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In the first part of this series on professional blogging as a business model I explained the content = traffic = money equation as the root formula for nearly all currently successful professional bloggers and those who are working to replicate their success.

If you have not done so already, please read the opening article here -

Is Professional Blogging A Sustainable Business Model?

Darren Rowse, A Leading Professional Blogger

I first came across Darren Rowse in 2004, and his Problogger.net blog appeared to be well put together and intriguing, but at the time I was beginning my research into blogging and was far from making any money from my own blog - in fact I didn’t have any intentions of doing so. If it wasn’t for one unique thing, that Darren was an Aussie from Melbourne and I am from Australia too, I would not have spent nearly as much time studying Darren and his blog as I did.

Darren has a lot to answer to in the professional blogging world. It’s partly his fault that so many people currently do or are attempting to make money from blogging. If it wasn’t for events like this slashdot news post in July 05 about Darren earning between $10,000 and $20,000 per month from blogging, and the countless articles, blog posts and offline newspaper features on Darren’s success (he’s probably seen cheques and payments at double or triple his 2005 monthly income average since then - Darren?), not quite as many would know that this whole professional blogging thing was possible.

If it wasn’t Darren then no doubt some other professional blogger would have risen to spread awareness of the potential of blogging for income. No matter who did it, the outcome was always going to be the same - professional blogging rising in popularity as a new hit online occupation available to the average person with a computer and net access.

What Does Darren Have That You Don’t?

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It’s about time I give my take on The Long Tail. I find myself referring to it on a regular basis as I write articles about blogging and business in general and if you have been following the recent fuss about the evolution of Internet marketing (or known as it’s “death”) or read a handful of popular blogs about business or economics, you have no doubt heard the phrase “The Long Tail” before. It’s certainly having a significant impact on the economics of doing business online and is a buzz term uttered by many of the coolest people in the online business world. In case you haven’t heard the term before here is my introduction for you in good old simple Yaro speak and my attempt to be one of the cool people too.

I can’t remember which blog I read first that introduced me to The Long Tail, but certainly the first place I read anything about it in-depth was from the person credited with creating the term, Chris Anderson, in his now seminal Wired magazine article - The Long Tail. This is certainly the first place I recommend you go to if you want the five-page medium sized story about The Long Tail and if you want the really long story he has a new book out, strangely enough called, The Long Tail, which I will provide a mini review of later in this article as I have just finished reading it.

Source: LongTail.com

What Is The Long Tail?

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Here’s a strategy for launching a buzzing forum from day one - create an uber-popular blog first, then launch a forum and bring your existing blog audience over to it.

Steve Pavlina has done just that launching his brand new Personal Development for Smart People Forums. He’s already reported explosive traffic growth at the forums and as I type this there are over 270 people on the forum with registrations numbers over 1000 and I expect the growth won’t be stopping any time soon.

Steve’s blog happens to be one of the most popular blogs in the blogosphere (we are talking millions of page views a month) so it’s not necessarily an easy thing to replicate, but certainly a joy to watch what one individual can create online.

If you want to learn more about Steve I interviewed him back in April -

• Steve Pavlina Interview - Part 1
• Steve Pavlina Interview - Part 2

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I was sitting at the bus stop the other day. It was a Friday. I had spent the day leisurely - some work in the morning, then off to the city after lunch for some writing on my laptop at an Aroma’s cafe for a couple of hours. I had plans for a game of tennis with my friend Alborz for 7 PM that night.

I left the city to go home before tennis with what I thought was plenty of time to spare, at about 5 PM, a full two hours before I was due at the courts.

On the way home I got off the bus early to stop by the supermarket because I was almost out of milk.

I don’t like to play tennis without eating beforehand otherwise I run out of energy. I wanted to get home to have something to eat before playing.

I had to catch a Citycat (a river ferry) to get over to the tennis courts.

The mixture of these transportation variables and activities I wanted to do before tennis combined to create stress. Yes, I know you are probably laughing at me - “That’s not stress, I’ll tell you about stress!” you are thinking. I admit it wasn’t significantly stressful but in a life like mine this is about as stressful as it gets - enough stress that it sparked the concept for this article.

