When I first set out on this road back in May 2011, I had aspirations to be a “big” blogger.
I wanted to be up there with the Pro Bloggers and Smart Passive Incomes of the blogosphere. I wanted to attract huge number of visitors and accrue subscribers at an exponential rate.
I gobbled up stories of bloggers who had amassed thousands (or tens of thousands) of subscribers in days, or even hours. I dreamt of publishing that one piece that went ‘viral’.
Why? Partly because of ego, but mainly because I assumed that the above achievements were prerequisites to success in the blogosphere. Based on what most ‘make money online’ bloggers say, I believed that you need to attract huge numbers of visitors and build an email list in the mid five figures (or more) to make big bucks.
How wrong I was.
The Reality of Successful Blogging
Now don’t get me wrong – bloggers like Pat Flynn and Darren Rowse make outrageous amounts of money. Far more than I do. But I know full well that many Leaving Work Behind readers don’t necessarily have aspirations to make a multi-six figure income, nor do they consider income the be all and end all.
Many of you would be happy to make say $50,000-$100,000 per year if that meant you could spend your days as you please. I know that many of you, right now, will be thinking “a business that generates $50,000? That would be a dream come true!”
That’s why I like you guys. You’re dreamers, but you’re not greedy. You don’t want to swallow the hype, no matter how much it is rammed down your throat, but you do want to succeed – desperately.
So what if I told you that you don’t need a huge blog to succeed?
Leaving Work Behind: Dead in the Water?
I just checked my analytics and discovered that traffic to Leaving Work Behind has been stagnant for nearly two years.
Depressing, right?
Well no actually; not at all.
Don’t get me wrong – I used to worry about traffic to the site – but these days I couldn’t give a damn.
Why the hell would I? It’s only a number, and it’s not even an important number – you know, like the amount of people you’re actually helping, or the amount of money in your bank account.
And what I’ve discovered is that stagnant visitor numbers does not mean a stagnant site, nor does it have to mean a stagnant income. In the grand scheme of things, the number of visitors you get to your site just doesn’t matter as much as most people say it does.
My Current Income
I don’t do income reports these days, nor do I regularly share how much I’m earning.
However, today is an exception.
I don’t actually know exactly how much I earn on a month-to-month basis. I keep a weekly running estimation of income based upon key metrics, and I record my net worth (i.e. the capital I have across my bank accounts) every month. That’s all I need to make sure that things are on the right track.
So here’s what my weekly income estimates have looked like since the start of December 2014:
Note that the Bluehost commissions dollar values relate to projected monthly earnings; not weekly earnings!
That’s gross income from Paid to Blog Jobs and Paid to Blog, Bluehost commissions, and net writing income (i.e. what’s left after I’ve paid my writers). This spreadsheet keeps me in touch with my earnings and lets me know where I stand.
It’s simple, but it offers me everything I need.
My target income is $6,000 per month. That’s calculated as follows:
$4,000 in living expenses (including tax) + $2,000 expenses (estimated)
If my projected income gets near or drops below $6,000, I know that I need to do something to make up the deficit. But as long as my income is above $6,000, I know that I don’t need to make more money than I already am. I can choose to make the effort to earn more if I want to, but similarly, I could choose to play a round of golf or play piano or bake or learn French instead. (It’s usually the latter ;-))
The percentage column simply shows how far above (or below) my target income I am.
This is all rather besides the point, but I figured it would make sense to share with you in order to drive home my main point: I am able to generate a $6,000+ income working around 3 hours per day on a blog that attracts less than 20,000 unique visitors a month.
Future Growth
These days I don’t try to increase my traffic or subscriber base at all. All I try to do is offer more value to you: the person who is already here.
To illustrate that point, here’s what I’m working on now (and will probably be working on for the rest of 2015):
- An updated version of Paid to Blog
- Huge investment in Paid to Blog Jobs
- My Blogging Mentorship Program
- My writing business
All of the above can lead to an increase in my income, but none of them require an increase in traffic or subscribers.
How? Simple – if I create more value for existing readers, they will invest more into LWB (by buying a product, joining the BMP or becoming a client). I will be able to generate a greater income, per person, than I was before.
Far more than attracting more visitors, I’d like to help more of the people who already visit. Let’s not forget that of those 20,000 or so people who come through the LWB gates every month, over 70% are visiting for the first time (and many of those for the last time, without me having helped them).
That’s a hell of a lot of untapped potential, without thinking a jot about increasing traffic.
