blogging

traffic, tears and tenderness: lessons from 5 years of on-line hustling

Before I launched WhiteHotTruth.com, I was a partner in an on-line "lifestyle media company." I wrote about the soulful side of style. The stakes were high, we'd raised over half a million dollars to make it all fly. And thus, the site became...a content factory (insert sound of fizzling fire cracker.) I had 15 writers working for me. More writers = more content = better search engine ranking = more eyeballs = potentially more ad clicks-thrus = money...or so one hopes. It was a creative nightmare that I let happen. I got ousted left that lil' empire. The company folded and the site was auctioned off as a remaining asset. The new owners started running articles on cellulite cream and pregnant brides. End of story.

I learned a lot. Grateful for all of it. And when I went renegade about two years ago, I took my SEO smarts, vetted it through my artistic soul, et voila! WhiteHotTruth and more learnings...happier kind of learnings. Here are a few:

17 lessons from five years of on-line hustling, in no particular order:

1. Stories are effectual.
When I wrote about my meeting with the Dalai Lama, I thought it would be a flop. Same for my First Spiritual Heartbreak. Yet those articles elicited some of the most heart-felt responses I've ever received. This is a repeating lesson for me: TELL your story, tell YOUR story, tell your STORY. And when you tell your story...

2. Talk about how you feel.
Some people told me they pre-bought The Fire Starter Sessions just because of the admission I offered before blast-off: "launching in a few hours. hope it doesn't suck." The posts in which I'm most emotionally transparent or vulnerable have ended up being some of my most valued material.

If you're doing more the publishing data or facts, then the "real" story behind what you're teaching is how you feel about what you're teaching. The feelings are the magnetism...the white hot truth. Yep -- SOUL SELLS. Transparency is all too rare and we're all craving to relate.

3. There's nothing Tweeters like to tweet about more than Twitter.
Write about the Twitter itself and it WILL get re-tweeted.
Case in point: 3 Keys To Un-Branding and Why I Changed My Twitter Name

4. Some people have way too much time on their hands.
I've received three paragraph explanations as to the etymology of a particular word. READ: an email about a typo. If you're alerting me to a typo because you care and don't want me to look like a dork, thank you! It's energy well spent! If your alertng me to a typoh becuase your just plumm anoyed ... than like, reelly?

5. Overly sensitive types need not apply.
If you're going public with your opinions, and especially if you want to wear your heart on your sleeve on a big stage, you better: a) know what's driving you and be convicted in that; b) be just slightly arrogant enough to think you deserve your place on that stage; c) be tough enough to not let the turkeys get you down. The internet is a massive landscape, and the turkeys have email access. You need to learn to chuckle when they squawk.

6. When you cry while writing an article...it only means something to you.
Just because you're have deeply cathartic experience crafting an article, doesn't mean it will be a transcendent piece for the reader....but it may be.

7. Know the metrics that matter most to you.
I recently did an interview with Pace Smith for the Engaging E-Course program she's co-creating. She asked me all these great questions about stats for The Fire Starter Sessions and my readership. Doh! I didn't have a lick of data for her, because, I don't really do much data. I went two months without checking my Google stats and just about fell off my chair when I found out how much my traffic had increased. Do I care? Hell yes! But I keep my eye on what matters most:

I care about email subscribers. Because I hope my stuff is sweetly useful and you'll give me the privilege of getting into you in-box just twice a week. I care about the quality of emails that I receive - the nature of gratitude and opinions. I care a lot about how my exposure relates to weekly sales of The Fire Starter Sessions.

8. Give yourself three to six months to find your voice.
When I started WHT, I created categories for "fashion + beauty," "wellness + healing", and "relationships + sex". I've written maybe five articles in total that fit those categories. Within a few months of launching it was clear to me that I was most passionate about "inspiration + spirituality," and "business + wealth", with "creativity" making an frequent appearance.

Your true interests will surface if authenticity is your priority.

9. Your blog could be your book. Just maybe.
Six months into WHT, I stood back and saw the outline of a book proposal. Which then morphed into TWO books. One of which is The Fire Starter Sessions, the other is my next book, tentatively called, DESIRE. Yay!

10. When you are always intending to be of service, you will never run out of ideas, or content.
I could break this post into a series. I'd rather pack it all in. There's always more where that came from.

11. Change.

Things I've tried here:
: Burning Questions Interviews. I featured some fabulous people.
: Comments (I'd like to take the opportunity to say here, since the debate of blog comments on or off is still in the air - I think that leaving comments on until you "get big," with the intention of shutting them off at such a time is...sleazy.)
: Posting daily. Well that just about killed me. I post about twice a week now.
: Hot Songs (I may resurrect the tunes...I kind of miss them.)
: Inspirational quotes. There are hundreds of them buried in this site. They started to feel like filler. Nixed.

12. Schedule or no schedule? Your call
One of the reasons I adore Chris Guillebeau is that he is so damn reliable. If he doesn't post every Monday or Thursday, you can rest assured he's been kidnapped. Me...I post when I'm pumped. And I know there are "ideal" times of the day and days of the week to post for readability, but...I publish when I publish.

