Many small business owners want to blog about products and services, but hold themselves back from doing so. Why? Because they’re worried how it will look to their readers. They don’t want to look spammy and they’re often worried about how it’ll look to their readers.
As a result, they end up doing one of two things. #1: they go ahead and write a blog post that feels really uncomfortable for them and doesn’t get any interaction. #2: they end up avoiding it altogether!
This then leaves them believing two massive misconceptions about blogging for their business - it doesn’t work for them and they can’t sell from blog posts.
In an ideal world, they’d like to obviously talk about their products and services from within their blog posts. They’d also like to possibly even get the odd sale or two from their blogs. After all, isn’t a blog supposed to help your business?
Can you relate? I’m guessing you’ve felt like this - and I’m also taking a punt that you’d like to learn how to effectively blog about products and services for your business.
So why does this happen? Is there a ‘right’ way to blog about products and services - and if so, how can you get sales from them? That’s what we’re going to discover, in today’s blog post.
Blogging can work for most businesses if you know how to correctly do it. It’s about sharing value with your audience and giving them informative, helpful and problem-solving things to read.
And that’s what blogs about your products and services should be about too.
Yes, you can sell from blog posts - if you focus on the value they give your ideal audience. You also need to make sure you’re blogging about the subjects your audience are interested in. This is why you need to get organised with your blogging - it can’t be an ‘as and when’ scenario - you need to be consistently putting posts out there. (Here’s a recent blog I wrote on how to get organised with your blog writing, so you can write faster, without sacrificing quality).
As with all blog posts, you want to make them visually appealing. (Here’s a recent blog I wrote on 5 sure-fire ways to add visual appeal to your blog posts if you'd like more help on that). It also helps to have your own blogging guide to use, so you have a crib sheet for the essentials. (If you haven’t got your own yet - you can get mine, by entering your name and email address in the opt-in box below).
All blog posts need to have an end goal in mind - and writing about your products and services is no different. You’re sharing this information with your readers, but what do you want them to do, once they’ve read it? This is what is often known as your Call To Action (CTA).
What do you want your readers to buy or opt-in, now they’ve read your blog post? Do you want them to follow you on social media? How about staying on your site and reading more blog posts or checking out your about page? Once you know your desired end goal, you can then work backwards from there.
A big mistake business owners make, when it comes to blogging about products and services, is they bore their readers to death with facts and features. Newsflash - it doesn’t matter how great you think your product or service is, people don’t really care. Features are boring and your ideal audience isn’t interested in them.
They are, however, interested in what it can do for them.
Your ideal audience isn’t interested in how you trained for x amount of years or why you think you’re great at doing what you do. They’re not interested in how many hours are grouped together in your coaching package or how you use the best online training platform for your course - they’re interested in what it means for them.
What will they be able to do, as a result of having your service or buying your product? What do they gain from you grouping together that many coaching hours or using that particular training platform? How will their life be different, as a result? How does it benefit them? Why should they be interested in what you’re selling? That’s what you then need to write about.
Continuing from above, your product or service offers your ideal audience an experience. From the moment they land on your blog post or sales page, you have a chance to expand on that experience.
No one wants to feel like you’ve taken their money and run. The minute they arrive at your website, you want them to connect with you and feel a certain way. So, do you want them to feel listened to and nurtured? Are you aiming to make them feel safe and relaxed? Do you want them to feel special and valued? This is the experience you can bring them - and this is what you need to be getting across, in your blog posts.
Your products and services mean something to you, but you also want them to mean something to your buyers. That’s why the previous tips were focused on how to connect with your target audience.
However, if your products and services mean something to you, that’s something that is worth sharing. The story behind why you do what you do comes into play here. Focus on the story, as it’s what makes you different to anyone else offering similar products and/or services... It’s your ‘why’ behind the product or service - and we all love stories.
Yes, this means you need to get personal and vulnerable; to stop hiding behind what you do and put yourself out there. Don’t be afraid to be seen as the face of your business, products and the services you offer.
Stories sell. This is why newspapers and magazines are in business - we love to read a good story. Not only can you use your own story and that of your products and services, but it’s also important to share the stories of other people's experiences of your products and services too.
This social proof helps raise the trust levels in what you have to offer. It also gives your ideal audience examples of how you can help them and enables them to put themselves in the shoes of people who’ve used your products and/or services and gained something as a result.
In short, they can see themselves in other people’s stories.
So use testimonials, client examples, reviews and screenshots. Get video testimonials from previous buyers and share positive reactions and quotes within your promotional blog posts.
It may surprise you to know, there are several different ways you can blog about your products and services. What a lot of business owners do is wait until they have a promotion running - then decide to write one blog about that particular product promotion. This is such a waste of an opportunity!
The reason many business owners default to this way of blogging about their services and products is they (wrongly) believe their sales page is all they need.
Don’t get me wrong - you should absolutely have a sales page for each of your products and services. However, it shouldn’t be the only place you mention what you have on offer. You also need to be writing blogs that refer back to those sales pages too.
The right way to blog about your products and services then becomes easier - your goal is to drive traffic to those sales pages. So, how do you do that? You vary the way you blog about those products and services and you keep it informative and interesting.
There are so many different styles of blog you can write! There’s the press release, background story, personal story/reason why, the client success story, case study, client testimonial and end result, satisfied client stories, feature posts, top questions asked, biggest problems solved, reviews and comparisons - to name a few.
It is absolutely OK to blog about products and services, but it’s something that needs to be done in the right way if you want to gain new clients and sales. Blogging can work for most businesses and help you gain sales as a result if you know how to do it correctly.
And that’s about ensuring you’re sharing value with your audience and giving them informative, helpful and problem-solving things to read. With the tips above, you’ll be able to write confidently about your products and services, without worrying about boring your audience or coming over as too salesy or spammy.
The key to writing blogs about your products and services is to not leave it until you have to mention them. There are several different blog post types you can write that are mentioned above - I’d totally recommend you sprinkle these into your current blogging content calendar, to ensure you’re regularly linking back to your products and services sales pages. That way, you’re in the habit of talking about them and are keeping them at the forefront of your ideal audience's mind.
As with any type of blog post you write though, the overall layout of your individual blog posts is an important aspect too. That’s why I’m sharing my own blog post guide with you - simply head over to the 'Products' tab at the top of this page!