No Wizard Needed: These tin men's blog is all heart. (Q&A with Tinbashers)

In this segment we're going across the pond to East Lancashire England--about forty minutes from Manchester--and speaking with Paul Woodhouse, the blogger behind Tinbasher. Launched in May 2004, the tinbasher blog supports Butler Sheetmetal Ltd, a family-run sheet metal shop and its sister company, Tinpot Alley, which specializes in steel planters and other custom metal work.

Tinbasher covers sheet metal, stainless steel and manufacturing, pretty much what one would expect from the site's name. But thoroughly unexpected is the way it delivers information. Through a balanced dose of pictures, humor, current events and employee tales, the blog oozes personality and pride.

And the pride is paying off--2005 revenues were up 60%, business is set to more than double in 2006, with the company attributing nearly 90% of new business to the company's blog and websites. What's more, Tinbasher claimed the 2005 "Inside Blogging" Award and clocked 158,000 page views in June.

What's the secret? What shrewd strategy are these tin men exacting that we MBAs can't plot on charts or uncover through a battery of focus groups? The answer is so simple it will surprise you; according to Woodhouse, "I try to convey what we'd be like if you actually came 'round to the workshop for a brew. It's informal and colloquial." At first blush, Paul admits employees were suspect (they called it a "blob"), but now embrace it as part of the Butler family. In fact, they are all too happy to spew tales of what happened during any given week...with the proviso that it would make for good blog material.

Referring to himself as "some average Joe Soap with a computer," more marketers would do well to take a page from Paul's book and focus less on sales, more on sincerity--perhaps the blogosphere's true killer app. Here's the Q&A:

How did you determine the blog's voice? I never sat down and wondered what the tone or voice should be. I decided it had to be me and essentially how we are with our customers. What can I say? We're happy-go-lucky fellas. That isn't to say the voice appeared immediately--it took a while. When it comes down to telling tales at the workplace or relating to those who work there, it's nothing other than writing what I might tell somebody at the pub, albeit with a bit of added spice for effect.

What do you find to be the most inspiring aspect of citizen media? I've said from the start that if a pokey little jobshop in the backend of NW England can make a do of blogging then anyone can--and I haven't received one iota of training whatsoever. I'm just some average Joe Soap with a computer. All of a sudden we have a level playing field. The little fella can suddenly be heard again. Whether that's in a political or business sense, I find that extremely liberating.

Also, as daft as this might sound, I do fully understand how powerful The Tinbasher has become in terms of what I can say and where Google will rank it. In this respect you realise you have to be fairly responsible as well.

What do small businesses stand to gain from blogging? We've had national press coverage, new business and it has definitely galvanised relationships with those who have read it and we do business with. I honestly believe that they get to know us before they get to meet us. From a personal point of view, my life is quite a bit different now than when I embarked upon this wee journey of discovery.

You also get to evaluate your business and its goals and aims in a very different way if you do the odd running commentary and write anecdotal tales (blog posts) about what you might be doing or have done. You also develop a niche or a niche within a niche of other similar business blogs you simply like. It's not like being forced to play golf for the sake of it. You network with folks that you want to and vice versa.

What key practices do you advise for small businesses? It really is different for every business. There are certain things or ways of talking about things that would make others choke on their morning coffee. And likewise for me with other bloggers. However, if you're comfortable sharing whatever information with whoever and remain honest no matter what, then I don't see how you can do much wrong.

The litmus test is not about blogging at all but your ethics behind the business. And present yourself on your blog in the same way you would if someone popped 'round to your office for an informal chat.

End note: It's hard to get excited over sheet metal--it's about as dry a subject mater as one could fathom. But it's not hard to genuinely like these tin-bashing blokes and the care they put into their craft. Paul, pictured on the left, also blogs for a local pub. Stop by for a pint, you're sure to feel right at home.

Comments? Post 'em! Ideas for an upcoming segment? Send 'em on! Access all interview segments here. For info. on this series: go here.

Tinbasher Butler Sheet Metal Paul Woodhouse Social Media blog marketing Christina Kerley CK

Comments

[David Armano]

CK,

Thanks for your thoughtful comment on L+E. I think you make a good point as evidenced in the Tinbashers blog. Utilitarian products + services benefit from creativity in a big way. Actually, they need to work harder (and smarter) in some aspects. I've worked in B2B in the past and could never (and still never) understand why so much of what we see in that space is dismal.

Having a unique voice that creates value benefits any business in any industry.

[Paul Woodhouse]

Thanks, CK.

It never ceases to amaze me that a decent marketing blogger understands where we're coming from far easier than either the MSM or your 'old skool' marketing types.

David:

You're spot on about your comments relating to industries similar to ours. I've always maintained that the steel/ fabrication side of things is very much a 'closed shop' online. By that I mean there are so many subscription based sites charging a top dollar for information that it makes things very difficult for the little fella. But, I'm starting to see a slow change for the better.

I may not be anything like an expert on sheet metal but I am an expert on Butler Sheetmetal.

[Mack Collier]

Great Q&A and a great primer for small-businesses that are considering a jump into blogging. Paul explains the best way to do it (with your own voice), and why it will help (they know us before they meet us).

Well done Paul, and CK!