The Ten Percent Rule – Building Momentum and Sales Through Your Blog in 2016

Author : , Date : January 11, 2016


It’s been said that “good” is the enemy of “GREAT”. There are so many good business blogs to choose from but there are very rarely blogs that I HAVE to read that are great.

Do you want to be good or do you want to be great?

The-Ten-Percent-Rule--Building-Momentum-and-Sales-Through-Your-Blog-in-2016Recently, I had the opportunity to meet Jenny and in our conversation she said she wanted to see a ten percent growth in her business in 2016 through her blog.

I asked her how she planned to do that and her answer was; write more content.

Jenny has owned a successful business consulting practice for nearly eight years. She has nearly seen it all. One of her stories that really stuck with me is how many business owners she meets who think they have it all together and know it all; and yet their business is struggling just to make ends meet.

In a recent blog article, Jenny shared how one business owner was adamant that they were going to double their business in the new year but for three years had been shrinking.

Her article was really good.

She diagnosed the problems well.

But her article was just good, it wasn’t great!


I’ll get into that shortly.

For the moment, do you remember what Jenny’s goal is for 2016? It’s to increase her business by ten percent through her blog.

If you share the same goal with Jenny, which is a good one, there is going to be more required of you to do that than just creating more content.

It has to be GREAT content!

What separates good content from great content?

What separates a good business blog from a great business blog?

Let’s find out…


Good is the Enemy of Great


As I said in the introduction, good is the enemy of great.  Why would I say that?

For one, good means we’ve settled. It means we aren’t taking the time to grow in our knowledge or through our experiences and learn what that means applicably to our audience.

If you’re good it means you’re content and contentment is always a killer of anything. Complacency is not your friend.

As a norm, a blog is a reflection of a company. It’s the public persona of what’s important to it and it is the standard message bearer of one’s brand.

I have learned over the years that “your message is your brand and your brand is your message.”

If your business has a blog then it’s a REALLY BIG deal!

A blog allows for expression of thought and at the same time it ought to demonstrate one’s competency.

So let’s think about it for a moment.

If your blog is “okay” or if it’s “good enough” what does that say about your company?

It probably says a lot of things that aren’t accurate.

But the one thing is does say indirectly is that you are not taking the time to learn about your business, audience and their problems/needs/wants from their point of view. It’s can directly or indirectly show you’re are not competent.

And therein is the difference between a good blog and a great blog.

It’s about how you learn to message what’s important to your visitors, prospects and customers while meeting their needs; over talking about your own. This can be subtle but it is profound.

cart-before-the-horseI read dozens and dozens of blogs every week. Few of them are worth mentioning or even going back to again.

The work of blogging is not found in the writing, posting or even in the networking or driving traffic. The work happens way before that point. Unfortunately, many get the cart before the horse and focus on the wrong things.


Where Did Jenny Go Wrong?


First, while Jenny’s article was good about talking about problems; that was the problem. She spoke about too many problems for too many different people all in one article. It was broad and lacking of any substantive details.

It didn’t zone in on one person and what that one person was going through, thinking, feeling or really wanting help with.

Her article dealt with three problems and she was really broad about the three problems.

Second, because she was broad she didn’t offer any real solutions… other than “hire” me.

In the end, readers felt it was a crescendo that was all about her.


How Could She Turn Her Blog Article from Good to Great?


I have a simple formula that I work from:


Clarity + Focus = Execution


Again, making a blog article great is more about what happens BEFORE you write than when your write, post and promote.

Too many of us see blogging as a strategy that exists with an end in mind; and that end is always a new prospect and customer.

That’s not clarity and let’s be honest; does that really require any depth of thought?

The number one thing you need for your business is CLARITY.

What do I mean by you need “clarity”?

You may believe you’re crystal clear about your business.  In fact, I’m willing to wager that nearly 90% of you believe you are clear. You know what you sell and you know who you sell it for.

That’s clarity.

Or is it?

You probably are clear from your point of view. But is your audience? Is your prospect? Is your customer?

Clarity is simply this:


The absence of self, vagueness or complexity


Talking about yourself and how great you are and “I’, “I”, “I”… “me”, “me”, “me”… and “we”, “we”, “we” comes across as narcissistic and not relevant in any capacity to the blog reader who is hopefully your prospect.




