People love to buy but hate to be sold.
Yes, they want to buy from you. Really!
If a visitor stops by your blog with a relevant want or a need, they’re looking to you to solve it.
Another visitor might even have a want or need created by something you’ve said with your blog copy.
People want to buy. They need you to say that it’s OK to do so!
Let me explain more.
Using blog to sell is not about convincing someone to buy something that they don’t want or need.
Sell to them what they want and need for their satisfaction; it’s about overcoming objections to buying from you.
In the prospect’s mind, a natural uneasiness lurks. Is this the correct solution to my problem or desire? If so, is this the right source for that solution?
No one likes to make mistakes.
Beyond your direct attempts to overcome perceived and actual objections, people use a host of psychological shortcuts to allow themselves to take action. Given the complexity of our world and the barrage of messages aimed at us every day, these shortcuts are essential to efficient human function.
Without the shortcuts, we’d all basically shut down due to “analysis paralysis.” Good copywriting skillfully pulls psychological “triggers” in order to encourage the reader to take action.
Luckily, blogs inherently put many of these triggers in your hands. Utilize them properly, and you’re halfway home.
Here are some of the ways your blog can set the stage for the perfect buying environment:
Authority: People respect others who are authorities on a certain subject, and are more likely to do business with them in that area.
Involvement: The interactive nature of blogs allows readers to participate and feel a sense of ownership which can be crucial to expanding the relationship.
Integrity: You have a forum to demonstrate your unwavering high standards.
Credibility: Your posts are specific and believable, which helps win over wavering prospects.
Familiarity: Over time, your readers will feel like they personally know you, and the decision to buy becomes easier.
Honesty: this is the most crucial aspect of successful selling, and a blog allows you to demonstrate it.
Social Proof: Comments to your posts and feed subscriber levels allow visitors to see others are reading, so maybe they should be too.
These are some of the psychological foundations of trust that prospects need to sense before they consider buying your product or retaining your services. There are a whole host of others that work wonders to boost conversion rates when you go off-road for more concentrated selling.
There’s much more ground to cover.
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