generation system he offered. He also gave buyers a 30-minute phone call, and after hundreds of sales, is buried in scheduled calls. Ramit says Neil learned two things: that he will never do it again, and that people want his time. That’s very valuable.
Understand the taxonomy of pricing
There is a taxonomy of pricing that is well understood in the information product world.
It goes like this:
blog post: no one will pay for
PDF/ebook: $27-$97
audio/video course: $497-$997
must have video or live component: $997+
in person, one-on-one: the most
If you are putting out a book, and all the others in the store sell for $10 or $15, it’s going to be awfully difficult to roll in and get $200 for yours. Stick to the taxonomy.
Write super-specific headlines
There are plenty of great posts on writing headlines, so I won’t dwell on it here. Check out Copyblogger’s How to Write Headlines That Work instead.
I will note that Ramit says headlines matter profoundly. So spend 50% of your time on them and get super-specific. Doing this, you might decrease conversions, but the people that come through are worth so much more—not just in terms of money, but also in terms of the value you offer them.
Then you want to start thinking about your guarantee.
Give your product an unbeatable guarantee
Offering a money-back guarantee forces you to step up your game, because if your product isn’t good, you don’t get food on the table. I think all of us in this market need that, because there have been so many sleazy people that released substandard products. So I’d like all those people to go out of business, and I’d like the best people, the ones who say “look, my product is so good you try the entire thing and if you don’t like it I’ll send all your money back, even the credit card processing fees.” I want more people like that, because that is a product with integrity versus a fly by night product.—Ramit Sethi.
A big barrier for business people who want to offer guarantees is that they are afraid people will rip them off. Guess what? Some people probably will. But the ability to get a refund will drive more revenue and expose you to many more great people than the few bad apples acting illegitimately.
People expect the opportunity to get 100% of their money back. If your product is good enough, why not let people try the whole thing and get their money back? You have nothing to worry about.
But you should monitor your percentages. On a $97 product you can expect a return rate of about 10%. If you are getting 40% of sales returned, your product is not good. If you are getting 2% returned, that’s a problem too. Why? You probably aren’t selling to enough people. Generally the higher the price, the more refunds are requested.
Ramit offered some tips on creating an unbeatable guarantee. First, the more powerful you can make your guarantee, the better. In The Four Hour Work Week, Tim Ferriss talks about offering a 110% money back guarantee.
Second, the best guarantees are very specific. So don’t just write, “if you are not satisfied for any reason, we’ll give your money back.” Instead try something like, “if you don’t get three paying clients within 60 days, then write me and I’ll send all your money back.”
Third, take as much risk as possible onto yourself. That means offering refunds greater than 100%, paying for shipping, whatever—as much as is economically feasible.
Neil Patel says you can reduce refunds by sending people free stuff you didn’t tell them about during the sale. Just before the refund period is up, send them an email that says, “Hey, next week I’ll be sending you a document that breaks all this down.” Or, “I’ve got a special bonus for you that I’ll be sending along next week,” for example.
So you’ve created a sales page that converts like crazy. But what do you do after your reader buys?
4. What to do right after the customer buys
When they buy, think through their experience. What are they feeling? Nervous. Don’t want to have gotten ripped off. Don’t want to have been taken advantage of. Don’t want their friends to think they bought a weird internet course.—Ramit Sethi
If you told your friends you bought a $2000 video course, they would probably say you got scammed. Normal people don’t buy stuff online, right?
So your newly acquired purchaser is nervous. And after you ease those nerves, they’ll be excited. They can’t wait. Where do they start?
Welcome your customers with a video—Ramit recorded his first one with his MacBook. Tell them something like, “You made a great decision. This is what you are going to get. If you ever have problems, contact us at…” Then give them the material.
It’s important to curate the material your customers see. If you ask people do they want all the information up front, they say “yes.” But if you give it all at once they will be overwhelmed and more likely to cancel or ask for a refund. So tell them, “Here’s why I’m not giving you everything—trust me, and take these action steps.”
I recently watched a Mixergy Master Class called Grow Your Recurring Revenue. It was about how to keep customers that signup for your membership site or courses.
Noah Fleming led the course and said there are three essential Cs: Character, Content, and Community.
