Here’s the deal. I am scheduled to teach two classes next Saturday in Chicago. But as of right now… no one has signed up! I’ve got plenty of people interested as watchers on Skillshare but no one has ponied up the money to attend the class. If I don’t get 4-5 people by Monday at midnight Pacific I’m going to cancel the classes and watch football instead.

I’ve actually just lowered the cost of the class from $25 to $20 to make it a bit easier.

Growing Your Business with MailChimp

Mailchimp is an amazingly powerful tool. Whether you are a small start-up, a restaurant, a band, or a non-profit– Mailchimp can help you grow your business. In this 2-hour class we’ll quickly cover the basics of the service and quickly dive into unleashing the power of this amazing email marketing webapp. We’ll talk about lists & groups, templates, integrations with tools like Eventbrite, Facebook, and Salesforce, and email marketing strategy.

Register here

Blogging 101

This class will be laid back but full of experience, practical application, and practice. As a full-time blogger and blog coach I’ve helped countless bloggers get going for their own blogs and even launch small businesses. Topics covered: (But not limited to) – Getting started for free – Choosing the right platform – Customizing your blog – What to write about – How to write for response – How to build a tribe – Intro to analytics and other measurement tools – Principles of social media interaction The class will be two hours. But the format is loose and I won’t leave until I’ve answered all of your questions. My goal is that you walk away with a firm understanding of what to do AND ready to get started.

Register here

So, you want to blog? And you’d like to build a following. Great. I’m here to help.

Here’s a quick reality check:

• Success has nothing to do with a fancy blog design.
• Success has nothing to do with learning the latest SEO tricks.
• Success has nothing to do with finding advertisers to fund you.

So save your money. And don’t waste your brain cells.

Success as a blogger is so much simpler than that.

Just start writing. That’s 99% of the battle. Write, write, and write some more.

Success will find you when you are satisfied with who you are and how you write.

Start at the beginning

Chances are, as a reader of my blog, you’ve read something I’ve written and thought… “I could have said that, just better. I am smarter and a better writer than Adam McLane.” And you might be.

So what is the difference between you and I? Experience.

Go ahead and look at a tab on the right sidebar called, Archives. Then drop down all the way to the beginning. Go all the way back to May 2004 and read a few posts. I was horrible. But I was consistent, I was trying, and I was listening. And over time I wrote less about things that were interesting to only me and more about things that might be interesting to both me and you.

2004 was my beginning. Next, skip up to 2006, then 2008, then 2010. You’ll see a progression. I got better. I’d like to think that the progression continues.

If you are starting, just write. It doesn’t even matter what you write. Or if anyone reads it. Just write and write and write. You’ll figure it out.

You don’t have a reputation to protect

The biggest block to most people getting going (and later, to you growing) is a fear of embarrassment. Get over yourself. Stop it. You aren’t famous and you don’t have a reputation to protect. And if you can’t stop worrying about your reputation… write under a pen name and don’t tell anyone you are doing it. All that matters is that you start writing.

I wrote for two years on a blogger account not tied to my name directly. Then for the next two years I wrote on a Typepad blog… I didn’t move to adammclane.com until I’d been at it for a few years. I didn’t have a reputation to protect. But I probably thought I did.

Don’t make an announcement

I think letting people know that you are going to start blogging is the worst thing you can possibly do. Telling people seems to mount pressure. Pressure to perform steals the joy of expressing yourself. And once the joy is gone– you will convince yourself that you don’t have time or that it isn’t a priority.

Just write. Don’t promote. Forget about Twitter or Facebook or anything else. Just write. If it’s good, people will find it.

Measure the right things

I’m 7 years into this. I measure some pretty sophisticated things. If you are just starting out the only thing worth measuring is, “Did I write today?” Get a year into it… then add to that, “What kinds of posts draw comments?” Once you have enough confidence… then worry about things like, “What’s my niche`, who is my audience, and is my blog growing?”

But for now… just write.

The easiest way to draw traffic to your site all you have to do is hate on people.

