Whew! That was a lot of work! You’ve done the networking, landed a guest post on a blog you admire, and you’ve written a post you feel proud of.
You’re not quite done yet! At this point, it can be tempting to just dash out a few sentences to use as a byline on your post. Don’t do it!
Your byline is one of the most important components of your guest posting strategy. This is where you invite the reader to click on to your blog and get to know you better. Your byline is the place where you get the chance to turn a curious reader into a subscriber.
If you’ve already created a free opt-in incentive, you’ve got byline gold.
A-Lister Bobbi Emel tripled her email list simply by including a link to her free ebook in the byline of her guest posts. Here’s what she wrote about her byline ‘epiphany’:
Okay, so what did I do to triple my list?
I guest-posted a lot and, instead of just putting a link back to my blog in my bio, I linked directly to my free ebook which requires an opt-in.
Duh.
Here’s what my bio looked like before:
Bobbi Emel, MFT, is a psychotherapist in Los Altos, Ca. who specializes in helping people face life’s significant challenges and regain their resiliency. In addition to seeing clients in her private practice, Bobbi is a well-regarded speaker and writer. You can find her more of her writing about bouncing back in life at The Bounce Blog and follow her on Facebook and Twitter at @BobbiEmel.
And here’s what it looked like after:
Bobbi Emel is a psychotherapist who blogs about bouncing back in life. Download her FREE guide: Bounce Back! 5 keys to survive and thrive through life’s ups and downs. You can find more of Bobbi’s writing at The Bounce Blog.
So THIS is why you need an opt-in product of some sort. I have guest-posted quite a bit, but never received so many subscriptions until I put the direct link in.
It took me a while to catch on so I thought I’d help those of you who haven’t done this yet skip over the “duh” phase and go right for the growth phase!
Note: if you do link to a free ebook or other incentive in your byline, be sure to specify that it is FREE!
Notice that Bobbi’s second and more successful byline was actually shorter and more to the point. It’s not all the details about your location or the links to your Facebook and Twitter account that matter to your reader.
What works is punchy, compelling prose that tells the reader how she or he will benefit from a visit to your blog.
Yet, don’t make it too short. A bland, once-sentence factual byline will net you precious few visitors. Avoid this sort of byline: Jane Smith is a kitchen designer in Seattle, Washington who blogs at kitchenideas.com.
Booor-r-ring!
Even if you have not yet created a free incentive, the right phrasing can entice readers over to your site if they think they’ll find solutions to their problems.
If you take the time to craft a compelling byline you’ll automatically be a cut above the guest blogging crowd. Most guest bloggers don’t make this a priority, as you’ll see if you take a tour of guest bylines on your favorite blogs.
Here’s an example (from Copyblogger) of a guest blogger who understands the value of his byline.
Jarom Adair loves individuals who strike out on their own to create businesses, and his website Solopreneur Marketing is specifically designed to help solo entrepreneurs get better marketing results and thrive online. Get his top advice here.
Another strategy is to ask the reader a question in your byline. This is a way to reach out and grab your ideal reader/customer by the lapels and show them the way to your offer. Here’s an example (also from Copyblogger):
Want to get the best results from all that agile content you create? Studies show first-rate design increases credibility. Anyone can learn design techniques that get their content the attention it deserves: just get Pamela Wilson’s Design 101 series at Big Brand System.
The good news is, once you’ve crafted a good byline you can use it again and again in your guest blogging career.
Author: A-List Team