Then there is vagueness that is created by being broad. Your content seems simple to you but the truth be told, vagueness leads to complexity and complexity leads to confusion; and doubt leads to lack of competency.


By writing about more than one problem Jenny inadvertently created complexity and by not having a clear path to a solution she was too vague.

The question is what is she really saying and who is she saying it for?

What does her blog reader do with that?

I’ll tell you; NOTHING!

They leave without doing a thing.

In a world where it takes on average 10.4 pieces of content  before someone makes an engagement (not buying) decision this is a serious issue (according to Google’s landmark Zero Moment of Truth research).


Because there is no specificity and being specific is the answer to Jenny’s problem. Her article was good but it wasn’t great!

And, no one is coming back to her content again which means fewer people, if any, are entering her sales funnel.

That begs the question; how will she grow her business in 2016 by just creating more the same type of content?

Clarity happens in your business when you know and understand your prospects and customers and can communicate to them on their level, based on their needs, wants or desires.

It has nothing to do with you!

And that’s the hard part. Because Jenny, and perhaps you, has not really gained that kind of clarity your business is stuck at being good; and good equal’s mediocrity.

When we are mediocre, we set ourselves up to earn all the wrong things:


  • Few prospects
  • Few in our sales funnel
  • Slow sales processes
  • Low price points
  • Low close rates


The other day I was talking with a dear friend about the principle of clarity and specificity. He thought he was getting it but I knew he wasn’t.

Some of you are loyal readers of my blog and you’ve been reading my content for a year and you think you’re getting it as well; and like my good friend I know you don’t.

Here is why; clarity is about learning how to write one article that solves one problem/meets one need/ fulfills one desire and it does it for one person. It’s a lot easier said than done without a foundation and framework.

When I was in graduate school I had a speaking coach and I learned a really valuable lesson about speaking.

The lesson was: if you speak broadly they will all leave telling you how great of a job you did. But if you’re specific 80% will leave saying that and 20% will be at the front of the room asking “how did you know?”

That’s the difference between good and great!

When I hear some form of “how did you know” in a blog comment, email or phone call I know the message was conveyed, heard and acted upon and get this with virtually every single blog article.

When you stay broad and introduce too much in an article the end result is a business blog that is okay. Maybe you’re converting a few here and there and maybe you’re making a little profit or maybe you’re taking a loss.

The world is changing and it’s changing rapidly. The consumer is more educated than ever and they can sense the difference between manipulation and sincerity. By-the-way thanks to artificial intelligence being employed by search engines and social media sites so can they. They know when there is an absence of a message and why should they give you access to their audience when you don’t have a real message for them other than “buy me”?

As businesses and marketers we have set ourselves up over decades (or maybe centuries) to allow the consumer to be skeptical of us because our message is completely out of alignment with their needs, wants and desires. In some cases, the message we are actually conveying is out of line with the actual experiences of the consumer.

We sometimes consciously, but more times subconsciously, communicate that our need to have their money is more important than their need to have our product or service.

The end result is we may have a great message that is buried deep but the consumer cannot feel it or understand it from their point of view.

How do we pivot from good to great and change this reality?


How Can You Gain Clarity?


Going from good to great is a function of clarity.

How do you gain clarity?

It’s a process and if you’re going to grow your business by 5%, 10% or more in 2016 and gaining clarity is the difference maker by:


  1. Discover the problems you’re passionate about solving
  2. Discover the tangible values your customers experience and how they feel about that experience AFTER they have done business with you.
  3. Discover the “specific” problems you solve for each tangible value.
  4. Discover who you “specifically” solve each problem for
  5. Message how your product or service is a “specific” solution


Jenny doesn’t need to write or create more content. What she really needs before she does that is to get really clear about “what business she is ‘really’ in”.

Growing your business by any percentage can be done by two ways:

  1. Work harder by creating more and more content (both on your site or others) to gain a larger and broader audience and playing the numbers game (which as we know from cold calling and emailing is a low percentage, high production, expense wasting proposition).
  2. Work smarter by taking the time to gain clarity so that we know who our audience is and how to write for them based on “clarity” and then create the proper strategies to reach them where they are at with more efficiency and higher profits.


What clarity will do for Jenny’s business is open doors of amazing opportunity.

Jenny was already a great writer but her focus was in the wrong place.

I’ve seen clients like Adrienne Smith (who is a well known and respected blogger across the web) see her business grow and expand at rates she had not experienced before; all because she is clear.


