When you use your blog to spread your sales messages, you may struggle to find readers. You might not win the clients you’re looking for. And your blog may remain a lonely voice whispering quietly into the wind with no one paying attention.

Most people aren’t interested in your sales messages. Most people aren’t even interested in your business. They want to know what’s in it for them.

To gain business with your blog, stop thinking like a salesman and start acting like your reader’s mentor …

  • Know your audience. Understand their desires, their secret wishes, and their dreams. Learn about what they’re struggling with, so you can help.
  • Define your blog’s purpose. Decide who you want to help to achieve what. On my blog, for instance, I teach small business owners to create persuasive content so they can win business.
  • Don’t chase clicks with hyperbolic headlines. Write for your clients and prospects, not for faceless clicks. In the words of Tom Martin, “Chase customers, not clicks.”
  • Don’t be afraid to alienate some. Develop a stronger bond with the people who are right for your business.
  • Study the masters. Learn what makes content boring or riveting by analyzing other blog posts.
  • Write when you feel enthusiastic. Because your energy is contagious.
  • A salesman wonders how to get his next sale. A mentor cares about his students. He wants to help them get ahead and live a more fulfilled life.

Your reader will immediately notice whether you’re an eager salesman or a mentor-style blogger.

Take the mentor’s role on your blog and you’ll win more business.