4 Reasons Why Your Blog Sucks

4 Reasons Why Your Blog Sucks

“I stay true to myself and my style, and I am always pushing myself to be original.”
~ Aaliyah, American recording artist

The other day a friend mentioned he had started a blog as a way to earn some money on the side. I smiled, held my tongue, and finished the conversation without comment. But it got me to thinking about some of the deeper problems with the bloggosphere and success in general.

Most bloggers start because they’re looking for a get rich quick scheme, some illusory easy path to fame and fortune. After writing for a couple weeks, they grow frustrated by the slow results and turn to other blogs for advice. Maybe they learn about copywriting or buy a custom design template, but it doesn’t help.

Want to know the real problem?

Safety. Anybody can draft a catchy headline or write a how-to list, but how many people are actually willing to cut through the generic bullshit and actually expose their ideas to public criticism? It’s gutsy as hell, but it’s the key that will earn you respect and readership.

A Lack of Authenticity

Every blog has at least a couple posts dedicated to the search engines. Some random article that barely applies to the blog’s theme and has a dozen keywords peppered throughout each paragraph. And even though nobody actually reads the post, it generates decent (albeit poor) traffic and provides some instant gratification.

Truth is, it’s much easier to write for the Google-bots than it is for human eyes. People are critical and unpredictable. It can be daunting to publish a post you’ve poured your heart and soul into with no guarantee other people will approve. The only problem is it that unless you put your ego on the line, you’re never going to get the chance to build the audience and or interaction you want.

Don’t you think it’s time to stop worrying so much about what other people think? So what if they don’t like your article. Maybe it’s the way you speak, or maybe it’s the focus of your content. Does it really matter? You need to let people appreciate the real you rather than hiding behind scripted writing.

Take a look around the interwebs. You’ll discover that people can succeed in every field with any writing style as long as they’re willing to be themselves. Why does it work? Because we respect the folks that just don’t give a shit about haters, the one’s who speak the unadulterated truth as they see it, consequences be damned. Over time, these authentic souls gather more like-minded people around them until they create a thriving community. The results may not be quick or easy, but they will be lasting.

Maybe it’s time for you to do the same.

Share a Story, Not Advice

It’s easy to spot a newbie blogger. Just find the site with all content and no heart, the kind of place that features dozens of well-written articles but doesn’t share an ounce of the author’s experiences. It’s like reading an even less credible version of Wikipedia, and who really wants to do that?

The art of good blogging is the ability to draw readers into a story. It’s like a television mini-series, only more subtle.

I can sit on my soap box and tell you why your blog sucks, but will you listen if I don’t convince you I’m a credible source? Probably not. We humans believe first and foremost in a thing called experience.

Sadly, the reason I’m writing a post like this is because I have experience in all of these categories. I was “that guy,” the one who lathered keywords like frosting on a cake and hid behind a marketing mask like Mr. Roboto.

I always defined success in terms of income and strove for über-productivity (aka “keyword spamming”) to maximize my profits. It wasn’t until I owned my own freelance company that I realized something was wrong. There comes a time when earnings and output fail to bring satisfaction.

For me, that time was when I had ten employees and a fully automated business. $10k a month sounds pretty good, especially when you only directly invest four hours a week. The only problem was it didn’t mean anything. I didn’t want to be some hidden cog in the machine, forever churning out meaningless how-to information optimized for search engines and target audiences.

You can sell your soul for prosperity, but the money you receive won’t make you happy. I know, I’ve done it and hated every moment. I suppose that’s why I’m writing this, because life experience is only valuable if it can save someone the pain of discovering it for himself.

So don’t transform yourself into a content factory, mass producing generic articles about subject X. As a blogger, your job is to understand your experiences in life and turn your wisdom into a story of success, one that can improve other people’s lives. That’s the mark of a great blogger, and all it requires is a change of perspective.

Write For Yourself, Not Others

One of the things I hate most about blogging culture is the cheesy application of marketing techniques. Oh, just define your target audience and everything will be ok. No, it won’t, especially if you start writing for some vague reader with brown hair, blue eyes, and an interest in “making money online.”

Get a grip! The only people that can create products for a “target audience” are corporations with the budget to hire people in that audience to speak to that audience. Does that make sense? No? Well how about this: write for yourself!

