- their need
- their problem
- their idea of the solution to their problem
- a question
Blogging for business, I teach at Say It For You, essentially consists of introducing yourself to strangers. Not that it isn’t a good idea to email links to your blog posts to existing customers and clients, but, for developing new relationships, your blog will be your central prospecting tool. In order to convert those “strangers” to friends and customers, address your blog posts to them, and write about them. Fact is, they’re going to care about your name only if and when they know you care about their problems and needs, and when they are reassured that you have just the means to take care of them.
It’s reassuring to blog content writers to remember that the only people who are going to be reading the blog posts, are those searching for precisely the kinds oif information, products, and services that relate to what you do, what you have for sale, and what you know about and know how to do. It’s also reassuring to realize that consumers who feel fairly informed are more likely to make buying decisions.
- How to do things
- How to find things
- How to keep things (and their bodies) in the best condition possible
Once having been “found”, the next step is to get “personal”, Practical eCommerce’s Paul Chaney emphasizes “Blogging,” he says, “consists of one person – or one company – communicating directly with consumers in an unfettered, unfiltered manner….blogs are a more personal form of communication.”
Marketing blogs may be written about business, but they had better be about people as well, and that includes both the online searchers and the blog content writers. You start out being a FLU LNU, and, ideally, end up being an ally!