Never, Ever Disrespect Your Readers

I’ve come to the conclusion that a significant number of bloggers disrespect their readers.

What I mean is that they will write something for public consumption, but in the back of their minds they really aren’t concerned about what their readers think. Specifically, the information that they’ve shared is sloppily written, poorly researched or just plain wrong.

FTC Fights Back

Perhaps the best example of this practice is something that the Federal Trade Commission (FTC) is in the process of addressing: paid endorsements. You know, those infomercials designed to pass as objective product reviews, while offering nothing more than gushy praise of a product.

The blogger may think that he can pull a fast one, but adept readers know when they’re being played for a fool. Importantly, federal employees working for the FTC know what is going on and will soon be threatening to fine advertisers – and may go after bloggers too. Look for the same sort of “snitch brigade” on the level of that which was formed by Google to rat out paid text link peddlers to emerge.

But why wait for a government mandate to change the way that you blog?

I’m not against produce endorsements as I do them myself. However, I always tell my readers when a product has been supplied for my review. Furthermore, if compensation is given beyond the supplied sample, I share those details too.

It isn’t possible for every supplied product to receive your highest grade. If you regularly gush praise for each product reviewed, then you diminish your value as an objective reviewer. People will know that you can be bought which means that your review will be ignored.

Worse, if you regularly review products and offer the same bland positive pitch your audience will disappear. Sure, your chorus of followers will remain, but that’s because they’re doing the same thing that you’re doing – disrespecting their readers.

Honest Reviews…Please!

I no longer visit blogs which regularly run product reviews and which aren’t being honest with their readers. No, I don’t usually challenge the blogger directly, finding that their excuses do nothing to remedy the problem.

I’m not the only one who takes dishonest reviewers to task. Esther Schindler offers excellent tips in her article, “How to Write a Product Review,” which outlines three (four) questions which reviewers should ask when writing an article:

• What does the product promise?
• How well does it achieve those goals?
• Is it a good value? for whom?

Schindler offers sound advice on how to construct a review, no matter its length.  I appreciate her advice that it is “…the reader who matters, and ultimately it’s only the reader who matters.” If you’re writing for the advertiser or for yourself, then your review misses the mark. People want an honest review – do not try to fool them!

FTC Rules

I’ve written this article on the heels of the FTC’s announcement last week that they were cracking down on paid endorsements. I mentioned that the FTC has “…yet to issue guidelines on how bloggers must disclose paid endorsements,” but Mihaela (Mig) Lica responded by offering a link to an eighty-one page FTC document – Guides Concerning the Use of Endorsements and Testimonials in Advertising. No, I haven’t read it yet, but I will do so as I formulate my own product review policy going forward.

I have mixed thoughts about the FTC getting involved, not liking government involvement all that much while understanding that the same restrictions long imposed on print media probably should apply to the internet as well.

What is unfortunate is that some bloggers aren’t willing to police themselves even when their audience tunes them out. That the federal government has to take action is indicative of where we’re at – in need of some sort of oversight to correct blogging deficiencies.

Photo Credit: Billy Ruth

Killing Your Customers Softly – Simplify Your Site!

In case you haven’t noticed, my articles lately have focused on writing and marketing to the exclusion of nearly everything else. I haven’t abandoned my other topics, but I believe that a review of the fundamentals of freelance writing from time to time is necessary. Plus, I must assume that a number of my followers are new and may have missed some of my earlier articles which are now part of the archives (and available for your review at no cost to you).

I was paid an important compliment recently regarding this blog. A visitor liked the two-column layout, remarking that the site was clean and easy to read. I was happy to hear what I had long felt – that a two-column blog is much more pleasing to the eye, inviting readers to stop in and spend some time on the site. In addition, if my everyday readers like the look of this blog, then potential customers probably do as well. Which leads me to my point – is your blog harmful to your customers?

6 Easy Blog Clean Up Tips

Here’s what I mean – I’ve come across blogs that are guilty of one or more of the following points, any one of which usually encourages me to move on. Include two or more of these egregious points and you have a real problem on your hands, perhaps without even knowing it:

1. Pop Ups – Please, do I really need to know that you’re running a special? Well, maybe you want to get the word out, but anything that messes up with the navigation of the screen is just plain annoying. Find another way to state your business, perhaps using a starburst widget and placing that in your blog’s header.

2. Music – I’ve made the mistake several times of surfing the ‘net unaware that my PC’s speakers are on. Suddenly, out of nowhere, a rock opera blares forth which usually means that I’ve already hit the forward or back key to leave your site before shutting off my speakers. I can’t see any reason for having sound on a website.

3. Widgets – Speaking of widgets, do you need every single widget currently occupying your sidebar? I’ve gotten lost on some sites where people add widget after widget in a bid to fill their site up with stuff. You’d do better if you removed every widget that doesn’t have to do with your site, limiting yourself to a handful which your readers would find to be unobtrusive and helpful.

4. Buttons, Badges – Much like widgets, buttons and badges are taking over some blogs. Why you would have links to other sites is beyond me especially when those sites are unrelated to yours. If you’ve been using buttons as links, get rid of the buttons and add the link to your Links category. Even better, create a separate links page for all of your link exchanges.

5. Ads – Placing gazillions of advertisements on your blog, especially when it is new is tempting for some people. After all, if people click on your ads you’ll get paid. Instead, resist the temptation to include ads until your site has been running for a few months. That way, you can work on building up content and evaluating traffic, before adding two, perhaps three ads on each page. Take care how you place your ads and stick with those which actually provide relevant content.

6. Categorization – You can save room on your sidebar by removing the META tag; limiting your recent comments and/or recent posts to the last five posts; tossing tags and cloud category; as well as a calendar, unrelated plug ins, and welcome messages.

When surveying your blog, you want visitors to see your blog’s name, tag line (if used), navigation bar and your content which are your blog posts. Secondarily would be what you have featured on your sidebar which shouldn’t detract from your blog’s primary mission – to convey information, including important details telling your customers how to find you.

3 Tips To Help Your Blog Shine

Just in case you think that all I have is negative criticism to offer, consider the following three blog shining steps you can take:

1. Pillar Articles – Most blogs contain a handful of pillar articles, which are those defining posts which are worth reviewing again and again. Don’t allow them to get lost in your archives. Instead, create a widget for your sidebar and title that “Featured Articles.” List three or four of your favorites, making it easier for people to find them once again. These types of articles are what your writing clients want to see as well.

2. New Theme – Is your theme tired looking? I’m amazed at the number of attractive, enjoyable blog themes which are constantly being made. If your blog is established, consider investing in a paid theme, one that offers support from the theme maker and is easy to use.

3. Use Images – Relevant images within your posts (not on the sidebar) can draw the reader’s attention to what you wrote. I’m surprised that some of the more well known bloggers don’t use imagery as a well thought out picture is certainly worth many words.

That’s it for now! Go and shake things up on your blog with an eye on what your customers are reading. With less clutter to pick through, you just may discover that one of your readers is a customer in the making.

Photo Credit: Scott Adams

See Also — Wise Article Marketing Strategies