I’m serious. How could you ever write for somebody else? It’s not like you actually know what’s going on inside their head. You don’t have an idea what they like, think, or want. So how are you supposed to write for somebody else? You can’t.

Here’s the trick to “defining” your audience. Don’t. Simple right?

It isn’t worth the time and effort to figure out who likes your writing how to please them. I’m not saying don’t track your results or learn from your experiences, just for God’s sake stop trying to live your life for other people.

Be yourself already! When you start writing the kind of articles you would read, an amazing thing happens. People with a similar perspective will start reading them too.

Realize that different people are going to like different ideas. It’s not like there is an army of clones out there who obsess over everything you write. Not even close. Instead, there’s a bunch of people who like this thing and that thought and don’t care for the rest of your ideas. Don’t worry, it’s life.

The most important reason to write for yourself isn’t because it will immediately attract a huge audience, but because it’s fun. It’s meaningful. It’s deeply satisfying. And isn’t that the point of this thing we call life? Who really cares about all these different metrics for success. In the end, true success is moment spent in happiness, and you can have that right now.

It’s Time to Change the World

So far we’ve covered pretty basic stuff. I’ve listed off some reasons, pretending like I know shit and acting like you should listen. But really, there’s just one reason most blogs suck: because they write blog posts instead of changing the world.

Does the world really need another article about blogging tips? No, not at all. If that was all I was writing about here, I wouldn’t have bothered to submit this guest post. Why? Because it wouldn’t fucking matter.

Who cares about blogging? I’m mean really, at the end of the day nobody actually gives a shit about that typo in the 3rd sentence (you can check, it’s still there). What matters is whether or not I was able to communicate some kind of truth and, more importantly, whether I improved the quality of your life in some small way.

The problem with blogging for money is that it skews your values. You start seeing it as a cost-benefit relationship, where you exchange information for readership and ad revenue. It doesn’t work that way. Value has nothing to do with information.

A real blogger understands that each piece they publish should be able to revolutionize somebody’s life. It doesn’t matter what they’re writing about. Hell, it could be knitting for all I care. When that little old granny reads about a cool new yarn from a blogger she knows and trusts, and when that blogger takes the time to inject humor into her post and focus on her readers’ passions and desires . . . well, that’s when you make the sale. But by that point, it won’t really matter, will it?

You are one-of-a-kind. I know it’s cliche, but only because it’s eternally true. You have a unique perspective, something nobody else can know or benefit from unless you share it.

Stop holding back. Stop hiding behind the comfort of grammatical rules and safe words. Drop an f-bomb every now and then. Nerd out about quantum physics or eating playdough. Be yourself. It’s the only way to succeed at blogging, but more to the point, it’s the only way to truly live.

Good luck bloggers, I’ll catch you in the comments!

Post by Mark Swedberg

Bio: Mark Swedberg is one of those crazy lifestyle experimenters . . . you know, the kind of guy who runs split tests on his dinner date or randomly finds himself in the middle of a Federal sting operation. Keep track of his latest adventures onA Journey’s Tale or catch his experiments in real time on Facebook.

Join the Discussion. Click Here to Leave a Comment.

  1. I really enjoy this straight forward approach to this piece. To be honest, something I was in need of hearing (as I read to myself). You are right about writing for yourself and being yourself. Doing this brings a sense of empowerment, not only to yourself, to your craft. Like I always say, allow your work to do the talking. I look forward on reading my from you (guys).

  2. Excellent article. I’ve struggled with these issues myself atnd after nearly losing my marriage and my mind trying to be “content rich” I’ve realized that blogging for me is my art and should never be my Master. My mortgage company and the corporation that employs me might think they own me but they don’t. On my blog Im the queen. And either people grok me or they don’t. Whatevs. I write for me and the people out there who find me. That’s my purpose.

    • Blogging is a fun activity and it can have rewards, but you’re absolutely right – when it starts costing you in other areas of your life, it’s time to set some boundaries. Well done!

  3. Hey Mark,
    I subscribed to your blog immediately on that bio alone!

    I’m quickly learning that you’re absolutely right about writing for yourself. More people care about what I have to say when I’m authentic, real, and not so “showy.”

