When Blogging Morphs Into A Full Blown Infomercial
A blog (a contraction of the words web log) is a discussion or informational site published on the World Wide Web and consisting of discrete entries (“posts”) typically displayed in reverse chronological order (the most recent post appears first). (source: Wikipedia)
Over the course of a day, I read blog posts written by various authors; many of whom have become giants in their respective industries. While not, by any means, denigrating their thoughts and ideas, I do have a problem with those authors who have turned their informative posts into infomercials.
Some authors have become so brazen as to have an embedded link to their website in every other sentence or paragraph. Now, there is definitely nothing wrong with self promotion; however, the hard sell approach can become grating on the nerves; and to be perfectly honest, downright annoying.
Blogging is essentially online marketing of a brand, community or yourself. It is, for all intensive purposes, no different than marketing offline. You need to instill confidence in your followers (and potential clients) and open the lines of communication. Past years of sales, marketing and customer relations taught me one thing, the soft sell approach has an overall greater effect than the hard sell.
While your readers may have strong positive or negative opinions concerning your post, the overabundance of links to your sales site can be viewed as an obstacle to a productive dialogue. More often than not, I stop myself from commenting or sharing someone’s post for fear of appearing to be their salesperson; all because of the hard sell approach their article took.
If you truly believe and stand behind your product, brand or idea and articulate this passion in a way that interests the reader, more often than not they will click through on the ONE link to your website at the end of the post or in the about the author box. Taking on a more informative and conversational approach rather than a “used car salesman” approach opens your work up to more sharing and discussion. Sharing and discussion is what it should be all about. If done correctly, making a sale is simply an added benefit.
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