In 2015, with the enthusiastic support of several former clients, I decided to create my own advertising agency. During the planning process I started this blog to help share my entrepreneurial adventure. I called the blog The Perfect Agency Project. I wanted to write about what I was doing, learning and thinking as I was launching, improving and growing what would become The Weaponry. That way, if I made huge mistakes, and wondered, What was I thinking!?!, I could simply go back and read what I wrote.
I Didn’t See THAT Coming.
However, in an unforeseen turn of events, creating this blog has become as significant to me as creating the business. The simple act of writing about my experiences has taught me even more than I have been able to share with my readers. And the feedback I have received from readers has made it one of the most rewarding elective projects of my life (even better than the 3 inch goatee I grew in college).
When I turned 40 years old I made a commitment to start my own advertising agency. I did it by the time I was 42. And as I continue to build and grow The Weaponry, I have added new goals.
I have another startup business that I would like to launch soon. I want to write a book. Ultimately, I hope to write more than one book. But before you can write many books you have to write one. Kind of like, before you become a porn star you have to first have sex, on camera. #pleasedontdothis
Broadening My Horizons
To share my various business experiences, my book writing adventure, and all of the other life lessons, insights and humorous experiences along the way, it is time to expand the scope of this blog. For those of you who read this blog regularly, you know that I have regularly wandered far from topics related to The Weaponry. In fact, one of the great things about having a personal blog is writing about whatever you want. Like A strange encounter at the Piggly Wiggly. And I find myself wanting to share my broader experiences, learnings and observations.
As part of the broadening of the blog I am changing the name of the blog too. It will no longer be called The Perfect Agency Project. (#audiblegasps #CallCNN #WeInterruptThisBlogCast) I also want to make my writings easier to find, by humans and search engines alike.
So I am changing my blog title to… wait for it… The Adam Albrecht Blog. I know, this sounds crazy, like rich Asians. And you will never believe the new URL I will be using. So I will tell you. It is… AdamAlbrecht.blog. (However, theperfectagencyproject.com will still direct you to the blog. Because a rose by any other name may not immediately smell as sweet to Google and Bing.)
The rest of the blog will be totally the same. I will still share what I am learning. I am committed to humorous asides and totally random pop culture references that separate insiders from outsiders. (Use Google as your secret decoder ring for random references.) I will keep hashtag-style commentary. And captions will be written to make you giggle.
Thank you to all of you who regularly read my blog. Thank you for the comments, likes, emails, texts, phone calls, proofreading help, and in-person feedback on my writings. I know your time is limited. And I appreciate that you take the time to read my posts. But if you like what I have written in the first 412 posts, you will like what I write over the next 4000. And if you like this blog, I expect you will like the book. Which I look forward to spending more time writing in the year ahead. Thank you for reading all the way to the end of this post. Which is actually not here. Or here. It’s right here.
I started writing The Perfect Agency Project blog in 2015 as I was preparing to launch by own advertising agency called The Weaponry. After 2 decades as a salaried employee, I wanted to document and share my experience as I attempted to transition to a self reliant entrepreneur. I wasn’t sure if I was writing a how-to story, or a how-not-to story. But I figured it could provide value either way.
Along the way I have learned a lot about being an entrepreneur. Including how to spell it. I learned that the word in german is unternehmer. Which I think is hilarious. Because it can be literally translated as undertaker. So you should be careful before signing up for that Unternehmer Conference in Stuttgart.
I have also learned a great deal about blogging. And content creation in general. Although I’ve never liked the term ‘content’. Content sounds like ‘stuff’. And no one should just be creating stuff. But alas, the masses have spoken, and they have adopted content, like they adopted VHS over Betamax.
When I began sharing my blog posts with friends and family I began getting positive feedback. It was nice to hear those close to me say that they thought a post was good, or funny or interesting.
I shared my posts more broadly on social media, and I started hearing people I didn’t even know say that they learned something. Or were inspired to act by something they read on my blog. I appreciated the feedback and was happy to know others were gaining some value from my writings.
