Archive for Attracting Clients

Great Blog Content:
2 Reasons for Writing Stories


Are you writing stories with feeling on your business blog? If your blog post doesn’t resonate emotionally, you can’t do a good job of building relationships, inspiring trust, and moving people into taking action.

As I mentioned in my last post, great blog content appeals to people who are both thinkers and feelers.  To do this, blog writers need to get real with readers – they need to step away from their anonymous masks and get emotional. If you don’t, readers won’t respond to you.  Read More→

Is Your Content Writing Appealing
to Thinkers AND Feelers?


Is your blog content writing appealing to both thinkers AND feelers?  If you aren’t appealing to these two types of communication (and decision) styles, you’re missing half of your readership potential.

When I’m blogging, I like to cite studies whenever I write about a concept, to prove my point. In The Collected Works of C. G. Jung, Volume 6: Psychological Types, noted psychologist Carl Jung identified four primary functions of consciousness:

  • Two perceiving functions: Sensation and Intuition
  • Two judging functions: Thinking and Feeling

Based on this, Isabel Briggs Myers, and her mother, Katharine Briggs, developed a personality inventory (Myers-Briggs Personality Inventory).  Many professionals use this tool to help match their communication styles to other preferences.

My communication and decision style leans toward facts and data – (hold the subjective, touch-feely, please.)

If you have been reading this blog for any length of time, you know that I “preach” the importance of keeping your readers’ needs in mind.  So when I write, I picture my reader.  Of course, being human, I tend to project myself on to my reader: You will want the facts, not just the personal factors.  However, I know that all my readers are not like me. Read More→

How a Product Funnel
Makes Blogging Profitable

Product-FunnelBuilding a product funnel on your blog is key to making all your hard work profitable.

As I explained in my previous post, a great product funnel provides your readers with an opportunity to get to know you, like you and trust you. You make compelling offers to your readers that they can receive from free to fee:

  • Some information for free, immediate download, no strings
  • Some information for an email address, which will prove you can be trusted to deliver good stuff and not abuse their email
  • Some valuable information worth paying for, even if it’s only a few dollars
  • Excellent products and services that deliver much more than expected, worth the price.

Read More→

Build a Product Funnel on Your Blog:
Make Your Content Marketing Profitable

FunnelAre you building a product funnel on your blog?

In my recent blog posts, I’ve been talking about ways to earn money blogging using two different methods:

  1. Sell products directly through your blog (or website)
  2. Sell products or services because of your blog, or indirectly

These are two key elements of a product funnel – a key internet marketing strategy that will help ensure that you are not leaving money on the table or missing opportunities to solidify the relationships your hard-earned content marketing efforts are creating. Read More→

How to Make Money Blogging

Do you know how to make money blogging? Let me ask you this: Are you earning money because of your blog?  If so, your blog is a means of indirect sales.

As I talked about in my last post, there are two different methods you can earn money blogging:

  1. Directly
  2. Indirectly

How to Make Money Indirectly from a Business Blog

Read More→

Blogging Strategies for
End-of-Year Business Blogs

How are you doing on your business blogging strategies for 2015?  Have you been hitting the targets and benchmarks you set for yourself?

I don’t believe in making New Year’s resolutions, but after 15+ years working with executive coaches and consultants, I know that having clearly defined goals and expectations for a business blog or website is critical to help you get found, get known, and get clients. Setting strategies and goals will improve how you show up on the Web.

If you haven’t set any goals, or you’re just starting out, here’s how you can still get in the game and get some traction in 2015. Read More→

Business Blogging: 4 Tips
PLUS 1 Great Video on Creativity

Business-bloggingBusiness blogging can be frustrating for professionals. Does this happen to you? You sit down to (finally!) write on your business blog, you’ve done a bunch of research, you’ve created lists, outlines and even saved a few great blog post drafts, but you haven’t actually published any of your content… There always seems to be one more thing to check before you pull the ‘publish’ trigger.

I talk to professionals all the time who are ‘blog publishing shy’. Perhaps the most crucial stage of business blogging is implementation: PUBLISH THE POST! In this series of blog posts, I’ve been sharing my tips on the four stages of writing a great blog post. It follows the same steps of any creative process:

Preparation => Incubation => Illumination => Implementation

Business blogging is creative but it also follows steps. If you want to write quality content that reflects the quality of your services as a professional then follow these four steps all the way through to implementation.  Creative blog posts are written by a process. Read More→

Social Proof and LinkedIn:
‘Tis Better to Give, than Receive…

ExcellentAs I’ve shared in previous posts,  the value of social proof — referrals, recommendations, and client testimonials — cannot be underestimated.

Similar to how frequent, quality content enhances your website pages, social proof enhances your professional credibility.  When readers learn from the comments from other people about your business, they become your most persuasive sales people. Comments from others are such strong persuasion triggers, you shouldn’t limit them to just a page, but have them scattered throughout your web pages, blog, and social media profiles, such as LinkedIn.

With over 350 million members, and over 1 million members publishing blog posts on LinkedIn, you’re likely to encounter a few colleagues you know.  So make sure you take the time to recommend and endorse them.  Your recommendation or endorsement on LinkedIn is social proof for a other people; it signals that the person is qualified and recognized as a valued colleague. Read More→

How to Make Social Proof Work for You


When writing on the web about your services or products, I can’t emphasize enough the importance of testimonials and client reviews. Social proof is such a strong persuasion trigger you shouldn’t limit these comments to just a page, but have them scattered throughout your web and blog pages.

Know what works best for your content marketing strategies, especially when creating a website or blog, introducing yourself, a new product, or special promotion.

In my previous post, Social Proof: Why It’s So Important, I reported on research that showed travel destinations with client recommendations and photos of the reviewer were selected 20 percent more than destinations with no review.

But not all recommendations (and ratings) will yield the same results. According to Dr. Susan Weinschenk, in her book Neuro Web Design: What Makes Them Click: Read More→

Social Proof: Why It’s So Important

Customer FeedbackWhy is social proof so important when writing on the web?

This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers.

Recommendations, testimonials and client stories are a powerful persuasion tactic. It’s one of the key persuasion triggers that get people to take action. It’s called social proof.

Do you remember the landmark book Influence, by Robert Cialdini?  He wrote about six weapons of influence, and it turns out, social proof is one of the most powerful mechanisms for triggering buying decisions.

We are heavily influenced by social persuasion, we can’t help it. Our brains respond to our strong need to belong and fit in, and it all happens in our unconscious minds.

Read More→