A Controversial Suggestion
Now you can take from this article what you wish, but I will leave you with a challenging suggestion: forget about metrics.
I’m talking visitors, subscribers, bounce rate, time on site, pages per visit, and so on. Forget ’em all.
Instead, approach your blog with a fresh set of eyes and ask yourself one simple question: How can I help my readers?
It’s not about ignoring sales copy or redesigns or social media status updates; it’s about approaching them from a different angle.
Let me give you some examples:
I need to edit my sales copy to boost sales.I need to edit my sales copy to better communicate the benefits of my product, so that people are more aware of them.I need to redesign my site to increase email signup conversion rates.I need to redesign my site so that people can find my most valuable content more easily and sign up via email if they want to.I need to schedule tweets to old posts out so I can drive more traffic back to my blog.I want to schedule tweets to old posts out because I think my followers will really like the posts and might not otherwise find them.
I recommend that you keep track of your earnings to make sure that they are going in the right direction, but resist the urge to check any other metrics. You might be pleasantly surprised by the outcome; if not in the short term, then more likely in the long term.
There’s no reason why helping others and helping yourself cannot be coexistent, or even codependent. Because remember: you don’t need a huge number of visitors to succeed as a blogger. You just need to be truly valued by those visitors you already have.
Succeeding as a Blogger is Easier Than You Think
20,000 unique visitors and $6,000 may seem like a lot to you, but it’s pathetic in comparison to the vast majority of ‘big’ bloggers out there. I’m small fry.
More importantly, what I’ve done is eminently achievable, as are lesser versions of the same achievement (say, earning $3,000 per month with a blog that attracts less than 10,000 visitors a month).
I’m not saying it’s easy. It’s not easy. There have been plenty of days in the past where I have worked far more than three hours. But it is achievable, and you do not need a crazy amount of visitors or subscribers.
I suppose what I ultimately mean is this: succeeding as a blogger may be easier than you think. Not necessarily in the quantity and quality of the work that you put in, but in terms of the number of loyal fans you need.
Moreover, I think it’s a damn sight easier to get to my level than it is to elevate yourself to the next. You can do a somewhat slipshod job (I wouldn’t consider myself a talented marketer – far from it) and still earn a good amount of money.
And more importantly (in my opinion), you can be yourself and earn a good amount of money. You don’t have to resort to the soulless marketing techniques that so many bloggers advocate. You don’t have to do anything you’re uncomfortable with.
Just be yourself, build up a small but loyal crowd, offer as much value as you possibly can, and see how far it can take you. Because (for the final time) it’s not the numbers that matter – it’s how you treat those that you already have.
Leandro Thomas says
Excellent post and a good reminder of why I read this blog frequently.
Mirrors how I feel about making money online. I especially liked the part about forgetting about metrics, as it is so easy to get caught up into all of that.
Tom Ewer says
Glad you liked it Leandro 🙂
Nina Bradshaw says
I really like the direction you are going with your blog lately. It makes much more sense to me, and makes your business model and achievement seem more realistic and more like something I could do. Thanks, Tom.
Tom Ewer says
You’re welcome Nina; I’m glad you’re enjoying the blog!
Inky Mann says
This blog hit the “spot” for me…I’m really struggling with getting off my feet, but it’s all mental.Following behind other bloggers and THEIR way of doing things becomes frustrating and confusing.
Tom Ewer says
It certainly does…being yourself is far easier!
Topher says
Reason 332 I love this blog: “That’s why I like you guys. You’re dreamers, but you’re not greedy.”
Tom Ewer says
Haha, awesome Topher. I’d love to know the other 331 😉
Scott says
You will be further ahead with less work involved if you concentrate on cultivating quality followers.
Numbers are important, but if you’re looking at quantity, you’re looking at the wrong numbers.
Excellent post.
Tom Ewer says
Thanks Scott!
Kelly says
Tom,
I continue to read and enjoy every post. I love your practical approach for those of us anxiety-ridden types who just want to get started. For me, it’s all about doing something I love while having more time to spend with my family. I’m not out to go viral or top the stats of the mega blogs. I’d be happy to leave my job for the equivalent of my current salary and just write because I love doing it and helping people solve problems.
Tom Ewer says
You’re exactly the kind of person I want to help Kelly.
Mayur Mistry says
“How can I help my readers?”
That is a really good question to ask yourself if you are writer.
Great post Tom.
Tom Ewer says
Thanks Mayur!
T.O. Weller says
I am just now writing an ebook that will be my first free offer, and one of my messages to fellow writers will be exactly that. Thanks Tom for showing me I’m far from alone in my thinking on this!
