I once undid my professional brand in only 6 months.
That’s how quickly we can change people’s perceptions through rapid blogging.
Trust me, it wasn’t intentional. But it was instructive.
Way back in 2012, I started on a diet for the first time in my life. I also started a new weightlifting workout, also a first for me. I wanted to see if I could add muscle to my lean frame.
Keeping on track was very important. I had known many friends and co-workers who had slipped because of the challenges of diet and exercise. I figured one way to stay the course would be through public accountability, using a new blog.
Setting up a blog is pretty easy for me after having done it quite a few times. I made sure to write pages devoted to the exercises, a daily food log, photo gallery and more. I called it Project Bulk, and it changed my life.
The first month, I posted once a day. The next 2 months, I posted seven times a month. Then I switched to once a week. It was deliberate: I wasn’t losing enthusiasm — I was so consistent in my daily ritual of calorie counting and selfie taking and working out that daily posts became redundant.
At the 6-month mark, I noticed how differently in the way acquaintances greeted me. They weren’t mesmerized by my bulging muscles or my washboard abs, but they still noticed … something.
Usually, they’d ask about my business or my speaking gigs. But after some 60 posts (and very little self-promotion), they’d start off with:
“Hey, Wade, how’s Project Bulk going?”
“How’s the new diet?”
I’m not kidding. I had carefully crafted a personal/professional brand as a communications guru, and all anyone wanted to talk about was my new diet and workout routine.
Millions of people start diets every day, or hit the gym for the first time. It’s nothing special.
But through persistent blogging and a focused message, I upended my public image.
Be careful when setting your goals for your company blog. The story you share may be so compelling that it overwhelms your marketing message.
But if you really want to have a huge impact in a shorter timeframe: Blog often, blog consistently, and blog with a purpose.
That’s true muscle.
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