“The salesperson can no longer ‘wing it’ in a sales interview; you will run out of time reciting boring facts while missing the golden opportunity to get involved with the Prospect and to get the Prospect emotionally involved with your product.”
Amazing. Author D. Forbes Ley was issuing that piece of sales advice exactly thirty years ago! Yet, can you think of anything more relevant to blog content marketing today??? As a corporate blogging trainer, I know I can’t.
“When interesting and informative are no longer assets, bloggers have to come up with something else: emotional triggers,” observes Mike Alton on socialmediatoday.com. Blog content writing might be high-quality and informative and still not “make it out of the pit of anonymity,” he adds, for the simple fact that it doesn’t engage with readers.” Ín the end it’s not only information that attracts readers, but also emotions,” Alton concludes.
Face-to-face with a prospect, Marty Martin explains in the Journal of Financial Planning, the seller must first be a listener, uncovering both facts and emotions. That step must precede guiding clients to decisions.
In blogging for business, where face-to-screen is the closest blog content writers come to their prospects, what can ignite the kind of personal connection that gets the Prospect emotionally involved?
“Customers don’t want to feel like they are being told a brand story. They want to tell themselves the story. They want to be a part of the story,” is Coopers’ and Gruntzner’s advice to business owners in Tips & Traps for Marketing Your Business. The authors recommend using blogs to tell a story. “Engage readers of your blog with fascinating story-like entries.”
One question bound to come up in any corporate blogging training session is this: Can emotional blog marketing be effective in B2 situations?
“Don’t be fooled by the misconception that B2B means presenting products and services to a company rather than to a real person,” says the k-ecommerce blogger. “A company is never faceless. Behind every decision there is always a person involved, and that person has feelings.”
Emotional marketing was “in” thirty years ago when the first edition of “D. Forbes Ley’s “The Best Seller” hit the shelves. Today, I remind Indianapolis freelance blog writers, emotions remain the most powerful tool for moving people to action.