“The more information you offer to people, the more likely they’ll be confused. When people are confused, they don’t become customers,” warns Neil Patel in his quicksprout.com blog.
I couldn’t help remembering those words while enjoying the humor in a recent Dilbert comic strip. Carol’s babysitter canceled, but Wally said “I will not watch your kids tonight.” “I was going to ask you to adopt them,” Carol said. “Absolutely not,” Wally says. “The best I can do is watch them tonight.” This seems to demonstrate that, if you ask for a lot more than you want, you might get the customer to agree to what you really wanted in the first place.
Sorry, folks, that just won’t work in blog content writing.
What can work, says kissmetrics.com, is, in your marketing message, teaching your leads how to move as close as possible to Z (the point they want to reach) before you ask for their money or their commitment. The closer you get them on the road from A to Z, the more likely they are to buy from you in order to go the final few steps needed to arrive at their desired end result.
Even more powerful, advises kissmetrics, is using the pain motivator, showing your prospects all the dangers on the road from A to Z, and how your product or service is the weapon they need to defeat those dangers and discomforts.
In “Say This, Not That”, Christine Georghiou advises salespeople to justify a request or statement with the word “because”. That word immediately answers the question on every prospect’s (and every online reader’s) mind – “What’s in it for me?”
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“Emphasize value over price when presenting your product,” adds Georghiou. Value is results-oriented, and results are precisely what you want the prospect to be pondering, not price (which highlights what he/she will lose).
As a trainer in corporate blogging, there’s another reason I think the Dilbert ask-for-more-than-you-want technique would fail miserably in blogs: Carol doesn’t like sitting for his own kids, but is trying to get someone else to want to do it. Blog content is at its most compelling when the writer is immersed in the lifestyle whose participants they’re trying to attract as customers. “It’s not an essential key to a successful business but it does help that you are immersed in the lifestyle of it, says Steve Watts on Shopify.com.
Stop asking for more in business blogs; focus, instead, on moving prospects closer to Z!