In blogger circles, the word “monetize” is a huge buzzword. Everybody is looking to “monetize” their blogs. Typically, you already have a blog and then you think, “Hmmm, how can I make money with this thing?”
The language we use says alot about our approach. It can also place an artificial limit on our mindsets and ultimately keep you from ever making money.
In thinking about this, I think that the phrase “blog monetization” is a symptom of going about it completely wrong.
Let’s Put This In Perspective
Jordan Cooper used this example during our panel at BlogWorld Expo. He talked about a pizza shop.
So, you set up the space for the pizza shop. You put tables and chairs in there. You put some pizza ovens in there. Then…
You sit around and TALK ABOUT pizza. You don’t make and SELL any pizza, you just talk about it.
Then, in your metrics, you measure things like numbers of people who come in and talk about pizza. You measure the number of mentions of your setup outside the room. You measure the number of times you speak up in the middle of the room and spill your opinions about various pizzas.
But, nowhere in this equation have you actually cooked and SOLD a pizza. Doesn’t make much sense, does it?
Then one day, you think to yourself, “Hhhmmm…. I should probably monetize this establishment.” Pizza shop monetization. New buzzword. 
OK, great. So, you go out and look for people to pay you to stick pictures of pizzas on the walls. Maybe you can refer people over to Dominoes and get referral commissions. Look, mom! I monetized!
But, income is pretty low. And you’re putting a lot of work into talking about pizzas, so you feel you should make more money. You see other people making a full-time income from their pizza shops. You know, people like Pizza Hut, Little Caesars. But, they must have figured out some secret. They’re in a secret “syndicate” or something. They’re just special. But, you’ll keep reading about pizza shops. Maybe you’ll put some more pictures on the walls. After all, I saw space up there in the corner… near the ceiling. Maybe you can cram another ad in there…. give it a red frame to make it stand out a little in the mix.
Stop. See the problem here?
These people are in YOUR PIZZA SHOP! Make a frickin’ pizza, will you? Sell the damn thing! Don’t send them somewhere else.
Bloggers Versus Business Owners
Business owners recognize a need and they fulfill it with a product or service. They get good at it and they market and sell it. They make money. Even if they don’t get it just right at the beginning, they’ll make adjustments and learn from their mistakes. See, they realize that businesses SELL THINGS. They don’t use words like “monetize”. It is a BUSINESS! Monetization should be a mute point.
Bloggers? Well, they like to talk alot. That’s about it. Then they want to get paid for talking. They want people to think fuzzy thoughts and follow them on Twitter. And the money? Well, it doesn’t usually happen like that. Because bloggers think they’re reporters or journalists or something. Or that their opinions matter and people should pay for them.
I hope I’ve made my point clear.
Because THAT’S the difference between a broke blogger and one who is making a full-time income. One works toward and measures things that are exchangeable for money. The other one just talks alot and wonders where the money is.
You’ve got to build a real business.
Does that sound more complicated than “blog monetization”? I don’t think it is. Because with “blog monetization” you’re constantly chasing the tactic of the day, never building any real foundation. When you build a real business, you’ve got a real framework and the rest clarifies and gets easier.
Sure, it means longer-term thinking. It might be more work than sticking some banner ad tags on your sidebar.
But, one approach can turn into a real full-time income… one that you and your family can live off of.
The other approach stands a damn good chance of failing. Sorry, but I gotta keep it real with you.
With the kind of traffic you’d need to even make $500/month with Google Adsense, you could make a LOT more than that (maybe even a full-time income) if you actually marketed your own products to that audience. Of course, you’d need to be serving a market which actually cares, but that’s just part of the strategy.
I see the survey feedback, my friends. Too many people want the easy button. They’re not thinking long-term. They’re not building a real asset.
Moving Forward
My long-time readers know that I’m the guy who will pound you over the head when needed. 
I don’t want to be one of those “pro bloggers” who builds a real business, yet teaches my readers about the easy crap like ad placement.
I’m actually contemplating some adjustments to my online brand to accomodate this focus and not so much on “bloggers” and “blog monetization”. You don’t have to worry about me abandoning you. Not even close. In fact, exactly the opposite.
