Blogging for Sales Leads: The No. 1 Reason Your Blog Isn't Getting It Done
Help them do something that they really need to do, learn or accomplish. This gives them partial satisfaction (in themselves) and creates hunger for more. Not hunger for your product or service.
Hunger for more satisfaction in themselves.
Give It Away—All of It
If this sounds like a free trial you're right but let's say you're selling a complex product or service. You'll need to go further—convince prospects to buy based on what you've actually done for them lately.
I'm describing a situation where buying what you sell isn't a point of consideration; it's a logical next step for your prospect to take. Purchasing becomes part of the journey your prospect is already on.
By doing meaningful things for people that actually move the needle (solve a problem, teach a skill, etc.) prospects build a sense of achievement. Even if it's a small one potential customers build trust in you based on this sense.
They begin to trust in your ability to deliver the FULL result if they were to actually buy from you.
Make sure your blog articles, video tutorials, white papers, ebooks and such are:
- Taking prospects on a journey toward (or away from) what it is you sell and
- creating confidence along the way by solving problems and/or teaching them new skills.
Lots of Examples...
This strategy is at the heart of thriving companies like HubSpot. I, myself, apply the technique to generate leads for a social media sales training program. Sure, money back guarantees help us close, so do customer testimonials. But nothing works better than giving away my best knowledge and helping prospects begin to experience actual success.
Nothing creates trust like having a material impact on your prospects' lives before they buy. Nothing. Because it proves you're able to create success for them and willing to prove it up front.