Darren, I challenge you to get a contract (and an advance, of course) and write a book! I see your book as more of a confessional: “How I became a professional blogger” kind of thing. With lots of practical tips thrown in. Just my two cents. Could be a great read!

Well, back to my book. I’m in the homestretch of completing “The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right” (Penguin Portfolio 2006). http://www.TheCorporateBloggingBook.com

Happy holidays.

I work with people on both sides of this approach every day. The strategies and approaches are totally different. Let me give a very brief example.

I’m in the midst of designing two blogs. One is for direct revenue (a consumer review site), the other indirect (a consultant). On the direct site, it’s all about the ads. The design considerations ultimately come down to this: capture the eye, quickly lead it around the page, and have it land on a relevant ad. The content should grab the reader just enough to have them pause before clicking on an ad.

For the consultant’s site, the design’s ultimate purpose is to present a boat-load of content in a clear, efficient way. We’re trying to develop the personality of the site – to present the author as a trusted expert with a unique, effective approach. The approach to layout and structure is totally different than with a direct revenue site.

The point is that there are fundamental differences in the goals of each blog. The metrics used to determine success are wildly different. There is some common ground, but not a ton. Do I see another blog in your future Darren?

Tell you the truth, I wouldn’t know where to start if I wanted to. It’s not just writing the book, it’s getting people to actually buy it which seems difficult to me.

That said, I still am trying to get a few cents together each day from blogging so…. I guess I don’t have that money-magic. ;-)

I usually refer to making money explicitly (via ads, affiliate links, direct product sales) versus making money implicitly (increased consulting and speaking opportunities etc).

I started blogging to make money implicitly and to have fun. Success on both counts :) I’ve certainly had success making money explicitly too, but I’ve never put much effort or made a priority of it.

I have gotten two book contracts from blogging however – nothing in print yet, although the first can be preordered from Amazon.

Writing a book is not that similar to blogging, in my experience, but overall a great experience. DON’T expect to get rich writing books though, except perhaps implicitly . . .

I might be able to shed some light on your question about book deals. Basically, there’s a big difference in the way things work for fiction and non-fiction titles, and it comes down to supply and demand.

Publishers are inundated with manuscripts for novels, children’s books etc, so getting an agent they respect to represent you and spruik your work is (usually) vital.

In contrast, non-fiction is usually commissioned, and the commissioning editor has a quota of titles they have to produce each year.

Finding someone who (1) is an expert in the field you want a book in, and (2) can write, can be really hard. A good blogger is a perfect candidate for a book deal: you can already judge their writing ability and their knowledge of their field, AND they have a profile in their community, a verifiable number of readers, and often some kind of mailing list. It’s a marketing hole-in-one.

Something that interests me is how many bloggers self-publish or would consider self-publishing rather than taking a book deal. What would people here do?

And your short-sighted comment ignores the fact that it takes a certain personality to make direct revenue. I know quite a few people who do put content out there – quality content – and for all the apparent reason should be making tons of money, but because thier personality is such that they don’t have a lot of success selling ads, or running ezines, etc… they don’t make alot of direct revenue.

Now granted some people have the fortune that everything they touch turns to gold, but not everyone is like that and I think it’s pretty naive to think so.

I’m not trying to attack your comment for it’s intent. But I do attack your content as naive and misguided.

I always believed that there is more promise in making revenue because of your blog for the vast majority of us – sort of like using a blog as your main marketing tool.

I really wonder if people ponder your question: Do you want to make money directly from your blog or because of your blog?’ when they set out to blog professionally – as both are completely different kinds of blogging, imo.

Directly is more seo-focused and indirectly is more personal branding, building credibility.

Keep going down this route in 2006, Darren, and I’m back on the bandwagon ;-)

I think I would have to be on the wishing side of the fence that wants to make money directly from the blog, than because of it. I’m not looking for publicity .. I’m looking for residual income. Is that bad?

If they do I will get a certain percentage of the rake (the money the pokersite takes out of every pot), and then I would get a bit of money every month without having to work for it. After that I plan to take over the world;)

Looking forward to 2006 and how it developes in these ways.

I agree that it is a tough one and let me just say for the record, I don’t resent you for the term problogger. I resent the folks who have ran with it and essentially made those of us who don’t blog for a salary lesser entities – whether overtly or inadvertently.

I think that maybe guest bloggers could fill the gap where you feel you don’t have the expertise. I am not necessarily volunteering but I’m sure there’s quite a few people who could apply a professional touch to the ‘indirect’ genre once, twice or in an ongoing feature set.

I know in our book, we have chapters dedicated to how blogging can help your job, relationships, ideas, hobbies and company… all of those are the indirects you’re talking about.

I commend what you are doing here. The approach you take to blogging and bringing it to the masses is admirable.

Keep it up.

That’s a tough one!

My guess is that indirect problogging is much more individual than direct problogging. In other words, successful direct problogs seem like they’d have more in common than successful indirect ones.

But there’s also a lot of crossover, as you mentioned — things that work for one work for the other, too. That’s one reason I’m attempting to do both, with an emphasis on the indirect route. Why not make a bit of money on the way to meeting the larger, indirect goal?

Personally, I’d be interested in seeing tips aimed at the book deal aspect of things. I’m very surprised at how (relatively) often it sounds like people are getting deals out of the blue — I’d have thought that it would be more common to build a profile through your blog, then approach publishers with your book idea. (More like the traditional “get an agent, send out your manuscript” approach, in other words.)

Also, areas where the two don’t overlap seem like fertile ground for a post, for folks (like me) who are combining the two goals into one blog.