As a blogger or a creative business owner, we always hope that our content is by more people. No matter how many readers we have, more would always be nice.

It’s easy to imagine that having a post go viral would feel like winning the lottery!

But most bloggers spent so much time writing, developing and sharing content that we stop there. And that means they miss a crucial step that makes it harder to succeed online – even if their next post goes viral and they suddenly have stadiums full of raving fans who adore your work.

You don’t have to be a new blogger or business owner to make this mistake – in fact; I see it more from my clients who read lifestyle blogs for a long time before they started dreaming about being a solopreneur.

So what’s the mistake? It’s not asking “What do I want readers to do when they come to my site, and how is that connected to how I make a living?”

If you had to answer that question right this moment, I think I know what you would say.

Did you answer: Leave a comment?

That was my answer too, for years.

The problem with that answer is that if you offered a product or a service and had to explain how blog comments help you make a living, you might struggle. In most cases, they’re our stock answer, but they don’t really help us keep doing what we do.

Now, if you’re thinking “Kyla, you can’t get me to stop wanting blog comments. You probably can’t pay me to stop wanting blog comments!” don’t worry. I like blog comments too! They make us feel like the world is a little friendlier to us and our ideas. There’s nothing wrong with that.

Are you a blogger who means business? That means you’re not in the business of blog comments. Who’s with me? (Tweet it!)

The problem isn’t that we like having blog comments. It’s that they’re an incomplete and dangerous way for bloggers to measure their success.

Why is it dangerous to tie blog success to your comments?

Blog comments don’t tell you how long you hold the attention of your readers.
Blog comments don’t show which of your posts was the read most in the last month.
Blog comments don’t give you insight into what makes your readers take action.
Blog comments don’t share which websites are sending traffic your way.
Blog comments don’t pay your bills, and they don’t delight or make a change in your reader’s lives.

Blog comments are great – but they’re only one part of a bigger picture of how engaged your audience is, and of your success.

And if blog comments aren’t connected to how you earn income through your blog, then using them to make decisions about your blog makes as much sense as asking your doctor if your arm is broken, and insisting that she examines your second cousin to find out.

When new readers visit your website, they’re immediately trying to decide if you’re for them. Most will look around, click away and continue on their day. They’re whole people. They might also be busy, tired, researching a project, or in the middle of fifteen other things.

When your ideal reader discovers you, it doesn’t make sense just to hope they remember you. Instead, have a system that gives you a chance to earn their trust.

Let’s go back to imagining that the last post you wrote went viral. (Imaginary congratulations to you!)

This is how that plays out for bloggers who don’t have a defined way to capture attention and direct it toward their goals:

• Thousands of new readers visit your blog! Woo hoo!
• Your visitors skim your homepage and try to understand who you are
• They scroll through your most recent blog posts
• About 10% – 30% of those people click on something they see, and many of those links take them to outside sites packed with distractions, like social media sites.
• You may get some emails from new readers, and you’ll definitely get emails from confused and excited friends and family members who aren’t on the internet as much as you, asking if this is a big deal. (Yes! It’s a big deal!)
• Hopefully, a few readers remember your site on their own or add it to their bookmark list, if they have one.

In other words, once it’s over it’s almost like it never happened.

But if you remove distractions, and emphasize how readers can sign up for your email list to learn more about you, that might look like this:

• Thousands of new readers visit your blog! Woo hoo!
• Your visitors skim your homepage and try to understand who you are
• They scroll through your most recent blog posts.
• You may get some emails from new readers, and you’ll definitely get emails from confused and excited friends and family members who aren’t on the internet as much as you, asking if this is a big deal. (Yes! It’s a big deal!)
• Some of those people (generally between 5% – 30%) will click on something they see, including the form asking them to sign up for your email list in exchange for getting a neat opt-in freebie that helps them with a problem they have.
• They get email updates from you for several weeks and start to think of you as a trusted resource who’s helped them solve their problems.

The beautiful thing is that you only need to send out your blog posts to your subscribers.  Do this and you’re already on your way to building trust with your readers. For you, as a maker, coach or blogger it also means the incredible peace of mind that comes from knowing your work will reach people who are ready to receive it.

And even if (heaven forbid!) my posts and yours never end up on Buzzfeed, then we still know that we’re working to be as memorable and useful as possible to the lovely people whose attention we have. And that’s the point, right?

I started collecting email addresses on KylaRoma.com in October of 2014. Even the crafty, savvy ladies at A Beautiful Mess were late to the party and only started collecting email addresses in this past year. It’s not too late, or too hard for you. I swear. Scout’s honor.

What’s holding you back from starting an email list?
If you’ve started an email list, what questions do you have about it?

And of course, if you are not a subscriber to my mailing list please subscribe here for digital strategy know-how in your inbox!