About Visibility [en]

[fr] Vous connaissez certainement des personnes qui excellent dans l'art de se mettre en avant ou de promouvoir ce qu'elle font. S'il est bon de savoir le faire, une réputation qui repose principalement sur des compétences marketing/vente plutôt que sur ce que l'on produit réellement, ça ne force pas tellement le respect. S'il n'y a aucun mal à utiliser de temps en temps des "tactiques marketing" pour se mettre en avant, et faciliter de façon générale la diffusion de ce que l'on fait/écrit, gare à l'excès. Si l'on se cantonne à "jouer avec le système", on n'est au final qu'une coquille vide avec une grande gueule.

Here’s another post I wrote offline while waiting at the cinema. I was going to post it tomorrow but I just bumped into this blog post by Seth Godin which is on a very similar topic (and way better than mine). So… I’m posting it now, and will go to bed a bit later!

Quite a few months ago I came upon a blog post explaining how to become a successful blogger. How to become “known” amongst the blogging crowd. It had some good advice, but it bothered me. And it’s only a few weeks ago that I understood why.

I’ve tried to dig out this post again, but (ironically?) I can’t make it surface. It was of the “x ways to …” type, “here’s how I did it”, “you can do it too” type.

See, as in the real, offline world, there are two things: the product, and marketing it. Of course, they aren’t really that separate, but please bear with the simplification for the sake of the argument. For a blogger, it comes down to what you actually blog about/do, and how you promote yourself/what you do.

As somebody who’s pretty bad at self-promotion overall (not hopeless, but not a natural by far), I’m pretty sensitive to those who are better at it than me, in a sometimes “jealous” kind of way. I hate to say it, but I sometimes resent it. Some people come across as “noisy empty shells” — good at marketing themselves and putting themselves forward, but not much behind when you start to dig a bit.

Now, some lucky (and talented) people both have something to say, and have got the “self-promotion” bit figured out. And I have no problem with that.

Back to the blog post I was mentioning: what made me uneasy was that I used some of the techniques described there myself. Was I dirty?

And now, I figured it out. There’s nothing wrong with using “tried and tested” techniques to drive traffic to your blog, get people to link to your entries or comment on them, or basically, to put your stuff out there.

However, if that’s all your online reputation is built on, you’re just an empty shell with a loud mouth. If you’re “being good at promoting yourself” and use it to give yourself a boost every now and again, I don’t have a problem with that.

Here’s what it comes down to, because, in the end, this is about my opinion on something and the advice I’d give to those who are interested in it. I’ll respect you more if your reputation is built on your content and actual doings than if it’s built on you making use of every possible technique to maximise visibility of what you do.

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