Adrienne Smith“Don’s coaching has literally exploded my business and I’m honored to have worked with him and I owe a great deal of my success moving forward to him.” ~ Adrienne Smith


In fact, Adrienne recently wrote an article for my blog where she shared her experience working with me. Click here to check it out.


Clarity is the momentum game changer. When done well, clarity will be the foundation of your business that drives your marketing strategies, sales, processes and systems business wide.

It will inspire and instill competency and trust.


Do You Want to Grow Your Business by 10% in 2016?


What would a ten percent growth look like for you in 2016? It could be that it’s tens of thousands of dollars, hundreds of thousands of dollars or even millions of dollars more for you and your business.

In a recent article my friend and blogger extraordinaire Kevin Duncan at Be a Better Blogger he shared that he was removing guest posts already published because he was letting them down by letting guest contributors post average content.

He challenged them to be better at blogging by just 5%. I really applaud him for taking this stand even though some don’t agree with him.

In my opinion, you can improve what you’re doing today by 1% or 2% on your own by cleaning up grammar, spelling and formatting issues.

But the core of the problem is a messaging problem.



The real issue is this; is your content so relevant, interesting and compelling that someone has to take action?

Will someone read your article and say; “OMG, that’s me! How did he/she know?”

… and then take action to contact you?


Like so many of you, Jenny was writing good content but it wasn’t great.

If you are going to grow your business by 10% in 2016 then you must learn how to create a relevant, dynamic, compelling and consistent message.

Jenny wasn’t creating content that was relevant to one person who was experiencing one real problem and in need of serious help.


Her message was causing confusion and complexity when what they needed was simplicity and clarity.


She wasn’t really clear on how her audience was feeling or what they were experiencing and as a result all of her efforts were falling on blind eyes.

Are your blog articles falling on blind eyes?

Do you expect to grow your business in 2016 by just doing more of what you’ve been doing and getting the same old mediocre results?

Are you ready to get really clear and learn how to work smarter with increased results instead of just harder with the fewer results?

If so, I have two options for you that are FREE and will start you down the path of clarity:


#1 Click here and learn more about my upcoming webinars that will show you how to earn real clarity and join me on the live webinar. I hope to see you there!


#2 – Click here or on the image below on the book cover to get a free copy of my eBook titled “The Shift – Making the Fast Paced Transition from Mass Marketing to Context Marketing”. It’s been downloaded by thousands of people just like you. Get it now because I’m not going to offer it forever.




Do you have thoughts, ideas or questions? If so, please leave share with me below in the comments and let’s chat. I would love to engage with you!

Related Posts Plugin for WordPress, Blogger...
Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
BEFORE COMMENTING We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Links are not allowed in the comment and they will be removed. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here

44 thoughts on “The Ten Percent Rule – Building Momentum and Sales Through Your Blog in 2016

  1. Hi Don.

    Excellent post.

    I don’t post on a regular basis (working on that) but when I do, I’ve been trying to stick to one solution to one problem.
    I was on Adrienne’s blog just the other day and mentioned how I was taught “one problem, one solution” at a time and then repeat the process.

    I also mentioned that we could use surveys, tweet our followers, post in Facebook groups or a simple email, if we have a list, asking what people are struggling with on their journeys online. Once we know what the problem is, we can create a report, video, blog post, etc. to provide the solution.

    That’s where I am at this point, finding out what their problems are so I can act accordingly to give them a solutions, one at a time, when it comes to IM.

    No more guessing what I think people need help with and just ask them.

    I want to make that transition from mediocre to great this year.

    I will be sharing this and bookmarking it for future reference.

    Have a great weekend………..Chris

    1. Hi Chris,

      Specificity is your friend and the more specific you get when you create content that is for one person with one problem/need/solution the more relevant, compelling and inspiring your content to those who need you.

      The key is having content so relevant that someone is left saying “OMG, how did you know?”

      Assumptions are a good place to start but you’re right… it’s hard data that helps inform the story and create your message.

      Your message is our brand and your brand is your message.

      It’s the combination of both that speak to your consumer about their needs. Taking the focus off of us on onto them is the key to short and more importantly long-term success.

      Best wishes to you Chris. If there is anything I can do to help don’t hesitate to reach out to me.

      I hope you enjoy the remainder of your weekend!

