July 3, 2008
“A Blog is Not for Selling” - WHAT?
Blogs (used for business) are supposed to be relationship builders, so they say. Of course, purist bloggers will say they shouldn’t be used for business, but if you read this blog, you’ve gotten past all that and we can discuss blogging for business candidly, right? 
But many people who give advice on blogging for business say that you shouldn’t sell on your blog. The blog is just for building those relationships. Well, I love to make new friends and cement relationships with existing ones as much as the next guy/gal…but ummm…I also blog to build my business.
If You Don’t Tell Them What You Have to Offer, How Will They Know?
See, I don’t really understand how one could think that just writing interesting blog posts without ever making any offer to your readers is going to do you much good. Sure, you can do some promos/ads in the side bar of your blog, but realistically…most of your readers ignore the side of your blog. They are interested in what you have to SAY. And if you don’t SAY what you have to offer…how will they know?
Making offers in the context of your posts makes the most sense. Tell them while they are listening and engaged in what you have to say. Of course, I’m not saying that every blog post needs to be a full-on pitch (but go ahead, make some pitch posts sprinkled in with the great content), but include some kinds of business-building call-to-action in a large percentage of your entries.
If you have an ecourse or newsletter that focuses on the topic at hand, mention it.
If you have a product that helps people with a problem you’re writing about, tell your readers about it.
If you know another company that sells a great product solution, link to it with an affiliate link.
Your blog readers are not mind readers, plus they read your blog because they like you and/or your company. They WANT to know what you’re up to, what you have to offer, etc. NEVER assume that your readers already know what products you have and that they’ll take the time to investigate what would suit them best. You need to guide them and tell them.
This is something Lynette Chandler and I really try to drive home in our Internet Marketing Blogging Bootcamp, which happens to be opening for registration next Monday.
(Side Note: See, I’m including a link because I want you to go sign up for the notification list and consider joining us for the bootcamp when registration opens. I do not want to leave it to chance that you already know this, because you probably don’t as you’re busy and have more important things to keep track of. )
If you look through this blog, you’ll see it is FULL of useful information, a bit of silliness (that people seem to like), a lot of subtle plugs and a decent amount of straight promotions. I have a decent readership, but don’t have the huge numbers many A-List bloggers do…but I will tell you that this blog is one of the biggest keys to my ongoing profit.
Some Outside Perspective on How This Blog Sells
Interestingly enough, a number of people have caught on to my money-making scheme with this blog…he he he.
Andy Beard says about myself and Lynn Terry “they probably have more paying customers than many A-list bloggers have subscribers.” -> Read the full quote in context here.
John Reese wrote about an audit his team did for BlogRush members and he mentioned that a lot of make-money blogs were disapproved because “most of the blogs in that category were heavy with ads and promotional material compared with the ratio of tips, techniques, and true unique ‘helpful’ content.” And then he proceeded to list this blog as one of the blogs that actually got it right. -> Read the full quote in context here.
Brent Hodgson wrote about “over-the-shoulder-selling” which “is a type of inclusive sales pitch which just engages people - not as sales prospects, but as people,” and listed me as one of the people who “use this tactic (either subconsciously, or very deliberately).” -> Read the full quote in context here.
Yes, It Applies to YOU!
And please don’t tell me this is only suitable for this type of “Internet marketing” blog because it’s simply not true. If you have products to sell and you have people who enjoy your related content - you can incorporate selling into your blog.
So tell me, do you incorporate selling in your blog? Subtle or direct…it doesn’t make you a snake oil or used car salesman. It makes you someone who can relate to and make great recommendations to your readers.
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Hi Alice
Thanks for mentioning me in your post
I think you do a fantastic job here - but also on Twitter too.
I don’t know why I’m interested, but hearing about mundane things that aren’t related to internet marketing (like going kids clothes shopping, or letting the dog outside to pee) just seems to work.
John Reese and Andy Beard also get it right too, as does Ed Dale.