But, the language we use can help or limit us. And I think the language typically used in this market pigeon-holes us into a corner, and people like me are in a position to not feed that particular monkey. Bloggers need to think more about business building than “blog monetization”. A mindset shift is in order.
I’d love to hear your thoughts on this. Post a comment and let me know. And, I’d love to hear what you think your potential stumbling blocks might be here when it comes to thinking about businesses and not “monetization”.
Stay awesome. I’ll be in touch in a few days.
David has been blogging for 15 years, and generating a six-figure income at it for the last 12. He is the founder of Blog Marketing Academy. 
David Risley has been building and operating authority blogs for 15 years, and operating a six-figure business doing it for a decade.
Yep. The problem is that not everyone is a marketing and sales person. But they quickly realize that they have to become one to “monetize”.
True. And that’s a whole other issue…. that bloggers think they have to sell out to do that? Wonder if the founder of Pizza Hut thought he was selling out the Italians when he started selling pizza?
The problem? I see it as the opportunity.
Based on the conversations we had with bloggers in the past at Blog World, and their difficulties with monetization, we decided to start the Monetize Summit, as part of Affiliate Summit.
Its an opportunity for those of us teaching this stuff, but is perceived as a problem to most bloggers. I think that’s what Jim’s point was.
I also agree that “blog monetization” is an oxymoron. To me, a blog is just a channel for your business to talk about stuff and give it away.
“Real blogs” aren’t for selling stuff. They play a different role for the tribe. The selling happens behind the blog.
Kinda like a margarita (with the secret sauce). That’s the hook.
Then you sell the parma ham and the artichokes.
Such an awesome metaphor to kick around
Love that you don’t hesitate to call us out when necessary, David.
Boy this is a tough one. I think because of all the “voices”. I run two brick ‘n mortar businesses and it is different than running an online business. However, they are the same in that you need to sell something anything. It can just be about blogging and ads. The problem with the internet is it is so big and finding ways to target can be difficult. I struggle because I don’t really want to have a local angle, I don’t want to target just my community wherein I would go out network at local events, give local talks, that sort of thing. I want to be able to be as virtual as possible with my online services. I think learning to target is one of the main struggles. Finding the right audience for your information and services online.
I agree to that “monetization” is just a conceptual idea that simply means…sell something.
I look forward to the changes you make here.
Oh that analogy is simply glorious. “Make the frickin’ pizza!” Love it.
I also agree with Jim; people need to become that ‘sales and marketing’ person TO monetize. That requires a lot of personal soul searching that many folk refuse to do…..
This part: “With the kind of traffic you’d need to even make $500/month with Google Adsense, you could make a LOT more than that (maybe even a full-time income) if you actually marketed your own products to that audience” hits home with me – I had the experience of breaking the Google code and doing 10K a month via adsense. If only I had cultivated those thousands of visitors as long-term customers…the mind reels.
Ah well, lesson learned for the future.
Definitely. Its a lot of work to bring in 10K from Adsense, too.
Nowadays it is, but back then, oh, it was child’s play (if you knew how to build sites that would rank well in Google). A glorious time it was, never to reappear (that’s why all those Make Beeyons of Moola with Adsense products really frosted my petunias – you need the traffic to see any real money). Sigh. Regrets, regrets….
Blog monetization means thinking “what can I do to make money?” (It’s about me)
Blogging as a business means thinking “how can I help the people in this community?” (It’s about them.)
Blogging as a business means I have to have the following mindset;
1. Social networks are now filled with thriving niche communities. Blogs (at least in my area of focus) are then more like a resource. Think of it like a bunch of people in a club for blue bicycles. In the club are related magazines. Blogs equal magazines. The club members read them at their leisure and then talks with their club friends about them.
2. As blog owners, we become *successful* business owners when the club folk talk about our articles and share them with each other AND are actively looking for our articles in those magazines AND know that we are blogging from a position of authority and accuracy AND we have something of value which they desire.
You see blog monetization and blogging as a business to be mutually exclusive?
I see it as a mindset. Guy Kawasaki presented the idea on a book “The Art of The Start” which basically said to create a great business it should be one that has a positive impact on society.