It’s All About Timing

I was standing at the bus stop to finish my journey home after buying my milk and a few other items from the supermarket, frustrated because I was hungry and annoyed that I managed to make a few activities stressful when I really didn’t need to. It didn’t help when I only had a $50 note for the bus driver and he couldn’t provide change.

To cut the story short, I managed to get everything done, had a snack, dressed for tennis, caught the ferry over the river, walked into the tennis centre and looked at my watch - 6:35PM - I was a full 25 minutes early. I couldn’t help but chuckle at myself.

While I was on the bus I was thinking about my “previous life” as a university student. Now those days were stressful. Exams, assignments, tutorials, lectures, lots of public transport and of course studying topics I really didn’t care too much about, combined to create tonnes of stress.

I thought back to one of the worst times - exam block - those few weeks when you have a bunch of exams at end of semester all at once. At around that time every year (right about now actually as I type this), at the end of May and early June, I would get sick. I’d get the flu and have the added pleasure of feeling physically miserable while I did assignments and studied for exams. My own personal hell that I’m sure many other university students are going through right now.

I can’t put my finger on exactly why, but ever since I’ve been my own boss and worked on precisely what I want to work on, I don’t get sick anymore (touch wood!). It could be that I no longer go to a university campus infested with other sick students all coughing and spluttering on each other, sharing the same computer equipment and congregating in small square tutorial room boxes in close proximity to each other.

Or it could be, and I think this has more to do with it - I don’t really get stressed anymore, and well gosh, I’m pretty happy most of the time too, which is not something I could say about my university life. Being happy, having no stress and being in control of your emotional state combine to create the most powerful immune system boost you could ever have.

You Are What You Think

I’m a firm believer that your mindstate very much influences your physical state. You can literally make yourself sick just by the way you think and the prime culprit of illness inducing thinking is stress. I’m fairly certain that if I asked you right now about when you have been crook (unwell) in the past, it almost always coincides with a period of high stress in your life.

The mind is powerful. I’m living proof of this as I’ve managed to change my thinking process so dramatically in the last few years that what used to be the biggest cause of problems in my life, is now the most powerful asset I have for dealing with potential negative influences. As I discussed previously in my article - The Key To Happiness - your self talk, self-awareness and the choices you consequently make, dictate your happiness (and other emotional states).

One of the main influences on my choice to work towards self employment as an Internet marketer was to remove all time based deadlines from my life. I didn’t want to be anywhere at any time unless I specifically chose to be. I constantly make choices that remove any deadlines from my life because I know for me, the way I work best, is to have no rigid deadlines.

No Deadlines (The word “Dead” is enough of a hint to avoid them…)

People are asking me when Blog Traffic School will be released. I answer by saying I don’t know. I have some loose likelihoods - the month I hope to be finished - but I am not committing to any specific timeframe because I’d rather give myself the time necessary to produce my best work, rather than rush something because of a deadline. That would create stress and reduce my output quality.

I’ve turned down speaking and networking opportunities that start before 9 AM because of my sleeping patterns. That one 9 AM start would ruin a full day for me because I’d miss some sleep and my output is terrible without sleep. I almost always choose my own physical health over anything else because I know that is the most important consideration for my success. Without my health I can’t achieve what I want to. Therefore, and this seems so logical to me, yet millions of people everyday make the opposite choice, I will always opt for a good nights sleep or a quality meal instead of pushing myself to work to meet a deadline, which in the grand scheme of things, has very little impact on my happiness, while my health certainly does.

When people look at my “working lifestyle” they are amazed at how relaxed it is. An hour or two of work here, another hour or two there. As I’ve written previously I don’t call it work, it’s what I do for enjoyment and satisfaction, but the label of “work” is necessary in order for most people to understand what I do. My average day has NO stress and I am not driven by deadlines, I’m driven by comfort and happiness. Can you say the same?