But lately I have heard something different from readers of my blog. It’s not that my posts are interesting, funny or inspiring. It’s not that they are insightful or informative. The new comment that I have heard lately is short and sweet. Just 5-words in total. But those words are extremely meaningful to me.
The 5 Words
The 5 words that I have been hearing people say a lot about my blog lately are:
‘I look forward to it.’
I don’t need a million readers. I’m not trying to win any awards. I am not trying to quit my job and become a full time blogger. Although as an entrepreneur I think it would be funny to have to resign to myself. (It’s not you, it’s me. Just kidding, it’s you!) I don’t need to make a dime off of my blog. Because knowing that there are people who look forward to my next post is the greatest reward I can imagine.
These 2 readers, and that’s all I need.
I don’t need any other validation that what I am writing and sharing is worthwhile than knowing that there are readers who look forward to each new post. It tells me that the posts add value. I’m not sure if it is entertainment, education or inspiration that readers look forward to. Or if my blog simply provides a rich habitat for typo hunters. Maybe it is a combination of factors. I am grateful regardless.
Developing A Brand
When people look forward to the content you serve up it means you have delivered consistently. Which translates to a brand with value. Even on a very small scale, that is very rewarding.
Over the past 2 weeks I have had multiple people tell me that they look forward to The Perfect Agency Project Sunday morning post. They have told me that reading the post has become part of their Sunday morning coffee routine. I had no idea that anyone picked up on the fact that I always post on Sunday morning by 8am CT, before I rush off to church. And I couldn’t be more touched. At least not without having to press charges.
When others look forward to your content, programming, services or products you are doing it right. Because we only look forward to such things when they are good. When they offer value. And when they are enjoyable. The same holds true in our relationships. When others look forward to what you offer you are on the right track. So dig in and keep it coming. More good things will surely come your way.
*If you know someone who could benefit from this story, please share it with them.
It’s really easy to start your own blog. I should know. I have started at least 8 of them. But it’s really hard to keep them going. I should know. Because 7 of mine moved like glaciers, until global warming put them out of their misery.
I enjoyed writing the blogs. But I never created a habit that kept them going. It takes time to find your groove, your voice and your writing schedule. Even more challenging, it takes a lot to attract an audience that wants to read what you are writing.
Writing No Matter Whataburger
When I started this blog I made a commitment to myself to just keep at it, no matter what. I was committed to sharing my experience as I launched my own advertising agency from dust. I thought it would help others start their own businesses. Just as I had read other blogs that inspired my entrepreneurial adventure. If the business failed and no one read the blog, at least when it ended I would have the experience and learnings well documented for myself. Which is like seeing the light at the end of my carpal tunnel.
In many ways The Perfect Agency Project blog and The Weaponry, my advertising and idea agency, are like twins. They were born at the same time. They have grown together. And they are inseparable. Like conjoined twins. Or regular twins who got into the Gorilla Glue.
The growth of The Weaponry has been a shared experience, as we have added team members and clients. But the growth of The Perfect Agency Project blog has been private and quiet.
Writing this blog is a solitary endeavor. It’s just me and my computer. I write down my thoughts, lessons, experiences, observations and insights that stem from working in and on my business. Then I hope that someone, somewhere will read the posts and find some value in them.
Sometimes the posts are well read. And sometimes they are not. It is hard to tell why some posts fly and some flop. Especially when what I consider to be the best, most important ideas gain very little traction.
But whether a post was extremely popular or went mostly unnoticed, I write again the next day. I have been consistent and persistent. I just kept writing. And just kept posting.
Seeing Obvious Progress
I am proud to say that on September 17th, 2019, the total number of views and visitors to my blog for 2019 surpassed the total number of views and visitors the blog received in all of 2018. Which means that it had the same number of visitors in 8.5 months in 2019 as it did in the 12 months of 2018. #FirstGradeMathYall
Insistence on Persistence
The persistence is leading to progress. I still have 3.5 months of readership growth ahead this year. At the pace of 3 posts per week, that is 42 blog posts left to share in 2019. As a result, I expect a 50% growth in views and visitors for the year. Which for a blog I have been writing for 4 years feels pretty good.
Fun Fact: The Perfect Agency Project blog has been read in 113 countries around the world in 2019.