My definition of flaming content online: To bad mouth purely for the sake of creating traffic, link baiting, retweeting, Facebooking, and otherwise bad-mouthing a person, organization, company, or news item for a purely selfish reason. (Read here to see what it is like to receive these criticisms)

Why does this work? When someone reads something that you write, they are left with a number of choices. Do nothing, comment, talk about it, share it, tweet it, email it, or bookmark it.

Over time, you learn that people are more likely to link to or forward something that is salacious than they are something that is benign, informative, or encouraging. That’s just the nature of consuming new media. The result is that some people write purely to draw traffic and since “flaming sells” they know that flaming people/organizations will draw more notoriety, traffic, and the hope for… income.

Here’s a formula that I’ve seen play out for the past several years.

• Normal content = x1
• Flaming content = x5

That’s pretty much what it looks like. If your Twitter account, Facebook profile, or blog flames someone you’ll get more traffic. Why? People love to read rants.

So are you saying that all blog traffic is drawn to flame speech? Not at all. And here is why:

• Remarkable content = x10 (or more)

Which leads to my point: Most people write hate/flame based content because they don’t have the time/guts/brains/skills to write something remarkable in the first place. In other words, it is easier for them to draw traffic with flame-worthy content than it is to draw traffic with remarkable content.

Adam’s Law of Traffic: Write something remarkable and everyone will talk about it. Write about something you hate about someone and some people will talk about it. Write about normal stuff and only your mama will talk about it.

Bonus math: Since mountains of people like to copy the thoughts of others… sometimes giving credit and other times not.

Copied content + traffic = x5

Is RSS dying? Quick answer: No

But RSS (Really Simple Syndication) has a lot more to compete with in 2010 than it did in 2005 when it took off.

In 2005, the advent of aggregators like Bloglines, Google reader, and even the über popularity of my.yahoo.com made RSS the best way to grow your reach as a blogger. If you could just get them to click that orange button– they’d get your blog post every time you published automatically!

RSS was king.

For a few years RSS was one of the easy measurement tools of blog power. As people visited a site for the first time they were more likely to subscribe to a blog if they knew say… 1034 other people already did. (And yes, tons of the names in the Christian blogosphere you know today got known simply because they figured out how to manipulate the Feedburner subscriber chicklet. They made it seems like they had tens of thousands when they really had about a hundred. Tricky, tricky. It was dirty but you bought their books. Sorry.)

In 2006, the apple cart began to get upset with the popularity of sites which sifted through thousands of relevant RSS feeds within a niche` and curated the niche` into a website. Power wasn’t just measured in your ability to have thousands of RSS subscribers… it became measured in your ability to get your conent brought to the front page. Sites like Boing Boing, TechCrunch, Huffington Post, and Mashable exploded simply by curating their respective niche`. (Imagine editors looking through tens of thousands of RSS feeds and choosing 10-12 things a day to link bait.) Interestingly, since that’s essentially what newspapers and television news folks do, these curators became recognized as legitimate news outlets within their sector. All because they subscribed to thousands of RSS feeds and started to bring the best stuff to the top. Along the way they earned more than your RSS subscription– they earned your trust.

In 2008 and gaining strength through today RSS has become less important. Why? We don’t need to have tons of content automatically sent to us via an aggregator. Nor do we need the big niche` sites to curate the conversation generally. Instead of subscribing to Mashable or Boing Boing or the New York Times, I monitor my friends feed on Facebook or Twitter. I allow them to go through their aggregators and allow them to be my curator. In other words… I read what my friends tell me to read because they thought enough of it to retweet it or recommend it to me on Facebook.

Here’s the new reality bloggers, news agencies, and marketers are wrestling with every day: We’ve gone from RSS to FFS.

What is FFS? I just made it up.

Friends and Fans Syndication: Delivering your content through relationship-based platforms.

Learn how to manipulate FFS and you will be king in 2011.

I’ve written a series of articles for Immerse Journal describing a digital ministry philosophy for youth workers. The first article, called “Be Consistent” brought a lot of questions because I spent all 800 words talking about “why” to be consistent and it left many struggling readers with a burning question, “How can I be more consistent in this area?”