I used to get stressed when students would send in editing jobs to my business BetterEdit with short deadlines. I’d have to arrange projects sometimes with only a few hours before the deadline. Back when I was very gun-ho to get my business going I’d take on every project and I’d feel terrible if I couldn’t meet a deadline.

We’ve both matured past this now (that’s both me, and BetterEdit the business). When a job comes in I ask my editors if they can do it and respond matter-of-factly to clients “I’ll do my best, but no promises”. I won’t create stress in order to complete a $100 job, it’s just not worth it.

It’s amazing what happens when you disconnect yourself from what you have been trained to value so highly - money. Don’t create stress and make your life mentally and physically painful just for an extra buck. It is never, ever, worth it.

Is Time An Illusion?

I’m sure you have heard the phrase “Time is an illusion”. If it really is, then it has to be the most powerful illusion ever not to exist. Time is the single biggest cause of stress in our western culture. It’s amazing how much value we give it, how much influence it has on us and how it, or a lack of it, makes us sick.

Deadlines at work, during studies and in our social lives make life rushed. You feel as if you are running from place to place, meeting one deadline just to start work on meeting the next. During the worst times you feel as if you no longer have control over your own life, you forget why you created the deadlines in the first place and just work as fast as you can like a mindless automaton. You are always busy and if you are not you start to feel guilty. There has to be something wrong with that.

Then of course you look at the big picture and once again we seem to be rushing to achieve certain goals before we are 20, 25, 30, 40, 50 or 65 years old. Am I the only one who finds it funny that we count down our lives using a numerical system that just seems designed to make us feel like we are useless, out of date and underachieving? I’m constantly trying to forget my birthday so I can just be Yaro rather than a 26, nearly 27 year old male who should be earning so much money now and doing certain things because society says I should (and my peer group are too). It’s hard to forget how old you are though because you get presents on your birthday

How You Can Start To Remove Stress From Your Life

People have told me that some stress is a good thing. You need stress in order to push yourself to achieve things. I don’t agree with this, or at least I don’t think “stress” is the right label for it. You need desire, motivation and passion to achieve success, not stress. Stress is the result of letting time and money influence the way you live your life.

If you break things down, really evaluate what is important for you right now in this single moment, during this one day, then you will quickly realize most of the causes of your stresses are because you are running as fast as you can towards false idols. Don’t be in a hurry to get to tomorrow because you have been socially conditioned to do so. Don’t convince yourself that you HAVE to achieve something by the end of this year, resulting in stress, dissatisfaction and potential sickness, for the next six months. Don’t make stress because you want more money, that shiny new boat/car/house, just because the TV commercial told you it will make you happy or your neighbour just got one. No physical item has ever made anyone truly happy.

Adapt your life to what works for you. Afterall, you can only do the best you can with what you have been given. Each and every one of us has been given a different situation in life. We all have different strengths and weaknesses, freedoms and limitations. As you are the best judge of you, all you need to do to reduce your stress is to start listening to your feelings.

Flag the events, thoughts and situations that create stress. Figure out why they do (probably because of time based constraints or limitations or expectations you have created), then work to change these situations, remove them altogether if necessary. Then start hunting for the opposite - find what relaxes you or energizes or motivates, but doesn’t create stress. Work to imbue your life with more of these situations and you will find your life will slow down, your happiness will increase and your health will improve.

Stay Relaxed

The key to eliminating stress from your life is to relax. Doesn’t the polarity between those two words just seem so appropriate? Relax, don’t stress. Be in control of your emotions and your life. Don’t let your life control your emotions.

Do you hear this phrase repeated over and over from self development teachers and spiritual leaders?

“Enjoy the moment”

It’s true, so very true. If you enjoy the moment, the deadline doesn’t exist. If you take a step back, connect with where your true happiness comes from, you will realize that nothing has to happen today unless you want it to. Tomorrow is just as good, or the next day, or the next.

Yaro Starak
Living Today

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Here is the final part of the interview with Steve Pavlina. You can read part one here -
Steve Pavlina Interview - Part 1 and part two here - Steve Pavlina Interview - Part 2.

