Blogs versus email

Michael Katz has evangelized about email newsletters for many years, primarily as a marketing tool for service professionals. But he was always a little skeptical of the blog phenomenon.

When I saw he now had his own blog, I dropped him a note to ask about his change of heart. His response included some wise insights into the differences and possibilities for email and blogs in supporting business growth. Here's what he told me:

"I still think blogging as a business development tool is a nonstarter, even more so now that I've been doing it. The problem, I think, is that it's aimed at people you don't know, unlike the (love of my life) e-newsletter, which is simply a way to stay in touch with the people you already do.

All this talk about cross-linking and getting listed and getting mentioned by the popular blogs ignores how powerful the existing house list is for bringing in clients. I'm really taken by the power of that list and how underutilized it is.

I can't imagine most of my clients ever getting enough traction in the blogosphere in a way that would lead to real business, and given that they're already sitting on a goldmine of friendly contacts, I don't see why they should spend any time over there.

But... the purpose of my blog is more on the hobby side. I've got this new book (It Sure Beats Working) that I'm excited about, and this is a way to promote that. I love the topic of striking out on your own as a solo professional and the blogging thing is a fun way to make some observations.

Plus, unlike the average professional, I've got 5,500 people on my newsletter list already that I can tickle every two weeks about the blog, so there's a built in audience.

So, business development tool: Loser. Fun way to promote my book: Maybe!"

Read what Michael Katz says about e-newsletters | Tags: email newsletters, blogs, michael katz, it sure beats working

Permalink | September 03, 2007 | 0 comment(s)
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