There’s just something about your style that makes people want to listen.
I suspect it’s that you establish “likeness” - you let people into your lives, like a friend rather than a sales prospect.
Brent
Heck yes! Sell away baby - they don’t have to click if they don’t want to.
Thank you, thank you, thank you!
Whenever someone attempts to “shame me” because I include product recommendations in my posts, I tell them there’s a very simple remedy available to them - don’t visit my blog.
Sharon Bray-McPherson
Alice,
I appreciate you “telling it like it is.” I agree. To be honest, writing blog posts doesn’t come too easily (getting ideas) so I probably wouldn’t do it just for the fun of it:-)
I do want to build a relationship with my readers and I think I need to do better at that. But yes, we do want to make some money with our blogs, right? Then we need to promote some products.
Thanks for the post.
Thanks so much Alice for a refreshing and reassuring post on blogging and selling within our blogs. Love what you have to say and the way you say it!
From one content driven blogger to another - just trying to make a living - you ROCK!!!
Boca Beth
Thanks for your thoughts everyone. Looks like I’m preaching to the choir.
Brent, I know you wrote that post a while, but I really enjoyed it. I have been meaning to write something about it for quite some time and am glad I finally had a chance.
I have no problem with selling on blogs as long as the blog also provides a level of entertainment and useful content I am interested in. I have certainly made my share of purchases via bloggers I have grown to trust. I have also found the term “selling” on blogs can include fundraising for charities my friends and I support.
There is nothing wrong with selling on blogs or having a blog just for fun. I do both. I have a blog for business and I have a couple of personal blogs that I started for fun. 1 blog will probly never have a great following as it is poetry.
But blogging should be done to fit a person’s interests and goals, whether they be personal or business.
Hey there Alice,
You’d want to share a secret, what you’re up to or something great going on in your Life with a friend.
These nuggets are just helpful information offered for the taking (if desired) not imposed upon your “friend” in the relationship.
Ya got it right, keep the good stuff coming.
Hugs,
Rheece
Hi Alice,
Thank you so much for this post. I was actually thinking today that I wanted to begin blogging for money to increase my income! I am happy to know that I can really do it.
Warmest Regards,
Nat
While I personally have yet to become very comfortable with selling, I don’t think there is anything wrong with selling things on a blog. In fact, it puzzles me when readers complain about blog content. It’s one thing when you pay for a magazine subscription - you expect to get the content you paid for and complain if you don’t. But reading a blog is free. Whatever the blogger offers is done at their expense (in time). So, if you think there’s too much selling going on, or the articles are too dull, or you just think the blogger is too self-absorbed, move on.
Which, to me, also defines the obvious “rule” bloggers need to follow. If you intend your blog to be read, don’t do more selling than your readers will accept. (Or don’t do it in a way they refuse to accept.) Since different blogs attract different readers, the practical application of that rule will vary. But that is the only rule that makes sense to me. (Since it is a waste of effort to make such a blatant effort to sell that you drive your readers away.)
Some readers are willing to accept more than others, and some bloggers have natural styles that work better than others when trying to slip a recommendation into the mix.
Alice…you’ve been emailing me for sometime. I’m new to most of the things that the younger generation has grown up with and take for granted. I have appreciated your genuine straightforwardness and when I’m in a position to take on some things for my own yet-to-be developed online business, I will consider using the PLR skills in what I’m doing. As for your belief regarding blogs, go for it because if someone doesn’t like it (and it is YOUR blog), they can opt out! You are politely assertive…but not aggressive.
Hi Alice,
I’m was member of your “Blogging Bootcamp”. Thanks for speaking out for selling on your blogs. I especially like what you say about customers not being able to read your mind. Everyone is so busy these days. I think reminders of what is available are very helpful.
Hi Alice -
I firmly believe in the power of using your blog to increase business and sell products. In fact, in today’s times, I think if an online business DOESN’T have a blog to help increase sales, they are missing out!
