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.