Here’s my process for daily blogging

1. I’ve made it a daily habit. To put it in Christian terms I’ve added it to my daily devotions. I consider writing a major discipline of my spiritual life. It’s a daily exercise for my brain. I belive it’s one of the ways the Gospel works its way both into my life and into the lives of the people around me. Since its part of my daily routine I don’t find the time to blog. The time to blog has found me.
2. I constantly capture ideas for blog posts. I have two distinctly different methods for doing that. Everywhere I go I have a journal and my iPhone. If something comes to mind, a sentence or thought or paragraph, I capture it. (If you spend time with me you may have seen me do it, though you may have thought I was just checking my email.) Sometimes its a visual sketch that I draw out or write out. But typically, its any idea that pops into my head or flows from a conversation and I capture it. (I use Evernote for that. Synchs from my phone to the cloud to my laptop.)
3. I have a list of blog posts for future writing. Periods of inspiration come and go. So I maintain a list on Evernote called “blog posts” — Just a raw list of things I want to blog about at some point. Right now, that list has 11 posts titles/concepts. Sometimes it has as many as 30 and sometimes it has as few as 5. Each morning, as I sit down to write, I open up Evernote and decide if I want to write about one of the things on my list or something else that just came to mind. (It’s about 50/50)
4. I write on a timer. Since I ride public transportation to work I have a firm departure time from my house. If you could see  the time stamp of most of my blog entries you’d see it is right around 8:00 am Pacific. DING! That’s when I have to leave for work. So my blog post has to be done even if it’s not perfect. I start at around 7:00 am and I have to press “publish” by 8:00 am. That means I have to write, edit, do artwork, publish, and push the links out to Facebook & Twitter in that hour.
5. I process concepts in outline form. That may sound weird but it is how my brain is trained to work. If you were to look the concepts I capture on Evernote you’d see a formula: Concept; list of supporting items. That’s why so many posts are often lists or bullet points. I’m starting with that and wrapping an intro and a conclusion. If I have more time each supporting item may be a paragraph. But typically, like this post, those supporting items are bullet points or numbered points.
6. I allow myself to slip in other posts. Each day I have my “main blog post.” This is the one I get up and write in the morning. But if something pops up and I want to post it later in the day, I do it. Typically, that drop-in post takes me a few minutes instead of an hour. It’s a thought or image or video or life nugget or reaction to something I read. But I’ve found allowing that to flow allows me to have still have that consistency of one thing I’m writing each day.
7. I don’t punish myself for days off. I don’t have a scheduled day off from the blog. But sometimes, typically a weekend, I just don’t post and I don’t worry about it or force myself to write two on one day to catch up. Or sometimes I’ll skip the morning ritual to take the dog for a walk and in the process of walking him I will generate 3 new ideas. It’s also typical on weekends that I don’t have a “main post” but I’ll just push out two drop-in posts of quick thoughts, videos, family updates, etc.
8. Blogging isn’t really always on my mind. I’m not sitting there, having coffee with a friend, and thinking… I’m so blogging this. This process actually allows me to NOT do that. It frees my writers mind to be fully present in my daily life. That’s hard to explain– but I think I’m just wired to write and writing in the morning kind of gets it out of my system so I can be productive in my day without thinking about things to write.

So, that’s how I do it right now.

My process is one-part analytical, one part self-discipline, and a pinch of artistic desire. You could even call it a little bit manic.

And if I’m really honest with myself. Part of the reason this process works for me is that it brings order, control, and discipline to my scattered mind– writing a blog is more for my benefit than yours.

Quick synopsis:

1. I reserve the right to edit your comments if they contain foul language.
2. I welcome all comments and all types of comments.
3. You may use a pseudo-name so your “real name” isn’t publicly visible.
4. But you must use your real email address so I can follow-up with you.
5. You are welcome to use my contact form to send me comments that will not be published on my blog.
6. Anonymous comments with invalid email addresses will be deleted.

It’s been a couple of months since I published my list of Top 20 Youth Ministry Blogs at the YS Blog.

And for the most part the list did what I was hoping it would do. People took notice that YS had taken notice of blogs enough to rank them. And the net effect has been that many who had stopped taking the genre seriously are now take it seriously again.

It’s hard to explain and its impossible to pin it on just the rankings. But it was clear that youth ministry blogs were on the decline. Now they are noticeably getting stronger.

