Blogging is a retail business...

The appeal of blogs to a corporation is the ability for an individual to effectively scale his communication. There is no doubt that you can reach a huge audience through your blog.

But that audience is built one at a time.

Not literally. But, by how you, as the blogger, respond to the comments and questions and feedback of your readers.

Do you take theĀ  time to respond to their comments?

Do you offer "shout-outs" in your posts that highlight the fact that you are listening?

When you do, you signal to the 99% of people who don't chime in that you actually care.

Just like a politician says, "I was moved by a woman I met in Akron who couldn't afford healthcare...."

It shows you don't hold yourself above the crowd, that you can connect.

That's what your readers notice.