A friend has been struggling with his blog. He’s getting lots of traffic, but wants more conversions. He’s done a good job of identifying the problems his target audience (technology companies) have: finding a target market and translating “Geek” to English. However, he hasn’t done enough to explain his solution to the problem (and why people should trust him and buy from him).
What he needs is a way to engage all that traffic he’s getting (and pinpoint whether it’s “good” traffic or “bad” traffic).
I advised him to get people involved. Ask them to submit their biggest challenge. Offer a free analysis or review in return for donation to charity (to test their commitment).
His target market is people like himself (tech experts), so I suggested that he think about the kinds of problems his employers have had and come up with products/services that address/solve those problems.
Four steps to selling:
- Identify the problems.
- Show how you solve them (not details, but results, what people will get from your solution).
- Make it clear what you’re offering (an e-book, a 15-minute consultation), etc).
- Make it easy to act.
P.S. Freebie Friday is tomorrow. Stay tuned.
I got 120 new visitors to my book web site yesterday (without spending a cent). There’s been a raging debate on Shelf Awareness (a book industry newsletter) about the pros and cons of e-books. I run a Squidoo lens arguing that printed books are better, so I decided to weigh in on the topic. I wrote a letter to the editor arguing that publishers (and authors) will have to change their strategies and interact with readers in order to survive, and included a link to my lens.
Shelf Awareness posted the letter in their newsletter, and the clicks started coming. 77 in the first hour and a half, about 87 by lunchtime and 120 by this morning. Letters to the editor may seem like a relic of the last century, but people still read them. And, with the Internet, instead of waiting days or weeks for the magazine to print, the response is virtually instantaneous. Even better, you can include a live link, so readers can click directly to your site for more information.
Remember, don’t be overtly promotional. Offer insights, useful information, and reasoned arguments for your position. Target the publications you write to. Keep them within your sphere of expertise. There’s no sense writing in to a neurosurgery magazine if you’re not a neurosurgeon. Then, sit back and watch the clicks roll in.