Pick of the Week this week comes from Ilana Rabinowitz from the Lion Brand Yarn Company. A company with a big following and a savvy team.
Don’t let ROI get in your way…sometimes if you build it the rest will come
Here’s the question you don’t want to hear while you’re building an audience:
“When will we see a dollar from this?”
There is a Zen aspect to audience building that goes something like this:
- If you want to be able to sell people something, don’t focus on selling.
- If you want people to listen to you, don’t talk about yourself.
- If you want to get something back from your audience, be generous.
So, how can you see a dollar from this? Wrong question.
An engaged audience is a valuable asset, but not necessarily for the purpose of selling. And you cannot fully fathom the value of that asset in the short term. Over a period of years, as you grow your audience what happens is this: opportunity knocks because of your audience.
Most business bloggers understand this about their blogging efforts. They don’t expect their blog to generate revenue. It’s the same reason that celebrities and newsmakers grant the most desirable interviews to Barbara Walters or Oprah. It’s not because they get paid more to do it.