    Thought-provoking post.

  4. This is a really inspiring post that puts a very convincing argument for satisfying your needs first before you attempt to satisfy the needs of others. I agree with you Mark that your personality needs to shine through your writing and cause a positive change in someone else. YOUR personality, Mark Swedberg, oozes out of this post and I am delighted it resonates with me. Thank you for sharing this wonderful piece so candidly.

  5. Be yourself. It’s the only way to succeed at blogging

    That’s one sentence I should have known when I started blogging! Awesome advice!

    It’s true that most of us are just feeders for Google’s bots. I am trying to change this and your post just provided lot of fuel!

    • One of the biggest missions I undertook in the very first months of the MwP blog is to NOT be a Google bot feeder… and I’m quite happy that you’ve decided the same. People first, after all!

  6. top tips…top tips indeed.

    have heart and do it for yourself. I try to write posts that are seo friendly, but it drives me mad. I just want to write 🙂

    a fine balance I suppose. Like most things in life

    Matthew (Turndog Millionaire)

    • Hi Matt,

      I find SEO to be terribly overrated. It used to be more relevant, but in the past couple years Google and other search engines have placed a lot more value on backlinks and social media. I don’t bother with SEO anymore, although there is still a little value in it. I’d encourage you to test a couple authentic posts or, better yet, guest post for a couple mid-tier bloggers. That alone should give you more immediate traffic and long term SEO value (from the backlinks) than any amount of keyword optimization. Plus it’s a lot more fun!

      Good luck!
      – Mark

  7. Great article. I’ve struggled with the emotional connection in my blog because of privacy concerns. It’s been a struggle to find the connection and still keep a balance between it and my privacy. I was part of a blogging class, and everyone jumped on and started blogging about these hugely personal things. In some cases, I felt like I was taking a look into someone’s life that was too personal. What’s your take on mixing the two? I get tired of hearing people say “Privacy is dead,” give away their birth date in and year (seriously, I saw that in a blog), and wish for more privacy!

    • This is the crux of the matter, isn’t it? How much is too much? Where are the boundaries? And how do you write authentically and with transparency without exploiting yourself and those you love?

      I don’t think there is a static answer to these questions.

      In December, a popular blogger that I used to love posted a picture of her ass with a big bruise on it stating that her husband had pushed her during an argument and she was hiding out in a hotel room with her kids. I was horrified and appalled.

      It seemed to me she’d gone too far. What about her kids?!?!

      And since then I haven’t had the nerve to click on her blog again. Her life is a train wreck and what does it say about me if I read it?

      As luck would have it, on December 31st I faced my own personal crisis. Part of the problem was the time I was spending blogging. So I stopped blogging altogether and took six months off.

      I’m back to writing again, even writing about deeply personal things, but I removed all of my ads and I’ve stopped “marketing” myself. I’m doing it for the joy of writing and connecting with my audience, period.

    • I think privacy is highly personal. Everybody has different comfort levels and every style can be used for good or evil. Just read about the Tucker Max lawsuits to see what total honesty can do your online business.

      Personally, I don’t use real names in my stories unless I have permission from the person in question. As for stories about myself, I try be as open and honest as possible. It adds to the shock value, which is part of my branding strategy. It won’t work for everyone though.

      The key is to be true to yourself, in your content as well as your rules. If you’re uncomfortable publishing private information, then don’t! That emotion is there for a reason, and you can work around it and find other kinds of ways to communicate your ideas and values without publishing personal stuff.

      Good luck!

  8. Hi Mark,

    Great post!

    We’re trained to do everything for money, to always have a money-making motive in the back of our heads. It’s why the world puts profit before people and environment and beauty and truth and no matter what economists say, it doesn’t have to be that way. That’s the big lie.

    A blog is a way to pay it forward. To share your path through life and what’s worked and hasn’t worked. If anything writing a weekly blog will help you get on your own right path. I prefer to let people find me. I shine my light and those who want that light walk towards it. If you’ve created a class or a product or something else you want folks to know about because you believe in your heart it will make the world a more humane place, share it with them.

    Thanks! G.

    • It’s a tough line to walk. Blogging for the sheer pleasure of it is nice, and it does feel good to help others, but if it’s costing time and money that could be better spent elsewhere to improve other areas of your life, I feel that it’s time to cut the cord.

