How Can Bloggers Sell Services?
You might already have seen these videos from Michael Stelzner, maybe on another blog or you might have seen me tweet (about four times, heh) how good they are. If not, go take a look now.
Why am I pushing you to go look at videos on White Papers?
Very simple reason really. It’s because this approach to attracting business is exactly in line with what I have been telling people with Authority Blogging. You give away unique and useful information, you set out a compelling argument or approach, this builds trust and credibility. What I call flagship content could easily be a white paper.
The trick is, of course, to give away ideas and tactics, and sell the specific step by step and implementation. “If you would like advice on implementing everything you learned about here contact 800-…”. No hard sell, no cold-calls. You build your list and create sales leads purely through people being drawn to what you offer, not through pushing for deals.
This is a perfect approach for bloggers. We give valuable information away all the time.
Of course Mike is hoping that through his videos you will become intrigued enough to sign up to his list so you can receive them all. You really should. There is some great stuff there, especially if you have never written a white paper.
How do I know to trust Michael? You might remember back when I was writing over at Copyblogger, he was writing there too. He certainly impressed me with his depth of knowledge and most importantly his results.
White papers do bring in business. I know because they have worked for me when working for marketing agencies, and my free ebook has brought back leads from people I didn’t even know had seen it. I might call it a report, an ebook, a briefing or an article, but the ideas and approaches are always similar. Give info, get them hooked, reel them in.
Go watch the free videos, then if you already have a free ebook, take a look at the closing pages. Do you have a call to action there? If not, get one. If you don’t have a free ebook, consider writing one. You can achieve a lot with only 8 or so pages.
Of course if you are really stuck you could always hire me to create your flagship content for you 
(see what I did there?)
By Chris Garrett. Posted in Business
Thanks for the link, Chris.
I had not see the video from Michael…and just finished. You are right – this is a great testimonial to see in today’s economy.
“The trick is, of course, to give away ideas and tactics, and sell the specific step by step and implementation.”
In a future article could you please expand on examples and defining of the terms “ideas and tactics”… thank you…I enjoy your emails…very nice. I’ll view the video next.
Last weekend, my company Gorgeous Things took part in the 4 day Mind Body Spirit Festival in Sydney – it was our first big expo and I wanted to provide visitors to our stand with a real understanding of our values and some ‘useful stuff’ for them without giving away samples or promo crapola.
We decided to produce a printed mini magazine called ‘The Pink Guide’ to Being Green & Gorgeous, packed pull of natural anti-ageing advice for women and tips on ‘making time for yourself’ and ’sustainability’…girlie stuff in super girlie packaging. The guide essentially sets out how and why they’d use our products (in relation to the values of the company) without being ‘in your face’ about what exactly our products are.
Although this example isn’t web or blog based it’s the same kind of idea and it has had a hugely positive effect on our business and even after just one week there’s been noticeably more activity in the shopping area of our site.
Thanks Chris, yours is the one of the few blogs where I continually find inspiration!
I read your community and business post and I thought maybe all this touchy feely warm fuzzy web 2.0 marketing has started to go a bit to far.
I don’t write my blog to make money off google ads or mini malls or whatever. At first I was reluctant to blog about what I considered were my “professional secrets” but I quickly learned – probably after reading too many blogs like this one – “giving away” valuable knowledge wasn’t losing potential clients, in fact many prospective clients tended to lurk around my blog for a few months before getting in touch about professonal services, and when they did, they were very much more clued up about what it was they were paying for.
I’d refer back to what Darren would say about ads on your blog. Don’t spring it on your readers once you’ve started building! People who read my blog know I want their business. It may not exactly bring in the links but I’m never short of work.
One of the things you said to me, Chris (at the cool table at SobCon) was that you make money not FROM blogging – but BECAUSE of blogging. I loved that.
Since I started blogging, not only have my performances been reaching sell-outs – but the women’s retreats I facilitate are selling out, as are the e-Seminars I do. I honestly don’t SELL any of this stuff hard. I push my “pitches” to the edge of my comfort zone (occasionally I’ll blog ABOUT the e-seminar or one of the retreats. Or I’ll write a funny post about a show I’m doing in the coming weekend) – slowly, I’ve gotten email requests for speaking engagements, and people wanting more info on the e-Seminars. I think you can definitely sell things in your own style and from your center.
I learn A LOT from people who DO sell stuff in a big way – Alex Mandossian and Joe Vitale, etc. So I can’t wait to watch this video. When I read or watch informative marketing information, I let it stew inside of me and then allow it to teach me to “sell” in the way that works for me. It’s great to learn about it – rather than turn away from it as so many people do.
I think Diane has an interesting point of view about the value of the what and the how on doing things.
Assuming that, you can always can give away the what and capitalize on the how, but maybe you can go further and give away the how.
If you are competent enough, you will always have people willing to work with you and the knowledge you share will be enough evidence you are the right guy/girl to have around.