I’ve been a WAHM/web designer/graphic designer for a number of years now, and I’ve stayed busy helping small business owners and churches and ministries have a presence on the web. In the last year or so, it seems like all I’ve done is help clients (and a few friends) get blogs started. My clients love the ability to update a site themselves with news about products or sales, and I’ve been putting myself out of web design business (or at least the web maintenance business). Which is ultimately ok, because I’ve been wearing too many hats anyway - AND I’m enjoying the benefits of blogging about some of my other passions, like digital scrapbooking.
Great post! Keep on selling!
Hi, Alice,
Honestly, I never *thought* about actively selling on my blog. But, now that you mention it, I’m constantly telling people about services and products that have been helpful for me and might be helpful to others…and some of them actually come from me! (Yah…shocker!)
I haven’t quite figured out how to put ads in my sidebar, but I’m sure I’ll figure it out eventually. Now that you have me thinking about it, I may get to it sooner.
Have a great weekend!
Blogs seem to be religions, to some. There’s only one right way, and that’s the opinionator’s way. (Is that a word? Well, it is now.)
Good advice for anybody is to do what works - for you.
Let’s allow the naysayers to talk, even encourage them. It means less people will become our competitors. Well, okay, maybe not. Competition is good, right? At least, that’s what they say.
Will
“Shouldn’t sell on a blog?” What a ridiculous statement.
Blogs can be used for a variety of things personal or business. They are excellent tools for selling, informing, sharing as well as keeping in touch. I can think of many blogs successful blogs that do both well either through selling a product, with affiliate links or with adsense and some of them make a few thousand $$.
Blogs lend themselves to selling very well, particularly when useful free info is provided as products. The great thing about a blog is that you can do whatever you like on it - it’s yours after all.
The only people that matter are your audience they are the ones you have a relationships with - and if people don’t like the fact that a blog-owner sells on his/her site, then all they need to do is not visit the blog. Simple.
Personally, I think the deeper issue is that some people resent the idea of anyone selling or “making money” perhaps because they feel it’s “bad”. Of course they do expect everything to be good quality… and free;)
Nice blog by the way Alice.
As for selling on one’s own blog, of course it’s allowed! Even proper! That’s why you pay for your own web space, instead of e-mailing spam or clogging bandwidth in Usenet.
But I’m sorry, John Reese is not one to be admired when it comes to “judging” blogs. His judgment is awful, and he’s not entirely truthful about what he does. (I was going to use stronger language, but we’re in polite company here.) My experience with him is that I had/have a beautiful blog for breastfeeding mothers, which included a link to my breastfeeding products, which was working fine and generating traffic for his BlogRush, when they suddenly pulled the plug on it. While he said in this very piece you’ve linked to that once you fixed up your blog to ‘their specs’ you could re-apply, my blog already fit their published specs (no breasts were ever eveb shown), and no reason was ever given for them having discarded it. Despite my writing to his outfit multiple times begging for the reason so I could make the changes, no answer was ever given, much less the reason. I never could find out what was “wrong” with my blog, so I gave up on BlogRush.
Alice, you do yourself a major disservice to associate yourself with and link to the likes of people like John Reese and the BlogRush folks who treat their customers like so much trash.
I thought for a while that you sported their “widget” on your site, but thank goodness it is gone. I hope that was your doing, and not theirs.
You go girl! You pay for your hosting! Sell whatever you want to sell!
I love the idea of blogging. This new to me and I will be starting one. Alice I have your Internet Sweetie check list and trainee manual. I will review it to learn how to start one. Ihave a bellydance following and I think this would be a great way to increase sales and create community too. Victoria
I started my blog to build a relationship with potential customers and help them reach a level of comfort with me that will hopefully translate into them hiring me. But I don’t sell NEARLY enough. I’ve been afraid of turning them off before I’ve hooked them! Thanks for helping me realize it’s OK to sell more.
Thank you Alice for your blog and your email. They have been a great value to me.
