Cath doesn’t need a blog.
With decades in sales, when she stands up in front of a group, she has off-the-chart conversion rates. People commit hundreds, sometimes thousands, of pounds, right there on the spot. She’s gifted and her business is thriving because she’s selling in the way that comes most naturally to her.
Me? When I was offering one-to-one coaching, I had an excellent track record for taking people from a free phone consultation to becoming a paying client. I can certainly speak and inspire groups.
But actually speaking to sell my product or service?
Watch this video to see what happened when I tried. (It’s under 3 minutes.)
Yes, you can certainly learn how to sell from a stage. It’s a powerful strategy and one that, thanks to Cath, I’m starting to feel comfortable with. (That video was recorded back in May and I’ve come a long way since then.)
But if your stomach sinks at the idea of talking with a room full of strangers, I imagine it’s refreshing to hear you don’t have to market that way. That you can be exactly as you are, in your realm of greatest comfort, and still build a very successful business.
Marketing on your terms
If you decide to make blogging your central marketing method, you’re marketing on your own terms. You’re behind your computer, or your video camera, owning your space. Your blog is your territory, your online home.
You get to take your time. You get to sit there at your desk and think things through and craft your message the way you want it to come across, rather than being dazzled by the lights and the sea of faces, who wait expectantly for you to convince them you’re worth listening to.
You don’t risk getting tongue-tied in the moment, forgetting everything you wanted to say, and regretting what comes out of your mouth.
You don’t look out at dozens of strangers, terrified they’re going to throw a tricky question at you or stand up and walk out.
You don’t have to ask anyone’s permission to sell, or hold back because you can’t find the segue from inspiring people to selling them something.
You don’t have to worry about setting up a merchant bank account or getting a virtual payment terminal because your community are already online – they just have to click to buy.
With blogging, you get to market in a way that feels safe and calm and enjoyable.
And if you’re anything like me, that’s a huge relief.
Embracing the alternative
When you see there’s an alternative to being out there in the spotlight, I wonder if your shoulders drop. If you find you’re breathing easier. If it feels like a weight has been lifted and marketing your business doesn’t feel like quite such an uphill battle, like you don’t have to contort yourself to become someone you’re not.
But you’re still left with a big question mark: How do you actually do it?
Because blogging is an art. There’s a lot to learn. You’ve got to write content that’s interesting enough, because your readers can still metaphorically stand up and walk out, by clicking away from your blog, or unsubscribing from your email list.
You’ve still got to figure out how to segue seamlessly from inspiration to selling.
And you’ve still got to learn how to handle tricky questions and mean comments (although this is indeed far easier from behind your computer screen!)
Yes, there’s a lot to learn – but you can learn it, and when you do, you have a marketing approach you can use for the lifetime of your business, that compensates for the other areas where you feel less confident.
So, if you’re ready to learn, the Blog for Clients course could be what you’re looking for.
Six weeks to discover the what, when, how and why of powerful business blogging. Expert guidance, peer support, accountability and encouragement. Enjoy becoming a blog master and marketing on your own terms.
Over to you
Where do you feel most comfortable – on stage, in a networking group, or behind your computer? How do you compensate for your shyness, or is it currently preventing you from getting more clients? Leave a comment below, let us know.
P.S. PASS IT ON
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© Corrina Gordon-Barnes 2013