No one really likes to be on the receiving end of the hard sell - it’s awkward and annoying for everyone involved, really. Fortunately, it is easy to avoid engaging in such off-putting activities, thanks to the many promotional tools and techniques out there on the net.
Blogging, is a particularly good way to set up a passive but constant soft sell. Now, you might be thinking: “Of course you’re going to say that! You write a blog about blogging!” Guilty as charged, but it doesn’t change the fact that blogging can indeed be a valuable marketing tool. It lets potential customers find you on their own time and get to know you and your products or services at their leisure.
See, blogging is a two way street. Instead of just broadcasting your message at a captive audience in the manner of most traditional advertising, you’re communicating with your readers instead of talking at your potential customers. The blogosphere is a community, and for your blog to be as successful as possible, you have to participate, even if you’re blogging about your business. Actually, especially if you are blogging about your business.
The key to using your blog as a marketing tool is not to think of it as such, at least in the traditional sense. Besides telling your readers about your business and products, share other details about your life and link to other blogs, articles, and websites that you like. By blogging about varied but related topics you can prevent your blog from being a one-note-wonder. After all, would you want to read a blog that only consists of tons of remarkably similar posts harping on the same product? It’s the blogging version of the smarmy, pushy salesman who gets in your face and refuses to let you leave without making a purchase - but on the web, readers can escape the hard sell with just one click.*
Think of your blog as a mini-portal to your niche. Let your readers start with your blog, check out your latest posts, and then continue on by clicking on your links (naturally, you should link to things that support your message and your brand). Remember that blogging is a dialogue, it is dynamic, and it is interactive, so update often and answer comments and questions. Also, remember that your readers are probably pretty savvy and they can tell when a blog is straight-up propaganda. The best way to draw readers to your blog is to create interesting, useful, and compelling content, and do it regularly.  Of course, that is also the hardest way - but that’s what your blogging coach is here for.
*You may have already seen this, but the Cluetrain Manifesto is worth checking out - and getting on.
Posted by: Blogging Coach
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