Shop Talk :: Suffering from Blog Neglect?

How many of you organic beauty shop owners have a blog? How many post regularly? Seldom? Haven’t removed the “Coming Soon” placeholder?

Yep, I see it all the time. A beautifully laid out organic beauty shop, filled to the brim with the best products, images that make you drool, and great editor tips. Then I click the “Blog” link, and … *crickets chirping*.

Know why your blog is a tumbleweed magnet? Because you are a shop owner not a blogger.

They are two very independent beings. One runs a shop full of organic beauty products. The other writes about those products. Two different job descriptions. This is why you don’t post to your blog.

Writing is what I get paid to do and I love it. If you told me I had to sell beauty products on the side, I’d probably blow it off for a few days in a state of frozen bewilderment, before putting out a half ditched effort. The bottom line: I’d sell very few products.

And that’s not because I don’t know how to market them or don’t know how to install a shopping cart on my site. Which, admittedly, I do not. But that stuff can be learned. The real reason I wouldn’t sell any product is because … selling beauty products is not my thing. Not my jam. Not what I do.

And blogging is not what you lovely, successful shop owners do. Nor should you be. It takes away from your true purpose. Time spent on doing something you hate rather than doing what you love is counterproductive. Why do I assume you don’t love blogging? Because you chose to be a shop owner, not a blogger, plus the aforementioned cricket chirper you have there on your site.

What’s that? So maybe you don’t hate to write? If you do yearn for a personal spot to share your personal stuff and hoped it would happen in blog form, that’s great! Maybe it’s more of a time factor for you. If this is the case, here’s something to remember — blog posts do not have to be long. Forget what you’ve heard about what Google loves and those blogging rules you’ve seen on Pinterest. Those apply to people who blog for a living. You sell products for a living. Few customers are going to find you through your blog. Your blog is there as a side component to your real business. A place your customers can go to further connect with you.

This is where short posts come in.

Put up a couple of tiny paragraphs on your latest offerings and why you love them. Talk about what you are stocking up on for the season. Tell of how you used a product in a new and different way. And the ultimate shorty post, a poll or simple question asking your readers what they want or if they have questions. Simpler and quicker still? Tweet, Facebook, or Instagram that stuff out in super short and sweet format.

Blogs are a great way to lend a more personal feel to your business and customers love that. So before you delete that baby or, even worse, continue to let it linger in its state of loneliness, consider getting it some rehab. There are folks, like me, who do this blogging thing for a living. Order up some fresh and sparkly content for your neglected blog or give the short post a whirl.

There you go, quick and easy tips for getting your blog some love. Now get to doing what you do best and sell us some organic beauty products!

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