Building a five page web site for marketing these days is like taking a pen knife to a gun fight.
Businesses that do that might get some fancy graphics with whiz-bang Flash images, but they don’t tell visitors/prospects/customers very much.
OK to the copy writers can make some money carefully selecting the right words but all that does is make our value proposition just like everybody else’s.
Blogs on the other hand offer an opportunity to take those messages and make them real in stories.
Think about this. Lets assume you have a beautifully crafted marketing site, carefully designed and with copy written by professionals but it’s really just the same as any of your competitors.
I’m in the same business, but I have a blog. In that blog are 200 pages of stories about how my product/service has helped businesses solve real problems. In addition I have other pages which chronicle the development of my business. All of this written in different dimensions so the reader can choose which particular story suits her interests.
If we both get called to a sales meeting we’ll adopt a similar approach – ask some questions to find out the hot spots and then dig into our story box to find the particular ones which fit the bill.
We’ll both do what I’m already doing in my blog.
But what happens if neither of us gets called to a sales meeting. The prospect never gets to hear your carefully selected stories.
On the other hand she can browse my blog in total freedom, and comfort – choosing the stories herself. She can also share interesting pages with colleagues. They all feel they’ve been able to research my business, my proposition, my personality. They’ve also been able to save a lot of time.
Do you think we’ll both get called to a sales meeting?
If we do I’ll already be on third base whereas you’re still swinging the bat to loosen up.
But we both probably won’t be called to the sales meeting will we?
If we do I’ll be the contender, and you’ll be the fall guy.
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