Why You Need to Stop Reading Blogging Income Reports

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Why you need to stop reading blogging income reports | Oh, She Blogs!

Over the past couple of years, a trend has emerged where bloggers have begun sharing blogging income reports. I’m going to be frank about this: I give this practice major side-eye and generally don’t recommend reading them at all.

I DO believe it is beneficial for bloggers to track their income from month-to-month to see how and where their income is growing and what they can do better. It can be fun to look back at how your blog has grown fiscally and to reminisce about the days when you were first starting out.

But sharing a full rundown each month of what you’re making and how? Nope, nope, nope. And you’ll get quadruple the number of nopes from me if you’re sharing your report on a blog that otherwise has nothing to do with blogging. Unless other bloggers are your primary audience, what is the point of sharing your income with your readers? It’s weird, unnecessary, and likely doesn’t fit your niche.

I’m all for transparency in blogging. I wish that bloggers would help one another more and share their blogging techniques, sponsored post rates, their PR contacts, the themes they’re using (or the themes that were a disaster) and even basics like their statistics. But as for the actual dollars and cents, I just don’t get it. Maybe that makes me old school, but people generally don’t sit around talking about how much money they’re making each day. So when did that become “a thing” in blogging?

Here’s why I think blogging income reports are stupid: What works for one blogger isn’t going to work for another blogger. An opportunity that presented itself last month may not present itself this month. Any two bloggers are not the same, so an opportunity that is available for one isn’t going to be available for another. What works in one niche won’t work in another niche. I can go on and on.

I get it. You might be yelling at your computer screen right now that you find blog income reports inspiring. I hear you. It IS inspiring to see that someone made $9,058.71 on their blog last month. It’s incredible to find bloggers making $25,000, $100,000, or even $150,000+ per month. Heck, if they can make that kind of money, maybe you can, too.

But here’s why I don’t trust blogging income reports and recommend that readers take them with a grain of salt: A large number of them are written by bloggers who are trying to sell something to other bloggers and those sales (either via products, services, or affiliate incomes from recommending services) are what make up the bulk of their incomes.

For instance, there are many people who will sell classes about blogging, and then produce a blogging income report saying they made $10,000 that month. Look, $10,000 is nothing to sniff at. HOWEVER, I’m going to argue that creating a class that you sell isn’t actually “blogging.” They saw an opportunity, they created a product, they sold it, and they made a lot of money… but is this the typical route that most bloggers can and do take? Is it what you should do when you’re just starting out? No, probably not.

Sometimes I see very specific blogging income reports and sometimes I see ones that are as vague as can be. Recently, I saw a brand-new blogger (less than four months into it) claiming that she had taught herself how to make $1,800 per month already and while she couldn’t yet provide specifics in her blog income report, she would soon teach others how to make that kind of money from their own blogs.

Serious red flag alert!

As awesome as that sounds, without any sort of specifics, there’s no reason to believe that blogger is actually making that kind of money. (And yes, in this instance I do, in fact, mean a bank transaction report kind of specificity.) I’m willing to bet the chances are pretty good that blogger is padding her blog income report with made up numbers to increase interest in her forthcoming class that she’s already hinting at creating.


The Vast Majority of Full-Time Bloggers Do Not Create Blogging Income Reports

I see people frequently questioning why it seems like only the bloggers who blog about blogging are the only ones making money, but that’s far from being true. The reason why bloggers who blog about blogging are so prominent is that they’re trying to get you to follow them and/or buy something from them. (Hey, there’s nothing wrong with that. This is, after all, a blog about blogging, too!)

I'm Judging You: The Do-Better Manual by Luvvie Ajayi
I’m judging you for wasting your time reading blogging income reports when you could be working on your own blog.

But the reason you don’t see full-time bloggers like Collin from Hip2Save posting her monthly income reports is that she’s not trying to get you to follow her methods. She’s blogging away each and every day and creating a money-saving empire. The number of bloggers who simply blog – without needing to prove to anyone how much they’re making – is vast and includes the likes of some very popular bloggers including Chungah Rhee from Damn Delicious, Emily Schuman from Cupcakes and Cashmere, Luvvie Ajayi from Awesomely Luvvie, and, frankly, the sheer majority of professional bloggers.

Now you might look at those three bloggers I just listed and realize that while incredibly different, they all have something in common. They all have multiple streams of income that they were able to create as a result of their blogs. For instance, you can buy the Damn Delicious Cookbook. You can buy the Cupcakes and Cashmere clothing line at Nordstrom and Emily also has books available for purchase. Luvvie has become a coveted powerhouse public speaker (she was even a keynote speaker at Blogher 2017), her book, I’m Judging You: The Do-Better Manual, hit the New York Times Best Sellers List, and she has a television show in production with Shonda Rhimes.