      ~ Don

  2. Hi Don,

    I can feel for Jenny’s plight. It’s something I see happening a lot with people who have taken on board advice to start a website or blog for their business.

    The promise of new customers hooks them “Good is the enemy of great” – excellent point. I’d go further – Good is knowing your skills, or your topic, or your industry but being unable to empathise and understand how that helps clients.

    Great is the ability to do just this – and give examples and results.

    Being great (or becoming great) starts with knowing:

    1. What end result you want out of your blog.

    2. Then asking what end result your clients want and finding out how you can best deliver these to them.

    Being great is a matching of minds, desired results and, finding the common bond that brings you and clients together in shared experience. Experience of the problem they’re going through and that they want solving. (This is how you build trust in their eyes.)

    This common experience that bonds you and your (potential) clients together will also make your solution all the more desirable to them. Because they see you as one of them, someone who’s been there in the trenches like them.

    What sets you up as someone to listen to and look to for solutions is that you’ve discovered a solution to the problem you know so much about because you’ve struggled through it too.

    I say this to my readers and clients know this: If you take time to know what end results you and they want – and how they dovetail – and what binds you together, you can’t help but be Great. Because you’ll be answering their questions from a “deep heart” prospective.

    And no one will understand your site’s readers or your clients better than you. That’s how you stand out online. It’s a powerful way to start as a beginner blogger too.


    1. Hi Tom,

      Bingo, helping our visitors see us as one of them is exactly the point. That requires a working knowledge of how we are relevant to one another and how to message ourselves appropriately so as to inspire confidence through competency.

      So much so that they wonder “how did he/she know?” Like I’ve been saying and you can see in some of the comments, that’s what I’m after and that’s what I believe every business blogger ought to be after.

      I would say more, but your fantastic comment really says it all.

      Great comment Tom. Thank you so much for taking the time to create such a dynamic and thoughtful contribution to my post!

      Have a great week!

      ~ Don

  3. Hi Don,

    And thank you for such a great and awareness changing blog post. And frankly speaking all your blog posts are mind changing! 🙂

    When I first met you on the web I didn’t believe that such an insightful information is available for free! You are the man! 🙂 And I’m your fan now!

    Your idea of 10% rule is highly correlated with the idea of becoming the “real you”. So you start to listen with your heart and not with your brain to your target market.

    Have a great weekends!

    – Dima

    1. Hi Dima,

      Thanks so much for the very kind words and for the encouragement! I appreciate it!!!!

      I really like what you said about the “real you”… that is so vitally important. What I love about the ten percent rule in the article is that is really a big part of what I’m asking… be the “real you” as you talk to specifically to the “real them.”

      Thanks again Dima and I hope you have an incredible week!

      ~ Don

  4. Always a shake-up in your posts Don, I like it. I write for various purposes, but your ideas here do start to move my thought processes along for some upcoming posts I am doing which are more targeted to clients. I have been approaching that part of my blogging totally wrong all this time, and this post really helps me see that.

    1. Hi Ashley,

      Thanks, I appreciate the kind words!

      It’s interesting, I just finished working with a client who has several different purposes but what she discovered was this; her message was still the same.

      I’ve learned over the years that blogging is as much an art as it is a science. If I can improve my message by 10% then I have a shot at relating to 20% of the audience who is able, willing and ready to buy because they felt I was talking directly to them.

      Ashley, I’m looking forward to watching, engaging and interacting with you on your blog.

      Have an awesome end to your week!

      ~ Don

  5. Hello Don,

    This is my first visit to your place and what an amazing experience it’s been for me.

    In all honesty, it took me some time to get my old head around the concept of real clarity but when your message finally sunk in for me I realized 2 key things.

    Firstly I need to be far clearer in defining who my target audience really is. I honestly thought I had this challenge resolved but on doing a top-down check on my blog including the posts I have created, its obvious to me now that I am still speaking too much to the masses rather than to a specific segement of that audience.

    Maybe I’m not alone in that department as many blogs I visit rarely create a reaction that makes me feel the person is really talking to me. And this is something I have only just realized after reading this post and watching your video on YouTube (left you my comments there by the way)

    Secondly, the penny really dropped for me when you said take the time to know your audience and their needs/wants and desires “FROM THEIR POINT OF VIEW” – the implications of this totally stunned me and made me realize that despite the many supportive comments I may have received for my posts, on far too many occasions my message would never result in your “How did you know that” reaction.

