If you are blogging for business, would you rather
- A. Have more comments?
- B. Have more leads?
What Brought This Up
Copyblogger’s post yesterday (4 Simple Ways to Get More High Paying Clients with Your Blog) was contributed by Traci Feit Love, and in it, she writes,
Instead of letting them stumble around, become your prospects’ guide. At the end of every post, tell your reader exactly what to do next. Make it a simple, low-risk task that requires next to no thought. For example:
Click here and enter your e-mail to learn more about how [your great service] can help you with [their pressing problem].
Then follow up with some useful information about your services and an invitation to talk by phone for a few minutes. Keep it simple.
Most of you are going to think that kind of tactic is a turn-off. And it is for some readers. But it’s not a turn-off to people who are looking for the solution.
Readers don’t want to be sold to. Readers don’t want to hear about what you can do for them if it’s going to cost anything. Readers want to read your blog because it is free.
But the term she used in her post title was not “readers,” it was “clients,” and there is a difference.
A client pays you to do something. When you’re using a blog to attract clients, it’s to the extent that you sufficiently convince them that you know what you’re doing well enough for them to take 15 minutes out of their day to give you a call.
A Bright Light
Despite the fact that I know this method (including such a direct call to action) isn’t particularly blog-friendly, I have been around long enough to know that she is 100% right that this is perfect for getting more leads (in fact, I wrote on this very subject), so I went ahead and did it on my brand new site Webbed Ink. And wouldn’t you know – no comments, but I did get a lead. I also gained a handful of new followers (the post is on Twitter marketing).
Writing for More Clients vs. Writing for More Comments
So where is the balance? Is it possible to get leads and comments if your readers are not bloggers and/or social media mavens? What if you’re a chiropractor or a dentist or a general contractor? Should you waste any opportunity, sacrificing potential leads for the sake of a few kudos from adoring fans? Or, should you do as Traci suggests and add a direct call to action with every post (a real call to action; not a call to comments)?
You know my thoughts and suggestions on this. Now I’m curious to know what you as bloggers (as most of you are) think. Your thoughts are welcome.