Am I taking credit for that? All I’m saying is that publishing the rankings didn’t hurt the genre.

Here’s a few observations: (In no particular order)

• The quality, quantity, and effort put into youth ministry blogs has increased in the past two months since the rankings went public.
• There are lots of new youth ministry blogs to index– awesome!
• The method used to calculate the top 50 will continue to refine.
• It looks like I only missed a few sites that could have hit the top 50. (This was my big fear!) I did ask those who voted on the top 50 to tell me who was missing, that group brought up only 2 blogs that weren’t indexed. For a first public shot… that’s not bad.
• For 2011, I’m glad that I’m just the math guy and I get to turn over the influence ranking part (33% of the overall ranking) to the 2010 top 20 bloggers.
• Basically, everyone from #11-20 wants to be in the top 10. Which is fantastic because it forces EVERYONE to grow and get better just to stay in the top 20. I’d be impressed if anyone can crack the top 5… there is a big statistical hurdle between a top 5 blog and the rest.
• I’ve noticed a lot of folks in last years top 50 are making changes. They are getting right with Technorati and Google. They are making sure their RSS feed works. They are probably doing some SEO stuff. In other words, the whole class of youth ministry blog is getting better not just from a content side… but from a set-up side.
• I think I’m going to exclude from index if they haven’t updated in 30 days. It’s tough because it takes me a couple of weeks to get through the data. So I might just index everyone and scrub the data right before I send the top 50 for influence ranking to the top 20.
• Those of us on the list have had some weird effects. I know I’ve heard more bizarre product pitches in the last two months than I’d ever heard before. And marketers have definitely taken notice. Crazy town.
• Yes, I think it is possible for a new blog to make a first year appearance in the top 20. Because some of the indexes that go into the composite score take time to build… I sincerely doubt anyone could amass the traffic to go from launch to the top 10 though. But I’m sure its possible.
• I’ve had to laugh at the humility thing of those on the list. Lots of people on the list don’t know how to react. Christians try to act humble when they are proud. I think it’s OK that they are OK being on the list. It’s not like they politicked to get on the list… no one knew it was coming!
• Speaking of politics, unlike other rankings in our world, the YM blog ranking is open. If anyone thinks their blog has a legit shot at getting into the top 20, let me know so I can start indexing it. Last year, I indexed more than 100 blogs. I have a feeling I’ll be indexing 200+ in 2011.
• A lot of people have asked me about adding Twitter/Facebook numbers into the mix. I’m resisting that urge for a number of reasons. I actually think blog indexing and social media indexing are two different things. Truth is, size of a social media circle is completely meaningless.

I’m an engagement preacher. No other stat matters in social media quite as much as engagement. Likes, Retweets, Trackbacks, Comments. These are the things that show that your content isn’t just getting read– it’s getting shared.

Here are five ways each of my blog posts is engaged with.

1. Comments (On the blog itself, on Facebook, and on Twitter)
2. Facebook like and shares (I have a limited reach. But through my reach I have unlimited viral capabilities.)
3. Twitter links and retweets (Did someone like you post enough to post on their Twitter account? Did anyone retweet the link?)
4. Private discussion (I get a lot of e-mails, Twitter direct messages, and Facebook messages with each blog post. I even tally the number of times people see me in person and mention something I’ve written. That’s all engagement.)
5. Blog excerpts (Getting a paragraph pulled from a post and having it create content for another blogger/online magazine is awesome engagement. It’s like an annotated recommendation.)

What are ways you engage with your audience?

I laugh when I see the term, “social media expert.“ Let’s be honest. It’s an emerging field and the only thing that makes someone an expert is that they have labeled themselves as such and they read Mashable and Seth Godin.

With that in mind, I’ll just point out that for the last two years I’ve gotten paid to handle social media. I don’t know if that makes me an expert in the field, but it does mean that I’m employed in the field. (And I read Mashable and Seth Godin just for good measure.)

So, how do I measure success?