As a newbie to blogging i am confused, for some say do not sell others say do. Lynette Chandler said that blogs are to”make friends and influence people”.So how do you know what is the best for you? As a blog reader I do not mind the selling. If I like the blogger I want to know what products/services they offer. As a wife my husband finds me on the computer like now late and asks what are doing? My answer is working on my blog. His reply ” show me the money or come to bed”.
jocelyn richard
I’m back and more awake now.
Great comments everyone…I really appreciate your input and it’s interesting to see them from so many different perspectives.
Brent - Surely my dogs’ urinary habits ARE breaking news and are of crucial importance to everyone, everywhere. Doesn’t it go without saying?
Jenn - Exactly and really, most of your readers don’t click on any given offer, but you can still offer everyone value.
Sharon - People try to shame you? Not nice…I wouldn’t even listen.
Laurie - If you’re putting the hard work in, you deserve it.
Beth - “Love what you have to say and the way you say it.” — very well said!
Roger - Exactly. I think if a blog is just one big sales pitch, what’s the point. Unless that is the purpose of the blog (ex. a blog with special offers, product reviews, etc.) we do want some information/entertainment.
Heidi - I agree. Just as I’d prefer people don’t every tell me, “You shouldn’t sell on a blog,” - I’d never tell anyone who blogged for fun that they should sell. The only time I’d put pressure on someone to sell from their blog is when they’re complaining that their blog isn’t making them any/enough money.
Rheece - Great analogy (keeping your friends up to date) and exactly how I look at it.
Natalie - Can’t wait to see your blog!
The Wandering Author - Good point on knowing your audience.
Dick Newman - Thanks for your kind words and input. It’s much appreciated.
Pat - I hope the bootcamp was helpful and you’re getting even more out of your blog. Keep us up-to-date.
Char - It’s great that you’re able to be able to get others benefiting from blogging.
Nancy - See you sell and you don’t even know it. Good for you!
Will - Exactly…do what works for you.
Nicky - Yeah, that whole “making money is bad” thing is well, their problem to deal with, I guess.
Thanks for the compliment!
Suzanne - Sorry to hear you had a bad experience. I removed the widget to try other things. John Reese has been a great teacher and influence on me, but of course him and/or his staff can make mistakes. It’s human nature.
Victoria - Good luck with your blog…I’m sure you’ll love it!
Debbie - It’s a tough call. After all, you don’t know who is reading when, for how long, etc. So when you do wait to pitch them? If you can get them used to your subtle (and even sometimes not so subtle plugs), it’ll just be a part of the landscape for them. If they love your content, they’ll be more interested in your offers.
Jocelyn - I will Lynette clarify any specific comments she has made. She is away for the long weekend, but I’m sure she’ll be back with some thoughts. Personally, I think a part of “influence” is guiding people to the right products and it all goes hand-in-hand. Keep working at the money and you’ll make your husband proud.
Thanks Alice!
You are a great inspiration to me.
I have just recently started my blog, which I’ve set up to compliment my Party Plan Consultant website and monthly newsletters.
Yes, my main aim is to build a relationship with my customers, but the other major driving factor is to increase my sales. I see nothing wrong with this strategy! As I’ve just started out, I cannot comment on how succesful a strategy it is for me. However, I intend to mix good content with a few relevant links and side-bar ads.
Your blog is something to aspire to. It’s an easy read with the right friendly but business-like tone. Your sales links are great, and I admit to happily clicking on them!
Keep up the good work!
Annette
x
Of course, blogging should be used to promote your online business! If you have an online business it is a superlative way to promote yourself and gather interested visitors! The blog is where your visitors get to know more about you!
As for people not liking blogs that “sell” - you can’t please all the people all the time! If you try you’ll fail to please anyone.
I do pop culture art and have a pop culture blog, plus I love martinis and food and have blogs/sites for those passions as well. I post good information content as well as give away free recipe cards and information! If I have a work of art that fits in with a particular post I always post a small thumbnail with a link to that page on my website or that store page. No one is forced to follow the link!
