Bob Serling, a marketer that I have a lot of respect
for, came out today with his official position on
blogging in his newsletter today.

“So my official position on blogging at this time is, “wait
and see”. While blogging has shown potential promise, it
hasn’t yet delivered solid results. If and when it does, I’ll
revisit the issue, but always considering the real results,
not the hype and excitement.”

Hey Bob,

Any time you want to talk to a blog marketer that can
attribute bottom line results just give me a ring.

Here’s the thing about any new (what 4 years old)
marketing thing – you don’t do it because it’s new, you
do it because it makes sense from an ROI stand point and
can give you yet another way to touch the prospects. Some
like snail mail, some like voice mail, some like RSS and
some like email. I know you know this.

Blogs are not a passing fancy, they are a legitimate
transformation of proven marketing techniques. The problem
is that there is also a lot of stupid hype about them too. You
just haven’t been able to visit with anyone who really knows
about how to use a blog. It’s “another” marketing tool not
THE marketing tool.

I have several clients who can attribute 6 figure revenue
directly to the blogs I helped them create. Oh, and the cost –
about $79 and an hour or so a week. It’s about proper
education.

My blog sells product, get me subscribers, gets me PR,
gets me clients, gets me traffic, gets me speaking
engagements, gets me requests to write articles all of which
turn into residual income. . . and (here’s the biggy) costs
me nothing but about an hour a week to publish.

ROI Bob, don’t forget, that’s the name of the marketing
game.