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Blogging to Pitch, Query, and Propose

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Reading Amy Jones’ fascinating article “Pitch vs. Query vs. Proposal” in Writer’s Digest reminded me of the sales function of blog marketing. Just as writers need to capture the attention of editors, we aim to convert our clients’ website visitors into buyers. Not to strain a synonym or wax overly philosophical, book writers need to first capture the attention and interest of the editors, with the ultimate goal to reach readers. To capture the attention of potential buyers, business owners and professional practitioners need to capture the attention of an appropriate segment of web surfers, going through the “filter” of a search engine. ….

But, do blog posts lead to purchases? Pamela Bump of Hubspot cites the firm’s 2021 executive Marketing Leadership Survey: Asked “Have you ever purchased something from a company after reading a blog post from them?”, 56% sais “Yes”; 20% of marketing leaders described blogs as “one of their most important channels for hitting goals.

the Pitch
In the pitch, Jones advises writers, tell the editor or publisher why you are the best person to write about a particular topic for of that publication. In other words, show at you and that publication would be a good match. The parallel in blog marketing? Make it easy for search engines to understand what you do, and where you fit. No, Pat Ahern of inter-growth.co, says, people searching the web aren’t ready to pull out their wallets, but answering a question of our target audience can be the first step in them checking out our blog.

the Query
A query, Jones goes on to tell writers, say, takes the form of a letter to an agent or editor accompanied by a sample or excerpt from the novel or article. “If you’re a plumber, remind readers when and how to winterize,” Marc Prosser of SCORE advises business owners. In other words, establish your authority in your field. By sharing your expertise, you’re building customer loyalty and demonstrating a “match” with common search terms.

the Proposal
Having stimulated some show of initial interest in your article or book, Jones now tells writers, you are ready to create an actual proposal, detailing the “product”, showing evidence of need for need for a new approach to the topic, and some actual “specs” of your manuscript. Blog content writers can share valuable information about both the features and benefits of their products and services, adding testimonials from former and existing clients.

Blog to pitch, query, and propose!

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Blogging This or That

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For the same amount of money, Jeana Harris explains in Indianapolis Monthly, you could have a four-bedroom Roaring Twenties foursquare in Meridian-Kessler or a sleek two-bedroom downtown condo just five blocks from Mass Ave. Would you prefer a view of peaceful streets sheathed with mature trees, or a sixth-floor view of the city coming alive at night?

Unlike upselling, which involves encouraging the purchase of anything that would make your customer’s purchase more expensive with an upgrade, enhancement, or premium option, Sophia Bernazzani explains in Hubspot.com, cross-selling pitches other products or services that work together with the ones already owned by the client or customer. Investopedia.com points out that both methods are “suggestive”, requiring only marginal effort on the part of the sales professional compared with the potential additional revenue.

“Having a larger number of choices makes people feel that they can exercise more control over what they buy. And consumers like the promise of choice: the greater the number of options, the greater the likelihood of finding something that’s perfect for them,” Sheena Iyengar and Kanika Agrawal assert in The Art of Choosing. But not everyone agrees. “More Isn’t Always Better”, says Barry Schwartz in the Harvard Business Review. Research now shows that there can be too much choice, inducing “choice paralysis”, with consumers less likely to buy anything at all.

Can business blogs help potential clients and customers make better, sometimes complex, decisions? A possible path to achieving that precise result, we have found at Say It For You, involves suggesting questions readers can ask themselves while choosing among many options. (Do they want ease of use? Current functionality? Future capabilities?)

No, more isn’t always better, but companies that get the balance right will be amply rewarded, Schwartz concludes. Due to the natural “drip effect” of blogs .consistent posting of informational “this-or-that” content can help consistent marketers achieve that Goldilocks “Mmm…just right” result.

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Blogs are About Value, Not Pricing

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An article in Mental Floss magazine about a 300 year-old Stradivarious violin reminded me of an ongoing discussion having to do with whether product or service pricing should be mentioned in blog content….

In discussing the upcoming auction of the Strad, author James Stewart makes some salient observations about pricing and how it relates to value. Factors that add to the value of this particular violin include:

  • the fame of the violin maker family
  • the identity of former owners of the instrument (Seider taught violin to Albert Einstein using this violin)
  • the association with the 1930’s filming of The Wizard of Oz at MGM Studios

Due to this combination of value-enhancing factors, it’s estimated that the violin might fetch $15 to $20 million in the upcoming auction.

“Today’s consumer is bombarded with advertisements in all media, direct mail offers, and telemarketing offers,” observes Dr. Richard Murphy of Jacksonville, University. “There are numerous factors involved when we begin to discuss the issues of value, cost and price. The value of anything is perceived by the customer, not the manufacturer or the vendor.” A Forbes article mentions one of Warren Buffett’s most famous quotes: “Price is what you pay; value is what you get.”

