When Company Blogs Slide Into Sales Brochure-land
A lot of company blogs offer good solid information. But when they begin to read like a sales brochure, they lose credibility and readership.
To qualify as a solid article rather than a thinly disguised advertisement the post should:
- Get to the point.
- Avoid basing the entire article on YOU. Remember that the article should be about THEM (the reader).
- Offer useful information.
- Offer actionable advice.
- Don’t just pose a set of questions you hope will elicit interest (How effective is your wine shipping?). People know those are just a tease that leads to s sales trap.
- NEVER end your blog posts with a sales pitch (Call a sales rep now!). You can invite people to ask for more information, but …
- … When you invite people to ask for more information, make sure you follow-up with information, not just a pure sales pitch.
- Remember that you gain credibility by establishing yourself as a reliable, unbiased source of information. Establishing that will do more for sales than just sell, sell, sell.