    Lack of clarity + non specific content = huge loss of opportunities.

    As an ancient (70 year old) but relatively new blogger you have unveiled a huge deficiency in my blogging (“how did you know that?”) lol.

    Actually I have always tried to make my posts as realistic and as personable as possible often using my experiences, both good and bad, as the basis of stories that convey my message.

    However, being able to create content that speaks directly to my readers and addresses a specific problem they can truly relate with is going to be an on-going challenge for me.

    But at least I now know where I need to improve my blogging.

    Thank you again Don and I’ll be back here regularly for sure mate.

    Best wishes from a remote Thai village blogger


    1. Hi Peter,

      WOW! Thanks so much for stopping by and for contributing such an inspiring and transparent comment. It’s exciting to get comments such as yours; which is exactly what all bloggers ultimately want. Right?

      Comments that highlight how our content is relating to our audience in a way that is relevant and meaningful.

      To your comment… awareness is the first step to gaining clarity. The second step is deciding how you are actually going to get it.

      Without the right exposure, training and developing hew habits it is extremely challenging. When I work with a client the 5 questions I asked are the ones we work through for up to six weeks and then we can define the “business you are ‘really’ in”. The messages is created now it’s consistently communicating that message through one problem, for one person, with one solution.

      There has to be a roadmap. When people don’t have the roadmap with the specifics they end up going in circles many times and experiencing the same results over-and-over again but never understanding why.

      If there is anything I can do for you Peter, please let me know. I would encourage you to visit my Begin Here page as it goes into more details:

      I do hope to see you again and I look forward to checking out your website in just a bit.

      Have a great end to your week Peter!!!!

      ~ Don

      1. Hello Don and thanks for your very supportive reply. It is truly appreciated and yes I will definitely check out the link you so kindly provided to me.

        I can totally understand the need for a roadmap Don and just maybe this is exactly where I should start – get real clarity of just what I’m all about, who I want to serve and nthen work out how best to do this!

        Asd a relatively inexperienced blogger, I must tell you I love the whole concept of building a community around my passions, beliefs and interests whilst at the same time building relationships as you just never know where your next joint venture partner will appear from.

        Once my clarity is improved then blog commenting and having a blogger outreach strategy is something I am fully commited to as its a great learning curve. Already everyday I get awesome ideas and tips to use and share with my tribe as well as having the opportunity to meet with exceptional people who are far more experienced than me – that alone is priceless.

        Best wishes Don


        1. Hi Peter,

          Absolutely, the roadmap actually serves as your foundation and that foundation is your message. I always say that your message is your brand and your brand is your message.

          That foundation guides everything you do in marketing, sales, production, customer service and administration.

          It guides where you contribute to other blogs, who you connect with, develop partnerships with and most importantly who you attract that will ultimately become your loyal customers.

          The online world is starting to reflect the online world and the reality is that we have to have an inspiring, compelling and relevant message if our businesses are going to thrive.

          Best wishes Peter and I’m looking forward to contributing to your journey through my content and engaging with you through yours!

          ~ Don

  6. Hi Don,

    Well, well, don’t we read lots of blog posts like the of Jenny! As a matter of fact, that’s what I was just telling you earlier today, even before I read this post of yours.

    Many blog posts out there are for “bloggers,” “business owners,” “people who want traffic,” etc… broad indeed!

    As I was also telling you, I wasn’t aware I was doing it, and my guess is that lots of people reading your blog posts, but who have not worked with you are not aware they’re doing it either.

    It’s a process and a skill to get, to become way more specific and address specific problems to specific people.

    Great post!

    1. Hi Sylviane,

      We sure do Sylviane. The overwhelming majority of people are way to broad and aren’t helping meet people’s needs. I’m excited for you and how you discovered so much through process over the last number of weeks!

      No one realizes they are too broad. In fact, few will ever recognize they don’t have a message or problem.

      It really is a skill and a process that has to be developed by someone who knows and understands how to do it.

      Thanks again Sylviane for giving me the opportunity to work with you!!!!

      ~ Don

    1. Hi Daniel,

      Thank you for sharing. If there is anything I can do for you, please don’t hesitate to reach out to me if you would like to chat or get a few ideas!

      Thanks again for reading!!!!

