I know why. You don’t have the time, you don’t see the value or, most likely, both. When I was told 5 years ago to start writing I had another great reason not to get started. I literally had no idea of what a blog even was. Once that was explained to me … I still didn’t have the time and I certainly did not see the value but, I did it anyway and I’m honestly not even sure why. In retrospect, no amount of planning replaces pure dumb luck.
Think about it this way. As a salesperson, you are constantly looking for ways to establish and share your expertise and, as someone who embraces (or should be embracing) the principles of social sales, you are also looking for ways to provide value to your social networks. Value attracts. It attracts new opportunities. Certainly, your profile on LinkedIn as well as sharing pertinent articles from your company website in addition to other great sources are positive steps in this direction.
Now then, what if you were to write and then share your own articles that would point people to you directly? Not to your company. Not to some other salesperson. You. You made the effort so it only seems fair that you should reap the rewards. Winner winner, chicken dinner. Since good salespeople are generally accomplished written and verbal communicators, putting those same skills to work in an article format should not be that much of a stretch.
Before you continue to hesitate, please consider the benefits …
- You will have that opportunity to establish your expertise with an entirely new circle of potential customers who you would not be able to reach otherwise.
- As you expand your reach, your message becomes that much more powerful and visible. Reach is the crux of social media. Your network is not only composed of those people who you are connected to directly, it also includes the connections of these folks as well and so on and so on down the line. Reach is not 1+1=2. It is exponential.
- Your articles may just provide a critical resource for your existing customers, a value-add.
- The content that YOU will now be creating is perfect for social sharing.
- This same content can be repurposed. Turn it into an eBook, a podcast, or even a white paper. My content may someday be the genesis for a book.
- You are creating “brand you”. Your personal brand is different from your company brand. Brand you will follow you wherever you go!
- By adding CTA’s (Calls-to-Action) to each post as well as your landing page(s), you will be able to build your mailing and subscriber lists. These are people who have willing expressed an interest in you and have asked to opt-in to your messages! This might also be considered to be the top of your sales funnel.
- Your content can not only be sent to others, more importantly it can attract others.
- Your articles are permanent and always working for you. They are the gift that keeps on giving.
Then there is the question … “what should I write about?” You offer a product or service. Perhaps you have select areas that you specialize in and where you are very very accomplished. Start with those as good topics. Think about things that you would like to say to your prospective clients and how you might express your ability to meet their needs and solve their problems. The same goes for your existing client base. You already have great stories. All you need to do now is to share those with others.
Mind you, this is not hard selling time. Rather, it is hard giving time. You are providing a free service that establishes you as an expert in your field. When people are considering actually investing with somebody like yourself, you have already placed yourself in a front-runner position.
Of course, you are also concerned about the time needed to get started and then to write consistently. Getting started is much easier than you may think. There are a number of easy-to- use blogging platforms to choose from and most are either free or very low cost. Google offers Blogger. There are many folks who love Tumblr.
This site, as is my own, is built on WordPress.org. WordPress.org is the big brother to WordPress.com which is an entirely free service. WordPress.org does require that you use your own domain name and that you arrange for a place to host your site. Both of these requirements are widely available for as little as $5.00 per month total! I started out on WordPress.com and then migrated my blog to WordPress.org as .org does provide you with added flexibility.
Once you are set up and comfortable with the mechanics of blogging, you will want to set a goal for yourself to write at least one or more articles per week. While my articles probably average 1,200 words. anything above 500 words will probably work (there are different schools of thought on optimum article lengths). The more you do write, the more visibility you will receive as well as the more attention you will generate from search engines like Google. Establishing a consistent frequency of writing will be one key to maximizing your success..
I generally write my draft articles on my iPad using Google Drive. I might be watching the news, kicked back in my lazy boy, while I do that. I am not doing this during selling hours therefore, there is no conflict between writing time and selling time. Besides, whoever told you that sales was a 9-5 job lied to you. I am also someone who is totally focused on ROI so I don’t do much without expecting some sort of a return. Therefore, if I invest “x” hours writing and that yields “y” results .. what might happen if I invest “x plus 1” or maybe even “x times 2”? You don’t have to be Einstein to work the math.
I will tell you, and with total enthusiasm, that blogging works! Over 60% of my present earnings are as a direct result of, my writing. These are inbound revenues meaning that folks are finding me as opposed to me hunting for them. Bye bye cold calls.
How about you? Are you a ” blogging salesperson”? If yes, what successes have you had and/or what challenges have you faced?