@Cindy – It might not work for everyone but I think it is good for people to get out of the mindset that calling and advertising are the only options, giving valuable info could be the solution.
@Joe – Certainly will, but it is also one of the foundations of the authority blogger course I am putting together
@LA – Thanks for your kind words and that is exactly the mindset I think more companies need, less “broadcast louder” and more “what do our customers actually WANT to know more about?”
@Matt – I think we can either see customers as a hunt or confrontation or we can be on their side. I know which I prefer when I am on the customer side of the equation so why would I choose otherwise when I have something to sell?
@Christine – You know it was you made the cool table cool right? Just checking
As most people know, I couldn’t “Sell” if my life depended on it, I am just not wired right. All I can do is be as helpful, approachable and open as I can, then make sure what I offer is easy to find. You are an example to all of us, all the online marketing role models seem to be in the “make money online space”, you are making this stuff work for you in a completely unique niche and do a great job of it 
(Buy Christine’s CD’s, they are BRILLIANT)
@Guilherme – Indeed, a lot of this stuff is wrapped up in fear of giving away trade secrets, but really, how many actual secrets are there? If people learn all they need they will still remember you and know someone to refer to when a friend has difficulty.
I just found out about Michael Stelzner the other day (didn’t know he had written for Copyblogger) and immediately saw how these tactics for white papers often apply to blogging as well. I don’t provide step-by-step tutorials on my blog for the services I sell (too long and too many variables). Instead, I describe the benefits of doing something. I immediately subscribed to Michael’s blog and am looking forward to reading (well… watching, really) some of his older posts.
One problem with blogs is also an advantage when you’re selling services: blogs are a pain to really learn anything from or to digest large amounts of content. Their newest-content-first nature makes this difficult. Categories, tags, and search don’t really give you the right information in a dense, dedicated, linear fashion. Because of this, you can give away almost any content you want. It’s nowhere near the same thing as having a real person address your issues. It’s not even close to what you get in a non-blog learning environment. No matter how much you give away, people will still need your services.
Yup, and there is an aspect with what you and I do Michael in particular, that is anything with “coaching”, the motivation and encouragement side. A book won’t give you the encouragement to help get unstuck or get moving, but getting to know a coach through writing helps you select the right person help you through sticky parts.
Thanks the approach is the same as Product Launch Formula, or in Australia Peter Sun (whose absolutely manic for giving a free sample, whatever you do, however much it costs) and with more substance Edward de Bono and John Lyons’ Marketing Without Money. That is, provide something of outstanding value so that people tell their friends about it (more the case for the blogosphere) and/or media pick up on it (more the case for the off line world).
I love this approach – providing value as a way of marketing. It gets rid of the dodginess (well mostly) of so much of the hype based approach. I think (and surely hope) that it is the future of blogging.
The way I hope to make money is both from my blog and a related ‘product’ (a membership course and forum) – coming later this year, stay tuned! sign up to my RSS feed now! I don’t see why this approach can’t work for these sorts of things as well as a way of generating leads for services.
Thanks for pointing me to this great resource. Much appreciated.
How do you balance what you give away for free and what you sell? I have a free guide on my website and to get it, they sign up on my mailing list. I, personally, think the guide is good for being free and have had several people who I’ve had read it say the same. They say it gave enough enough but also made you want more. However, I have yet to convert to a sale of my eBook, which is expected since I’ve only been doing this a month. However, I just had someone sign up for my free guide and then unsubscribed immediately and put the comment “ended up costing”. I am not sure how much more I can put in the free guide without giving away my eBook.
Also, is it ok to email her and ask for more information and discuss it? Or, is that taboo?
@Evan – People are using this approach for all sorts of markets. I think customers are now resistant to many forms of selling. Just look what happens in a mall when a rep walks towards someone holding brochures?
@Nicole – I often say the more you give the more you grow, but also make the free stuff one-size-fits-all and make the sold stuff specific, actionable, step by step. Sell blueprints, give ideas and inspiration. By all means follow up by email, ask, because if you don’t ask you won’t know and if they are “funny” about it, nothing lost. I wouldn’t worry about random strangeness, just try to detect if it is random or part of a pattern of behavior.
@Chris Thank you for your quick feedback! So far, it’s not a pattern, but then I often think what one will say, at least 10 are thinking it. I’m also not sure what the time to convert should be. I get about 2-4 mailing list subscribers per day and given I’m new and only doing AdWords ($3 / day) for the time being, it’s not too bad.
I am in the process of doing some other things for traffic, so I’m not worried about that for the time being. I’m fine tuning things on my site, first. Like this type of thing, for example. I’d hate to get a lot of traffic only for them to be turned off. She’s the first to unsubscribe and others have stuck around to get at least 3 or 4 messages afterward, so hopefully not a trend. I e-mailed her like you suggested. We’ll see what she says. Thanks again!