In the case of IWTYTBR, the character is Ramit. He’s the personality that readers buy from. The content is what you offer—Noah also emphasized not dumping it all on new buyers all at once.
Community is the elements of your product that let buyers interact with each other. Noah says this is a great way to keep people around, and suggested the idea of forming small groups and giving them tasks: like creating a product together, or developing a landing page.
Ramit tried community by including a forum for Earn1K buyers. He took it down when he found people were spending more time on that than doing work. People still ask him for a forum. It’s what people want—but not what they need.
5. Using ethical persuasion
Life is not just about more conversions. You want to be classy. You want to be respectful. Yeah, you could make more money, but that’s not the goal—the goal is to help them make an informed decision.—Ramit Sethi
Why is ethical persuasion so important? Because now that you know Ramit’s techniques and frameworks for sales, you’d find it just as easy to implement them on the dark side. There are many ways you can use persuasion nefariously, like to convince people to buy things they don’t really need. Ramit says he knows of hucksters who find out how much money their leads have available on their credit cards, then charge that.
Here’s Ramit’s framework for knowing who to sell to.
rational (information + motivation) = decision?
Rational requires that the potential buyer is in a sound state of mind and able to make their decision. Someone in desperate financial circumstances might not be.
Information assumes the potential buyer has all the information in the world about Ramit’s product.
And motivation means it is something they want.
If those three criteria are met, and the lead would buy the product, then Ramit has the privilege to persuade them to buy.
For example, take someone who’s earning $60,000, has $25,000 in the bank and works 9-5 but really wants to earn more. The person has the time, energy, and no credit card debt. If they took the time to go through Ramit’s program, and they trust him, would they buy it? If the answer’s “yes,” it’s a sale.
If someone makes $30,000, has $20,000 in debt, and is looking for a magic bullet, Ramit won’t let the person make the decision to buy.
So, I asked Ramit about those guys who run sites like www.SuperInstantMoneyMakingMachine.com. You know the kind—the ones where they tell you about their life on the beach, drinking margaritas, and chasing women. And there’s a picture of the guy in front of a jet. There is always a jet shot.
Ramit says if that guy has a product that would genuinely change a customer’s life, and gives them an out in the form of a full refund period, then it’s ethical to aggressively pursue the sale. He warns that many pages of long copy, flashing icons, the jet shot, and highlights are scams. Those guys do it because it works, and there are deep psychological reasons for it.
Can you do me a favor and leave a comment sharing the most important insight you got from hearing what Ramit has to say? Be specific—tell us a story, please.
How is blogging in 2023 different from being a blogger five years ago, ten years ago, or more?
Is it still even worth starting a blog in 2023?
It blows my mind that as I write this the ProBlogger book is 15 years old. To say a lot has changed would be an understatement of the highest order!
Even back when Darren and I started discussing a potential book, blogging wasn’t new, and we had already seen the community undergo several changes. Each subsequent edition considered the evolution of blogging at the time they were published.
Darren and Chris promoting Problogger the book in 2010
As you can probably imagine, I have a lot to cover and what was to be one article quickly became over-sized, so instead I have broken it into a series.
In this series, I would like to answer the following questions (plus anything else you would like me to cover):
Can we learn from how blogging has changed from when we started writing the book in 2007 to now?
What advice would we give to someone starting today?
How have some successful bloggers remained successful while others have faded away?
First, a question I am asked all the time …
Is it Worth Starting a Blog in 2023?
Is it still worth starting a blog today? Yes!
You might think the blogging ship has sailed but you would be wrong. People start new websites every day and make a success of them.
Part of the reason is that people also give up blogging every day. It’s sad but true. Life gets in the way, their passion fades, they are not successful enough fast enough, their interests change, or something happens to the site that they can’t recover from.
Another reason you could start blogging today and be successful is there are always new people entering every niche. People who have been writing about a topic for a long time move on to more advanced elements and forget about the beginners in their blog content.
There are also new blogging topics popping up all the time. Even a couple of years ago we could not have predicted that there would be consumer-level AI tools available that people wanted (needed?) to learn how to use!