I attribute the growth to just keeping at it. Slow and steady. Each post, whether it is read by tens or thousands, contributes to that total. And that’s progress. Truly, every little bit helps.
Success doesn’t come overnight. It comes in small steps that seem insignificant on their own. But over time the cumulative effect of all those small steps is significant progress. So keep going. Commit to creating a habit of action, day after day. Then give yourself time. Time for the results to pile up and make a difference. If I can do it you can do it. Do a little every day. And just don’t stop.
*If you know someone who could benefit from this message, please share it with them.
It’s not whether or not you fall down, it’s whether or not you get back up. That is the essence of all motivational quotes on perseverance. Today I’m giving myself a pep talk. Because after having established and adhering to a very regular blog writing and publishing routine, this week I published… nothing. Not even a gif of tumbleweeds blowing past my keyboard.
I have a tall stack of excuses to lean on for my posting miss this week. I had work travel. I had long and late shoot days. But the biggest issue I didn’t overcome was that I got sick. I have been dealing with a strange kind of sickness that attacked my lungs and seems to have fractured my sleep-iphram, or whatever your sleep mechanism is called. After not sleeping all night, the last thing you want to do is get up at 6am to write for an hour or so. So I let myself off the hook.
Now I have to get myself back on the hook. Starting with a Saturday post that is really an apology. The apology is to me, from me. As I wrote about in, How to use fake deadlines to make your dreams come true, we make progress by giving ourselves false deadlines. They are the key to self driven accomplishments.
I had set false deadlines to publish blog posts every Tuesday, Thursday and Sunday. But this week I missed my own false deadlines. Boo. It’s not that the one week is a major problem. But I have annual blogging growth goals to meet. And I need every post to help accomplish those goals.
We all stumble on our journeys at some point. The key is to not let those stumbles become the norms. The exception should be the exception. Don’t let it get promoted to the rule. Or the law.
I first heard about web logs in the early 2000s. I fell in love with the idea right away. Suddenly, everyone could write and share their own ideas with the world, for free! I immediately wanted to write my own. Over the next decade I dabbled with at least 8 different blogs. But like cheap tape, nothing stuck
The Perfect Agency Project
I started this blog in the fall of 2015 as I began planning to launch my own advertising agency, The Weaponry. I wanted to write about the startup process, the entrepreneurial experience, and all that I knew and learned about advertising and marketing. I hoped that people would read this and think that if this clown can start his own business, I certainly can too. (Which is true.)
The Surprise Education
I expected to share what I learned about business. But along the way I also learned a lot about blogging. When I hit 200 published posts last year I wrote a piece entitled, What I have learned about blogging after 200 posts. I shared all my best tips and tricks about blogging. Today, when people ask me for advice on blogging I simply point them to that post, like Babe Ruth calling his shot. Except there is no baseball, no bat, no outfield wall, and no candy bar at the bottom of the country club pool.
Today I am publishing my 300th post. Over the past 100 posts I have learned even more about blogging. So I am adding 12 more tips to my blogging body of knowledge. Here they are in a particular order.
12 More Tips On Blogging Learned From Writing 300 Posts.
1. Just keep writing.
The most important factor in writing 300 posts is to simply keep writing. It is easy to write one post. And it’s really easy to quit after writing that one post. To get to 300 hundred, 3000 or 30,000 posts you have to just keep writing. It’s like Dory’s swimming philosophy. There is no magic to it. Just stick-to-it-ness.
Get your blog posts up and running and fix them along the way.
2. There is always something to fix.
When I look back at my published posts I feel like Michael Jackson looking at his face. Because there is always something I want to change. Always. I would add another example, smooth a transition, insert another joke. But the blog posts must get published. Published is better than perfect. It’s a blog. Not a book. You get a round of writing. A round of improving. And then you have to push that post out of the nest to fly or flop.
3. Errors are part of the game.
In the process of pushing posts live on a regular basis you are going to make mistakes. A typo may sneak through. You may miss a word, or double double a word, or misuse or misspell a word. You have to work to minimize errors. But accept that they will happen. My readers help me find the errors. Kind of like friends who tell you when you have something stuck in your teeth, or toilet paper stuck to your shoe, or a bat in the cave (a booger in your nose). These are good friends and good readers. Because they want to help you succeed.