One Thing You Should Take Away from Blogging Income Reports

The only reason you could possibly use to convince me that blogging income reports are more The most successful bloggers have multiple income streamsbeneficial than they are stupid is that they typically show new bloggers the connecting thread between many successful bloggers that I just highlighted above. The most successful bloggers typically have multiple income streams.

In blogging, as with most freelance positions, just having one stream of income typically doesn’t pay the bills. For instance, as much as I love influencer networks, I would never recommend that bloggers solely rely on these networks to make money because they can shut down at any time. When things like that happen, à la Mode Media, you may never get paid for your work.

Even if you’re just starting your blog, you should consider multiple ways that you might make money blogging, including influencer networks, affiliate marketing, selling services, getting paid to post on social media, etc. Check out these tips for how to diversify your blogging income.

The most successful bloggers typically have multiple income streams.Click To Tweet


Read Blog Income Reports with a Skeptical Eye

Read blogging income reports with a skeptical eyeI don’t expect everyone to agree with my opinion that blogging income reports should become a thing of the past. In fact, I’m pretty sure this post has pissed off more than a handful of you. You might be sick of me, and fully intend to continue reading blogging income reports each month, but there’s one thing I’m going to ask you to do and that’s to read them with a skeptical eye.

I don’t have proof of it, but I believe Pat Flynn, from Smart Passive Income, is probably the person that started the blogging income report trend (he has been posting reports since 2008). He’s incredibly successful and gives great advice. His blog is also geared toward other wannabe bloggers and entrepreneurs, which means that he’s selling a lot of B2B services (business to business, although blogger to blogger also works), which typically have high commission rates.

For instance, let’s take a look at his November 2017 blogging income report. Approximately $88,000 of his $132,000 earnings were from affiliate income, which is awesome. Y’all know I love affiliate marketing! Pat is very transparent and breaks his affiliate earnings down even further to showcase exactly how he earned that money:

Smart Passive Income Affiliate Earnings
Image via Smart Passive Income


Almost all of Pat’s affiliate earnings are from B2B affiliate offerings, the majority of which were likely sales he made to new bloggers hoping to replicate his success. In fact, all of the items that are listed in red are actually affiliate links themselves, which probably means Pat makes a nice chunk of change each time he posts his income report.

Is there anything wrong with this? Absolutely not! Pat Flynn is killing it and deserves all of the success he receives.

However, Pat’s success ties back to my point above that bloggers who blog about blogging make blogging income reports like this to try and get others to replicate their success by purchasing recommended services and providers. (“See, I’m making $130,000 a month from my blog… here’s what you need to do it, too! First, sign up with Bluehost for hosting! You’re going to want LeadPages to help you build your list and ConvertKit so that you can send regular messages to your list. The money is in the list, after all!” And so it goes.)

I admire the hustle, but few bloggers are going to be able to replicate the success of Pat Flynn or Melyssa Griffin or (insert the name of another successful blog about blogging). Most B2B services offer a very high affiliate payout that you just won’t get if you’re a fashion blogger or a food blogger or just about any other type of blogger.

So, wait, am I telling you that the only way to be successful is to follow in Pat Flynn or Melyssa Griffin’s footsteps and start a blog about blogging?

NO! Absolutely not!

What I am saying is that in whatever your chosen blogging niche may be, you need to develop multiple streams of income. You need to be authentic, relate to your audience and get them to trust you so they continue to read and so they want to buy the items you choose to promote. Most of all, you need to hustle. ANY blogger can make money. I’m not saying it will be quick. I’m not saying it will be easy. But you can make money and no single blog income report is going to provide you with a blueprint for doing so because the most important thing that is going to guarantee your personal success is finding a way to connect with and grow your audience.

Oh, and learning the ins-and-outs of good SEO won’t hurt, either. 😉


What to do Instead of Reading Blogging Income Reports

Let’s say you want to launch a personal style blog – or you’ve already launched one – and you want to follow in the successful footsteps of sites like Cupcakes and Cashmere or Pink Peonies. I can tell you – without a doubt – that you’re not going to be able to replicate their success by reading blogging income reports.

What you can do, however, is take note of the things you love about some of the blogs you read and figure out how you can do it better or with your own personal spin.