Finally, search engines are a moving target. Ranking at the top of the search engine results today does not guarantee that you will get a ton of traffic tomorrow. This gives new players an opportunity to grow and take a share of the pie.
Definition of Blogging: What is a Blog Versus a Niche Website?
Back when the ProBlogger book came out I would be asked “What is the difference between a wiki and a blog?”, but now people ask “What is the difference between blogs and websites/niche sites?”
A blog is a continually updated website made up mostly of articles (blog posts) around a single subject, usually by a single author or a defined set of main writers.
Darren wrote this in 2005:
A blog is a type of website that is usually arranged in chronological order from the most recent ‘post’ (or entry) at the top of the main page to the older entries towards the bottom.
I would say, while there are lots of exceptions, this is still true. This makes the distinction between a blog and a wiki easy to detect, it makes it harder to tell the difference between a blog and a niche website.
To make things more complicated, many websites include a blog where they add new posts as a matter of course, as a way of adding fresh content for their audiences (and search engines).
The Difference between Niche Sites and Blogs
For me, the main difference between a blog and a niche website is the intent to continually put out more and more, fresh articles, and to keep happy a community of readers.
Darren defined 4 pillars of pro blogging, and niche sites check off only 3 of the four:
Content ︎
Readers/traffic ︎
Community ✘
Monetization ︎
Niche websites tend to be aimed at monetizing search engine referral traffic, and are less likely to develop a community of readers. A great many are built as a one-off project and are then only lightly maintained, sometimes through “programmatic SEO” or other website automation techniques.
Of course, there are hybrids, and niche sites that start out only for search traffic and then they find they attract a community or grow email newsletters after the fact.
The Evolution of Journals and Weblogs to Blogs
Blogs also tend to have an informal, conversational writing style. This goes back to blogging’s roots as an early form of social media.
Being a blogger in 2023 is very different from when I started blogging back in the 1990s, but the core desire to reach people with our writing is still the same, even if we don’t need to hand-code HTML to do it.
The first blogs were called “personal homepages”, mostly an “about me” plus a list of links for personal use. Most internet service providers offered a small amount of web space for personal use, and search engines were not really a thing back then. If you wanted to go back to a website that you enjoyed you needed to make a note of it somewhere.
Digital Marketing at the time didn’t consist as much more than this either. Companies would sign up with a hosting company, use one of the new HTML editor apps, and put up a static brochure website.
Only the most advanced would publish much more than press releases, and most of those would use an email list. Many business owners were still to be convinced that the World Wide Web was not a passing fad.
This was a time before Google Analytics so reporting up to the C-suite of site success required analyzing web server log files. Updating the site, doing backups, analyzing logs, and the like fell to the new job role of “webmaster”. If the webmaster was also the self-hosted website server administrator this was especially hard work because most of the modern conveniences afforded by hosting control panels and pre-configured Apache/Nginx were science fiction at the time.
After the initial bookmarks phase, personal websites became more online journals or diaries, a mixture of “I found this cool thing”, “what I think about that thing that happened” and “here is what I have been up to”. This is when we started calling these sites a weblog. Even with this evolution, the main call to action might still be “post a message to my guestbook” rather than “buy my thing”.
A weblog owner was the original “influencer”, this was social media before all the video streaming platforms created millionaire personalities. We would link to each other, remark on trends from popular forums, and comment on each other’s posts.
Getting started in the late 1990s and early 2000s consisted of signing up for a blogging service with a username and password. Going viral was when many people linked to the same thing at the same time. Brainstorming blog post ideas most days consisted of reading the news and your favorite blogging niche writers via an RSS feed reader.
Getting Started Blogging in 2023
Back in the day, it was the norm for a new blogger to sign up for a free blog on a free domain, something like myblog.blogger.com and there was no shame in that. Even back when the book was published, many influential bloggers used services such as Blogspot or Tumblr or started out on free services and then upgraded for more features on services such as Typepad.
Today it is more expected that you would have your own domain name, even when using a free blogging service such as WordPress.com, or a website builder such as Wix, Squarespace, and the like.