13. People will use you and you'll use them.
This is life. Favours, climbing, sincere friendship and fanship. It's up to you to keep your intentions straight up and clean. Kissing ass to build traffic gets tired really fast. Genuine interest is much more sustainable.

14. Your best stuff may not be your most "viral" stuff. Write it anyway.

15. Generosity makes for a great party.
Every time.

16. You are having an effect on people, even if you don't know it.
People may write you months after an article went up, and tell you that your words are taped to the fridge for encouragement, or that they read your piece at a banquet to a round of applause.

One line - honesty delivered, might motivate someone to do what they've needed to do for years, or to be more audacious, or more gentle with themselves and the world around them.

17. Just write it.

. . . . . .

Check it: New Vancouver + NYC gigs.

New HOT SHOP! Shop it! xoxo

 

making space for creative credo

My palms are a bit sweaty. I'm taking deep breaths. I feel a bit misty, and, I'm smiling. This is a monumental decision for a bloggity being like me…here goes:

I'm putting the comment function on WhiteHotTruth out to pasture.
Comments are hereby closed.
Gulp. Sigh. Namaste.

I need to heed my own creative credo:
1. Keep it pointed to where you want it to go.
2. Pay close attention to your creative fantasies.
3. Keep it lean and keep it clean.
4. Art involves risk.
5. Form informs feeling.

1. Keep it pointed to where you want it to go.

If we've had a beer or walked the Sea Wall together (I know, only two of my friends are putting their hands up - I'm reclusive,) then you've heard me say, "All I want to do is write and speak. Write and speak. Write and speak." Pretty clear. For flavour, I've been adding in, "You know, I just wanna work like Hunter S. Thompson, but without all the bad drugs. Or guns. Or ex-wives. Or..." Okay, the point is, I neeeed to Write and Speak.

And live -- and living means making up stories with my six-year-old magic boy. And eating fresh food with friends. And interviewing Rabbis and Lamas and waiters about the nature of desire...So that I have more stuff to write and speak about.

When people start calling you a "power blogger" (I love the label, don't stop, seriously,) you're tempted to think that power = blogging. And it can. You just need to keep your eye on your real power source, or you get all fancy and you start wearing sunglasses when you sit down at the computer.

And here's the thing with being "in touch" with thousands of people everyday: it can fuck with your head, not in a Howard Hughes go-looney kind of way, but in a "there are a whole lotta of people in my living room, and my bed, and my car-kind of way." You see, I THINK about YOU a LOT. I want to be the best damn hostess on the Internet. I want everyone to know that I read every word that is sent my way. I want to be loved, darling, loved!

Which brings me to…

2. Pay close attention to your creative fantasies.

I've been romanticizing the old days of authorship. You bled on typewriter keys, couriered your six inch-high stack of manuscript papers to your editor; and your book came out four years later. If someone wanted to send you love letters or hate mail, they wrote to your publisher, and your publisher asked you if you wanted your mail forwarded to you that year.

That Jurassic and gruelling process is everything I work counter to. I take publishing into my own hands and ship my art ASAP. Howevah...this imagery (I can even smell the dusty dust of old paperbacks, and the ink of typewriter ribbon,) has been surfacing in my thoughts these past weeks and it's telling me to make the space I need to create more.

If I have more psychic space, I can write more, and write mo' better. And THAT's where I want my vocation to go. All good things (like affluence) will come from honouring that core desire. (Quicky clarity on that: affluence = fluid ideas + influencing positive happenings + cash flow.)

3. Keep it lean and keep it clean.

I was reading the Communicatrix's latest newsletter (Colleen Wainwright slams down the wisdom on a monthly basis and I take in every word.) "Everyone now knows that social-media creep is just as dangerous as TV-creep..." And she advises us to "review your landscape, trim your reel...so I we can be…100% available to the moment."

And then it hit me: Let go. More. Which is scary, but…

4. Art involves risk.

Seth doesn't have blog comments. Havi doesn't even do email. When Leo at Zen Habits asked some of his blog-migos what we thought about him closing comments on his site, I was like, "Dude, 'Zen' connotes comment–free, you need to let go and let it flow." But it's different when it comes your turn to "burn down the barn so you can see the moon" as the poet, Masahide put it.

You start fretting about people calling you a narcissist (wouldn't be the first time I've been misunderstood,) or your readership plummeting (which, uh, couldn't possibly happen because my material is just going to get HOTTER…promise,) and about being lonely (I still have those two friends to drink beer and walk the sea wall with.)

And…I worry that my new artistic format might come across as ungrateful. And that would suck hard, because I am so deeply, madly, appreciative of every heart that clicks my way and gives some extra meaning to all of this. The value of being recognized as useful cannot be overstated.

5. Form informs feeling.

I want to foster a quality of spaciousness here. Like sitting around a campfire, under a big sky. We need room in order to hear, to be with our thoughts. We banter and converse and show up enough "out there," don't we?

I pray that the new spaciousness is appreciated, even savored. Like a paperback book that you can hold close for a few minutes while you make your way through the world.

Ever true and always grateful,