Stop Talking About Yourself
We see so many business blogs talking about themselves, their products, their next big release or the hiring of that big executive.
The truth is that your customers don’t really care about those things.
They care about themselves.
So if you do one thing to improve your corporate blog, do this:
Resist the urge to talk about yourself and start talking about your customers and how to solve their problems.
But That’s What I Do All Day…
I know that solving customers’ problems is what your company already does. That’s why businesses are formed in the first place. right? No customers, no business.
But we’re talking about marketing communication here. Just because you know in your heart that your company is amazing at solving customer problems, doesn’t mean that they know.
The Medium is Still the Message
In 1964, Marshall Mcluhan famously said, “The Medium is the Message”‘. He was referring to how the advent of different media itself has had profound impacts on culture, business and society at large.
Back in Mcluhan’s time, marketing messaging was more difficult. Buying media was expensive and kind of a big deal. You had to make the most of it.
But the web age has changed the medium and therefore the message.
Unlike TV, radio or print, the web now allows us to communicate endlessly for very little cost.
Yet we are constantly amazed at how many companies still treat their web site as a precious brochure! It’s not.
Bits are practically free. Go nuts!
Talk about how to solve your customers’ problems in minute detail. Every nuance and angle should be explored. Ask them questions. Share industry news stories.
Connect with them like it’s a cocktail party, not a speech.
It’s The Customers’ Cocktail Party Now
Back in McCluhan’s day, if you wanted to learn about products and services you had to suffer through sales pitches, trade shows and advertising. It was the media’s world and you were just living in it. You had no choice.
Now you do.
In a world of instant information and limitless choice, customers have the freedom to quickly explore a hundred different options before making one.
Now the relationship is more like a cocktail party. And just like in a cocktail party, don’t talk about yourself too much. It’s boring.
Hitting the back button on your browser is the modern day equivalent of looking over someone’s shoulder.
So if you’re going to use your blog to sell something, don’t talk about yourself.
Ready to Play WIIFY-ball?
Next time you’re surfing the net, stop for a minute and listen to that little voice inside your head saying,
“Why am I reading this web site?”
Is this web site worth my valuable time?
How is this site benefiting me?”
This is known in the Inbound Marketing industry as WIIFY – What’s In It For You. Actually I prefer WIIFM – What’s In It For Me.
But the acronym’s not as catchy.
Whatever device you use to remember it, the point is the same.
Use your business blog to talk about your customers because they’re thinking about themselves, not you or your company.
Do that and you’ll be miles ahead of the competition.
Business Blog Consulting at Spark
At Spark, we advise our clients on business blogging all the time. If you’d like to get in on the conversation, drop us a line and we’ll get started.