Blogging for Sales Leads: The No. 1 Reason Your Blog Isn't Getting It Done
I used to believe in blogging authentically, transparently, telling good stories and being a thought leader, but these ideas consistently failed to generate leads for me. That's because I was missing the one, essential piece that content marketing and blogging gurus don't even know about: Use a blog to create confidence in the buyer—not me, my brand or my business.
Today's most successful B-to-B sellers are using blogs to do one thing really well: prove they're worth investing in before customers pay a dime. They're giving customers a few results and letting them experience what success feels like.
Blog to Help Prospects Believe in Themselves—Not in You
The blogging gurus love to tell us to build trust with prospects using social media. Yet they never mention the best way to build enough trust to close a sale. (probably because they've never actually closed a sale)
I'm talking about helping a buyer get so confident in themselves—so sure that buying will give them everything they want—they can't help themselves. They buy because they cannot argue against not buying anymore! (and of their own free will, of course)
Enter social media and all the bogus short-cuts we've been told will create trust. Telling stories, being honest, showing customers our "human side." These things might help you foster trust but only if you apply them to help prospects get more confident in themselves.
Give Prospects Results In Advance—No Excuses
What's the connection between convincing a prospect to buy through your blog and giving them overwhelming confidence? How do you execute this idea without wasting time? You create a process that manufactures "mini-successes" for prospects—in advance of their purchase.
This is the practical, tried-and-true strategy at the center of every blog that creates leads.
Start blogging in ways that prove your product or service is worth investing in. Start giving prospects a free taste of success before they purchase.