The blog over at Harbor Light Strategic Marketing has a good tip on how to write blog posts that will engage your readers.
It reminds me of advice I received from Mark Pfeiffer, a mentor of mine and one of the best salesmen I have ever met. He is a huge advocate of using the word “you” as much as possible. He thought of “you” as the ultimate benefit statement.
Use your blog to promote your benefits
When selling (or promoting, or persuading) you must focus every point you make on the benefit of your point to your customer. In other words, it’s not about the thing, it is about what the thing will do for your prospect. Solving a problem, creating value, improving profit, reducing expenses — those are benefits.
Use “You” and “Yours” as often as you can in your blog articles
Mark believed that when you frame every sentence as a “you statement” everything you say comes out as a benefit. I don’t really think it’s exactly a one-to-one relationship, but the principle is valuable regardless. When you make your blog posts oriented to “you” your clients and prospects will more easily see the value for themselves and their businesses. When people find value in your blog they will come back to your blog over and over again and build a relationship that will make selling to them easier when the time comes.
Keep this in mind when you write your blogs.
Or…if you would like to use blogs to market your business, but you find the idea of all the writing just impractical, contact me. We can discuss how I can help you make it easier to use blogs to attract high quality clients.
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For information on how I can help you write your blog, newsletter, or web content go to my request a quote page.