Regardless of the niche, most of the best blogs have a few things in common, including:


They are Tailored to a Specific Audience

So you have a niche, but who is your audience? For instance, you might be a personal style blogger in your 20s who goes out frequently and your target reader is probably going to be similar. I’m a work from home mom in my 30s. It would probably be silly for you to write for a 20-something who goes clubbing AND a mom who lives in yoga pants. It’s OK to write for just one audience. (And, it’s OK if that audience changes over time!)


They Stick to a Consistent Posting Schedule

Set a blogging schedule and stick to it. Your readers will want to know when they can find you again. Whenever you do post, make it something worthwhile. Make sure your posts are written well. (I highly recommend downloading the free version of Grammarly to help with this.)


They Write with Search Engine Optimization in Mind

SEO, SEO, SEO… it’s one of those things you’re going to hear non-stop as a blogger, and for good reason. The blog posts that typically do the best for anyone are those that are optimized for search engines. It’s cool to write a blog post now and have people read it immediately… but what’s even better is having it rank in Google results so that people find your post year after year (if the post is monetized, the earnings you receive from said post over the years become what is known as passive income).

Not sure how to tackle SEO? First, if you have a self-hosted WordPress blog you NEED the Yoast SEO Plugin (the free version is fine). Then, read the Yoast SEO Guide, which will help you get the plugin set-up properly and also provide you with tons of SEO tips. Finally, read The Beginner’s Guide to SEO from Moz. It is long, in-depth, and one of the very best in the business. Oh, and it’s free, too!


They Use Quality Photos

While your writing is incredibly important, quality photos and graphics will help your site look more professional. You don’t need to pay big bucks for a DSLR, but you should read up on photo composition and lighting. I take 100 percent of my photos on my iPhone and ColorStory is the single best smartphone photo editor I’ve encountered. It’s free! If photography’s not your thing, check out these 23 sites where you can download free stock images for your blog.


They are Social Media Savvy

These days, you can’t have a blog and skip out on social media. Set up your Instagram, Pinterest, Facebook Page account and whatever else you need and start building and interacting with your audience.


They have Diverse Monetization Streams

There are many different ways that you can make money blogging. I recommend sitting down and coming up with an actual game plan of ways that you would like to monetize your site. For instance, would you like to join influencer networks for easier access to sponsored posts? Join our mailing list for a list of 100+ companies that will pay you for blog posts. Would you like to get started with affiliate marketing? Here’s a list of the best affiliate networks for bloggers and our free e-course, Affiliate Marketing 101, will walk you through how to get started. Do you want to work directly with companies? Start making a list of the ones you want to work with now. Are there products you can develop? Services you can sell?


They are Promotion Machines

Blogging these days is 20 percent writing and 80 percent promotion. If you want to get people to see your posts, you need to get your posts in front of people. Share your posts via social media. Use a social media scheduler like Missinglettr to ensure that your posts are automatically shared throughout the year. Join Facebook groups that let you share blog posts. Use a program like Tailwind to make it super easy to share your posts on Pinterest, which is where many bloggers say the bulk of their traffic originates. Make sure your blog is listed on sites like Bloglovin. Ask your friends to share your posts. Get creative! Check out these 30 ways to promote your blog posts for free for more inspiration.


Nobody Else Can Make You Successful

You don't need to read blogging income reports to be a successful blogger

When it comes down to it, reading and obsessing over others’ blogging income reports aren’t going to make you successful or show you what you need to do to be successful. If you’re posting them on your own non-blogging-related blog, they’re probably not going to endear you to your non-blogging readers, either. (I repeat again: Why does anyone who’s not a blogger care how much money you’re earning?!) There’s a good chance that reading blogging income reports will, however, make you feel inadequate or like you’re not doing or promoting the right things to be successful.

There are many successful bloggers. There are many bloggers who make full-time livings with their online presences. YOU can be one of those bloggers, but nobody can provide you with a viable shortcut to success.

Blogging isn’t easy.

You’re probably not going to make money immediately.

You’re not going to build a dedicated fanbase immediately.

But, if you keep your eyes on your goals, work hard, roll with the punches, and HUSTLE, blogging success is entirely within your reach.

Now, please. Stop scouting out income reports to obsess over and focus on making your own success a reality.

