It’s hard, I know, especially when you start out.
Afterall, you would think the web gurus are hype driven. Every few lines is a link to the sale.
Like the infomercials running through the night, they layer you with benefits, freebies and perceived (but usually no real) value.
On the one hand you want to be respected for your integrity. On the other, there is the reality that good sales copy actually does sell.
There is a challenging balance. Your add can either sound like a report which reads well but sells nothing, or you can sell a lot of things but feel like you are ripping people off.
Of course, what I call hype may be considered normal copy for another.
You have to match your integrity with your potential customers.
Good sales matches the benefits of your product, hopefully expressed by the keywords and main points of your copy, with the needs of your customer.
Now I admit, I have tried selling stuff, and felt small. I have written product reviews and found that to compete I had to develop an angle and soon slipped into the narrow fault finding angle I despised when doing media studies.
My review of Betting Arbritrage Scams was criticised for focusing on scams and ignoring what one reader believed to be legitimate arbitrage opportunities. (If he, or anyone would like to tell us whatthey are, please let us know).
Then I found balance, I developed a fan base of people who respected my opinion because I kept integrity.
You want to keep integrity with your market which means you need to know them and to be in contact with them.
Remember, having a small band of loyal fans (recently defined as a customer who spends 1% of her income on your service in a year) who come back to you will earn you more money that a small percentage w3ho look once, maybe buy, but never return.
Only a small percentage of your readership will buy, so you need to keep as many coming back as possible.
Top much sell and you will lose them. It’s that simple. On the other hand, banner ads don’t convert well.
You need to promote – but honestly, with integrity and truthfully. People do want to know what you recommend but few will match your interest in it.
Bloggers generally undersell, marketers ovwer kill, and a large number of people are trying to see what they can get for nothing.
Give free stuff and people will. Keep finding things you can give people for free and many will return for it.
However, you need good content if you want people to take you seriously.
Well, you must have something to offer that will make you money.
- You need to convince people your offer is worth buying
- You need to grow and expand relationships with people.
So on the one hand you need the relationship skills of a good blogger and the selling capabilities of a marketer blended with integrity.
It comes back to knowledge gained in my days as a public speaker.
You need to know your topic better than your audience, and you need to know your audience, monitor them, and respond and change as you go along.
There was a competition to see between marketers to see which could get their site ranked better on google.
It became apparent that all the blackhat tricks in the book could not make up for content.
People want content, which is why Google ranks content over gloss.
So does your site or blog give value? Or is it just a hard sell of gloss commercials?
As web competition hot’s up people are increasingly skeptical of hype.
You need to add value, which means your site must enhance someone else’s life.
The story of aunt Mary’s BBQ may be cute – and great for a family blog – or does the story have a morale that can improve your readers lives?
This is particularly true in our knowledge hungry world.
“Give value, build trust, make the sale, but as marketers are figuring out, this can be at times a fairly labor intensive task” wrote marker Yaro Starak of Brisbane Australia, whose excellent free report is full of information.
“Ask any blogger who is attempting to build authority in a niche – it’s not an overnight success story scenario. We’re talking long term commitment, with daily effort required, but the rewards make it worthwhile.”