One question facing blog marketers is whether prices should be mentioned at all in the content. Ten years ago, Marcus Sheridan of social media examiner.com observed that, instead of addressing the No. 1 consumer question up front, business owners often decided to wait until a later stage of the sales process. “People like to know how much stuff costs,” Sheridan warned.

At Say It For You, we don’t think price is the No. 1 consumer question on the minds of web searchers who land on our clients’ blog posts. Instead, what your business blog writing needs to do is answer questions, offer perspective and thought leadership, while giving searchers a “feel” for the desired outcomes of using your products and services.

Think about it: When you visit an online shopping site, or even when you go into a local store to buy something, often all you can see are products on the shelf (or, in the case of an online visit, pictures of products) with names and prices.  Too often, there’s nobody to talk to and no other information available, (there may be customer reviews online).

At our content writing company, here’s how we view the issue of “putting price first”: Buyers want more than just product and service descriptions and prices. Blog content writing is about introducing readers to business owners, explaining the owners’ specialty or niche within their field, their special “philosophy” about their area of practice or their industry, and their unique approach to providing client services.

Blogs are about value, not pricing!

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Letting the ideas Do the Work in Your Blog

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“By the end of three minutes, your audience will already be leaning yes or no on your proposal”, Brant Pinvidic writes in The 3-minute Rule. You know your product, service, or company is amazing, but they don’t know how it works or why it’s so great. You need to give them more knowledge in less time, the author explains, not selling, but letting the ideas do the work. 

Given the concern today about the rising price of oil, I was particularly taken by the story Pinvidic shares about an oil company executive. (This was taking place back when oil prices were one quarter what they are now.) Pindivic was coaching the presenter, whose goal was to show investors that his company, unlike others, had found a way to keep drilling even if oil were to fall to $32 a barrel (the price was $40 at the time) The problem – it was only after 17 minutes of presenting (by which time the audience had fallen asleep) that the speaker explained how his company could keep drilling at $32 a barrel of oil..

The revised presentation began with the most important idea, the essence of the proposal: Our company can keep drilling profitably even if crude prices drop below $32 a barrel. Next came the “why” and the “how”: We have clear leases on proven wells with ample reserves. The valley location gives takers quick access to major highways to the Port of Houston. The new presentation ended with perspective and context: Our competitors must stop production below $37 a barrel.

In a nutshell, Brant Pinvidic is urging marketers to stop selling and to let the ideas do the work: “Don’t state and prove. Inform and lead.”

At Say It For You, I often refer to blogs as the sound bites of the Internet. In short segments, business owners convey to readers the essence of their accomplishments. Corporate blog writing, I explain, isn’t advertising, Blog content writing means telling readers about the essence of your special knowledge, insights, and beliefs, as well as about the products or services you offer. However, just as Pindivic stresses, the most important idea (and there should be just one core “thesis” for each blog post) needs to reassure readers they’ve come to the right place for the solution to their problem or the answer to their question.

While your topic may have little to do with oilfields, your audience needs your help “drilling down” – and quickly – to the essence of what you know, what you do, and how you can be of benefit to them. Stop selling and let the ideas do the work!

 

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Blogging for Window Shoppers and Tire Kickers

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“Many of the folks who come to see me aren’t necessarily looking for a new plan or a new planner,” financial advisor Zach Fox, AAMS®, says. “They may just be looking for confidence in their existing plan.”

Diane Wingerter, certified grantwriter and owner of GrantWriting for Goodness™, agrees. “Yes”, “no”, “maybe”, or “not now” are all possible responses by people who are seeking funding – or, indeed, by funders themselves, she notes.

Blog marketers need to approach readers with a similar mindset. Will blog marketing “close deals” in the same manner as a face-to-face encounter between a prospect and a sales professional? Of course not. Hubspot blogger Corey Wainwright lists some of the indirect selling benefits of blogs and their place in the sales process:

  • If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes.
  • Prospects that have been reading your blog posts will typically enter the sales process more educated about your place in the market, your industry, and what you have to offer.
  • Salespeople who encounter specific questions that require in-depth explanation or a documented answer can pull from an archive of blog posts.

Blogging is what marketing firm pardot.com calls stage-based, meaning that prospects move through different stages of the sales cycle. In one study, Pardot found that B2B consumers started their research with Google, then returned two or three times for more specific information. For prospects at the top of the “funnel”, the most effective content will be light, educational and product-neutral. Later in the cycle, readers who are already sold on your industry, just deciding among vendors or providers, need more specific information.

The “maybes”, the “not nows”, and readers looking only to bolster their confidence in their existing plans or product choices will come away with a positive experience and valuable information. On the other hand, readers who have reached the final decision-making stage might just be ready to consider your unique value propositions and to follow one of your Calls to Action.

In blog marketing, don’t ignore the window shoppers and tire-kickers!

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