If I see one more person … just one!! … introducing blogs simply as the magic solution which will instantly “turbo boost my sales” or promising to show me the “one secret about blogs that the experts don’t want me to reveal” that will “skyrocket my bank balance” I think I’m going to snap.

[The image you want to conjure up at this point is from Fawlty Towers - just cast your mind back to the car breaking down in “Gourmet Night” - for those of you without a copy handy, you will find that particular clip about 2 minutes into this excerpt.]

That’s how I feel. Probably in red letters, bold , font size 30 with yellow highlighter pen over it!

Why does it rile me so much? Wouldn’t I be happy for small businesses and corporates alike to launch a blog and have “explosive and instant surges of cash cascading into their bank accounts”? Well, yes, I would of course be delighted.

My issue (apart from the bad English) is that these people are setting unrealistic expectations and time frames - this results in people starting blogs expecting immediate success and then abandoning them because they fail to live up to these hyped levels.

Blogs are excellent marketing tools, they are brilliant at developing dialogue and thereby fostering relationships and they do give great benefits in the Search Engine Rankings - all of this will bring new customers and greater visibility. But it will also take time and effort.

So, come on people – let’s cut back on the spin and focus on the very real benefits that blogs bring to business. Don’t think of a blog as something which will give an “instant turbo boost” to your sales – consider it more as a top of the range car that you keep well serviced and which then provides you with years of high quality performance, higher profile and admiring comments.

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