Glamorous Fred Astaire was so far from perfect, it isnâ€™t even funny, biographer Joseph Epstein (â€œFred Astaireâ€, Yale University Press) explains fondly. At 130 pounds, with big hands, dumbo ears, and a toupee, Epstein points out, Astaire hardly fit the movie star mold. And, when it came to all that elegant, debonair singing that went along with his steps, Astaire had a one-octave vocal range! Still, Cole Porter, Irving Berlin, and the Gershwin brothers loved composing songs for Astaire, calling him â€œa composer’s singerâ€ because he delivered their songs so sublimely.
As a professional blogger, I think I understand why these great composers felt such an affinity for Astaire. â€“ his singing had authenticity. Thatâ€™s really what bloggingâ€™s about, when you come right down to it – reaching out to your audience and conveying your passion and persuasion, as Ted Demopolios explains in his book, â€œWhat No One Ever Tells You About Blogging and Podcastingâ€. And what about the third â€œPâ€, passion? asks Demopolis? The answer: â€œPassion is very effective for profit.â€
â€œA blog allows people to hear your distinct voice in a way that wonâ€™t come through in a sales call,â€ adds Mike Wagner of White Rabbit Group. What I try to convey to my ghost-blogging clients is that, If your voice has only a one-octave range, your limitations may be precisely what makes you seem real to your readers. As Joseph Epstein puts it, â€œIf Astaire had looked like Cary Grant, we might have loved him less.â€
And, since this is a blog about blogging for business, letâ€™s not forget all the profits the imperfect Fred Astaire created and those your blog has the potential to create for you!