I’ve been reading about monetization for years and one day it hit me…if one of my site visitors read about monetization and then found out I was trying to “monetize my site,” they’d probably never return to my site. The reason is that monetization is about MAKING MONEY. Running a business is about PROVIDING A SERVICE/PRODUCT that naturally leads to making money.
Going back to the pizza idea, think of it like this…cheap pizza places exist because there is a need for cheap pizza. If I buy a cheap pizza, the transaction feels like using a vending machine. But when I order a really good pizza (usually a bit pricier) then it’s in a restaurant where I’m treated like family.
If you want to serve cheap pizza to meet a demand, then go for it. You’ll know you are meeting the need for a product. But if you served the pizza you knew possible and treated your customers like family then you are making the world a better place.
To clarify “if one of my site visitors read about monetization and then found out I was trying to “monetize my site,” they’d probably never return to my site. ” This is because the articles focus on extracting money from customers in a way that can be perceived as brutal.
As a note to David, I like his stuff. That’s why I think it’s worth posting here.
I saw Guy Kawasaki give a keynote where he joked about how effectively he spams Twitter, but that’s neither here nor there.
Personally, I focus on creating businesses that have a positive impact on society and are effectively monetized.
In fact, I’ve found that I can make a much greater positive impact if I monetize my sites.
I have lots of great pizza places within a mile of me (northern NJ), as well as a Domino’s and Pizza Hut. I go to the great pizza places for great pizza – not the way it makes me feel to be there.
I pay for my pizza with my patronage, and do the same on sites where I enjoy the content.
The pizza analogy rocks. A business is something that offers a product that solves a problem, scratches an itch…. A blog should be a way of educating people about why the concept rocks. Not the other way around..
Hey David – I was there for your panel and got a full bite of the pizza analogy. Really appreciated this advice. The other provocative piece was “Want to turn your blog into a business? Stop blogging”. Hard to hear for those of us who love to write. But the right 2×4 to the head for those of us wanting to create a business we can live on. Thanks!
Yeah, I think that was Nathan’s line.
But, a good point. Blogging isn’t where the money is. Its the other stuff that does it.
I personally think that all the things put together matter. Most regular business folks suck at the “social” side of things…that is something that bloggers excel at. But bloggers don’t really understand the “business” side of things and usually the monetization methods revolve around banner ads which isn’t necessarily a great way to
A blog isn’t a business. A blog in my opinion is best used as an extension of your business for advertising and awareness. But this is just my opinion of course.
And I would agree with you. Totally.
And, you’re right, most bloggers don’t understand business at all. And I’m trying to figure out how to do something about that.
Dave, your best point:
> Or that their opinions matter and people should pay for them.
I think everyone knows some story about some blogger who just rants about their dumb life and has somehow “monetized” it. There are numerous famed examples. I will mention none of them because I don’t want to give them any more credit. So, because of these few rare examples, people think “well, if they can do it…” and as a result they don’t build a real business, i.e. sell something. The pizza shop analogy is a very good one: in that context, it makes so much sense. Creating a product in and of itself is difficult. Delivering value with that product, also difficult. Trying to sell said product and risking failure – also difficult! Flaming on your keyboard all day is easy. People want the “easy” button. Thanks for keeping it real, Dave.
Yeah, I have found now that by using Survey Monkey to poll my audience (for product ideas, content, and feedback), I am able to make products that sell. I think having your own valuable product to offer is the best “monetization” strategy out there!
Definitely.
BTW, the next workshop for Inner Circle will be all about strategic use of surveys. Just sayin’ .
Right on! Looking for a poll/survey to use that’ll capture contact information and much more. Looking forward to the workshop which is….when?
I just posted the info into the Inner Circle members portal. Going to email it out to members soon.
David,
Terrific post.
Your pizza analogy hits the mistake many bloggers make right on the cash register.
You’ve been banging home the concept that we should look at ourselves as business people, who blog to increase our revenue, rather than bloggers, who are trying to figure out what our business is; set adrift in a rough social media sea in search of re-tweets and likes.
Nicely said. Hits home for me.
Great point – make the frickin’ pizza and bring it out so they can see it, smell it, tell them what’s in it and how you made it, and then sell it to them so they can taste it!!! Why are we so shy about this?