      But I do like your philosophy of sharing a path and experiences – nothing like a good lesson learned to save someone else the frustration, eh!

  9. This was the first thing I read this morning and it really caught my attention. From your title, I was expecting something else…but you went a different way, and I want to thank you. It IS time to change the world. So let’s quit worrying about whether we’ve got enough link juice and start writing stuff that matters!

    • Agreed on the title and the unexpected route that Mark’s post took – when I first saw the title, I had the same reaction, but I thoroughly enjoyed what he put in the post. It’s a good message for everyone!

  10. Thanks for a very good post! I’ve been in a spot lately (trying to figure out what to do with myself in unemployment) where I needed to read something like that, given my interest in blogging. I think the way you do–write things of interest to you, not out of some strategy to snag bucks.

    • Stick with it! I’ve had a couple really hard seasons myself. A lot of times giving up seems like the only way out, but if you can persevere there is always light at the end . . . only problem is the tunnels can be really fucking long some times. You can do it. Good luck!

  11. I’m sure glad I read this post because I was just about to shut down my blogs. Every single point you’ve touched on, and writing in the opposite direction, gives me a bellyache when I think of blogging. Yet not blogging is like a day without Metamucil (what’s with that company plastered all over FB?).

    I’ve made a lot of discoveries about writing as I’ve struggled my way through reading and barfing up the how-tos du jour, but they’re my stories about my lessons learned, and I have no clue as to whether they have relevance to anyone else. Who am I to give advice or how-tos? (You obviously have the knack, but it’s a rare one.) I just want to talk about my day wrapped up in words and stories. Writing helps us organize our thoughts in some order that makes sense, and the objective of a lot of writing is untangling the traffic jam of thoughts in the head. That’s what I really want from my blog–some traffic signs and signals discovered for myself to minimize the gridlock.

    Very nice post, and I’m so glad I haven’t completely given up on reading blogs. I’m just a little ticked that so many of us now need permission to go about the business of (as Ethel Merman once sang) doin’ what comes naturally.


  12. I know, right?

    When I tell other hobby bloggers that I make a little fun money, I get *that* look. My advice is always: First: write 2500 blog posts … then ask me again how to do it.

    But I disagree with your suggestion to drop an F Bomb every once in a while… you should have qualified it with “if you drop F Bombs in conversation from time to time.”

    Like Linda, I hold back about writing about personal feelings. I don’t think the reward is worth the risk.

    Good stuff.

    • There’s nothing like a well-placed curse word – and I do stress “well-placed”.

      Way too often, people feel that it’s shocking or surprising or ‘shakes things up’ to curse in posts, and so they just go overboard or use them unthinkingly. That’s silly – you should always think about every word you use, and why you use it.

      What’s funny is that I typically curse like a sailor… and I think in the past years, I’ve only used cursing three times or so. I don’t think the lack thereof has taken anything away; I think the lack of cursing only helps to enhance that there’s someone smart behind the F-words. 🙂

  13. Thank you so much for coming clean about the meaningful way to blog. I was growing weary of the advice from the gurus that was exactly opposite of what you’ve shared. Sharing my own experiences–ups and downs–with my readers always yields more comments than the high-handed advice I’ve given. It’s my goal to avoid being a content factory trying to lure the search engines. Instead, I want my blog stories to readers encourage, inspire and transform my readers (and me.)

    • Absolutely. Stories that encourage, inspire or empathize have always been some of the best, in my opinion. For sure, sharing them depends highly on what sort of blog you have, your audience and your business and personal goals, but it’s definitely worth thinking about.

  14. Treay Cohen says:

    This is excellent and down to earth advice. I appreciate your openness about your former attitude to SEO etc. I agree that if you concentrate on being authentic, add real value to your posts and keep your eyes
    off the money, you will be far more successful.
    However, I disagree with your advice to use. offensive language: it doesn’t mean you are being admirably open, honest and ‘yourself’. It is puerile and it shows a lack of respect for societal mores and your readers:
    You can loosen up without risking alienating people. Having said
    that, you haven’t alienated me, I found your points helpful and I shall keep them in mind.

