I met with a new client the other day, a professional photographer who creates very high quality portrait works. He asked me, “What should I say in my articles? Should I include my coupon, do I write about lighting?”
I pondered for a moment and responded, “No. You write about the time your client was seeking a unique gift for his wife that would make her feel special. A gift that made her feel as beautiful having their third child as she felt having their first.”
Business blogging is about connecting with your audience at times when they are not looking for business. 62% of American Adult Internet Users “Surf the Web for fun“. Your website is designed to capture those people when they are actively looking for a professional photographer, your blog site should be geared to attract them when they are having fun.
Another client of mine is trying to build a business on “Elixer Arnica“, an ointment to help with pain relief. Kind fo hard to tell a story, right? Nope, I suggested she write about the time her husband hurt himself playing ball and instead of coming home asking (crying) for pills and some smelly cream, tell how and why he asked for the Sports Rub.
The moral of this story is don’t use your business blog to try and do eCommerce. Instead, use your business blog as an entry point into the lives of your ideal prospects at times when they are just having fun. If your words resonate with them during fun times, then your name will stick.
Ed Bejarana
BusinessBlogging.net
a division of Zenith Exhibits, Inc.
Zenith Exhibits is devoted to helping small business owners succeed in these tough economic times. Call today to learn about our $250 website recession buster deal. Full website using advanced content management software, unlimited number of eMail accounts, 5 search optimized pages, three blog articles, and the first year’s web hosting for FREE.
Thanks for the tip Ed. Too often we get so involved with running and marketing our business, that we forget th share the pleasure we bring other.
Ed,
Brilliant post. I usually try to use stories at my own blog, but reading your post reinforced what it's all about in business blogging.
It is all about captivating your tribe, make them learn something new, or at the least, make them smile with a relevant story.
Thanks Ravi. I love your description "captivating your tribe". Do you mind if I use that in my classes?
Keep in mind that the "surfing for fun" is a 2006 stat. This doesn't change the premise of your post one bit however.
The number one selling tactic of all time is called the "Similar Situation Sale". If you tell me a story about how you solved a problem for someone like me that is similar to my problem, you stand a very good chance of getting me as a new customer.
Look at the number two answer on your survey. "using the search engine to find information". This is the number one reason that business should embrace blogging. Stories are exactly the kind of information people are looking for. And search engines love love blogs because by telling a lot of stories you not only show expertise on a particular topic, but you make searchers happy.
Blog on!
Chris Baggott
CEO
Compendium Blogware
http://www.compendiumblogware.com
Ed,
No problem. Feel free to use it
Could you please tell me where you got those stats like 62% of web users surf for fun. I hope there may be a great stat site out there somewhere?
Thanks BB
Hi Brian,
Sure, here is the link:
http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx
The site is Pew Internet & American Research Project
Ed Bejarana
Zenith Exhibits, Inc.