False positives

• Size of following. Having 25,000 followers on Twitter or 10,000 fans of your Facebook page doesn’t mean jack.
• Contest excitement. I love hosting contests as much as the next guy, but hosting a big contest doesn’t mean jack.
• Being active. Utilizing the tools of social media is important, but just showing up doesn’t mean jack.
• Atta boys. [Or atta girls] When you first get started everyone in your organization will be excited, but that doesn’t mean jack.
• Sales or lead generation. This may make the boss happy, but in most cases it doesn’t mean jack.

True positives

• Engagement. Are your followers, fans, subscribers listening to the stuff you send out in a measurable way? Do they click on links you recommend? Do they comment on stuff you post? Do they open the emails you send? Having a large following is only as valuable as your ability to engage those people. Otherwise, your just another message they are ignoring. I’d rather have 100 engaged Twitter followers than 25,000 who ignore me. What to measure: comments, likes, open rates, click rates, number of clicks, mentions on fan/followers feeds.
• Users who contribute. Is your effort a two-way conversation? Traditional marketing is about pushing a message. Social media is about pulling a response. It’s shocking to me how many organizations have large followings but only push. And they wonder why they think their social media efforts are a waste of money? They are! What to measure: Submissions, Facebook messages, Twitter direct messages, unsolicited or solicited ideas.
• Repeaters. This post is the perfect example. When I press publish on this blog post, my own network will draw a couple hundred visitors. But this post will be read several thousand times in just 7 days. How did that happen? Repeaters. What to measure: Facebook shares, Twitter retweets, add-to-this analytics, trackbacks, blog posts about your content/product/service.

Photo by m-c via Flickr (Creative Commons)

Posting something almost daily at adammclane.com is a challenge. So I thought it’d be fun to write about that process. Perhaps this will provide an insight into my daily life or maybe it’ll even help someone figure out a new process for them?

Three main sources of my daily post

1. I wake up and have something on my mind to write about.
2. Pre-planned posts.
3. Rants.

Typically, I write in the morning. I leave for work at 8:00 AM and I often start writing at about 6:30 AM. Most days I am literally pressing the publish button, hopping in the shower, and dashing off to work!

1. For stuff I write in the morning.
These are my journal posts. They tend to ramble more. These are also posts that I mostly write because I have to or the thought will take over my day. It’s hard to explain that, but I think I’ve disciplined myself to wake up thinking about something. There’s definitely a spiritual discipline side to it as well. I’m going on 6 years of daily public blogging… so it’s probably as much a habit as a discipline. But I really dig getting up early to write. And the pressure of having to finish by a certain time helps. (Donald Miller has a great post about using a timer to blog)

2. For stuff I pre-plan.
I’m a doodler. And if you’ve spent time with me you’ve probably seen me listen to something, or finish a conversation, and pull out my iPhone to take notes. (I also carry a notebook for this and use Post-its for the same purpose.) I use Evernote to organize that mess into a list. I have one ever-edited note called “blog posts” which is simply a list of things I want to blog about at some point. Some of those items on the list have partial posts that match… these are things I doodle while in meetings, sitting in church, on the trolley, or in a plane. Some of them are just main ideas, some of them are fully edited posts, and some are pictures of things I’ve doodled in my notebook.

Sidenote: Almost every morning I look at that list and decide do I want to write about something on the list or something on my mind? If I chose to write something on my list instead of what is on my mind, I always make sure to capture a couple sentences of that thing have on my mind for a later post.

3. Rants
Rants are a healthy part of the blogger diet. The part of ranting that I’ve tried to eliminate from my blogging diet is the immediate rant. (That’s blogger junk food!) I used to allow something to fire me up and then I’d write a scathing response. Bam, done. My new self-imposed rule is that I don’t publish a rant right away. Instead, I prefer to allow it to sit in Evernote for a while and add it to my list of things to blog about. Then, when I’ve had some time to reflect, I can decide when to publish the rant as well as how I want to edit it. Some of my most popular posts of all time started as rants, fermented, and got re-edited to something else. But a good rant is fun and I let ‘em fly on occasion.

Other types of posts

There are a couple of genres of blog posts I didn’t include here. These are my more spontaneous posts. Book reviews, family updates, and video posts. There’s not much pre-planning or  deep thought that goes into them. Which is why I typically publish them on weekends or when I’m on the road. And the truth about those posts is that they are more meaningful to me than they are to the reader.