It’s about quality over quantity. One of my greatest pleasures so far is getting a comment that my post helped someone. Another is the connection I’m making with so many bright and talented writers. Real connections.
Isn’t that one of the reasons a lot of us want an independent lifestyle like this? So that we can actually be ourselves and do work that matters?
Tom Ewer says
Absolutely! I think many successful bloggers lose sight of that comment from someone thanking them, because they get wrapped up in volume. I’ll be damned if that ever happens to me.
lilian says
Tom this is an amazing post it came at the right time for me as a freelancer. I have been thinking of starting a blog but every blog i read said ‘get a niche’. Now i am confident to start something that resonates with my persona.
Thank you.
Tom Ewer says
You’re welcome Lilian 🙂
Beth says
Oh gosh yes. My goal is not to have a six-figure launch or become a “big name” blogger. I just want to make a decent income and enjoy the freedom freelancing brings. Oh, and help people. Totally want to do that, too. :0)
Tom Ewer says
And that’s why you’re here Beth – because you’re exactly the kind of person I’m writing for!
zeneka says
Thank you for this post. It is the soullessness of blogging for money that keeps me uncomfortable. Thank you for reassuring me that I can still be myself and be a career blogger. I needed to hear that.
Tom Ewer says
Blogging for money does not have to be soulless if you can make it a win/win relationship 🙂
Dee says
I am getting so inspired by this. I’m at a turning point in my life and I really want the independence to be myself and to stretch my writing wings which have been clipped for way too long.
Money has never been really high on my list of priorities – enough to live without struggling and put a little away for a rainy day is all I ask.
I’m so encouraged by your attitude.
Tom Ewer says
I’m glad to read that Dee!
Mariana says
This reminded me why you’re one of the few blogs I follow very regularly. Such practical advice and written so humbly.
My favorite part: “And more importantly (in my opinion), you can be yourself and earn a good amount of money.”
Awesome reminder. Sometimes I get so caught up thinking I need to change this and that. Things seem to flow much smoother when I just am myself while writing.
Tom Ewer says
It’s so much easier, isn’t it!
Betsy Wuebker | PassingThru says
Excellent! When you get caught up in the numbers, particularly when making comparisons with others, it’s a downhill slide to Depression-ville. You’re a successful achiever. As I recall, it wasn’t that long ago that you flipped the attitude switch and now good things have arisen. Well done!
Tom Ewer says
Thanks Betsy!
Joann says
I couldn’t agree more to this – “it’s how you treat those that you already have”. After all, a business is more than just about the money; it’s about providing value 🙂
Tom Ewer says
Without a value proposition, a business won’t be a business for long!
Debra says
Really timely concept and advice! Right on target as always. It really put things in perspective. Thanks for being such a great tutor!
Tom Ewer says
You’re welcome Debra 🙂
Joseph Skinkis says
Your not only a great tutor, you made it so easy for me to start my blog using BlueHost as my site manager. Thanks Tom.
Tom Ewer says
You’re welcome Joseph. Hope all is well!
George says
This post puts blogging into such a simple perspective.
That we can either use a blog to reach as many people as possible, or to genuinely help those that we do connect with.
Like all things, there’s a balance. If you focus too much on helping before you’ve reached anyone it’ll be hard to drive an income, but if all you care about is the numbers will you really be proud of your site when it’s all said and done?
The most fulfilling way to succeed is to help others succeed, and this post proves that.
Tom Ewer says
“The most fulfilling way to succeed is to help others succeed”. Love that quote George.
Kim Mason says
Second that on a lovely quote George 🙂
Rob Leonardo says
I also came to this realization. I have collected a few hundreds of subscribers for my list and for me, the most important is to be able to reach them, listen to them and talk to them. I also have a small unique visitor count per month but I felt that knowing my community reads my emails is enough. I do not look much at the traffic stats but I do look at my email list click and read rates. I get to know what they like to read and so on. At the end of the day, you just want to give better service to your community.
I also can relate to your income goals. What matters is to be able to live happy with my preferred lifestyle (simple one that is). That is the reason why I am aiming for a successful online business!
Tom Ewer says
I get where you’re coming from Rob, but I don’t look at open rates either. I’m not going to change my approach based upon my subjective understanding of a number. There are many reasons why open/click rates can go up and down, and I don’t try to second-guess myself on that front; I just do what feels right!
John says
I love the thought of creating a blog whose posts will actually help people.