      ~ Don

  7. Don, I love your point about having a “good” or “decent” blog. I see blogs like that alllllll the time and I’m always left with the thought, “Why would someone ever hire this person after reading any of these posts?”

    I’ve never felt like I would tell someone like that other than, “This needs to be better,” but I think your 5 steps for gaining clarity would be tremendously helpful to any aimless blog (and really, to any great blog as well — you can never think about clarity too much).

    Thanks for the great post!

    1. Hi Will,

      It’s really an epidemic isn’t it Will? I couldn’t agree more. When someone starts a business or when they learn a craft they typically do everything they can to master it.

      Yet, many people in the content marketing arena and in blogging fail to master their craft, and yes to contradict what I said above, their business. Meaning, they don’t have a foundation or a perspective of how the consumer sees them and they don’t get the “right” training that can help them adjust their message to and for their audience, They make it all about “them” and then wonder why they struggle.

      Blogging is as much an art as it is a science and I believe the 10% rule will help anyone who wants to attract and audience instead of repel them. Ultimately, it’s “clarity” that attracts because it’s relevant, inspiring and compelling – and it forces someone to take action.

      Thanks so much for comment Will. I’m excited to see you here on my site and I look forward to engaging with you more. I really enjoyed the article on your site immensely at

      Have a great week and a Happy and Prosperous New Year!

      ~ Don

  8. Wow Don,

    I have read some of your posts that you have written on this very subject but this one seems to have hit home the most. Today it really sunk in that I have no idea about narrowing my posts down. I have on my wall something you said ages ago – one person, one problem, one solution and have been trying to work towards that.

    However in saying that 2016 is more about planning, organising and researching. Focusing on creating a community and learning the audience. I got a lot from this post, it was like a verbal spank. Go from good to great, narrow down the subject. Thank you very much Don.


    1. Hi Rachel,

      Well, I didn’t mean to give a “verbal spank” but I am delighted the article benefited you!!!! It’s not an easy thing to do and it can be really challenging. It requires a completely different mindset.

      With that said, I believe in you and you can do it. If you’re feeling you need help please don’t hesitate to reach out to me!

      As we go from good to great, the future is bright!

      Happy New Year Rachel!

      ~ Don

  9. Hi Don,

    Every time I read one of your posts or complete a chapter in one of your books, I get to thinking about how I can make sure I’m truly connecting to my visitors.

    When you said “oh my gosh that’s me – how did they know?”…that’s what I’m going for. However, just your mentioning this put it in a perspective I find so helpful.

    Yes, that’s what I’m going for. That connection. I can only hope that’s how I’m coming across to others (because sometimes we may be just a bit biased when it comes to observing ourselves).

    I’ll admit I need to actually take the time, sit down and do the exercises you’ve discussed.
    I have a feeling that once I do, it will only get better from there.
    I JUST got back into this less than six months ago. My former blog was a wonderful form of self-expression, but this time, I have different goals (although I’m excited about the process of everything).

    As usual, this was helpful Don. I hope you have a fantastic week ahead 🙂

    1. Hi Dana,

      YEA! That’s exciting to hear that’s what you’re going for and that you are actively thinking about how to get there.

      I’m glad you’re going to do the exercises and in the coming weeks I’m preparing a new, inexpensive video product that will take you through it. It may be very helpful to you if you’re going to attempt to do this by yourself.

      No matter, you will definitely learn something and be in much better position to create some amazing content. You do such a great job already just by being open and transparent that a little tweak here or there and you’re going to skyrocket!

      Happy New Year Dana and I hope you have a great week as well!!!!

      ~ Don

  10. Hey Don,

    I just really like the fact that you keep emphasizing on getting clarity and knowing “what business you’re really in”.

    You know I have a message at the top of my blog so visitors can get the idea of who I’m talking to, but I wasn’t always stemming from that message.

    So in many cases, my blog post was OK, not great LOL

    You want your visitors to get the message, be the person they can relate to, show them how competent you are, and stay consistent with the message you have and grow the relationship.

    As you’ve said, if your visitors start saying “How did you know?” then you’re doing something right!

    Thanks for sharing Don! It’s always a great pleasure to get these kinds of gold nuggets!

    1. Hi Sherman,

      I guess that means I’m really clear with my business, lol…

      On a serious note, I’m excited that you get what I’ve been consistently communicating for over 18 months. The truth is that as I said in the article your message is your brand and your brand is your message. It’s the driver of your business.