    • I like to keep my eye on the money – all the time. Otherwise, blogging can quickly send people into a pit of wasted time and wasted dollars.

      But that doesn’t mean that watching for profit opportunities means you have to trade off on value, authenticity and plain old good advice – I think there’s a lovely balance to be had by all.

  15. I do agree with you that originality is the best way to build a blog that will eventually stand out. Sometime it only takes 20% originality to set your blog from the rest.

    Therefore, don’t be in a rush to make a blog before you research and see what others are not doing. With a keen eye you will surely create a blog that attracts.

  16. Being oneself is something that work most whenever someone wants to succeed with hi/her pen writing. yourself. Whenever you do it through your own articles or someone else articles. Up to choose. But I really liked your idea of sharing this spot. As one of the commentators Mark has putted it ,I think when you are writing stories , I strongly believe that privacy is highly personal. Everybody has different leisure levels and every style can be used for good or evil. All depends on your target level and class in your style.

    Personally, I don’t use sometime when I am wring controversial articles , I do not use my real names in my stories unless I have permission from the person in question. As for stories about myself, I try be as open and honest as possible. This helps me to walk smartly .

    Ntarugera Francois

  17. I began my blog to cope when I began getting eye shots for wet type macular degeneration back in Sept, 2010. Since then, I’ve poured out words in poems and regular blogs about the pain and fear, and most importantly the coping… I figure if I help just one person, then I’ve two: that person and me.

    • Hi Sandra, glad you’ve been willing to share your difficult journey. Personally, I believe the hardest thing to do is be open about the hard times in life where you don’t come out looking like a superhero, but I also believe those are the posts where you get to change lives. Anybody can spam off feel-good “Fix Your Life in 3 Steps” nonsense, but it takes real courage to be honest.

  18. This article was just the kick in the ass I needed at this moment. We all have to find our true voice and believe that we are equipped to tell the story that only we are capable of. I just needed to hear it from someone else. Thanks.

    • That’s the tricky part isn’t it. Believing in yourself. I think we all know the truth, but what does it take to hold onto it even when the going gets tough? Good luck!

  19. Since I have a blog about writing, my personal experience stories are sometimes about what I’m doing while I’m doing it. I also study and write about psychology on another blog, and I write short stories and have a novel in progress. Given all the writing I have going on, my personal writing experiences and experiments come up a lot in my blog articles. You could say I’m already following your advice.

    On the other hand, I also write articles that are mainly informational. Maybe it’s because I combine research with personal experience, but the informational articles always seem to get more comments. I suspect there is probably an ideal balance between information and anecdotes. By the way, I enjoy writing both types of articles.

    • I agree, David – it’s nice to have a good blend of personal and informational… keeps people on their toes 😉 And it also helps keep a blog from going stale!

  20. Mark,
    Does it also depend on your goal with your blog. If you’re thinking it’s a get rick quick scheme, you will have a different approach than if you are attempting to build a web presence, maybe to sell a novel another time. Or maybe you should not have a different approach?
    My point – that if you are doing it from the perspective of a potential author – you must try to write from the heart, with interesting stories.
    So maybe this follows for those thinking of making money – i.e. put the money making objective low down in the priorities – behind all your suggestions above.
    Thanks for provoking the thought.

    • Good insight. I recommend blogging for influence because, quite frankly, blogs are a terrible way to earn a living. It requires too much work and time to generate revenue. If you want to make money writing, then start a freelance business. But you’re right, if you’re trying to make money from a blog, then this advice only works for someone looking for long-term results, such as a book contract, speaking engagements, etc…

  21. I really enjoyed reading this, Mark, especially after sifting through thousands of posts about how to be “engaging”, “personable”, and other vague instructions about blogging. But all the same, I’m not sure I’m ready to abandon my keywords just yet, or stop defining my audience. They’re not after every thought that courses through my brain, they’re only after a select few, so I have to put some thought into what they want – just not obsessively, perhaps.

    • Oh god, I’m so with you there, Inge… there are SO MANY posts out there throwing out the latest trendy advice, but very, very few specific posts that tell you HOW.

      “Be engaging” – what does that even mean? How does one become engaging? What’s the measure to know if you are or aren’t? It’s vague – and vague advice is worse than none at all.

