Business owners need to spend a moment looking at this from the other side of the fence. Blog writing provides a less intrusive, informational way to earn the attention of your potential customer.
What’s your buying process like?
Seriously. Think about it. Anytime you want to spend a little money and buy something new, what do you do? Where do you turn?
If you’re like most people, you’re probably not looking for pushy. You don’t want to sit through a hard sell. You don’t want a salesman to tell you why their solution is the only solution. Especially when you don’t know much about the industry. It’s hard to trust someone who’s busy lining their own pockets.
You’re probably not looking for a phone book, because the phone book will only lead you to that pushy salesman.
Information makes you a better consumer.
So you turn to Google, the undisputed King when it comes to providing information. And you type in a phrase like “Tips for buying a ___________.”
Suddenly there it comes. A steady stream of information. Even better, some of that information comes from the companies that sell the product.
It’s a win-win.
If your business isn’t blogging, what are you doing?
Think about things in terms of your customers. There’s a lot of information out there that they’re looking for in the buying process, and you can provide it.
The tools are out there to provide that information in an easy and findable way for anyone who is looking for it. Yes, it takes some time and energy. It can be hard work, I’m not going to lie. But providing the type of information that your customers are looking for can put you light years ahead of the competition.
My industry is not sexy.
I hear that one a lot. “How do you write a blog about trash bins?” Or, “How do you write a blog about medical products?”
Remember, you’re speaking to your potential customer. They’ve got a built in interest in the information that you’re getting ready to provide. Give them what they’re looking for, and you’re on your way to converting one of these information seekers.
You’ve obviously got an interest in your industry.
Convey that interest in an enthusiastic way.
Share your passion, minus the geek speak. Write like you’re talking to someone who doesn’t understand the ins and outs of your industry. Because that’s exactly who you’re talking to.
Give them tips for purchasing inside your industry. Talk about the benefits of strong product. Tell the story of past clients.
When it comes to finding blog topics, the possibilities are endless.
Tell us why your industry is important. Tell us what the industry standards are. Tell us why your business is like ice skating, walking your dog, watching NFL football or anything else that you happened to be interested in. Keep a file with blog ideas, and always add to it.
Take risks, tell us stories. Just keep writing. If you want your business to succeed this year and beyond, you better be in the information game.
Recognize your weaknesses.
I’m not an accountant. I hire one every year to handle my taxes because they thoroughly confuse me. If you’re not a writer, that’s OK. Video is becoming a pretty acceptable way to tell your business’s story as well. The point is to recognize your weaknesses. A freelance copywriter can tell your story in a professional manner.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
