This will be a quick post on blogging for business.
The first lesson is that a blog is a medium on which to exchange and express ideas. The blog is not used to sell or to exploit profit. That isn’t what a blog is for. People who do that are not bloggers. They may be hacks.
The blogger knows his reader is everything. He doesn’t write down to them. He doesn’t condescend. He treats them with high respect. He talks to them as people who are there to learn.
The blog is the place where a relationship can be formed or not formed. For many it’s a first date. When someone visits your blog they may not come back. Or, they may. That depends on whether or not you “hit it off.”
People come to blogs for reasons varied. Some have problems in need of solving, others are looking to learn. Some are bored. Your job as a blogger is to understand the type of person you would like to attract.
As a business person (meaning, a person with something to sell – and not that there’s anything wrong with that) your blog must be absolutely intentional. (I tell my clients to always “write on purpose.”) It cannot be some haphazard thing. You must write with clarity and connection to your audience. What do they need help with? What problem can you help them solve?
The goal should be to guide them gently along. If their problem is X and the solution is Y, you need to show them how to get from X to Y. Is it with a special kind of workout, or diet? Maybe a gizmo? Don’t pitch. Guide. Demonstrate. Show them how.
The point of the blog is for people to get off the blog and onto your newsletter (join mine?). The newsletter is where the most meaningful connections are made, the most valuable content is produced, and where prospects ultimately become very happy customers, hopefully. This is the missing link in most businesses today. Too many are using their blog to push products people don’t want or need.
This doesn’t mean you should never make the case for someone to buy your something on your blog. I’m going to make that case here in the PS (oh don’t worry, it’s worth it!).
The point is that isn’t where you start. People don’t commonly buy from total strangers. You might think the guy selling burgers at McDonalds is a stranger, but they’ve known McDonalds for pretty much their whole life. McDonalds has earned the right to sell by being around for as long as they have. You just haven’t, yet.
In summary, to blog for business is very simple:
- Start with the problem – “Not enough time to workout”
- State the solution – “10-minute workouts”
- Walk them through it – “Here’s a cool one!”
- Ask them to take action – “Want more? Join my newsletter!”
PS – This Monday, I’m doing a live, online training on how to blog for business – all the furry little details. Like how to get more traffic, build your email list, and come up more ideas for engaging content.
You can join here.