If you missed the introduction to this 13-part series, you’ll want to go back and read part 1 now to learn some critical requirements for making these laws work in your business. If you’re following along in this series, let’s jump right into the first of the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts.

Law #1. All of your business, all of your online marketing, and all of your profits depend on your clients.

While this may seem obvious, if you consider the failure rate of businesses today, and the number of owners who are suffering with sub-par results of their online and off-line marketing — the only thing that is obvious is that most small business owners and professionals don’t really understand this law.

The true function of any successful business is to connect people with solutions to their wants, needs, and wishes. To put it bluntly – the people in your target audience don’t give a rip about you or your business. They shouldn’t be asked to. All they care about is how you can make their life easier or business better.

People in your target market want results. They want their needs met. They don’t want to give you their hard earned money unless you can give them a legitimate reason why they would benefit by doing business with you over your competitor.

Once you fully accept this fact, stop thinking about your convenience, and start focusing ALL your energy on discovering and delivering what your clients really want – you’ll literally be able to watch with wonder as your accounting reports show your sales and profits increasing month after month. We’ve seen some of our business coaching clients transform their businesses by focusing on this one law alone in their off-line and online marketing – including business blogging!

Business blogging and your target audience

The problem with the way most business owners approach online marketing (including business blogs and podcasts,) is that it’s been a one-way conversation. Business owners stand on the proverbial online street corner shouting their message through a megaphone at passersby. And even smarter business owners who know how to target their message and reach their desired audience, are only “pushing” their message at consumers.

Now thanks to RSS (Real Simple Syndication), which powers business blogs and podcasts, a truly two-way online dialog is easier than ever before. The “commenting” feature of business blogs allows prospects (subscribers) and clients to instantly interact with you giving you feedback, input, and critiques on your business blog. No matter how well you’ve surveyed your current clients and prospects on their wants, needs, and wishes — this component is a major key to both your online and off-line marketing success.

Armed with a well-planned business blogging strategy, and the proper techniques to engage your online audience, you can build relationships online with people like never before.

Your business blog will allow you to prove to your target audience that you’re focused on them and their needs. It will allow them to painlessly give you valuable feedback, clearing your path and clarifying your focus to more effectively market. And most importantly, the dialog created will increase trust and build rapport, both of which are critical if you’re ever going to succeed with your online marketing.

In part three of this series, your digital business coaching will continue with Law #2 of the 12 Laws of Marketing with Business Blogs. It’s one that will really give teeth to your online marketing efforts.

John-Paul Micek is a published author and weekly columnist for the business section of the Honolulu Star Bulletin. He’s known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.


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