The great age of commentary is here. Here’s how to take advantage of it and make your blog distinguished and profitable.

by Dr. Jeffrey Lant
When I was growing up, America’s opinions were shaped
by a handful of influential people whose advice on any subject
under the sun (but usually national affairs and politics) could
be read, first, in newspapers… then heard on the radio and television.
These are great names, masters of pungent comments, wry humor,
intelligent observations,  and refined styles all their own. Here
is my (partial) Honor Roll… one could add many others, the
very best of the very best:
Westbrook Pegler of the United Press (died 1969).
H.L. Mencken of the Baltimore Sun (died 1956).
Edward R. Murrow of CBS (died 1965).
Walter Winchell of New York Daily Mirror (died 1972).
Paul Harvey of ABC (died 2009).
And now another name, destined for greatness and the prosperity
that generally accompanies it, can be added to the list:
YOU!
I’m here, your advisor and friend, to assist your rise to global
eminence, as Internet blogger and meaningful commentator par excellence.
The Internet has made it possible to become such a commentator.
You now have a power, and at your fingertips too,  previously reserved to the few;
now available to anyone.
You are now able to comment on and draw forth the true meaning
of  events great and small, events of cosmic significance and the  little
secrets that someone (usually office holder or government official)
didn’t want anyone to know, thus motivating the commentator to be
sure to disclose.
Now you can be a new, soon to be important voice… a voice of humanity,
intelligence, stern admonitions and home truths, resoundingly delivered.
In short, you can be an unceasing engine for truth, justice, and the
improvement of mankind, in a style and with a spin all your own.
Kool.
Here’s how to begin and prosper.
Most bloggers, think small, picayune, trivial. You cannot.
Their authors, that is, chew more than they  bite off. (Sadly, I cannot take credit
for this telling mot. Mrs. Henry Adams rendered this artful observation on the
ponderous American author Henry James. She later killed herself, but probably
not as a consequence of this remark.) Your view must be different, broad, cosmopolitan,
catholic in the best (non-sectarian) sense.
If you want an important blog, write on important subjects. This formula is
tried — and true.
Always talk directly to your readers.
The great commentators of any age and culture never address the world
en masse. They talk directly to you, as in a personal conversation between
someone with Something Important to say… and someone anxious to learn
it, all of it.
Use your blog to tell stores.
People need more than facts, assertions, and (worst of all) windy
pontifications to attract them, though this is what they get from most
blog writers.
People have always liked… and will always like… interesting tales. Great
communicators like Jesus, Gandhi, Franklin Roosevelt, and Abraham Lincoln
were expert at capturing the full attention of their audiences… and what’s
more, keeping it with stories with a beginning, middle, end.
Develop a format. Make it your signature.
All the great commentators, like the ones listed above, delivered their
comments in a certain, defined way which the folks who followed them
immediately recognized. You must do the same.
Enter into the lives of the people you are commenting on… and the
ones you are delivering your comments to.
The best commentators enter into the situations and conditions, nay
into the very skins and brains, of the people they are writing about.
This is what gives their comments an edge and credibility.
The goal of the great commentator is most assuredly not to
set up a card board effigy of the person he is writing about. That’s
unfair, inadequate, infra dig.
The objective, instead, is to show that you truly understand the
people and events you are writing about… then make your comments
about them, pungent, fair, honest, aphoristic accordingly.
This is not easy to do… but it is what great commentators do…
and which makes them irresistible to readers.
Avoid pedantry, but never the chance to instruct.
The purpose of a blog is NEVER to show how smart you are. It is
to inform, educate, edify and instruct your readers, all done with
the lightest, but always sure, touch. In short, it about enhancing
their smartness…never merely dazzling with your own.
Thus, don’t  use your blog as the opportunity to demonstrate how
clever and intelligent you are. Commentators are not, and always eschew the
opportunity to be, ponderous. That’s the role of too many professors from
the Academy. Such people do not flourish, in blogs or elsewhere,
because their readers flee andante.
You must capture and enthrall them, not as professors do by forcing
attendance, but by entrancements, the apt selection of topics, the
masterful presentation of what you have to tell… and the unique way
you present it.
Master the great information sources you will come to rely upon
to glean critical facts for your comments.
Read, on line now, the New York Times and  Washington Post,
to name but 2 key sources. These publications, soon to be history
because of the Internet, will inspire you with both facts and story
ideas. Scrutinize them closely.
Use too the Associated Press reports and those of UPI and Reuter’s.
They are crucial for providing both story ideas and the hard details
which give your commentaries backbone and grit.
Learn to master the art of searching the great search engines,
where the crucial supporting information is available whenever
you require it,which means whenever you want a comment
taut, never flaccid, girded by fact.
Use the Wikipedia, one of the greatest information sources ever. It is
a noble idea, essential to commentators, ever available. Bravissimo.
One last thing. Set your blog publishing schedule… and stick to it.
Your readers want, indeed insist upon, predictability and regular
delivery of your blog. Give it to them. If your publishing date is
each Thursday at 12 noon Eastern time… adhere to it, religiously.
“Punctuality,” as King Louis XVIII of France observed, “is the
courtesy of kings.”
Nowadays your readers are the sovereigns, each and every
one. Succeed with them… and your results and benefits, financial
and otherwise, are assured, abundantly so. These are your masters,
your audience. Treat them accordingly and soar.