The amount of sites I go to and when I’m halfway through reading the post a big popup box appears, asking if:-
[A] I want their brilliant free help… or
[B] I am stupid and want to close the box
It gets kind of wearisome.
Your blog cuts through all that neediness.
Keep these posts coming!
Tom Ewer says
Haha, yes, I hate that too John. I’ve toyed with such boxes in the past (although not with a “you’re stupid” option admittedly), but I was never comfortable with them. Good riddance!
Lauren Tharp says
Great post, Tom! 🙂 I’ve been trying to focus less on the metrics and more on my readers myself…
Oh! And congratulations again on making The Write Life’s list of the “100 Best Websites for Writers.”
Tom Ewer says
Thanks Lauren, and the same to you!
Bree says
I seriously think one of the worst things a blogger can be told to care about is metrics. It does nothing but put a damaging idea in people’s heads that makes them think they HAVE to beat out the stats from this other blogger. No one wins (especially the blog’s subscribers and visitors). It’s rubbish.
Tom Ewer says
Well said Bree!
Leanne Lindsey says
This post was RIGHT on time!!! At the start of the year I decided to go back to basics and learn the foundations for delivering valuable content and products and an online space that really delivers quality to my readers. I also want to be location independent and working 3hrs a day sounds right up my street! Thanks for catering to those of us that want to enjoy blogging, enjoy life and contribute something to the world. 🙂
Tom Ewer says
You’re welcome Leanne 🙂
Tiago Simões says
Another AMAZING post Tom.
If we focus on helping people, with sure we are in the right track.
Thanks for your great advice.
Tom Ewer says
You’re welcome Tiago 🙂
Kathy says
Bingo. This post aligns with my philosophy. Love it.
Incidentally, I just found your blog but I think you can count on one more loyal follower.
Tom Ewer says
That’s fantastic; delighted to have you on board Kathy!
Lindsay says
Tom,
This really spoke to me. I have been following your blog for a small amount of time now and I am ready! I don’t want to make millions, just enough to support my family and SEE my family at the same time. I have been worried at the thought of not being able to make it, especially with my lack of experience, but this post has definitely encouraged me. I can’t wait to get started and look forward to more great support from you.
Tom Ewer says
You’ll always have my support Lindsay 🙂
Claire says
Hi Tom,
I have just found out about you, your blog and your way of being yourself. I must say that I got hooked with this post, and as I am struggling with the first step: launch my own freelance blog; I dream of the day when I can make at least half of my actual income to be able to leave work behind. You gave me hope and I’ll be back for more advice, tips and support from you.
Thanks a lot!
/Claire
Tom Ewer says
You’re more than welcome Claire!
Gina Horkey says
The comments from this post show how much you connect with your readers – well done!
Tom Ewer says
Thanks Gina!
Joe says
Great post!
As an aside, have you thought about creating more content, or a course, or an ebook for freelancers that have now doing OK, but would like to turn their service into more of a ‘business’ in a similar way that you have managed to?
Also, it looks like most of your income doesn’t come directly from your blog, but rather the opportunities it has generated, so that would be something readers might be interested in knowing how to do. I would be interested in that.
Cheers,
Joe
Tom Ewer says
Hi Joe,
Glad to read that you’re doing okay. I see your name popping up all over!
Your suggestion is a good one; I’m just not sure of the demand if I’m honest. My current plans are to continue to develop what I already have, rather than create new stuff.
Cheers,
Tom
Lorraine Reguly says
I don’t want to be a millionaire. I just want to be comfortable, like you.
Great post!
I like the tips and how you re-designed them to show value to the reader/customer. Awesome!
Tom Ewer says
Thanks Lorraine 🙂
Warren is Breaking Work says
Hi Tom,
I’m happy to see someone else who has a similar perspective as me. When I started blogging, I never intended to be rich off of it. If I did…great; if not…that’s also great.
But I do have a monthly goal as well; and when I reach that (or even surpass it), I’m content — everything else is just excess.
Additionally, your monthly visitors are not too shabby either. Yes, it’s not as many as other popular bloggers, but I rather have 20,000 targeted visitors than 100,000 non-targeted.
Keep up the good work Tom and as always…
Keep inspiring,
Warren
Tom Ewer says
Thanks Warren!
Heather says
I always look forward to your posts. I know you have worked on building your business for a few years, where as I finally took the plunge to begin my blog. I think I was afraid of failure, but when I read your blogs I regain hope again because I’m reminded that when you want something, and you continue to work toward your goals, eventually you will get there. Just don’t give up. Thank you Tom.
