Why You Need A blog
Let's be honest: nobody likes being sold to. We've all become experts at spotting a sales pitch from a mile away and tuning it out.
So, if the old way of "selling" is broken, what actually works?
The answer is simple: authority.
Authority is the trust a customer has in your expertise. It's their belief that you are a credible, knowledgeable, and reliable expert in your field. When a customer sees you as an authority, the sales process transforms. You're no longer a salesperson trying to convince them; you're the expert they are actively seeking out for a solution.
And the single most powerful tool for building that authority? Your website's blog.
What Does "Authority" Actually Mean for a Business?
In the digital world, authority isn't about being bossy or arrogant. It's about being the most helpful and trusted voice in the room. It means that when a potential customer has a problem, your business is the one they think of for the answer.
This has two huge benefits:
- It Builds Trust Before a Sale: When you freely share your knowledge, you are building a relationship based on trust, not a transaction. You're helping, not just selling.
- Google Rewards It: Search engines like Google are in the business of providing their users with the most authoritative answers. When your website consistently publishes high-quality, expert content on a particular topic, Google takes notice and rewards you with higher rankings.
Your Blog is Your Authority-Building Engine
A static website is great for explaining what you do, but a blog is where you prove you're an expert at it. Here’s how it works:
- It's a Library of Solutions: Every blog post should answer a real question your customers are asking. An electrician who writes a post on "How to Choose the Right Smart Home Hub" isn't just selling their services; they're demonstrating their expertise. This builds a library of helpful content that works for you 24/7.
- It Gives Your Business a Voice: As the old saying goes, "people buy from people." A blog allows you to share your unique perspective and personality. It gives your business a human voice, making you more relatable and trustworthy than a faceless competitor.
- It's an Asset You Own: Unlike your social media profiles, where algorithms can change overnight, your blog is an asset that you own and control completely. Every article you publish adds permanent value and authority to your own website.
Shift Your Mindset from "Selling" to "Helping"
The biggest mistake businesses make with blogging is writing about themselves. Your customers don't care as much about your latest company news as they do about their own problems.
The secret is to shift your focus. Use your blog to be relentlessly helpful. Share your knowledge freely. If you follow the 80/20 rule—where 80% of your content is helpful advice and only 20% is about your services—you'll build a loyal audience that trusts you.
When the time comes that they need the service you offer, who will they call? The company that's been spamming them with ads, or the trusted authority that's been helping them all along?
It's an easy choice.