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5 Things You Should Do When Your Customer Buys (if you want more business in the future!)

You SAY you want more business and the money
that comes thereby. But unless you do these 5
things, you’re just whistling “Dixie”.
1) Smile & Say Thank You
Do a little survey. For the next few days, take a
look at how you’re treated in the various stores
you patronize.
When you buy do you get a radiant smile from
the check-out clerk and a warm thank-you? Or
is the action meagre and perfunctory; or even
absent altogether?
The warmth of the thank you, the brilliance of
the smile are indicators of just how much you
value this customer and desire his business.
P.S. Whenever possible, use the customer’s
name. “Thanks so much for your business,
Mrs. Smythe. We do it appreciate it you know!”
And be SURE to make eye contact. This is
essential.
2) Hand the customer a bonus coupon.
ALL businesses live or die by repeat customer
business. That’s why you need to give each
customer a bonus coupon,
First, make the bonus a valuable one, nothing
cheap and insubstantial for your vital customers,
please.
Second, make sure the bonus coupon has
an expiration date. Remember, offers work
because they are meaningful in value… and
because they expire.
Third, hand this valuable gift to the customer
and deliver with a smile!
3) Offer to carry the customer’s purchase
to her car.
Want to make an especially good impression…
the kind the customer will convey to her
social circle?
Then carry her purchase to her car!
This courtesy may not always be possible;
you may be the only one in the store, for
instance. Very well. But don’t throw the
baby out with the bath water. If you cannot
always offer this special courtesy, do not
for that reason never offer it.
And, remember, in offering this special
benefit, don’t stint on the accompanying
smile… or customer’s name.
4) E-mail the customer a thank you and
bonus offer.
What should be awaiting your valuable
customer when he gets home? A terrific
bonus offer e-mailed at once!
Speed here is everything. That offer should
be e-mailed right away. The speed with which
you send this bonus offer will be a clear
indication to the customer of how much you
value her business.
You’re able to achieve this result if and only
if you have created one or (even better) more
offers before you need them!
It goes without saying that you must have
the customer’s e-mail address. You do request
it from every customer, don’t you? Semper paratus
is not just a motto for Boy Scouts.
5) If your product runs out, make sure to e-mail
the customer when you’ve estimated he will need
more. THAT is your moment to appear supremely
customer-centered… and put more money in your
pocket, too.
Say the average customer uses up this product
in 60 days.
E-mail a bonus offer 30 days before renewal is
necessary… then 15 days… and 7 days. Make
SURE you include a special offer with every
e-mail and make sure this offer has a clear
expiration date: like 5 days from e-mailing.
Last Words
As every smart business person knows, your
success (and comfort) derive mainly from one
source: your customers. Right now you SAY this…
but you may not run your business properly to
derive maximum profit from customers. This article
should help. Read it! Print it! Live it!  You will
start seeing the pay-off at once!