Tom Ewer says
You’re welcome Heather 🙂
Tim Soulo says
Great article Tom!
Some people focus on the money too much and they never think WHY they need the money?
If you ask me – I want to travel a lot. And besides money I need a lot of free time to do that. That’s why I’m a huge advocate of your approach. And I’m working my ass out to make it happen! 😉
Thanks for an inspiring piece, Tom!
Tom Ewer says
My pleasure Tim!
Chris says
I started out blogging because I wanted money then when I made money I did it because it was fun then it got really boring. I liked this article because it’s insightful to the reasons why people even start a blog, continue, and even stop writing a blog.
Tom Ewer says
Glad you liked it Chris 🙂
Tre McDowall says
Tom I like how real you are in this post. It is good that you are taking the time to show your readers that you still care.
Most people need to understand that is that reason that this is what life is about creating more value and helping people.
When creating a popular blog most bloggers start humble, but as they grow begin to chase after the money. This causes them to disconnect with their readers especially the ones who have been with them from the beginning. I like the way that you have set out to stay loyal to the people that are following you right now.
I love your work man and I just want to say continue to keep the good stuff coming. I know for sure that ever since the day that I have found your blog and your content I have been able to chase my dreams and my goals.
Thanks for everything thus far Tom.
Tom Ewer says
Wow; it’s my pleasure Tre! I appreciate all the kinds words 🙂
Rahul says
I have seen many beginners try and make money as quick as they can. Their sole objective will be to earn as much as they can. Some earn but many fail because of that. Your post exactly highlights this. Thanks Tom.
Tom Ewer says
You’re welcome Rahul 🙂
Ashley Dawn Wilson says
Thank you for this, I 100% agree with you and hope to God to be as successful as you!
Tom Ewer says
Hoping is great, but doing will get you there Ashley 🙂
nick says
Howdy sir,
Great post. Motivational as hell. I just made it into a pdf for myself. I’ve only ever done that with a few other blog posts over the years. So now this book is in great company in my cloud (ie, steve pavlina: 10 reasons to never get a job, ev williams: ten rules for web startups, paul graham: how to get startup ideas)
The one question I have though…
How the hell are you getting $325 per bluehost sale???
I thought the rate was $90 per sale?
That’s nuts!
What am I missing?
Great host brother… keep up the great work, love you attitude and philosophy,
nick
[+]
Tom Ewer says
Wow – great company indeed. Thanks Nick!
The $325 represents multiple signups, and I take an amount off each signup to account for refunds. Hope that clears it up!
nick says
Oh, and btw, you need to get one of those ‘subscribe to comments’ plugins so commenters can have the option to get alerts if their comments have been replied to, or if more comments get added to the conversation.
It functions well as a little reminder for people (me) to come back to your blog more often too 🙂
nick
Tom Ewer says
Yeah I should – thanks for the reminder!
Matthew Eaton says
This is certainly some interesting food for thought.
I think we get so caught up in the large numbers and high level fantasies that we forget it is easy to have a good living as a blogger.
I’m going to go over this again tomorrow morning with pen and paper to get more study reminders out of this.
Thanks for sharing!
Tom Ewer says
I wouldn’t say “easy” Matthew, but perhaps easier than one might think!
Sahil says
Hi,
I thing you share some thing genuine and really inspirational post. Thanks again, have a nice day.
Tom Ewer says
You too Sahil 🙂
Heather says
Hello Tom!
I have read and re-read this post 3 times already. I always look forward to your advise. It resonates so true for me. I have you to thank for finally taking that step to start my blog. Now I’ve build some content and gained 500 plus subscribers. In under a month. This may not be a numbers game, but I must admit I get so excited when I get notified of a new subscriber. I get this feeling that says “wow, these people enjoy reading my writing and want more!” That is the best feeling I could have as a writer. The money can come later.
Tom Ewer says
That’s a fantastic result Heather! Keep it up!
Felicia says
Thank god I found your site! This is my first time feeling like there’s actually light at the end of the blogging tunnel. I’m feeling confident and excited that my dreams of making a living on line are actually doable! Thaks for your honest and incredibly helpful insight.
Tom Ewer says
You’re welcome Felicia 🙂
hemant mudgil says
Wow brilliant tom ,really i enjoyed whole post .I’m sure any depressed or disappointed blogger will try again for blogging.That’s really inspiring
Tom Ewer says
Glad you liked it Hemant 🙂