There’s a formula for trust.
That’s something I learned at Tim Roberts’ session on selling at the Revenue North conference a couple of weeks ago. Trust is a mightily important element in SEO marketing blogs. As a corporate blogging trainer, I felt I needed to hear what Roberts, a consummate sales professional, had to say about it.
First, though, since words are the tools we freelance blog content writers in Indianapolis use to engage prospects’ interest in what our Say It For You clients have to offer, I needed to know the three words Tim Roberts says to get rid of.
Those “no-no” words, Roberts stressed, are “quality”, “service”, and “expertise”. It’s not that my business owner and professional practitioner clients shouldn’t deliver those very three things to their clients and customers; it’s just that those words are so over-used as to have become empty promises in the eyes of prospects.
What’s more, Roberts added, salespeople need to “get rid of themselves so they can use all of themselves.” That’s not as cryptic a statement as first appears, and it’s definitely a statement that’s relevant in blog content writing.
Here’s my take on that statement: When readers are directed to your business’ or practice’s blog, there needs to be a sense that it’s all about them (meaning the readers), not about you.
So what’s the “trusted advisor” formula? T=C+R+I.
Readers, after all, found your blog because what they needed corresponded with what you sell, what you know, and what you know how to do. Now that they’re “meeting” you, the blog content writing is the key to making clear your C, your R, and Your I.
Credibility – It becomes evident, through the content of the blog, that you’re the subject matter expert they’re seeking.
Reliability – You’ve helped clients and customers “just like them” many times before; you’re familiar with your readers’ needs and concerns.
Intimacy – Your blog presents you as “real people”, with a passion for serving in your field.
In a sense, Google (or other search engine) has “validated” you by matching the searcher with your particular recent and relevant blog. Now it’s up to you to validate those readers and become their Trusted Advisor!