Do you love posting thoughts, videos, pictures, stories to your blog?
Or do you wonder what the big deal is, and you’ll get to it after you’ve done all the important stuff for your biz?
Well, rather than me lecturing you, I’m going to share the story of Black Milk with you – a story that illustrates why blogging should be at the TOP of your priority list.
This is such a great example of an ABOUT page, by the way, and you should also read it for that purpose (although personally I’d like to see a larger font and the use of bold, or sub-titles to break up the text – making it easier to read):
BUT the big point of this story for blogging is contained in this section (emphasis mine):
“I went door to door, trying to get shops to sell my clothes. Most said no. Some said, “We’ll call you next week” and, yeah, I’m still waiting for those guys to call. One shop I visited said yes and agreed to let me display a few of my pieces in a corner of their shop. I lovingly arranged five styles of leggings that I had designed and wondered which of them would sell. I went back a week later – and they gave me every single piece back.
I bought a tent and went to the markets. I turned up at 5:30am every Saturday and stood around in the sun all day, trying to sell my leggings. I would earn enough to pay for the site, get a few cups of coffee, and maybe a little fabric for the week. Not exactly…awesome.
However, despite this, something very special was happening…online. Girls were finding my leggings, not through shops, not at the markets, but through my blog! I would talk about all the things I was making…and they would email me asking to buy them. It very soon got to the point where far more girls were buying clothes at my little online shop than at my tent at the markets.
So I made a big decision – I would only sell online.
I talked to a few people in the industry who told me I was making a big mistake and that I would go broke within the month. Apparently, online selling was only for companies with ‘real’ shops. But the problem was that ‘real’ shops weren’t interested in my clothes! So I went online.
And that’s where we have been ever since. 🙂
That was 2009. A lot has changed from those early days. Instead of me sewing everything by myself at night, we have a fantastic team who create all your Black Milk pieces – and yes, we make all our pieces ourselves, right here in Australia. Instead of trying to get our clothes into ‘real’ shops, we’re online – and loving it. Instead of selling to a few girls at the markets, we now have a community of the most amazing girls you could hope for who are passionate about the brand (understatement of the year).”
And did you notice what and how he was blogging? Just “talking about all the things I was making“. He was NOT trying to sell, or attract the right customer. He was just SHARING HIS PASSION and it resulted in sales, and over time, LOTS of sales.
Do it to it.