8. Children

It can be hard to encourage children to be their own person and go against the grain when peer pressure is so entrenched in school life. How much intervention do you have in how your children develop? Do you take an active role or let them make their own mistakes and come to their own conclusions?

My children are still very young (ages 2 and 6), so peer pressure isn’t a big factor yet.

My degree of intervention depends on the particular situation my kids are in and how serious I perceive it to be. For example, if my daughter fell into doing illegal drugs, I’d intervene hard and fast and get her out of that situation ASAP, even if it required breaking her ties with her peer group and putting her in a different environment. In the short run, she might hate me for it, but I can accept that. However, if she falls into a peer group that wears weird clothes or listens to freakish music or is mildly rebellious, I’d probably support that behavior. I don’t want my kids to be clones of me. I want them to explore their own uniqueness, as long as they aren’t taking foolish risks.

I recognize what a big deal peer pressure can be, not just for children but for adults too. I think the best I can do is to lead by example. How do my children see me handling peer pressure? Do they see me violating my own values to conform? Do they see me rebelling haphazardly? Or do they see me choosing friends consciously based on my values?

Children are great teachers. If your moral compass is off kilter, kids will pick up on any hypocrisy and ask questions to expose it. But if your values are honorable, then it is more likely your children will find them worthy of modeling.

Values are a big deal in our family. For example, all of us our vegan. We do not have to force our daughter to eat vegan. In her own way, she understands why we chose this lifestyle and willingly adopts it too. She loves animals and understands that non-vegan foods contribute to animal suffering. Consequently, she often challenges adults who eat meat and will say to them, “That’s not vegan! You’re eating animals, and that hurts them. Why are you hurting animals?” It’s really interesting to see how certain adults react to having their values challenged by a six-year-old.

I want to encourage my children to make conscious decisions, even if they don’t make the same ones I would. When my daughter becomes a teenager and starts going out with friends a lot, if she wants to eat animal products, that’s her choice. My role is to see that she makes such choices consciously.

9. Community Vs Individualism

In western cultures we are brought up to work towards individual self development and achievement. We are taught to seek self-satisfaction and work mostly on self-serving, materialistic goals. In other cultures community comes before the individual, people are considered part of a group and ‘family’, which in many circumstances results in a very
harmonious and happy existence. Do you think our current western culture is lacking in community values and places too much emphasis on individual gratification?

Yes, I’d say that’s accurate. The way I resolved this issue for myself was to create a life that achieves congruency between service to self (STS) and service to others (STO). I’ve written about this previously in my blog here:
http://www.stevepavlina.com/blog/2005/07/how-selfish-are-you/

Certain individuals have a tendency to favor either STS or STO, but if you favor one side at the cost of the other, your life becomes unbalanced. On the STS side, you may choose to harm others or the environment for personal gain. And on the STO side, you may sacrifice too much for the benefit of others. Either you damage others, or you damage yourself. Both extremes are unsustainable. In the past my personal tendency was to error on the STO side. I would give to the point of burning myself out until I was forced to withdraw and restore my energy.

I do not recommend compromise either. Compromise means being half-STS and half-STO, with neither side being fully satisfied. Often this involves compartmentalizing different parts of your life. Perhaps you follow a selfish career path working for a company whose primary goal is profit, and know your work isn’t serving the highest good of all or filling an important human need. However, in your personal life, you attempt to give your best to your family, foster good friendships, and do some community service. You’re selfish in some ways and selfless in others. But this is not the ideal path for fully conscious humans.

The conscious path is to create congruency, where STS and STO actually become the same thing. There’s no compromise or compartmentalization, and balance is achieved in all parts of your life.