4. There is no telling what will be popular.
I am often surprised at what posts become really popular. It’s hard to predict what gets passed along. It’s difficult to know what will generate a lot of comments. I haven’t found a lot of consistency in my most popular posts. It’s kind of like dance crazes. So just keep dancing and enjoying it.
Missing, one great blog post. Last seen by nobody.
5. Sometimes a great post goes completely unnoticed.
This is a the hardest fact about blogging. Sometimes you write a post that is really great, that you know is important, and smart and real and maybe even funny. And then it goes virtually unnoticed. This will happen a lot when you first start, because you don’t have much of an audience. And you wonder why you are bothering to write at all. But do bother. Because you learn from writing.
Blogging has a cumulative effect. The more you write, the more your work is discovered, read and shared. You can always repost or update a great post that phantomed through the opera. Know that what you are writing is good and that others are missing out on some great ideas.
6. The off-channel feedback is the best.
In social media and blogging everyone talks about engagement. Which is the aggregate of your likes and comments on your posts. But what I have found most meaningful is the feedback I get away from the blogging and social media platforms.
I regularly get emails, texts and in-person comments about how much people appreciate a post, or my blog in general. These are genuine, thoughtful, appreciative comments that are not intended to show engagement, increase influence scores or sweet talk an algorithm.
When I get these messages they typically come in the following format:
‘All joking aside, I really appreciate that you are writing this blog (or this specific post). I am really getting something out of this. I wanted you to know. Please keep them coming.’ – Feedback Franny or Freddy
This type of feedback is really what motivates me to keep writing. Thank you to everyone who has taken the time to share such notes.
7. Don’t trust the data.
WordPress offers analytics on my blog about:
But the data doesn’t always jive with reality. I am not sure how the data on page views accommodates for people who subscribe and read the blog via email. Or how pass along of the email is captured. I often see a strong uptick in likes or comments on other platforms where I share a post, like LinkedIn and Facebook. But there is no movement in the data on WordPress. So don’t be a slave to the numbers, or take the WordPress data as gospel. Just keep writing good posts.
8. 3 times per week is my sweet spot.
Over the course of the past year I went from publishing 2 posts per week to 3. As a general rule I publish on Tuesday, Thursday and Sunday. Occasionally I may slide those a day earlier or a day later based on my travel, work or world events. But I fully expect this to be my final answer on blogging frequency. It offers me 2 days to write each post. It offers 2 days for each post to be read before a new one takes its place at the top of the pile. The algorithms seem to want you to post about every other day so that you don’t flood the feeds.
Adding the Sunday post means that I no longer go Friday, Saturday, Sunday and Monday without publishing. As a result I have seen my overall monthly readership increase by 50%. If you can trust the data.
9. The real impact is not measured in views, follows, likes or comments.
Let me address measurement one more time. I am certain after 300 posts that you can not measure the impact of a blog in views, follows, likes or comments. The true impact of a blog is in how it impacts a life. It is in how the insights, education, information, motivation or inspiration you share improves the lives of your readers.
Blog posts are meant to help in some way. That help is not measured in likes and comments. It is measured in confidence, and in successful actions taken and in opportunities seized. Never lose sight of this. The real impact of your blog may not be recognized for years, or even decades. Be patient. And just keep writing.
10. The Blogger learns as much through writing as the reader does through reading.
When I first began writing my blog I expected to teach others a bit about the things I write about. Including advertising, marketing, creativity, entrepreneurship, business, and networking. But I am learning more than anyone else.
Regular writing forces a lot of self reflection, and analysis. You start viewing everything in life as lessons and insights worth sharing. The writing and editing process teaches you to clarify and refine your thinking. You draw scores of new connections and aha’s along the way. #takeonme So regardless of whether or not anyone ever reads your writings, you will profit from the writing itself.
11. Sneak in anything you want.
It’s your blog and you can write whatever the ef you want to. Sure, it’s best to have a general theme, direction, perspective or angle in your blog. People want to know generally what they can expect from reading it. But take advantage of the fact that it is your platform to share your stories and your perspective.