      Keep striving for greatness my friend!!!!

      Have the Happiest and most Prosperous New Year yet!!!!

      ~ Don

  11. The point about creating the post in mind, getting clear, totally vibes with me Don. I love that point because many folks run to me, asking for tips and tricks and techniques, that 1 practical strategy and honest to goodness, I tell them this is the wrong way to go about it. If you don’t know why you’re using a tool you’ll not use it effectively. If you don’t know why you’re blogging and if you have little passion or if you’re not having fun you’re dead in the water.

    Seriously, if I am not having fun I am wasting my time. Because when I’m having fun blogging I naturally let go all those outcomes, and then I write for my audience, I let my energy shine through and I make things pop, sales wise and readership wise and life wise. It’s about building momentum by blogging your passion first. That detaches you from outcomes. Not being obsessed with any outcome it’s so easy to get super clear on why you’re blogging and who you are writing for, and you naturally let everything else fall into place as you serve that 1 person through your posts.

    Fab stuff Don. Great to be back in the outside world 😉


    1. Hi Ryan,

      Great point! I do think there is something to say for developing habits that lead to something fun; especially as one starts to see results.

      If I think about it from another point of view; if you don’t find success the fun gets completely sucked out of it and what incentive is there to continue on. I do believe this is one reason why many stop blogging for their business.

      Of course, the root of it is the lack of “knowing what business you’re “really” in” and not having the consistent, cohesive message that is relevant and inspiring.

      Great comment Ryan. Welcome back from the jungle my friend!!!!

      Happy New Year!

      ~ Don

  12. Hello there Don! This post is fantastic as usual. You are so spot on about writing content with ONE specific type of person in mind.

    It’s something that I am working on right now… I know that this is a topic that you covered during our coaching session and is one that I will continue to improve upon. Thanks for another excellent post.

    Cheers – Kim G, YourChicGeek 🙂

    1. Hi Kim,

      Thank you, I really appreciate your kind words. I cannot stress enough how important it is to contribute blog articles that are highly specific. It really is the game changer!

      I know you’re working on it and you’re doing a fantastic job! I’m looking forward to your success and the amazing things you are about to do in your business.

      Hold on tight, it’s about to get fun and exciting!

      Happy New Year Kim!

      ~ Don

  13. Hi Don,

    Once again, you’ve drilled deeper into blogging strategy and purposing to show folks what they need to do to be relevant.

    You have to know how you can help people… the clarity.

    You have to demonstrate (not pontificate) how they can be helped… the message.

    Then you have to do what you can to encourage your readers and followers to stop reading and start implementing… call to action.

    Then they can come back and read some more 🙂

    Speaking of implementation, you’ve laid out the essential guidelines for building momentum through your blog. Now it’s up to your readers to put the process into their daily operation. That’s what breathes life into the idea.


    1. Hi Donna,

      Thank you for the very kind words! It’s funny how connected our message is to our entire business and yet many of us don’t realize it. Truth be told, I could talk around the same subject with website copy, social media posts, videos, podcasts, billboards, or even postcards.

      That’s how important clarity is to our business and momentum. Without momentum there is discouragement. Who needs that?

      Again, I really appreciate the encouragement and your insights!

      Happy New Year Donna! I hope it’s the most prosperous one for you yet!!!!!

      ~ Don

  14. Hey Don,

    Great post and message.

    I did an analysis of many of the posts I’ve written before and aside from not having a clear message, I tried to solve various problems rather than the main, pressing issue.

    Now, I’ve taken a step back and I’m trying to answer one specific issue at a time and make that article great. And being great is what we all should be aiming for. There’s no room for mediocrity anymore especially with so many great content creators out there continuously pushing the envelope.

    Adrienne is a great example. From the time you’ve been working with her, I’ve noticed a big difference. And she’s definitely more focused on what problems she’s trying to solve and who has hose problems. When you know those things, creating exceptionally great content will become easier –because your audience will have the answers they’re looking for.

    Great message and article once again.

    – Andrew

    1. Hi Andrew,

      I’m really excited to hear what you are discovering! That’s awesome and in the long run it’s really going to help you.

      In line with your comment, one of the cool things about giving your audience what they are looking for is giving them a reason to buy your products or services. Establishing that kind of competency is a really big deal and when we are that focused they get the “wow” factor; and when they get that because we are relevant to them we have given them a reason to seek us out for more; or to buy us.

