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Issue 7 > How to evangelize a blog.

How to evangelize a blog.

Guy Kawasaki digs into the nitty gritty about blogging, and shares important information.

I know a fair amount about evangelism and a little bit about blogging, so I've combined the two in order to provide some insights into the evangelism of a blog.

Granted, I've only been at blogging for 120 days or so… but marketing is marketing, right?

1 Think 'book' not 'diary'. First, a bit of philosophy: my suggestion is that you think of your blog as a 'product'. A good analogy is the difference between a diary and a book. When you write a diary, it contains your spontaneous thoughts and feelings. You have no plans for others to read it. By contrast, if you write a book, from day one you should be thinking about spreading the word about it. If you want to evangelize your blog, then think 'book' not 'diary' and market the heck out of it.

2 Answer the little man. Now that you're thinking of your blog as a product, ask yourself if it's a good product. A useful test is to imagine that there's a little man sitting on your shoulder reading what you're writing. Every time you write an entry, he says: 'So what? Who gives a shiitake?' If you can't answer the little man, then you don't have a good blog/product. Take it from someone who's tried: it's tough to market crap, so make sure you have something worth saying. Or, write a diary and keep it to yourself.

3 Collect email addresses. The first piece of advice that I give authors who want to evangelize their book is to accumulate email addresses. (The second piece of advice is to start blogging before the book comes out.) When I launched 'The Art of the Start', I sent out email to 95,000 people who had made contact with Garage in the past nine years by attending our conferences, submitting business plans… whatever. Also a team of student interns compiled a database of every entrepreneurial organization on the planet for me.

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