The kind of people I want to attract to my blog/business are people who do more than consume free content; they expect more out of life, out of themselves, out of the time they spend on my blog. They walk the talk, they want solutions! Part of the way I show them I really do care is by offering them one …and I respect them enough to provide one that has value and myself enough to put a price on it. Most people get that. If they don’t, they aren’t my target audience and it’s perfectly fine if they just move on.
I’m changing things up on my blog right now with these very things in mind. Thanks for the push and encouragement!
Awesome to see you thinking about your ideal target audience. I wrote about that on ProBlogger recently, and I’ve talked about it around here. So many bloggers just focus on their visitor counts and never stop to think about whether they are getting the type of audience they want. So, good to see you taking that into account.
Totally agree. Over here in the UK there’s been an explosion of ‘mummy blogs’ over the last year. Many mums start blogging about their lives, kids etc and then wonder how they can turn it into a parenting blog that makes some money. That might have worked a few years ago for a lucky few (who usually had a PR or journalism background anyway) but it’s not likely to work now.
The best way to monetize has to be to think of your blog as a business from day one. That way you’re giving your audience stuff they actually want, rather than blogging about whatever comes into your mind then wondering how you can turn that around and make some money from it. Easier said than done if you’ve not got any understanding of business, though. That’s why I love the pizza analogy – sums it up perfectly.
I agree. I think part of the reason why so many are talking about “monetization” is because it is an easy concept to like, even if it’s difficult to implement. It’s kind of like “green” marketing. A lot of companies have been labeling their products “green” (aka good for the earth) but what does that mean exactly? It’s a concept that’s easy to like, difficult to implement.
Also, another reason I think people don’t talk about the product end is because “monetization” is universal; pizza-making is unique to the blogger. One blogger may find their blog is best positioned as a pizza shop selling bake-to-order pies, while another is best positioned selling Cadillacs or widgets. That’s a more nuanced discussion.
PS: it’s “moot point” rather than “mute point,” FYI.
Hehe…. as a writer, you’d think I’d know that.
Thanks.
And yeah, it is a nuanced discussion. You can’t copy what any other blogger does and have it just work. Because the success lies in the approach, not the tactic.
I’ll admit it: I had to google “mute point” just to be sure. ; )
Awesome post, David. You gave a great example about blog monetization.
lol pizza shop monetization.
Look, you need to figure out if you are making a brand like: art of manliness, tech crunch, zen habits, mashable, pc mech, OR if you are trying to building an expert business. David runs an expert business, so do a lot of other popular bloggers online.
With an expert business you need to develop a subject matter expertise (duh) and trust. You should also already have an idea of how you are going to generate an income BEFORE you start. If you go the brand route, then ads are probobly going to be the focus. Expert business lends itself to creating products, services etc.
Lastly you need to have a marketing strategy. Just like dating, you could be the best most attractive person, but if you never leave the freakin house you are never going to date anyone. Business and blogging is the same thing. You can create great content but if no one finds it, no one is going to link to it, share it, stumble it, etc.
Ok, I normally lurk a bit more but WOW. I LOVE the pizza shop analogy. I’m adding this post to my favorites and going to spend a few days thinking about it. I have lots of blogs but I’d like to branch out a bit. Build a business instead. Great thoughts.
I don’t think there are many people making a majority of their money from adsense. Great post thanks.
Yep, pizza-making is key. I’ve had to spend some real brain time thinking about this very thing this year. I’ve been working on my own Blueprint for Success for my little blog and having to really think about what kind of pizza I make and who wants my little piece of Italy. I’ve moved into product development now and it’s fun–and a little scary. Looking forward to 2011. Thanks for the encouragement.
Sounds like you’re heading in the right direction. Awesome.
Best of luck Vikk.
To get change start where people are – so ‘blog monetization’ may be the way to get people’s attention. And people (especially those using search engines or those who like the label ‘blogger’ – I like it because their is much more collegiality than in the Make Money Online or the normal Start a Small Business crowd) look for start that addresses their specific situation.
So I think you need to come up with a way of saying this that makes it clear you are not abandoning the blogger market.
I got a shot of reality recently when I had a trusted friend whom also owns an online business to take a look at my site and give me some constructive criticism. I was shocked that she didn’t get what a “blog” was and suggested I refocus and make the business first and foremost and the blog secondary. The funny thing, is I thought I was doing that!! =)
There’s been a whole lot of pizza talk going on…it’s time to sell some slices.