  22. Good evening Mark!

    I so agree with you about the importance of writing for yourself.

    I knew nothing about blogging until just before Christmas 2011 (didn’t even know what one was!). I was advised to think of my ideal chalet guest and write for him or her. Seeing as I didn’t really want anyone to stay in the chalet (I’m not much good at being a landlady or business owner!), the only person I could come up with was me. So from the start I have written for me.

    These who have visited the chalet and haven’t ‘got into’ the blog before they went have not been good visitors. They’ve caused damage, ‘misplaced’ things and cost me dearly financially. Those who have taken the time to read the blog on the other hand have enjoyed themselves and made the effort to let others know about me and the chalet.

    To me that proof positive that writing for me is also writing for my ideal guest and the best way to go!

    Kind regards,

  23. Treay Cohen says:

    I agree; keeping an eye on the bottom line is crucial. In that sense, you must keep your eye on the money. However, I notice that when you focus on excellence in service and adding value to your clients’ experiences, not seeing dollar signs instead of people, then things flow well. I guess it’s getting the balance right.

  24. It was so amazing to death to read from from Linda and learn something at least fromt her that she couldn’t write to someone else a part from starting writing to herself . I liked that . Will you do the same?

    Ntarugera François

  25. Hi Mark,

    I do agree. Besides having quality informative content to offer a user – people seek out people, not robots – and tend to want the personal aspects of sharing experiences (as one example) in a post. They should feel like a valued customer – valued enough that you “Personally” are willing to engage with them (by having them associate with an experience or by Engagement in the comments on the website)

  26. Hi Mark, thanks for your point of view. IMHO there are two major points to be successful as a blogger:
    1) Having at least good content on the blog
    2) Having a lot of targeted traffic and devoted readers
    Nothing more but nothing less 😉
    BR, Chris

  27. A real blogger understands

    It is a waste of time to try and define who a real blogger is or isn’t. Too many bloggers throttle themselves because they are worried about covering the same topic as everyone else.

    That is a mistake that doesn’t have to be made because experience has taught us that “there really isn’t anything new under the sun.”

    If you want to write a post about blogging tips go right ahead and do it. The fact that it has been done before and will be done again isn’t a reason not to do it.

    It is like saying there can only be one newspaper, one television station, one car manufacturer etc. There isn’t a huge distinction between Time and Newsweek.

    It is personal preference and that is why I agree with you about the need to inject personality into our posts. Not everyone is going to like what we say or how we say it, but some will and that is how it begins.

  28. I was so excited when I read this post! Your ideas resonate with the way I want to be in the world. What you’ve said here, really needs to be said, again and again.

  29. I’ve been thinking endlessly about “target audience” and delivering “value” of some sort and it really has created mental blocks whenever I try to write something new. This is so refreshing to read. I do feel empowered when I write, so I’ll go ahead and not give a rats ass about how many visitors click on my link. (Okay maybe a little bit, but I won’t let it affect my writing anymore 🙂 )

  30. Well well , this is all about . Obviously thinking endlessly about “target audience” and delivering “value” of some sort can most of the time create mental blocks whenever some one tries to write something new.

    It has happened to me either one day when I was trying to write something on Rwandan media during genocide against Tutsis in Rwanda and great lakes region.

    Ntarugera François

  31. This was by far one of the best matter-of-fact pieces I’ve read so far. I think most people do want to be the next big thing, but with that, comes the forgotten reason why you start a blog to begin with…isn’t it really because you have a need to be heard? I loved this piece and hope one day not to suck, but until then oh well…I’ll keep learning.


  32. Just started blogging. This was good info – thanks. The only reason I started blogging was to get all this stuff out of my head. I think it flows quite nicely. let me know what you think.. I doesn’t get any more real and it is truly written for me. If other people get something out of it – great. I know I’m just one of the many out here but it feels damn good!

  33. Yes – I’ve done this! I find it difficult to expose my inner thoughts and feelings to the world, but I know that’s what it takes to write a great blog. My blog is all over the place in terms of content. Some posts are how-tos, others are observational and a few dabble in my personal life. I’ve had trouble finding my voice on my blog and it shows in the fact that people have not responded in a big way. Thank you for your advice, and your warmth. x


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