SOLD

Mention the word “selling” in the context of a blog, and some people will immediately have a bad reaction. It’s almost as if you said something sacrilegious.

Why? Because we hate to be “sold.”

People go online for information. Many times the information sought is needed to ultimately support a buying decision.

Blogs are perceived to be safe ground for information seekers.

Blogs are effective because frequent posting in your area of expertise creates a high touch, authoritative relationship with a prospect that a static “brochure” website simply cannot achieve. Plus, the nature of blogging reveals more of your personality than stuffy corporate communications allow, meaning prospects have an opportunity to take a liking to you.

These elements can be crucial to the buying process from a psychological standpoint. And people love to buy.

People only feel “sold” when the sales tactics seem dishonest and stir discomfort. When it comes to automotive, insurance, and real estate sales, many people literally dread the thought of buying due to a perception that there will be high-pressure sales tactics involved. When we end up having a great experience with a professional in these industries, we’re ecstatic, and happily tell our friends all about it.

Blogs are at the opposite end of the spectrum. Visitors to your blog do not expect to be “sold” to, and they’ll leave mighty fast if they get a contrary impression.

But you’re still selling, and people still love to buy. So, sell correctly.

Subscribe today to learn how.

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Comments

  1. “When we end up having a great experience with a professional…we’re ecstatic, and happily tell our friends all about it.”

    …and we tell that professional about it in the comments section.

    When it comes to successful blogging, “copywriting” is the keyword. Thank you for reminding us of that important fact.

  2. Still relevant five years later. :)

  3. Ohmigosh, I completely misunderstood your tweet and thought you were celebrating 5 years by selling your blog to someone else. ::giggle:: Brian, I’ve been a fan since the beginning and I still remember listening to your 1st Teaching Sells mp3 during my bus commute. Congrats on so many years of helping others and may you keep going only as long as you want to. -Sally J.

  4. Holy cow. WAY ahead of your time with that one, B.

    One error, though. People hate being sold unless they ‘need’ it. Merely not feeling taken advantage of isn’t enough

    Jeff Yablon
    http://answerguy.com

    • When people need something, they don’t feel sold because they’re desperate for a solution. Some say these are the only buyers you should aim for, but the smart approach is to have a strategy that allows anyone at any stage of the buying cycle to feel comfortable.

  5. Wow so this was the first post ever? Absolutely timelessly awesome!

    I sure wouldn’t want MY first post ever re-posted someday hehe

  6. When you say “sold” this is social proof, that what you’re offering has been or is being accepted by others. We have recommended to our clients to put a sold sign in below and hit “connect to manager for more information”

  7. “People only feel “sold” when the sales tactics seem dishonest”

    this is so true,

    I can think of many times where I felt sold because
    all the sales person wanted to do was take my money.

    But at the same time I can think of times were people did “sell” me on something
    but the experience was much less dishonest, and somehow pleasurable.