We spend an inordinate amount of time on our blogs; designing the pages, creating content, working on the navigation and working on the newsletters. Being a blogger is no easy task. While blogging itself is not scary, most people miss the point of a blog.

The conventional forms of communication that we all grew up with are no longer valid and the credit goes to the internet. In the past, an animated letter to a prospect is enough to lead him to you. As he sat with you sipping the coffee you served, you marketed your product. You managed to close many deals this way.  A good product + friendly staff + coffee + your marketing skills did the trick, even if it meant spending a few hours doing it.

But the Web with all its might and power created an opening where anyone from anywhere can visit you. This power is only reserved for the online residents. But the problem is with the people visiting you – they don’t have as much time as your offline prospects. They give you just ‘2 seconds’ of their time for you to show them what you are. If you can’t make use of those 2 seconds, they leave without a second look.

Well, you can’t blame them – they have options – people waiting for an opportunity to prove themselves in those few seconds. You can shrug, shake your head and say “hey, who cares” and turn your back on them, or you can decide to follow the online code of conduct.

Why Does Your Blog Exist? 

A blog is your little space on the web where you load all the information you want others to find. But the challenge, when creating a blog is to ensure it conveys a message to your visitors the minute they land on it. It should convey the message of why it exists. And this message should answer the question every visitor asks – “how does this help me?”

When members of my team ask me how to improve their blogs, I always tell them to figure out why the blog has been created in the first place. What is the goal the blog (i.e. you) wants to achieve?

The Goals Are Many 

People tend to think that they need to spend time on a landing page, while creating a blog is easy. But look at it this way, the landing page has only one job to perform – getting people to opt-in or convert. But the expectations from your blog are many.

And more…

The goals of each marketer are different and the action they want their visitors to take depends on those goals. But there’s one constant that’s universal to all – to get the visitor to read the blog.

Your visitors’ reactions and actions on your blog are solely dependent on the content. If they find the content informative, they’ll subscribe to the RSS feed.

The natural reaction to this may be to rush to your blog and make sure all the content is on the main page where the visitors land, and even highlight it to catch their eye.

But have you thought about changing the headlines?

Highlight Headlines 

Let’s put some good old marketing psychology into practice here.  Marketing is all about attraction and in the current day, with all the competition, this attraction needs to be achieved instantly.

Tag Line Or Description Byline 

If you look around, you’ll see that many marketers don’t use a tag line.  But this is the most important element of your blog and you might consider it your USP (unique selling proposition). This is nothing but the sentence that sits below your blog title and explains what your blog is all about.  It gives you a chance to clarify your blog topic.

There’s a reason why businesses around the world spend thousands of dollars on the creation of taglines.

A tagline accomplishes one of the three things:

Explain what the blog does.  NRDC (National Resources Defense Council) uses the tagline “The Earth’s Best Defense.” These four words tell people that NRDC defends the earth. What about you? Are you setting up a blog for eBook sales? Is your website about web content?  If your blog name doesn’t say much about your business, answering the “what” is a great option.

Explain why the blog does its job.  The why here indicates the benefits being offered to your visitors. If your blog sells eBooks on Internet marketing and you intend to establish authority as a quality information provider on the topic, you should give a good tagline.

The question to answer is what “benefit” visitors derive from the tips. Try this: