Over at his blog Gapingvoid, Hugh Macleod is profiling how Thomas Mahon has used his blog ‘English Cut’ to promote his bespoke tailor business:

1. A great product. Thomas is one of the best tailors in the world. His suits REALLY ARE that good. If we were just selling commodified drek, I doubt if anyone would’ve paid much attention.

2. A unique story. When he started, Thomas was the only Savile Row tailor writing a blog, and this gave him a unique voice in the blogosphere. This fuelled the interest. Had masses of tailors already been blogging, it would’ve been much harder for his own unique “idea-virus” to spread. The first-mover advantage rule still applies.

English Cut has always been one of my favorite blogs. Thomas writes cleanly and very clearly about what it is to be a bespoke tailor - and lovingly about his craft.

It’s because of a post that he wrote earlier this year, that I began purchasing shirts from Cole’s of London - a decision that I’ve never regretted.

Blogs can indeed move your business forward - English Cut is but one example…