Bob Bly's very first post on his newly minted blog is a manifesto of sorts...a direct marketer's take on the "blogosphere" or what he calls "new media." Bob takes a common-sense approach. If it doesn't make money, why do it.

I think his willingness to give this technology a spin is a signal event for a couple of reasons:

1. He is an influencer. This action will inspire others to give blogging a try. His presence in the blogosphere gives it instant credibility.

2. As he learns the nuances and benefits of blogging, he may be able to apply some tried-and-true direct marketing techniques to the medium. Those of us who are into new media have something to learn from the "old school."

Blogging is still trying to find its way in terms of paying off. Revenue generating tools such as AdSense, Blogads, and Pheedo's SimpleAds are still largely testing the waters.

Personally, for the small business person, I favor a business blog as more of a non-direct marketing tool. I see it as an ideal way to create real hegemony within one's industry and get ahead of the competition. The fact that blogs do serve as avenues of communication between the business and the customer is a good thing, even if it doesn't serve to produce income directly.

Bob has much to learn about blogging, and we have much to learn from Bob. It is in both our best interests to be mindful of that fact.

I've been toying with the idea of starting a small business blogging teleclass to run for a period of a few weeks. The purpose of the class would be to assist small businesses, solo entrepreneurs and others (corporate America, you're welcome too) with the in-and-outs of business blogging.

The format would be a presentation given by me or a guest, then Q&A. The timeframe would be one hour. We would cover such topics as: What is a business blog, how a blog can help serve as a marketing tool, different blog platforms, writing blog-style, and driving traffic to your blog.

I don't think I could do this at no cost to the participants, but would make the fee as amenable as possible.

If something like this sounds of interest to you, please comment or email me at paul at radiantmarketinggroup dot com.

We held our "business blogging chamber of commerce" conference call this afternoon and had 11 attendees. Before I talk about the call itself, let me thank those who participated.

Andy Wibbels of Easybakeweblogs.com

Anthony Casalena - CEO of SquareSpace.com

B. L. Ochman - President of What's Next Online

Bill Flitter - VP of Marketing for Pheedo

Donna Fledderer - Owner of Virtual Business Connection (A small business blogger)

Henry Copeland - President of Blogads

J. D. Iles - Owner of Lincoln Sign Company (A small business that blogs)

Toby Bloomberg - President of Bloomberg Marketing

Wayne Hurlbert of Blog Business World (The CofC was his idea in the first place.)

Zane Safrit - CEO of Conference Calls Unlimited (They underwrote a portion of the cost of the call, so I appreciate that very much.)

and, yours truly.

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I just noticed the new book "Buzz Marketing with Blogs for Dummies" due to be released in March of 2005 (of which I am Technical Editor, whoo-hoo!) now has a companion blog set up by the book's author Susie Gardner. Way to go, Susie!

One of my newest favorite blogs to read is the Tinbasher blog by Paul Woodhouse, a chap from the UK.

The blog is about the sheet metal industry of all things, but Paul's humorous banter and outspoken candor makes it a fun read to be sure.

If I ran a small business and wanted to blog, I'd make sure I gleaned everything I could from Paul. (Nice name, too.)

In a recent email regarding a previous post I did about the blog, he said, "I just think that it's only fair that people should be able to read
resources such as this. If I can somehow whet their appetite, maybe people like yourself can satisfy their hunger."

I think that's a pretty good analogy, and if that's the case, I'll do my best to serve up a seven course meal complete with all the trimmings!

In case I hadn't mentioned it, I've set up a conference call with a true A-list of bloggers to discuss whether or not a business blog chamber of commerce, association, or alliance might be a good thing. I'll let you know how it goes. If we record the session, I'll probably post it.

This is the second post that comes as a result of my visit to Atlanta.

During the "meet-and-greet" hour preceeding the actual meeting, I had a chance to dialogue with a marketing exec who worked for a company that produced products to help allergy patients. (I'm sorry I don't recall the name of the outfit.)

As the conversation turned to blogging - something that often happens when I'm around - the gentleman asked somewhat wryly, "How could a company like ours use a blog?"

Not being that quick on the draw, I stumbled around for an answer. I don't think I satisfied him either. Having had some time to think about it, should I cross his path again I could reply with something brilliant!

I want to couch my "brilliant" response to him inside a series of five blog writing guidelines that apply to anyone using blogs in a business context. Here they are...

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Just got back from attending the November Atlanta Interactive Marketing Association meeting on business blogging. Not only did I get the opportunity to meet my newest blogging buddy Toby Bloomberg, but got to network with Blogads Henry Copeland and Worthwhile Magazine's Anita Sharp, among others. (Toby was the perfect host, I might add.)

Coming from a small town where little is known about blogging, I anticipated the Atlanta interactive marketing community to be much more adept in both their understanding and use of blogs for marketing and business purposes. Boy, was I ever surprised!

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Butler Sheetmetal is a UK-based sheet metal fabrication and steel prototyping service that also uses a blog for business called The Tinbasher.

In a recent post Tinbasher blogger Paul Woodhouse makes a real world case for using blogs in business...

Blogging is the logical solution. By all means have your static website which lays claim to your products, services, testimonials and all the other usual stuff. A business blog allows you to expand on all of these aspects of your site and build a more complete picture.

You can look at your blog in the same way as you’d look at a business meeting with a potential client. A blog can even help you focus your thought processes that whirl about your head on a daily basis.

Business blogging is the new bricks and mortar for your web presence. You have the opportunity to re-identify yourself on the web and to make that vital connection with your customers in the same way as if they’d popped into your office for a brew.

Paul was kind enough to reference Radiant Marketing Group in that article, and has graciously included me in his business blogroll. Thanks, Paul! :-)

I've been harping on the need for a sure 'nuff big time (or as we say in the south "big old") conference on business blogging. It looks as if my prayers have been answered. January 24-25 are the dates for the Business Blogging Summit to be held in, where else, Seattle.

There will be a panoply of special sessions, and the list of speakers is top notch, including the grand wizard of business blogging Robert Scoble.

The conference is expensive to say the least, but special discounts are being offered to bloggers who qualify. If you are so of mind, you can even submit a proposal to lead a session.

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