      I appreciate your kind words Andrew!

      Have a Happy and Prosperous New Year! I can’t wait to see what you come up with.

      ~ Don

  15. Hey Don,

    Really appreciate the mention!

    I like your question: “(I)s your content so relevant, interesting and compelling that someone has to take action?” That’s really what a successful blog post boils down to. You can craft the most amazing post imaginable, but if it isn’t relevant to your reader it won’t matter.

    When GREAT meets LASER FOCUSED, awesome things can happen.

    Thanks again, my friend. (Good to see Adrienne mentioned, too!) I’ve already tweeted this, and I’ll be sure to do it again later.

    Have a great day, Don.

    – @kevinjduncan

    1. Hi Kevin,

      You’re welcome. Your post struck a really positive nerve with me and inspired this one. While the context is different you don’t force me to think about this. That’s a good thing for sure!!!!

      That’s exactly what it boils down to. In fact, lots of action has already taken place on this blog. Just since posting it a few hours ago I’ve already seen nearly 50 downloads of the ebook and 15 join the webinar.

      Not bad results at all if I may say so. Now, the next question is how do they convert? I have a process for that one my friend!!!!

      I like that… “When GREAT meets LASER FOCUSED, awesome things can happen.”

      Great line Kevin.

      I appreciate the share and I look forward to reading more of your awesome content on

      Have a great week!

      ~ Don

  16. Hey Don,

    Well you KNOW I can relate to this.

    Rarely do I read a blog post where I feel they are not only speaking directly to me but addressing a specific problem that I have. Rarely! Most of them you can tell they’re talking to everyone about several things.

    Although we do really truly appreciate the ongoing support of our readers and subscribers, we all need to focus on what we do and who we do it for. We all love being praised for our content, it’s great to get that pat on the back. I admit I love it, I truly do but I know they’re also being kind because they like me. I want to truly help those that need the help so unless you address just them and help them with their issue then you’re really not going to move forward.

    I learned this huge lesson last year after having worked with you. I knew who my audience was or I wanted it to be but I wasn’t helping them with their issue. I was talking to everyone about specific things but not honing in on that one problem at a time.

    It does truly make a difference just like you shared here as to how my business has grown since working with you. I love everyone and I love to help but not everyone is my audience and I don’t know everything. That’s what most of us try to take on.

    Thanks for this message this morning Don. I know you just want people to be the best they can be and it starts with being able to clearly define what they do and then address those that are their audience one at a time.

    Have a great week.


    1. Hi Adrienne,

      I absolutely love your brute honesty. I couldn’t agree more with you. We do have to be careful about our need for praise and adoration when contrasted with needing to meet the needs of our readers, visitors, prospects and customers.

      What may feel like the same thing to us is in all likely hood not the same thing to them. The fruit of that is ultimately demonstrated over increased sales over time. Are sales going up, flattening or decreasing?

      I love that our business is growing and it was my deepest blessing to watch you get results. I have a number of newer clients I will be showcasing in the months ahead as well as they start to get the results they need, want, earn and deserve.

      I appreciate you very much Adrienne!

      I hope you have an awesome week ahead.

      ~ Don

    2. Don, I’ve seen Adrienne doing more of that lately, talking to one specific person. I’ve got to try that out. I’ve done it a few times when clients of mine has issues with social media. I will have to do it all the time, get more specific to an individual and one individual problem.
      I like how you tell us about our one issue and how we can overcome it via Jenny’s story. A really great post Don, thank you!

      1. Hi Lisa,

        I am so glad to hear that! If you get very specific you will not only help a lot of your readers but you will also make a lot more money! Adrienne will be the first one to tell you that figuring this out by herself was nearly impossible. She didn’t realize even how broad she was. Sylviane Nuccio just finished working with me and she said the same thing (you can see her comment below).

        The truth is that most of don’t have the skills, training or experience and we are trapped in our own mass marketing boxes. But, once you see it on paper it starts to come to life and it becomes real. Then there is the “executing” it part that is a whole different thing.

        I so appreciate your comment Lisa. If I can be of any help to you, please don’t hesitate to let me know. If you like, I can even create a free report that may give you some eye opening realizations. Let me know if you’re interested.

        Happy New Year my friend!

        ~ Don

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge