I had a very interesting conversation with a printer yesterday.
Him: It’s crazy that some of my clients go through a print broker and pay a mark-up. They could have gotten the exact same results and paid less for it. I don’t know why they do that.
Me: I went through a print broker at my first job, because I didn’t know how to hire a printer. I knew quality was very important, but I didn’t know how to make sure I got it.
Him: I guess that’s one reason. But if you go through a print broker twice, you could get a different printer the second time. All kinds of differences could show up. Your work wouldn’t be consistent.
Me: That’s a really good point and it’s a great example of the kind of thing I didn’t know when I was hiring a print broker. Ya know, that would make a solid blog post or piece of content marketing. Really show the benefits of working directly with the printer.
Him: That’s true. That would be great. Unfortunately, our website isn’t so great and we don’t have a blog. I don’t like that, but…
Then he shrugged to indicate it was out of his control. And it probably is.
Examining the Barriers to Blogging
The reason most people don’t blog isn’t that they don’t have the time or money. Yes, it costs time and money. But when it’s done right, blogging helps people find you and pick you.
That’s kind of what I do for people. On my home page, I say, “I tell your story, to make it easier for people to pick you.”
What I don’t say is, “I write X blog posts a week.” Because it’s not about the posts, it’s about what they do for you.
What few people understand is the strategy behind the blog is more important than the number of posts.
As a writer, it’s my job to explain your highest value to people. Blog posts help people find you and pick you. It’s that simple (and that complicated).
A Real Life Missed Blogging Opportunity
Take this example. The printer wanted people to come directly to him instead of going through a broker. But guess who got found? The broker. I don’t know what company it was, but I bet they have a pretty good website.
And I bet this website makes a compelling case for going through a broker.
And brokers in any industry have a big advantage. Their service is rooted in information and expertise–something everyone wants.
All they have to do is show up online and share their knowledge. It will be clear there’s more where that came from if people just call or fill out a form.
Blogging uses each post to give the reader one more reason to work with you. They dangle some compelling reason to pick up the phone, fill out an inquiry form, or simply move to another page on the website.
Are you ready to help people decide they want to work with you? Call me at (314) 896-0001 or reach out at firstname.lastname@example.org to get started.