Thanks for the great analogy. I’m with ya!
I laughed out loud. Pizza shop – That was funny! I am only laughing at myself. However, it made sense to me. What came to mind regarding pizza and shops – A lot of people love pizza! I know I do. There are a lot of shops that sell pizza and use the same ingredients, but the difference is how they mix up the ingredients, how much of the ingredients they use, if they dare to throw some off beat ingredient from their grandmother’s cubbard and of course the secret sauce. Now, that I understand. Thank you for the language class. Now, I don’t understand the “dangling carrot”. I think that’s a marketing term. It almost seems like a Gotcha move. ?? Please change my perception. Thanks, Marcy
Really? There’s a difference between business and monetization? I don’t really notice that as I thought they were the same thing. So yeah tis be true. Can’t really just sell words unless you can actually turn that into a business; like consulting, special advices, paid coaching, etc.
I’m back again … I put down my water and learned how to spell …. ***cupboard ** Hello, what language was I writing in. :0)
I was at your panel and thought it was the best panel I attended, full of no-nonsense suggestions that can really make a difference, so thanks for that. I think it does require a different way of thinking in that so many think “blog” and they think oh yea a person who just likes to put a journal online for everyone to read. I’ve learned a lot from the Blogmasters Club and it has perhaps been the best investment I made in myself in this past year. I’ve had my own business before, but not an online one. Now I find I always start thinking “product” before I build a site. Thanks to you for that one!
David, one of the things I have appreciated about you is that you never hesitate to say it like it is. I hope you never lose that. It is a huge part of the value you bring. Thanks.
Thanks, Kathy. I don’t think I’ll lose that…. seems to be my thing.
wow,
The pizza shop analogy was so good. I really laughed at the piece about the little corner up near the roof with no advertising. It is so funny because I have seen blogs like that. So many ads it is even tough to find text.
Well guess it is time for me to go make some pizza! thanks
Thank you David, beautiful and useful article, good food for the mind.
And, as an italian, I especially liked the pizza shop metaphor. About blog and business, I believe that the final formula is to attract your “right” online visitor, and “make him an offer he can’t refuse”…
Baciamo le mani
I agree – I don’t want to go to someone’s site so I can buy a course or product made by someone I don’t even know. If the blogger has great stuff they are writing about it, and I follow them and enjoy what they do – I might just be willing to pay for more of it!
That’s why I don’t outsource my headline products and I don’t outsource my blogging either…just old school I guess.
True. I outsource a lot of things (with more to come), but never my writing. You can’t outsource yourself.
I think you’re on the right track. You may be missing new readers who come looking for ‘blog monetization’ topics, but they’re probably not a very good fit for you anyway. I’m all for real online business. Excited to see what you have planned. Cheers.
I think you’re on the right track. You may be missing new readers who come looking for ‘blog monetization’ topics, but they’re probably not a very good fit for you anyway. I’m all for real online business. Excited to see what you have planned. Cheers.
Well, its still blog monetization, but in a way that actually works.
Great post! I needed to read this. I am working on getting my first product together. It turns out that they are not quick to get out the door.
I am hoping by the end of the month to have product 1 version 1 finished. Hopefully I’ll move away from individual projects for clients.
So you hit the nail straight here. Well thanks, I needed this. I was getting bored with the monetization thing actually. Let me try my new idea in my blog and see how my business grows eventually. Will let you know when I succeed!
I really enjoyed reading your article! Im actually a business major an I’ve only most recently started thinking about blogging to make some extra cash. I see a lot of sites offerent like 20 blogs about different subjects for a particular price but something about the description seemed to good to be true and we all know when something sounds to good to be true they usually are.
I really enjoyed reading your article! Im actually a business major an I’ve only most recently started thinking about blogging to make some extra cash.
Very interesting Topic keep up good work.
Very interesting Topic keep up good work.
Informative piece. I prefer reading blogs, but now I think I might want to actually do something myself. The ussually read SoGoSurvey blogs because I like to follow up on this oline tool. I have also seen some awesome survery samples here. I wonder how do they monitize their blog.