Blogging pays off. But it pays off slowly. You have to be patient. And persistent. But the cumulative effect of writing and sharing good content regularly increases your value to others. Which in turn becomes valuable to you in ways that are both monetary and life-i-tary.
Blogging keeps your voice and your viewpoint top of mind for others. Which means that you are both recently and relevantly recalled when opportunities surface. It works for me. It can work for you too. And despite all the tips it really comes down to this:
Think, Write, Review, Publish, Repeat.
If you know someone who writes a blog, or would like to, please consider sharing this post with them.
In 2015 I started The Perfect Agency Project blog when I began planning the launch of my advertising and ideas agency, The Weaponry. I wanted to share my experience, learnings and insights with others. Today I publish a new post 3 days a week. I enjoy writing this blog because I like sharing what I know. You name a topic and I can write about it. Because I have philosophies on everything. In fact, even my philosophies have philosophies. The wide range of topics I cover include:
Today is Father’s Day. So naturally I am thinking about my father, Robert Albrecht. He knows so much about so many subjects that he could easily write a great blog and share all of his accumulated wisdom with the word. But he won’t. That’s not his style.
My Dad is not a writer. He is not a philosopher, reflector or pontificator. He would never write a book of Roberts Rules of Order. Although that title sounds like it would be a hit.
My Dad didn’t tell me and my sisters how to be successful, productive or impactful. He showed us.
My Dad is my action hero. Because he is always in motion. He’s a doer. A maker. A baker. A builder. A griller A gardner. A fixer. A shower-upper (meaning he shows up, not that he shows you up). And he’s a see-things-througher. (meaning he completes things, not that he has X-Ray vision).
He is a Can-Do, Will-Do, Did-It, What’s-Next? kind of guy.
He is an early riser. He’s a frick’n workhorse. He makes the most of each day. And he’s really hard to keep up with. I love that about him.
Thank you Dad for being such a great example. You didn’t have to write a blog, a book or a manifesto to teach Heather, Alison, Donielle and I how to be great at life. You showed us. So we get up early. We put in the work. We make and we bake and we do and we don’t complain. We are people of action. Just like you taught us, through your actions, not your words.
I love you Dad. Happy Father’s Day. Thanks for stopping for a moment to read this post.
I talk to people all the time who want to know how write a blog, podcast or book. A major writing project can seem attractive but intimidating. Because it isn’t easy to find time to write. You probably don’t have large empty spaces of time just waiting to be filled. Unless, of course, you live in a penitentiary or a nursing home.
I have found that writing requires a regular routine. You have to find a time and an approach that work on a daily basis. My regular writing time is in the mornings between 6 and 7am.
Fast Draft Friday
Whether you are a regular writer already, or you are looking to get into a good habit, try adding a Fast Draft Friday to your routine. Fast Draft Friday or FDF helps you pump out several quick drafts to build on later.
How It Works
I give myself a 10 minute max to write on a given topic. Then I save what I have written after 10 minutes, and start a draft of another topic. By the end of an hour I have a minimum of 6 new posts to come back to later.
This is important because publishing blog posts, podcasts, articles or editorials regularly can be hard. (It can also be hard to publish if you are irregular.) It is much easier to polish something you have already started than it is to create a great post from pixel dust. And for clarity, I mean polish, as in polish the silver, or polish off the donuts. Not Polish Sausage, Polish Festival or Lech Welesa.
Also, my writings get better with multiple drafts. The more times I go over them the cleaner and clearer they get. I am more likely to add a relevant quote, an interest-enhancing image and humor. All of which make the final product more enjoyable for the reader. So having a quick first draft of 6 or more posts created on one day has a positive impact on my blog brand for months.
The key to great writing is getting started. I currently have 252 drafts of new posts. But I started with zero. I got into a good routine, and now publish 3 posts per week. I get a little bit smarter about it all the time. You can do the same. Make today a Fast Draft Friday. You’ll be surprised by how much progress you can make in 1 hour.
*If you know someone who wants to write more, consider sharing this story with them.