Imagine you are in a crowded room, trying to talk to all your clients about their requirements or feelings. It's impossible. They get drowned out, along with everyone else in the room. This could be used as an analogy for broadcast media, where it is impossible to account for all likes, dislikes and feelings in one short, albeit very loud, hit.

Blogging must be seen as a conversation and an opportunity to relate, get feedback and SELL your product or service one-to-one.

I have won lots of work just by being in the blogosphere and actively building contacts and networks.

Why blog? Well, here are five reasons:

1 - You don't have time to go and visit every potential client face-to-face

2 - Blogging is a more subtle form of PR where it is possible to have conversations with potential customers and great for CRM (that's Customer Relationship Management)

3 - A corporate blog is an opportunity to establish credibility as a thought-leader/expert in your field

4 - Cost-effective vs traditional PR and advertising

5 - A blog provides invaluable market research into the opinions and needs of your clients.