I have a permanent link on the bottom of all my posts to their particular online store too!
I look at it this way - advertising pays the bills for media - you get to watch tv because the ads foot the bill for the show. If I didn’t make some money I wouldn’t have the time to post as much or as often!
Alice this was an interesting post and has given me some thought into my own blogging practices. I had to stop and think - ‘what do I do?’
I think the key statement is ‘we blog to build our business.’ And primarily to me that means building the relationship. But building the relationship is what builds my income. And what builds my income is the selling of my ‘products / opportunity.’
So if a post is simply a full court press advertisement, with no value to the reader, it is probably not the most effective. However, mentioning your services within a relevant post with high value seems to be quite appropriate to me.
I like reading a blog that is honest. If its just a sales pitch, then I won’t read it. But if its like the way you are describing with a relationship developing and talking about a product that you have to offer, I like it.
I want a sense of the person when I read a blog. Then I feel like I’m doing buisness with a friend. If I find a new product that I like at Walmart, I tell my friends. Why not do recommendations in writing? Its the same thing.
I do my best, but I need to step it up just a bit. I now have the blog where I want it with steady content and doing well each day building readership.
I find it amazing though, that we really can’t find that “middle ground”.
I read many that are obviously afraid to sell anything…then the flip-side of bloggers that think a blog is just another sales tool (PPP anyone?)
As for “subtle selling”, there’s a whole hand full (truck full?) of bloggers out there that need to brush up on their definitions LOL…nothing worse (or funnier) then an obvious attempt at subtle, that clearly isn’t.
I think why many bloggers hesitate or are averse to selling is because when we think of selling, we think that means you have hit people with hard, heavy handed pitches. But like Alice says, sometimes you need to be subtle about it but that takes skill and practice. Do it more and you’ll be great at it.
Which is why Isaid in the past to win friends and influence people as Jocelyn pointed out. Influencing people is really, subtly selling to your audience.
Perhaps, for those who experience a back-off from selling on their blogs, it may help to just make things available. It may not be necessary to actively sell.
Making things available can be considered a service. Not making things available that readers might be able to use can be considered a disservice.
Will
This will be something I have a hard time with if I decide to start running affiliate programs more hardcore or create a product of my own, as I’ve always been more comfortable writing the content I want to write and just sticking ads next to it. And it’s worked pretty well for me, but I’m curious about what else is out there in the internet entrepreneur world.
I’m glad I found your blog and will be checking back in the future. Thanks!
Great blog Alice, this is my first time here : )
Blogs aren’t for selling? That’s just crazy talk!
Blogs nowadays are part of the online marketing mix and are here to stay. I like blog sites because they are a little more relaxed and informal, which I think works best - ESPECIALLY ifyou are selling something. Sort of the soft-approach, I guess. Nothing wrong with adding links to products, affiliates, ecourses, teleseminars, ebooks, books, articles, etc. It’s not that you’re detracting from that ‘relationship’ (which I wholeheartedly agree, it is about the relationship), but even in newsletters, where list building is key, people plug products there too. As in teleseminars. So why can’t blogs be included in the selling too?
Soon I’ll have two products up for sale and you bet they’ll be on my blog! : )
I don’t have a website up or anything, just learning some ground rules before I take the plunge. But from what I understand, blogging is fundemental to increasing traffic to your site and establishing relationships with your audience. It goes with everything that if you don’t advertise/inform about your product(s) how are people to know?
I can only imagine, that once I get my site up and running, you can bet that I will be blogging about everything and anything. Because even when you blog about seemingly inconsequential things, it all leads to a greater selling potential. Sometimes just chit-chatting with your audience, through blogging, opens the window to YOU. And that is who your audience needs to know before making any decision about putting their trust in your product (versus someone else’s).
So, in essence, blogging IS THE WAY TO SELL online. It is not just necessary it is essential to a thriving business online.