I was asked by a reader last week if I thought that blogging was the optimal way to reach readers, as opposed to taking a more traditional ‘website’ approach with static content that doesn’t change from day to day.

Great question. The same day I received an email from ProBlogger Darren Rowse who talks about the process of testing language to drive response. In the email he says: People respond to words and visuals in different ways – most of the time as bloggers we think we know best and just slap things up – without realizing what we could be missing out on if we just took a little time to test the impact of our approach.

Darren tested headlines, then he tested copy, then he tested the Call-to-Action button, using different combinations of each until he had improved conversion a nice 300%. Testing, testing, testing.

Or as my reader put it: Focus, focus, focus.

So why write a daily blog? Certainly the language can’t be tested, because a day later it will be gone and replaced by a new post. Often, that post is written once, edited once, then goes live – perhaps without the proper care Darren Rowse refers to above.

The answer? As this site evolves, perhaps there will be a home page that remains consistently on message. Because then that message can be tested, refined, and tested again. That is, in effect, the essence of marketing.

But I do love throwing things out there once a day.

Your thoughts? Let me know your approach.

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