Mention the word “selling” in the context of a blog, and some people will immediately have a bad reaction. It’s almost as if you said something sacrilegious.
Why? Because we hate to be “sold.”
People go online for information. Many times the information sought is needed to ultimately support a buying decision.
Blogs are perceived to be safe ground for information seekers.
Blogs are effective because frequent posting in your area of expertise creates a high touch, authoritative relationship with a prospect that a static “brochure” website simply cannot achieve. Plus, the nature of blogging reveals more of your personality than stuffy corporate communications allow, meaning prospects have an opportunity to take a liking to you.
These elements can be crucial to the buying process from a psychological standpoint. And people love to buy.
People only feel “sold” when the sales tactics seem dishonest and stir discomfort. When it comes to automotive, insurance, and real estate sales, many people literally dread the thought of buying due to a perception that there will be high-pressure sales tactics involved. When we end up having a great experience with a professional in these industries, we’re ecstatic, and happily tell our friends all about it.
Blogs are at the opposite end of the spectrum. Visitors to your blog do not expect to be “sold” to, and they’ll leave mighty fast if they get a contrary impression.
But you’re still selling, and people still love to buy. So, sell correctly.