Many bloggers skip the free WordPress blog phase and go directly to signing up for a WordPress web host. Discount web hosts like Dreamhost, Siteground, Hostgator, etc allow you to get a domain, set up the self-hosted version of WordPress (WordPress.org), add an SEO-friendly WordPress theme design template, and often come with a bunch of plugins and other add-ons.
Make sure whichever host you choose is actually good and not currently the one paying out the highest commissions to reviewers!
Owning your own blog and your own blog content is vital today. So many people start a new blog or social profile, build up an audience and then have it taken away from them because they triggered some false positive tripwire in their blogging platform or social media service.
Blogging platforms are for most people the first content management system they use on a regular basis, and you only need to browse LinkedIn to see that this familiar functionality has made its way into most businesses, if not the largest enterprises who prefer to pay huge licensing fees.
In my opinion, and I am sure Darren agrees, while you COULD go and set up your blog right this minute and start writing, it is worth doing a bit of research and preparation first if you really want to make a success of it. Even back in the day, those of us who just started writing were lucky if we gained traction, blogging in 2023 means being a great deal more intentional about what you want to achieve.
What Types of Blog Are There?
For every type of content, there are as many types of blogs. There are bloggers and communities out there for all the blog topics you can imagine, and many target audiences that exist but you could not dream of in a million years.
Darren’s Mechanical Keyboard Photography
Food blog – What to eat, what not to eat, recipes, where to eat. Recipes are huge on the internet, not just in written form but in short-form video too.
Hobby blog – I am big into roleplaying games and Warhammer. Yes, I play with plastic toy soldiers, sue me! I also collect retro computers from the 1970s through to the late 1980s. Every hobby will have blogs and communities that are absolutely obsessed. Darren builds and collects mechanical keyboards, and my wife has a big Instagram following around knitting. Whatever the interest, people will want to discuss it and learn.
Personal blog / online journal / online diaries – The traditional journal, though if you just write me-me-me content you will not gain a huge following. Personal blogs need to have wit, adventure, an aspirational story, drama, or some other hook to keep anyone beyond friends and family entertained.
Parenting blog – A lot of parenting blogs start out as diaries but morph into communities, niche down, or offer advice to other parents.
Content marketing for business – One of the main types of blogging today, especially for freelancers, is promoting products, services, and business news for a company you work for or own.
Podcasts and Vodcasts – Yes, podcasts are a type of blog, but in audio form! Here you can also consider YouTube channels, TikTok, and so on.
Travel blogs – People love to go on exotic vacations vicariously through other travelers, but also learn about the places, travel tips, and what to see and do. Darren Cronian has turned his travels into a whole business around remote working.
Technical step-by-step guide tutorials / How-to – This is my go-to. I admit it, I am a nerd and a mansplainer at heart. One of the core reasons people search is for instructions on how to do something, how to fix something, what does this warning light mean …?
E-commerce / Product News and Reviews / Affiliate marketing – If you have ever made an expensive or complex purchase I am sure you have done some internet research for trustworthy reviews and buying guides. Heck, people watch “unboxings” just purely for entertainment. Both Darren and I heavily got into photography and nerding out about cameras which lead us to start photography and camera blogs. Darren’s was successful.
Inspirational blogs – Darren started a new blog called Find Your Spark – a place where I’m going to share weekly prompts to get unstuck. He wrote about the process of starting it here.
Do any of those options spark your interest or inspire other ideas?
Do you have knowledge or a passion that might attract other people with similar interests?
Are there already people being successful in those niches?
Could you find a way to be different and offer a unique angle on the subject matter?
Start thinking about these questions now and we will circle back to how to analyze and choose your niche, plus how bloggers can get paid for their writing today.
Blogging in 2023 Part 1 Conclusion
There is still an opportunity to be a successful blogger in 2023 if you start right now. Blogging in 2023 is very different from when Darren and I first hunched over our keyboards wondering if anyone would ever read what we wrote, but there are also many new opportunities and exciting options for those willing to go get them!
I am not for a moment suggesting that it will be quick or easy, but if you can enjoy the process of blogging then I believe you can find it rewarding in many direct and indirect ways.
In the next parts of this series, we will go into how to get started and how bloggers make money.
If you want to launch your blog properly and really make a go of it, stick around and I will guide you through setting up your blog, gathering an audience, and getting paid.
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