Performancing Metrics

Three Ways to Write Sales-Driven Blog Content

This is a guest post by Roko Nastic, a webmaster and blogger who writes for Webmaster Format, a webmaster info website.

Before television, before radio, and before the internet, marketers used one form of communication to move products, offer services, and acquire customers: content. It formed the basis of every sales effort, the foundations of marketing for just about every business, and the backbone of almost every early company’s revenue stream. Without content, there wasn’t business to speak of.

Today, there are hundreds of ways to move products and push services. From pay-per-click online advertising to interactive mobile applications, the amount of space awaiting advertising or marketing in some form is truly staggering. But the oldest form of marketing out there – content marketing – still survives, largely because it is too effective for marketers to resign.

If you are having trouble getting the oldest, most reliable marketing method to stick, do not give up just yet. These three tips are designed to help you boost returns and increase sales without having to write more content or completely change your marketing plan. Whether you are a beginner marketer or a seasoned professional, apply these three tips, tactics, and strategies and you will see your conversion rates rise and customer acquisition costs bottom out.

Write with a purpose.

If there is a single clear sign of amateur writing – a smoke signal of poor content – it is a lack of purpose. Text that dawdles, diverts, and ultimately fails to deliver on any real goal is the opposite of any marketer’s goal. Commercial writing requires focus, and without it can negatively impact your sales.

Start your writing not with a sentence or a headline, but with a plan. By creating a structure for your content before you start, you will end up delivering more than just words to your audience – you will deliver a reason for them to invest in your product, service, or special offer.

Treat content as a part of the sales process, not the process itself.

There is a slight misunderstanding in the professional content marketing world. Amateur marketers fall into the trap of thinking that content itself is the sales process, rather than a mere part of it. Pages are written with no purpose other than to convert instantly, and thousands of sales are lost in the process.

Treat your writing as a part of the sales process – the first part. Draw attention and briefly explain what you can offer to customers. Content is not the entirety of your sales pitch, merely an interesting opening line – a method of bringing customers in the door, up to the counter, and ready to pull out their checkbook.

Don’t exclude, offend, or divide your audience.

That “dear friend” at the beginning of your sales content is not doing you any good if it is alienating your audience and making you look indifferent to peoples’ personal situations. Effective content marketers do not just skip out on judging their audience – they skip out on connecting with them negatively altogether. Aim to connect with your audience through your content, and eliminate any elements of your writing that could possibly offend, exclude, or divide your potential customer base.

Categories: Blogging Tips
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  1. Blog Angel a.k.a. Joella ) says: 8/27/2010

    I couldn’t agree more! Nothing turns me off more than content that meanders aimlessly, rather than getting to the point and telling me exactly what I am there to find out. I’m equally offended by writing that is, as you say, out to convert me into a sale.

    Hopefully some of the misguided bloggers out there will take a much needed hint from this well written article that makes excellent points and intelligent arguments.


  2. doug hay ) says: 8/27/2010

    Good points. I’ve found that most small businesses won’t take the time to blog effectively. Some think it is a forum for advertising. My belief is that blogging is part of social media marketing which is a subset of public relations and follows the rules of PR. I have gotten good results with clients when I train them on blogging basics.


  3. Fran Civile ) says: 8/28/2010

    Thank you for that well laid out article … I think I might have been guilty of unfocused writing sometimes, although it has not been as doug hay says “as a forum for advertising” but more
    like a lack of connection

    I plan to go over your points carefully and apply them … thank you.

    Fran :)


  4. Roy Scribner ) says: 8/29/2010

    I try to stay focused on providing value. If I find myself wandering off on a tangent, I try to refocus by putting myself in the customer’s situation and ask myself if I am getting anything out of what I just wrote. Usually I find myself throwing-out a lot of text, but the result is a more targeted piece has a better chance of generating interest in the reader.


  5. Stan Williams says: 8/30/2010

    Thanks for the great post! The role of blogging to increase brand value has been grossly underestimated and your suggestions can help a long way in improving blogs. I came across an article that will help to further increase your blog’s visibility: