As a marketing coach, I am always studying the power of influence and influential people. For example, we all know the power a celebrity can have, when they give their personal endorsement to a politician or their paid endorsement to a product. This is because a large chunk of the general populous, uses what a well known or well-respected person says, as a short-cut to their decision making process.
A while ago, one of my favourite writers, Seth Godin, made a couple of statements that were widely accepted as fact – Despite them simply being his opinions. Fans of Seth heard what he said and then looked for things that would support it. It’s actually a very good piece and as always, delivered with passion and power.
Here’s what Seth said:
“Blogging is free, it doesn’t matter if anyone reads it. What matters is the humility that comes from writing it. What matters is the meta cognition of thinking about what you are going to say. How do you explain yourself to the few employees you have or your cat or whoever is going to look at it? How do you force yourself to describe in 3 paragraphs, why you did something? How do you respond out loud? If you are good at it, some people will read it. If you stick at it, you will get good at it. But this has become much bigger than are you boingboing, are you the huffington post. This has become such a micro publishing platform, that basically you are doing it for yourself, to force yourself to become part of the conversation, even if it’s (Seth gestures with his index finger and thumb, to denote a tiny amount) just that big and that posture change, changes a huge amount.”
Here’s the clip of Seth saying this on YouTube – It’s powerful stuff.
If Bob the blogger (I just made that name up) told you that it didn’t matter if anyone reads your business blog, most of you would disagree.
You might remind Bob that a blog with 5000 unique visitors a day will out perform an identical blog, with just you and your cat reading it. This is why every blog development program and every leading blog development site, focus so much on developing a targeted readership and increasing your blog’s visibility.
If Bob the blogger told you that as a busy small business owner, you should be writing a blog for humility, you just may question that too. Here’s why:
- Bob is not Seth, so we question what Bob says. With Bob, we are a student. We study what Bob says and ecology check it, to see if it actually makes sense. Then, and only then, we accept it.
- Seth is not Bob, so the temptation is to accept what Seth says, without question. At this point, we cease being a student and miss much of the learning that people like Seth offer.
The challenge here, is that when we fail to study, we fail to learn.
Blindly accepting something, turns the student into a sheep. Even when the person is as intelligent and honest as Seth Godin, we owe it to ourselves to study what they say.
This is NOT a post about whether or not Seth is right or wrong with what he said in this one instance.
It’s about whether more people would have questioned what Seth said, if he was “just” a normal guy, like my fictitious friend, Bob the blogger.
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