Buy-or-Not-Buy Business Blogging

“Why people buy is not the same as why people don’t buy,” asserts J. Walker Smith of thefuturescompany.com, adding that “This is a difference that matters more than ever.”

Since one important function of any SEO marketing blog is converting lookers to buyers, and since I train Indianapolis blog content writers, Smith’s statement really piqued my interest.

The things that motivate people to buy are product features they want, Smith says. But, it’s not so simple, he cautions, when people don’t buy. Somewhere in the process, a company’s ethics, reputation, and commitment to social responsibility all become “table stakes”.

So, how can we as blog content writers make use of these insights from J. Walker Smith?  How can we tip the scales for our business owner or professional practitioner clients towards the “buy” side of that buy-or-not-buy continuum?

Since the first stage of the typical customer’s screening process involves features and benefits, our Say It For You blog content writers must take care of that task first.  When readers arrive at your business blog, it’s because they already have an interest in your topic and are ready to receive the information, the services, and the products you have to offer. But, from the get-go, it’s up to you to assure them that they’ve come to precisely the right place to get what they’re after.

Taking on that second ethics-reputation-commitment piece within a brief, informal blog post can be challenging.  What I’ve found, though, over the years, is that blog writing is the ideal tool when it comes to establishing emotional connection to readers. Marketing blogs, I believe, are most effective when they are at their most conversational, most personal, most revealing of the corporate culture and history – and most passionate.

As blogger Steve Guise puts it, “Passion is contagious and humans are attracted to it.”