Not Ready to Draw Attention?
For some, blog writing feels too public; they equate it to bragging or stepping out on stage. It’s like that recurring nightmare of walking into a room full of people when you’re not fully dressed, and everyone stops and stares. When you hit “publish” on a blog post, you feel as though you’re purposely drawing attention to yourself, and if this sounds like you, that feels awkward and scary. But the truth is that if you don’t talk to the world about your business, who will?
When I speak to a client who doesn’t utilize the blog page on their website because they’re averse to stepping into the limelight, I remind them that talking about their business is helping and educating their would-be clients. It’s not about showing off. A blog can simply clarify the scope of your services, talk about your expertise or explain your process. All this can be done in a conversational tone so that the prospect can begin to imagine what it’s like to work with you. The focus of the blog can be about your beginnings – not to brag, but to inspire a personal connection with your target audience.
“It feels uncomfortable talking about myself” can be turned around to, “I’m inviting the reader to learn more about what I offer and consider the ways I can serve them”.
And for that to happen, a little social media post here and there won’t cut it; nor will a static website. A blog affords you the luxury to “talk” to your prospects about their challenge, their goals, and how you, your process, and your company helps meet their needs.
Hiding Behind Other Material
One of my clients blogged regularly, but almost exclusively focused on sharing tips and to spotlight her clients, keeping herself hidden behind the curtain. While the content she provided seemed helpful, it actually left her readers wanting more information about her, her process, and her company.
If your industry has a variety of professionals for potential clients to pick from, then limiting yourself to publishing helpful tips is like only serving appetizers while leaving folks hungry for the rest of the meal.
When I interviewed her for her blogs, she admitted she didn’t feel comfortable when the topic focused on her. However, when I wrote her blogs, I showed her that I can direct the attention to her and her business in a simple, natural style that put her at ease. As a business strategist, I knew how much attention to focus on her, and how to do it. She admitted that left to her, those posts would never have gotten written.
The True Purpose of a Blog
Blogs are not for “showing off” in the ego-centric sense. You’re not writing about your business to make yourself seem awesome and popular! Their purpose is to build a bridge between you and your next great client. Before someone has formed the intention of scheduling an initial meeting with you, they naturally crave more information and insight, which they should find in your blog.
If I peek at your blog page on your website, what will I find there? A post from 11 months ago, and another one from 3 months ago? This alone sends a negative message – inconsistency is not a trait that inspires trust! Posting on a regularly scheduled basis is critical for both relationship building and also for search engine optimization. Google is always hungry for fresh content, and if you want to keep your website relevant, new blogs every month will satiate that appetite.
How To Make It Happen…Finally!
Does a commitment to publishing blogs regularly feel like a huge goal? It won’t be if you plan it out for months in advance. Of course, the other path in front of you is to outsource it. Find a professional who is not only adept at writing, but who knows the small business world inside and out. I have years of experience in both business development and content marketing. I love making my clients shine in a blog and I enjoy the look of relief on their faces when the material that’s been floating around their heads has been written for them so they can cross that task off their list.
If blogging is something you keep assuring yourself you’ll “get to someday”, but don’t see it happening, let’s have a chat and I’ll explain how I can make it happen for you. Why not schedule a call?