The recent launch of BlogRush goes to show just how easy it is to generate a load of hype and bloated levels of expectation over what is really only a blogroll. Blogrush, blogroll, see?

Hailed by its creators as a “Cooperative Syndication Network”, the BlogRush widget lists recent posts from blogs that are part of its member network each time it loads, or is served, on a participant’s blog.

Whether or not it is a good idea, and whether it will be around in a year’s time is neither here nor there, the point is those of us looking to boost the profile of our blogs can learn from the BlogRush experience.

If you’re looking to create a bit of a buzz, or drive up the number of visitors to your blog, devising some sort of widget could be the way to go. All you have to do is find some existing concept, in this case the humble blogroll, dress it up slightly differently, and away you go.

Here’s a breakdown of the process in five, mostly simple, steps.

1. Talk the talk - get people excited
There’s nothing like the lure of potential traffic to pique interest, and saying you have devised a system that will deliver a torrent of readers to your blog is bound to turn heads.

Be sure to use terms like targeted and exponential growth in your promotional copy for good measure.

2. Design a fancy looking widget
Make it sleek and “Web 2.0 like”, and something that looks like it means business.

If it somehow bears a passing resemblance to the design of the Ipod, or better still, the Iphone, then so much the better.

3. My widget, your ingenuity, what a combination!
No one buys it anymore when you tell them that simply installing a widget on its own will send incoming traffic through the roof.

Generating traffic requires a multi prong strategy, and this is where you need “something extra”. In this case the carefully crafted headline, or blog post title, requirement comes in.

Explain that it is all rather simple though, it’s simply a matter of devising something that is attention grabbing, and somehow stands out from within the confines of a sidebar widget.

4. Implement a pyramid referrer scheme
Establish some sort of complicated multi-layer pyramid referrer scheme that encourages bloggers to spam every last contact in their address books, and social networks, in order to spread the word.

Make out they have something to gain from every referral they generate.

Intricate, labyrinthine like, systems also intrigue people, get people talking, and even if the chat isn’t all good, and the referral structure is out right confusing don’t worry, any publicity is good publicity.

5. Invite the usual suspects to join
If the Darrens, Johns, and Seths are somehow involved then half the promotional battle is won. And just look at the referral figures for John Chow and you’ll see what I mean. I’m damned if I can make sense of these numbers, but they sure look good.

Finally…
Say what you will about BlogRush but has the blogosphere abuzz with discussion.

Come up with a similar sort of idea, and you should see some good levels of traffic for a couple of weeks, so be sure your PPC ad placement is up to spec, and any surplus screen space is sold to advertisers for the duration.

What happens after that?

Well come back next week and I’ll see if I can think of some new gimmick…