A Word Fitly Spoken
Have you seen those videos that show a famous musician going incognito, donning everyday clothing and taking up position at the train station?
Musical perfection that draws thousands in the city's concert hall goes ignored by passersby in that same city.
Why is the excellent music, and musician, not recognized for their value?
Quite simply: "Man judges by the outward appearance..." (1 Samuel 16:7)
You are what you present
It doesn't matter how talented you are, or if you have the solution to the burning problems plaguing your prospective new clients.
If you're not presenting your business outwardly in a way that people recognize as high quality, trustworthy, and respected, they will pass on by, forgetting you ever existed.
So how do you resolve this?
You have to give people context
They need a way to evaluate whether you, or your business, are worthy of notice. So you need to relay to them concrete measures of value that correspond to the checklist they already have in their minds.
We humans are designed and conditioned to make judgments. We rank things in our minds and place priorities on them.
And as much as we like to think we base all our decisions on sound thinking and logic, when it comes down to it,
We make decisions for emotional reasons.
We totally make decisions based on how we feel. Then we move on to justifying our preferences with rational reasons.
Knowing that simple truth is the first step to making your business attractive to visitors. And you already have a simple way to increase your credibility ranking instantly.
Meeting for a blind date
The first place customers are likely to "check you out" is on your website. You don't need to have a fancy website with lots of bells and whistles, but you do need to make sure it's uncluttered, professional and easy to navigate.
Think of this stage as "meeting for a blind date." Appearances matter. You've made a great first impression.
But your date doesn't know anything about you yet.
A website visitor who wants to get to know your business a little more will browse around your "About" page and look at the services you offer, gathering a little more info. This is the "Tell me about yourself" phase of the blind date.
If all goes well, your date wants to get to know you on a deeper level. She wants to know what makes you tick—what are your values, future plans, and intelligence level. Ultimately, she wants to know how hanging around with you will benefit her.
That's information that comes over time, as your relationship develops.
Your blog is an effective relationship builder, if maintained regularly. It's the window into your business soul, that place where you can say all the things that your customers need to know about you--the important things that fuel your passion for your business--that you won't get a chance to tell them face-to-face.
It's a place where you can give information generously and show your customers that you understand what they want. It's where you can introduce them to ideas and services that they don't know they need yet.
Your blog is a pathway to credibility
Going back to the dating analogy, once you get to know the character and world view of the person you're dating, you can feel yourself begin to trust and understand her.
Similarly, your blog can create a sense of trust. People can see you being real: telling your story, sharing your business success secrets, being open about your defeats.
Imagine how much easier it would be for someone to have confidence in doing business with you if he read your story and learned something that helped him in his personal life or business.
Post blog content in a strategic way
As your subscribers begin to receive blog content from your business, they'll start to see you as the expert you are. And you get to frame your presentation so it speaks to their hearts.
As you engage with your community of followers through your blog (and corresponding email marketing), you'll have a better understanding of who your customers really are and their issues--their desires, fears and problems. Often they'll be a source of brilliant solutions that will, in turn, help you and your other subscribers.
Armed with all this information, you're going to discover how you can narrow your marketing efforts to attract exactly the people who are looking for what you're offering, which only enhances your reputation as the expert in your niche.
Time to get started creating your blog strategy
If you haven't started your pro blog yet, or if it's sadly neglected, why not take a few minutes tonight and make a list of 10 topics you know would be of interest to your customers.
Just 10. If you post only once a week, that's over two months of blog content.
Think of your new prospects as blind dates that you genuinely want to get to know. Make a great first impression. And use your blog to inform, reassure and build trust, over time.
Like the idea of having a consistent blog strategy but want help carrying it out? Click here to learn more and schedule a free consultation.