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Lisa Koivu

Founder at Oh, She Blogs!
Lisa Koivu is the founder of Oh, She Blogs! A seven year blogging veteran, Lisa can also be found posting shopping deals and steals at ShopGirlDaily.com . In her free time (ha!) she is also a freelance writer who has written for About.com and U.S. News.
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  • Lisa this is a really, really, REALLY! good post… One of the things that always irked me, was bloggers providing an emotional build up through income reports/skimpy tutorials, encouraging sign ups to one of their hosting providers, and then leaving people hanging left and right. (even in their own blog comments on the EXACT tutorial that’s supposed to show them how to do something! lol)

    But, and this is a big BUT, I don’t think I would’ve pulled the trigger testing a lot of things (or starting blogging at all!) if it wasn’t for simply KNOWING those blog income reports existed. They gave me the inspiration and the motivation to expand what I thought was possible. (there’s literally tons of blogs making $500k + per year, you just don’t know about them, and unless someone trains you to find them, you would never know it… so publicly posted income reports, even if inflated/hot air) These bloggers made me re-question ideas I had, because if one way could work for one blogger, maybe my modified vision would work for me. And so on…

    In addition to that, what do you think about reframing the whole idea of starting a blog to make money, and instead create something that helps people, using what you already know, or leveraging your life experiences… with the idea of being able to monetize it, equally proportionate to the amount of value you can provide?

    I believe everyone has something to give, and blogging is a great way for people (who are open to it) from around the world to expand their horizons, and really break free from the normal “American Dream.” What if we created an eco-system where people are encouraged to become their best self, and contributing to a world that’s full of passion, with an intention to help others with something you specialize in?

    What if we created a world where we teach kids of the next generation, to integrate part of their life’s purpose to figuring what their gift is, exposing and building that gift, and learning how you can best serve others in this life? And of course taught them how to leverage the internet to put that to good use!

    What if we looked at life differently, and realized we only have to serve 1k people @ $100/solution to earn $100k/yr? And likewise build that into our budget to support our piers, and eventually end up with a growing group that all has a specialty, and on and on…

    Anyway, that might be a little bit “out there” as many of my ideas are. Nonetheless, I agree with you as a general rule on the blog income reports, but also see the benefit in other ways.

    Do you have any constructive criticism on simply documenting the struggle, while building a blog like I’ve done, without selling anything? http://cleverleverage.com/blogging/income-reports/ I want to be able to look back on this experience, and always remember what it was like. But I also want it to be public, so maybe in the future when someone else is where I was in life, they can resonate with my experience and it will inspire them to push forward.

    Sure I make a few bucks here and there on hosting offers, tools/software, but the majority of what I’ve done is testing on my own various properties. However, I do see a massive opportunity TO SELL something later on, as I see a gaping hole in the market, addressing what this very blog post you wrote is bringing to light… Probably the most real talk I’ve seen anywhere on blog income reports, that’s for sure! 🙂

  • Great Post Lisa,

    Very Insightful. I am also reading other blog’s income report and really don’t know about the facts and reality of it. Your post is really a eye opening or me. From now I stop reading income reports and start working hard with my blog. Thanks a lot.

  • Thanks for the post. I share the same views. While sharing income reports can be inspiring, I think it’s misleading to give the impression every blogger has the potential to earn 100,000 a month.

  • Hi Lisa, your article is great and makes sense at one level. However, on the flip side, bloggers often publish income reports not just to show off or report their progress.

    They also do it because publishing income reports increases your traffic. Let’s face it, it brings more people to your website. There are a lot of folks searching online for income reports and it’s free source of traffic and possibly income, for some.
    You get to drop affiliate links when you’re listing income sources which otherwise you wouldn’t because it’s hard to fit it into any other niche other than blogging. So what do you do?

    I think it’s wonderful if someone feels like they can take their blog to the next level by just writing quality posts and following good practices. In fact as you say in your article, i think all bloggers should realize that’s an absolute must for a successful blog. I get that this approach builds credibility in the long run.
    However, as we know, it takes time to build a loyal audience. And not everyone’s personal situation is the same. I know single moms who are desperate to earn a side income from blogging to cover their family expenses. If by publishing these reports, they can possibly increase their audience/income then why not? There IS another way, where you can be transparent about your situation and why you’re publishing income reports in the first place.
    Ultimately, that’s a call every individual blogger has to take for themselves after weighing the pros and cons. There’s no shame in choosing either path.

  • I love reading blog income reports. It allows me to see what has worked for others and clarify my own revenue strategies. My own income reports have helped others start earning a decent buck, so it’s a win-win situation. I agree that there’s no foolproof recipe to make money blogging, but, after reading many reports and strategies you can find ideas to try and see if they work.

  • Hey Lisa!
    So happy you wrote this post. I’ve seen way too much “income report marketing” and having a hard time seeing the value it can bring to an audience.
    Plus it’s arrogant and self serving. The income reports don’t provide any insights into how that income was made, just that it was made.
    Sure, these reports provide hope to new bloggers, but that’s about it.
    Frankly I don’t even bother reading them and would prefer to read interesting posts that are actually helpful and provide true value.
    thanks for the insightful post!