If you’re currently following marketing advice, yet your business isn’t achieving the results you need, this post is just for you.

The problem with general marketing advice

I’m fortunate to work every day with clients worldwide. Since starting my business in 1995, I’ve worked with clients in over 40 countries. This has given me a wonderful insight into the differences, when it comes to successfully marketing in various parts of the world.

What I have found, is that some very popular marketing publications and marketing blogs are either unaware of the differences or they choose to ignore them. Instead, they tend to offer general advice, which is provided as THE WAY to do something, when it’s often totally unsuitable for many of their readers.

One very often repeated piece of bad advice is, “the best time to publish your newsletter, blog post or social media updates”. There is no general, one-size-fits all answer to this.

Here’s the thing: Different countries have different working cultures. For example, my American clients usually start work earlier than my European clients, however, my European clients often work later. So, if your business is in Europe and you’re reading a marketing blog for American businesses 9or vice versa, any information on the best time to publish something is incorrect.

Equally, even within the same countries, different industries work different hours. For example, designers, developers and those in the hospitality industry, often work later than other industries. So, using generic advice on the “best time to publish”, even if it’s from a locally-based marketing expert, is a waste of your time and money.

There’s more

I see equally inaccurate information shared on content marketing blogs. No distinction is made between the kind of copy required to sell expensive, professional services — and the kind of copy needed to build an affiliate website or sell low priced items. A very different approach is required for each of these. As a result, I get emails from professionals with terrible blogs, newsletters and websites, who want to know why their readership isn’t growing and why they get few if any enquiries.

(Note: To find out what happened to one of my readers when she took that kind of advice, read this.)

Those examples of non-specific, general advice are sadly typical of what I see many hard-working small business owners waste time and money on. So, before you use general marketing advice, make sure it’s applicable to your business. If it isn’t, that free advice could lose you a fortune.

It’s been a great year for Jim’s Marketing Blog. It achieved it’s largest ever annual readership growth and was quoted in even more newspapers and respected websites. It also saw Search Engine Journal, rank it as their top UK marketing blog:

“There may be another blog in the UK that could top Jim Connolly’s impressive resume – but we weren’t able to find one!”

— Search Engine Journal

Now I’d like to share what I believe to be a key factor, which has given me a massive advantage over other blogs.

My secret sauce!

The single most common feedback I get about Jim’s Marketing Blog, is from readers who appreciate the brevity of my work. They value me using as few words as possible when I share ideas. It means they can read every word, rather than skim read.

However, although readers love short, information-rich posts and articles, they are very rare. I believe this has given me a huge advantage over the years.

Here are the 3 main reasons why so many blog posts are way too long.

1. Lots of bloggers write for SEO first

Google’s extremely limited algorithm isn’t smart enough to work with short blog posts. So, if you’re all about getting traffic rather than engaging readers, you need between 500 and 2000 words in your posts. This number depends on which SEO expert you listen to. It also depends on what Google is rewarding currently. A key challenge of writing for Google is that they change things all the time. What works today could hurt you tomorrow.

I’ve already written about the danger of writing primarily for search engines. I recommend you read this: Stop writing for Google. Really. Stop it!

SEO is a valuable part of building a blog or website, especially in the early days when few people are sharing your work. But get the balance right. Write for people first. Otherwise, search engine traffic will arrive on your site, find a wordy, keyword-stuffed piece of crap and leave again!

2. It takes more skill to write with brevity

It takes longer to condense an idea into fewer words. It’s a skill you need to develop. I learned it back in the mid 1980’s, studying the legendary David Ogilvy.

Ogilvy famously said: “Don’t say it in 10 words if you can say it in 5.”

In broad terms, it’s twice as easy to write a 1000 word post on a topic, as it is to write a 500 word post. When you have fewer words to work with, there’s no room for waffle. No space for fluff. This means you end up with information rich content, which is far more valuable to the reader.

It’s important to remember that your readers are busy people. They’ve never had so many things calling for their attention. They want the key information and quickly. If you can provide them with what they need, without the waffle words, they will come back for more… and more.

3. It takes courage

It takes more courage to write short articles and posts than it does to write long ones.

Why?

Because with shorter content, you can’t possibly cover every angle. You can’t make every point. You can’t answer every question that every reader may have. As a result, you leave yourself open to criticism like “what you totally failed to mention is…”.

Having written thousands of blog posts and articles, I’ve found that no matter how many words you use, some people just won’t get it. If you try and write for those people, you will end up writing child-like junk. Don’t even try! Write instead for your target readership.

I hope you found this useful. More importantly, I hope you borrow some of the ideas for your own blog or website.

Following last week’s post about how to make your blog stand out and build a great readership, a number of you asked the same question. You wanted to know why I chose not to bother about Google. Why I decided not to SEO my work.

Here’s the answer.

Broadly speaking, there are 2 ways to build a blog:

1. Do what’s expected. To obey all the so-called rules of blogging — such as focusing on SEO.
2. Refuse to do what’s expected.

I very deliberately chose the second option.

Here’s why

As a marketing professional, I knew it would be extremely hard to stand out if I used the same approach as other marketing bloggers. So, I decided to ignore SEO when I write.

How does this improve my work?

Think of it like this: Just imagine how terrible your favourite book would have been, if every page had been SEO’d. Think how dreadful your favourite love song would have been, had the singer SEO’d their feelings, instead of expressing them. That’s what happens when you write for SEO robots, rather than people.

A business lesson too

In business, just as in blogging, there are 2 broad approaches. The first way is to do what’s expected. The second way is to refuse to do what’s expected.

Guess which group finds it easiest to get noticed?

I recently updated the “about” page on this blog, to include a number of achievements and accolades. Soon after, I started getting requests from people, asking what I thought made my site stand out. There are a number of things, but I think the following is as good an answer as any:

I don’t chase Google for search traffic. Instead, I write exclusively for people. This gives me the freedom to write the way I want to. It also gives me a huge advantage over the vast majority of marketing bloggers, who SEO their ideas, rather than write directly for the reader.

Allow me to explain.

Google rewards over-long content

The problem with that, is that your readers value brevity! They are busy. They want to get the key information they need, quickly. They want you to get to the point. However, Google’s algorithm needs lots of words in order to work.

The guys at Buffer recently suggested 1600 words was the sweet spot and it wouldn’t surprise me if they were right. Others say 1000 words. So, bloggers are taking an idea which could be epxlained perfectly in 300 words, and stretching it out so that it’s 4 or 5 times longer than it should be. That’s why there’s so much over-long content out there. So many waffle words. So much fluff.

Google rewards the over use of so-called keywords

To make it possible for Google’s algorithm to have a clue what you’re writing about, it needs you to repeat certain words over and over again. More often than you would normally. You need to put them in the title, in the subheadings, in the image alt tags, in the body copy, in bold, in italics.

Of course, that’s not part of natural writing! It’s jarring to the reader. It weakens your message as readers wonder why you keep repeating certain words too often. Google may like it. People don’t. As it’s people who buy from you or hire you, you’re shooting yourself in the foot.
[Note: That’s why I wrote this. Stop writing for Google. Really. Stop it.]

Sure, Google’s algorithm is super-easy to game. People, however, are harder to convince. They look for value… insight… generosity of spirit. These are all human elements.

In short: If you’re struggling to build a connected community of readers, write for people, not an algorithm. If you sell ads and need page impressions, write for Google. If you think you’re writing for Google AND for people, you’re not doing either as effectively as you could be.