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Blogging as a Calling Card

Blog is a contraction of web log. A blog is updated frequently—generally daily—by one person who posts a continuous stream of personal commentary and links, writing informally and in conversational style.

So what does that mean to you? It's a free alternative way to market your web site.

Building a personal relationship with your customers is the prime way of keeping them loyal and buying from you over and over again. And blogging is built for personal communications. The trick is to find someone in your organization who is good at writing in a personal style—like Bridget Jones—and have him or her start a blog for your company. Acting as a commentator, have your designated blogger comment on your industry, products, and services. Give down-to-earth one-to-one personal observations, speaking directly to your customers and prospects as if you were face-to-face. That done, publish the link to your company blog in your newsletter and promote it on your web site.

Here's how you do it. Head on over to Blogger. Following the simple instructions there, choose the graphic template for your blog, pick a title, start blogging, and you can have your company blog up and running in minutes.

So there you go. You just taught your old e-business some new tricks. Who knows? You just might unseat Tom Peters or Howard Stern someday—not to mention a major motion picture made from your blogs that just might surpass "Startup.com."

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