I was able to achieve this situation for myself by consciously deciding to build a business that would balance STS and STO. On the STS side, I run a for-profit personal development business. I’m not much of a materialist, but I do want this business to generate abundance and to provide me with lots of freedom. I also want a business that challenges me and helps me grow. On the STO side, the primary goal for my business is to serve the highest good of all. That purpose is actually written into my LLC’s formal operating agreement. This is a higher goal than generating a profit, but in order to sustainably fulfill this purpose, the business must be fiscally sound. However, if there’s ever a serious conflict between serving the highest good and earning profits, then profits will be sacrificed. This is not the kind of business a typical venture capital firm would find attractive.

In practice, I’ve set up the business so the actual activities I perform are both STS and STO. For example, when I write a new article, it helps build traffic, generates revenue from advertising, and puts money in my pocket. It also generates feedback that helps me refine my ideas, so I experience growth as well. But when I write, I do so with the primary intention of helping others grow. I don’t concern myself with how much ad revenue a particular article will bring in or whether it will generate a lot of traffic and links. I just ask myself, “What can I write today that will genuinely help people?” The business is structured such that I can focus the bulk of my energy on the STO side (which is my preference), and the STS side largely takes care of itself.

The hardest part for me has been to allow myself to receive and not just give, give, give. For a long time I felt uneasy about getting paid for this type of work at all. I just wanted to give everything away for free. But I soon found that wasn’t sustainable. I also questioned the belief that I should sacrifice my needs to serve others when some of them expressed a clear willingness to help support me financially.

It took a while, but eventually I came to understand that because I was focusing on serving the highest good of all, then serving my own needs was entirely congruent with serving the highest good of all. If I achieve financial abundance, then I can turn around and teach that to others. And greater abundance means I can expand my service and hopefully do even more good. Any good that comes to me simply flows back out again as a way to serve others. So it’s just as important for me to receive as it is to give.

Even when I work on components of the business that seem purely STS, I recognize now that there is an STO component to them. For example, last year I put some serious effort into optimizing my site to make it generate more income. More income means more money available to improve the service I provide. That money allowed me to buy podcasting equipment, so I could offer a free podcast. I also upgraded my web server twice (I currently pay $149/month for hosting), so the site is very fast and responsive. The more money I make, the more I’m able to increase my service. And the better my service, the more money I make. So my situation is such that STS = STO. This is a wonderful place to be.

If you base your life around genuine service to the highest good of all, then serving your own self interest also serves the highest good. The more abundance you have, the greater your capacity to give. This is the way to balance traditional Eastern and Western values. There’s a space where they overlap, so you just need to find a way to live and work in that space. If you devote your life to serving to the highest good of all, then enjoying abundance in your own life will become an equally honorable pursuit.

10. Finding Purpose and Meaning

One of the benefits of living in a western culture is our abundance of choice. People can choose what they do with their life and enjoy tremendous personal freedoms, yet many have difficulty finding a true calling, an occupation that motivates. Many people suffer due to lack of purpose despite so much opportunity. For readers who have yet to find their personal legend, what advice would you offer to help them find it?

The reason your purpose is fuzzy is because your understanding of reality is fuzzy. If you experience confusion about your purpose, then forget about purpose for a while. Instead, focus on developing an accurate model of reality. Once you understand reality accurately enough, your purpose will become clear.

Increasing your accuracy means facing those parts of your life you don’t want to face, looking them square in the eye, and accepting the truth about them. The more truth you’re capable of accepting, the more accurate your model of reality will be.

Often when people start on this path, they’re in deep denial about the true status of their existence. They may refuse to accept many things about themselves that others would readily acknowledge, such as: I’m out of shape, I’m stingy, I’m in debt, I eat poorly, I’m dishonest, I have many bad habits that I’m ashamed of, I feel powerless, I’m not contributing, I’m afraid, my work is unsatisfying, my marriage is unfulfilling, etc. Too often people lie to themselves and refuse to accept the problems that surround them. But when they finally accept that their life isn’t what they want it to be, that becomes the seed for future change. Problems are transformed into challenges.

It’s very difficult to accept the full truth of your situation when you’ve been lying to yourself for so long. But you won’t find your real purpose under a blanket of lies. It’s only when you start facing the unfaceable parts of your life that your purpose will become visible.

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