UnMarketing 101 - The Difference between a good Blogger and a bad Marketer
This is part 2 of my new series on marketing. We are inundated every day by marketer bloggers about what we should be doing to be better bloggers. In fact we are made to feel guilty (or stoopid) if we aren’t following the pied piper.
Well I thought it was about time that somebody should set the record straight. And since I am a somebody … here goes.
When I started blogging there were no marketer bloggers and it was a medium for intellectuals and geeks. We discussed various topics of the day and naturally linked to one another to continue the conversation.
Our readers would see our RSS newsfeed update and come to our blog to add a comment. Or they would would write a more detailed rebuttal on their blog with a link back to our blog, and when we saw their trackback we would respond accordingly.
Yes, it was a form of social media and why blogging is the grandfather of all social media today. In fact Zuckerberg copied pseudo-blog features into his Facebook site, making entry into online communications a little more easier for the uninitiated.
What a Bad Marketer Does
- A bad marketer will sell you dreams. Not reality. Their slogan is “you can duplicate my success” if you will just buy into their program. They will tell you all about the money they are supposedly making but they won’t make the real data available for public scrutiny. They will show pics of themselves lying on a beach drinking margaritas as the money allegedly flows in 24/7. Their own virtual bank machine. Ca-Ching! Can you hear it? But what they won’t tell you is the real money comes from selling the dream. NOT from the program that they are supposedly teaching.
- A bad marketer will preach you must blog every day. They will put unrealistic expectations on you and say it is okay to plagiarize content without attribution when the inspiration runs out. That it is okay and in fact a requirement to game the search engines with recycled link bait.
- (For those who would protest and say they are not directly encouraging plagiarism, please note. So-called ‘content curation’ without linking to sources is plagiarism. Recycling your own content is self-plagiarism. Not acting by example or the absence of teaching what is right is not a defense. It makes you complicit to the crime).
- A bad marketer will tell you blogging is about slight of hand, smoke and mirrors to lure the sheep into their lair (email list). That blogging is all about the numbers and that you really should be blogging for money. Otherwise “why bother”?
- A bad marketer will tell you it is about making superficial connections to profit from. That social media exists to serve them, feigning friendships to cajole the innocent to buy their shit.
- A bad marketer will tell you blogging is about hoarding the limelight. That it is about becoming an alister and redirecting the conversation towards themselves.
- A bad marketer will cheat at every opportunity to bolster their numbers. Even purchasing phony followers to fake their popularity, exaggerate their phony ‘authority’ because they know that sheep will follow the herd.
- A bad marketer will tell you that whistle blowers like myself are just cynical “curmudgeons” or “purists“.
- Bad marketers will even play the god card mentioning they attend church (a great place for networking) and quoting tired old positive thinking euphemisms.
- They are your coach, guru and preacher all wrapped up into one.
That is what a bad marketer does according to the social media evangelists.
On the other Hand a Good Blogger
- A good blogger will speak the truth no matter how hard it may be to swallow. They won’t exaggerate or misinform their readers to put money into their pocket.
- A good blogger doesn’t obsess about blogging every day. A good blogger knows that blogging isn’t all about gaming the search engines. That blogging isn’t only about manipulating readers to visit our site to upsell them to buy our stuff. If they do buy something from us - great. But that isn’t our primary focus for blogging, is it.
- Although making money isn’t bad in itself, a good Blogger doesn’t place making money above everything else. A good Blogger doesn’t make ethics take a back seat to putting money in their pocket. A good Blogger doesn’t profess faith in god to put money in their pocket. A good blogger doesn’t hide behind phony good works to obfuscate their true intentions.
Or like I recently said on Twitter:
People who integrate god and spirituality with social media are under a higher standard because they represent a higher power that is far more important than any monetary gain. Something to think about before playing the god card.
- A good Blogger knows that reward doesn’t always come in financial terms and that so-called “authority” (popularity) is not an accurate assessment of one’s online worth.
- A good blogger does not sell used snake oil to innocent victims.
- A good blogger is not a phony or places ethics above personal gain.
- A good blogger knows that first and foremost our most important asset is ourselves. And that if we sacrifice our integrity we are nothing.
- A good blogger knows that blogging is about cultivating real and lasting relationships with our readers. It is about making real connections and not about superficial manipulation for personal gain.
- A good Blogger knows that no amount of preaching will change the way people think and act. Originals lead by example and change must come from within.
“Being REAL isn’t a popularity contest, recycling old content or giving up your rights and privacy like the doctrine of social media promulgates. It’s about intellectual honesty to yourself and to your readers. Being true to your values, listening to your inner voice and standing up for what you believe regardless of what everyone else says.” Words that I live by ~ Blog Bloke
That is the difference between a good Blogger and a bad Marketer. What do you think. Am I spot on or just full of it?