Improve Your Blog in 31 Days – Guaranteed

If you haven’t heard the name Darren Rowse before then now is the time to listen. He’s a very popular blogger who makes 6-figures a year on his Problogger site and definitely knows his stuff. A while back he put together a month long series called “31 Days to Build a Better Blog” and it was such a hit, he decided to turn it into an e-book.
This downloadable e-book is designed to help you jump-start your blog by giving you 31 tasks that will turn your blog into the powerhouse you’ve always dreamed of. The great thing about Darren’s e-book is that you can do it at your own pace and in your own way. Set a goal of reading a chapter a day and take notes. I usually dog ear and highlight the important pieces and come back to them later.
The workbook uses a great approach to teaching and is designed so that you come away from the challenge having not only learned how to build a dynamic blog but you’ll have actually done something with the knowledge. 31 Days to Build a Better Blog is for virtually bloggers at different stages of their blogging which includes:

• Those who have just started a blog but who don’t know what to do next
• Those who have had a blog for a while but it’s stalled in its growth
• Bloggers with bloggers block and lacking inspiration

I was actually in a Borders bookstore the other day and saw a published version on the shelf and couldn’t help but pick it up. I first started thumbing through the chapters but soon realized I was reading it word for word. The book was addicting and I learned some things which I apply to my blogging today.
The cost of this e-book is only $19.95 and there’s even a money back guarantee.  Darren is one of the best known bloggers in the world. All of his works are top notch and his latest offering is no exception. If you want a better blog, you can have it in the next 31 days. Buy it today and you’ll be able to start reading it in minutes. Trust me, it pays for itself!
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How to Increase Your Blog Subscription Rate by 254%

There’s an action that almost every blogger wants his or her users to take. Most of these bloggers use a single word to convince readers to take this action. They use this word because other bloggers use it.
Do you know what that word is?
Subscribe.
A week and a half ago I had a sudden realization. Subscriptions generally cost money. Think about that for a second. It’s jarring, especially if you’ve spent the past few months or even years incessantly asking your readers to subscribe.

What Does It Mean to Subscribe?

Here are the definitions of “subscribe” from two online dictionaries.

Dictionary.com: “to pledge, as by signing an agreement, to give or pay (a sum of money) as a contribution, gift, or investment.”
Merriam-Webster.com: “to write (one’s name) underneath.”

Are you being completely clear with your word choice? When you ask your readers to subscribe, are you asking them to do the virtual version of writing their name underneath? Or are you asking them to agree to pay you a sum of money?
You want your readers to sign up for a free service because every time one of them does, your blog becomes a little bit more valuable (and you get a small ego boost). You need to make it absolutely obvious to these people that it costs nothing more than a few seconds of time to get valuable content delivered directly to them via RSS or e-mail.

Word Association

The percentage of readers who misunderstand what you mean when you ask them to subscribe is largely dependent on your niche. Readers who know what RSS is probably aren’t confused by the terminology, but most web users have no clue about RSS (as Brian has pointed out here and here).
I’ve found that a good measure of reader savviness is a blog’s split between RSS and e-mail subscribers – the higher the percentage of RSS subscribers, the more savvy the readership. I write a blog about entry-level jobs for new college graduates. Despite what you might think of the younger generation, the vast majority of my site’s visitors are not familiar with RSS. 55% of my subscribers get my daily posts through e-mail.
From what I’ve heard from other bloggers this is well above average, and I believe that my percentage of e-mail subscribers would be even higher had less savvy readers not been scared off because they thought “subscribing” would cost them money. These are the readers who think of magazines when they hear “subscribe.”
They think of paying to get something.

Great Theory! Now Back It Up

I use Google Analytics’ outbound click tracking on my blog so that I can analyze the subscription behavior of my readers. This method misses RSS subscriptions from the address bar, but the people who subscribe in that way are probably the most savvy readers and are basically irrelevant to this case study.
Most of my subscribers use one of the two large buttons on my site. The buttons used to include the text “Subscribe by E-mail” and “Subscribe by RSS” along with appropriate graphics. After I had my epiphany, I switched the text to “Get Jobs by E-mail” and “Get Jobs by RSS.”
I instantly saw results.

The above graph shows the trend in clicks to my RSS feed and e-mail subscription buttons for the 8 days prior to the change and the 8 days after the change. My subscription rate has increased 254% since I made the change, and 66% of the new subscribers are e-mail subscribers.
This is in line with my hypothesis that the people who misunderstand the word “subscribe” are the same people who will choose e-mail over RSS. Although they may not be web savvy, these readers are extremely valuable. It is essential in all copywriting that you avoid unclear jargon, even if it’s not jargon to you.

Words Make All the Difference

OK, so I haven’t proven that my readers actually associated the word “subscribe” with paying money. The only way to prove that is by surveying readers.
But I believe I have shown that very small changes in word choice based on well-thought-out theories can have a significant influence on the actions that you urge your readers to take. Whether or not my theory on the connotations associated with the word “subscribe” is accurate is irrelevant. It’s results that matter, and changing one word on my blog has given me outstanding results.
When readers visit my site, I now invite them to “Get Jobs by E-mail.” Brian encourages readers to get “E-mail Updates,” and he did this way before I submitted this article to him.
How will you alter your word choice to increase your subscription rate?