Article Writing – How to Write Articles For a Sales and Marketing Blog

Writing articles for a sales and marketing blog requires a rather different writing style. Remember that you are always writing for your audience, so your content must cater to the needs of your readers. Here are some tips that will help you create higher quality sales articles.

1) Marketing principles.

For your content to be ever green (i.e. content that don’t get out-dated), try to write about marketing principles. When you market, what principles are you following? Share them with your readers. And whenever possible, back up your information with real life case studies.

2) Case studies

Theory alone is never enough. to generate value for your readers, always try to give practical tips. Provide proof that whatever theory you are writing about really works. Do you know what you are trying to establish here? You are trying to establish credibility.

For your readers to trust you and to revisit your blog to read more about what you have to write, you have to convince them that you know what you are saying and doing. So walk the talk whenever possible.

3) Other experts.

You don’t always have to talk about your own experiences. You can talk about what other marketing experts are doing, or have done. Use them as examples, but provide your own insight. You can always talk about brilliant marketing stuff that others have done. You quickly realize that there are lessons to be learnt everywhere!

Post to your blog at least once a week so that your readers don’t feel neglected.

What CEOs Want From Sales and Marketing

What most CEOs want from their sales and marketing people is for them to be producing healthy increases in sales and profits. In contrast, what many sales and marketing people believe that their CEOs want is for them to constantly be working harder and faster and smarter. When times are good, CEOs may overlook this divergence of views. But when times get tough (as they are in a great many companies right now), CEOs notice and they get upset.

CEOs Are Getting Upset

Just how upset CEOs are getting is evidenced by the fact that an average Fortune company Chief Marketing Officer is now in his or her job for only about two years. Top sales people move around even more frequently. And nobody wins. CEOs don’t win because they just keep on firing and rehiring sales and marketing people (as their business situation continues to deteriorate). And sales and marketing people don’t win because they just keep moving themselves and their families from one job to the next. And they fail, over and over again.

Connecting the Dots
Can Solve the Problem

This is a huge problem. But it can be solved (which is a very, very profitable thing for a CEO to do). To solve it what a CEO needs to do is to establish a cross-functional sales and marketing team. That team will need to include sales and marketing people (the people who make promises). But those ladies and gentlemen will comprise only about one-third of the team. The remaining two-thirds will be comprised of people who produce and deliver what the sales and marketing people promise.

As cross-functional sales and marketing teams connect the business process “dots” that Promise, Produce and Deliver what customers want (and will pay for) customers get more of what they want and they pay more for it. Customers bond with the company and they start referring their friends. And when that happens, what CEOs want from their sales and marketing people and what sales and marketing people believe that their CEOs want becomes one and the same. And, that is a very good thing.

Gentle But Firm Sales and Marketing

Sales and marketing is not about being nice all the time!

Gone are the days when righteous companies pronounced their message from on high and eager consumers flocked to purchase the latest breakthrough life-changing product. Those days – if they ever existed – where times of integrity in business where buyers got exactly what was advertised and sellers knew a person’s word was their bond.

Nowadays the business world is full of ambiguity and outright confusion, mistrust and outright fraud, suspicion and outright deceit. It is not all bad but the bottom line is that that both buyers and sellers are wary and get burnt every day by spending time and money on people who are simply not serious about doing good business.

Here are five rules to keep in mind when engaging customers.

1. Be Principled

Sales and marketing is not about the customer being first. Rather, like everything else in life, principle comes first which means integrity and good business. You should certainly put the customer before yourself but not before principle. Do not demean yourself do do business with anyone. Rather make sure you always maintain your dignity and that you do not feel belittled or that you need to compromise your values. Offer respect and insist on respect in return

2. Give And Take

Many – if not most – customers today do not always do what they say they will. Remember that sales and marketing is a two-way street. If you continue to offer your time and work and get nothing in return then you are wasting your time. Hold customers accountable to getting back to you when they say and doing what they say. When you begin the sales process expect a reciprocal step for every step you take. A “one strike”rule is sometimes appropriate with new customers. If they let you down twice then politely withdraw until they are serious

3. Time Is Money

Imagine if each hour of your time was a hundred dollar bill. Would you better qualify folks to spend your time on or hand out money to all and sundry? Your time as a sales and marketing professional is worth more than that so make sure your minutes count. If a customer does not demonstrate they are engaged through their actions then do not spend sales and marketing time on them. Plenty of people sound interested on the phone but don’t fall into the trap of “first conversation high” where you never hear back from them again. Serious customers act (which includes returning calls and e-mails!)

4. Call Them Out

“I am confused, didn’t you say…?” This may sound like a cheesy line from a 1960s sales book but is actually a powerful question that will help you close more deals, weed out customers who are not serious and make you a better overall sales and marketing professional. If they told you they have a problem and that they are ready to purchase if you can show them a solution then call them out on it. If they ask for a call back on Tuesday and then blow you off ask why. Get out of your comfort zone and get customers out of their comfort zone. Then gently guide the process forward

5. Be Nice but not Naive

The greatest customers to do business with are the greatest people and you should definitely spare no opportunity to be as nice as you can to everyone you meet and speak with. However, do not be naive and go all out for customers who are not serious. Remember to temper your niceness with realness. Otherwise people, despite their good intentions, will end up taking advantage of you and minimize you in their minds. Think about that really nice and well-meaning salesperson you talked to on the phone the other day who you don’t really connect with or take seriously for some reason. Don’t be them!