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    Can we use blogs for selling? Im often asked this question and Ive also seen a bit of a debate going on around the blogosphere about it of late, so heres my take on it.

    For me, it depends totally on what you interpret as “selling”. According to what your response to that is, then my answer will range from “absolutely not” to “yes, of course, thats the whole reason for having a business blog”. Basically, anywhere from zero to ‘off the scale’.

    Not too much help as yet, I know.

    To help explain how I think selling should be done on a blog, Id like to tell you a story a fable from Aesop called The North Wind and the Sun. It goes something like this:

    The North Wind and the Sun disputed as to which was the most powerful, and agreed that he should be declared the victor who could first strip a wayfaring man of his clothes. The North Wind first tried his power and blew with all his might, but the keener his blasts, the closer the Traveler wrapped his cloak around him.

    At last, resigning all hope of victory, the Wind called upon the Sun to see what he could do. The Sun suddenly shone out with all his warmth. The Traveler no sooner felt his genial rays than he took off one garment after another, and at last, fairly overcome with heat, undressed and bathed in a stream that lay in his path.

    The stated moral of the story is that Persuasion is more successful than Force. So let’s take that idea and look at it in the context of selling.

    If you are thinking of using your blog in the style of a door to door salesman, then please dont. If you are looking to focus on the interruption style of marketing that weve been subjected to for years, then I would also advise a rethink.

    Why? Most people have a real aversion to the hard sell and it’s certain to have a negative effect on your readers. In any case, a blog is never going to be a good method of engaging in this type of selling – blogs work best as a two way dialogue rather than a sales pitch monologue. This type of strong arm tactic, represented by the North Wind in the fable, will generally result in the reader leaving our blog, unlikely ever to return.

    However, there is another way. Instead we can engage in relationship or educational selling (or marketing if you prefer), building trust with our readers and letting them familiarise themselves with the product or service that we offer. How do we do that? Through our posts, we engage with them and allow them to get to know us. We also help them to understand what we do by continually delivering information which is relevant to them … and yet also relevant to our business, our products/services and the market in which we work.

    The result is a much deeper understanding of how what we do can benefit and impact their business – this is because they will have had the opportunity to examine and develop their ideas of its actual uses in their situation. Therefore, when you do sit down with the (now) prospect, it will be with one who has already gone far down the road to deciding that they want to commit and one with a much greater likelihood of implementing and using it properly.

    All of this benefits us because it results in a happier client, a strong ongoing business relationship and positive word of mouth about us and our product/service.

    At the end of the day, for me, its all about the difference between trying to sell something to someone and helping them decide that they want to buy from you. As a customer, I know which I prefer – so, be like the Sun and try the persuasive approach as a seller as well.

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    It seems to me that, while most businesses could benefit from using a Business Blog as part of their marketing and business development activities, there are some types of companies which would find them particularly beneficial.

    Companies which need to present a human face to their activities: some professional services organisations have been known to suffer from a bland image. Using a blog, you can break down some of these preconceptions and reveal some of the personalities carrying out the work which will help to engender greater trust in what is a customer focused environment.

    Companies which rely on their specialist knowledge to attract clients: consistently demonstrating expertise in a chosen field can quickly help to build a positive reputation and encourage potential clients to gravitate towards you. Client case studies go part of the way, but displaying both your general and specialised knowledge over a period of time in a Business blog helps more than a sanitised case study can ever do. Think of it as multiple case studies on steroids if you like. This is particularly relevant for independent consultants and specialist consultancies.

    Companies which have progressed beyond the hard sell approach: direct advertising and the hard sell has become less and less successful as an approach. However, an educational marketing approach, where you provide potential clients with information on which to make their own informed decision on their purchase, has gone from strength to strength.

    Companies wanting to become more of a partner than a supplier: as you engage potential clients through your Business Blog, you develop trust and a relationship which can position you as a partner rather than a simple supplier. People prefer to work with and buy from people and companies that they trust and a blog will help to achieve this.

    Companies wishing to be THE information resource for their market niche: most of the information that your prospective clients are looking for is available on the web, it is just a case of finding it. So rather than let potential clients find it on a competitors site, provide it yourself or provide links to it on your Blog. You will become the preferred place to go for this type of information and so attract anyone interested in your niche to your blog. This is turn provides you with the ideal opportunity to open a dialogue with them.

    Companies organising conferences, seminars and exhibitions: blogs are the ideal focal point for collating and distributing information to attendees pre-Conference and for gathering feedback from them during and after the Event. You can update the conference details and add new information yourself, and you automatically develop a powerful online Search Engine marketing tool as well.

    Companies looking to develop a network or community around themselves: as a networking tool, a business blog can help in many different ways but one of its most powerful is when it allows the creation of a network of like minded people interested in a particular area. It is particularly positive for the company setting this up and running it because they find themselves at the centre of this network and therefore in a high profile position.

    Companies developing new products or services: customer feedback and input is essential in the product development process. By taking the step to allow this feedback to take place on a Blog, you are allowing discussions and generating ideas which can be invaluable to the process. Added to this, you have a group of people who have contributed to the product and so are likely to be its strongest evangelists and advocates.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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