Dwight D. Eisenhower had a great definition for leadership: “Leadership is the art of getting someone else to do something you want done because he wants to do it.”
Is it simply a matter of selling your product or service to prospective customers? After all, as Robert Louis Stevenson said, “Everyone lives by selling something.” Sort of, say co-authors Steve Chandler and Scott Richardson in 100 Ways to Motivate Others. “Leadership means asking for what you want, being very direct with your request, and having your communication centered on requests and promises.”
“Bloggership” might well be defined the same way as leadership, I think – getting readers to want to. “Briefly,” says Jim Connolly of Jim’s Marketing Blog, “here’s how content marketing works: You build and market a website and stock it with free information that has real value to your prospective clients.”
Damon Rouse of problogger.net advises business bloggers looking to sell stuff on their blog is to be careful not to be purely sales oriented. “While blogs can be used as a tool for selling, they are at their best when they are relational, conversational, and offer readers something useful that will enhance their lives in some way…Most people will not react overly positively to a blog that is just sales spin,” Rouse adds.
“If you show how individual bits of information are related in ways readers hadn’t considered, says Jim Connolly, that establishes your expertise and keeps readers’ attention long enough to you to your “ask”.
Even if “they want to”, readers may be fearful of making the wrong choice. Don’t underestimate those fears, cautions Whale Hunters’ sales trainer Barbara Weaver Smith. You may be totally focused on the great advantages that you provide with your products and services, and forget that potential buyers are fearful of making the wrong decision. Searchers may lack experiences with the latest proce4sses or technology in your field of expertise, but they know what their own needs are. Give them a “feel” for desired outcomes of a commitment to buy.
Bloggership – the art of getting online searchers to want to!