It's funny about blogs...you either "get" them or you don't. Whenever I talk blogs to someone for the first time there is either a visible light bulb that goes off over their heads, or there is a growing glossiness that spreads across their eyes.
What happens when you encounter someone who doesn't "get" it? Particularly if that someone is a business owner and you are trying to convince them to create a blog? Here's my advice:
Explain the technical definition of a blog: it's a website, you update the articles yourself, the articles appear in the reverse order that they're written, most recent at the top.
Explain the horrible uses of blogs: most people use them as personal journals for themselves and their friends.
Then explain the great uses of blogs: but some blogs are very good and cover very specific news that I want to know about. For example, my Dallas Cowboys blog is updated a few times each day, whenever some news comes out about one of their players or the next game. It's ten times better than reading the Dallas newspaper because it's updated by the minute and will link to stories about the Cowboys from any website in the world.
Next, tell them why it's good for their company: whenever I want to buy something, I try to find a blog about it to learn as much as I can before I buy it. Traditional websites don't have much information beyond a product description, but a good blog tells you about the product, about the company, and about customer experiences. I have found that the more I learn about a company, the more I like them, and the more I want to buy from them.
Finally, let them know about the "extras" blogs have that traditional websites don't have: I read many blogs through my RSS reader because it dramatically cuts down the time it would take to visit each blog individually. Blogs often appear at the very top of search engine results, and blogs are linked to by other websites far more often than traditional websites.
Of course, it is very likely that once you mention "RSS reader" the glossy-eyed look will start all over again!
Related: What is a Blog? video.
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