When we write a blog post, we want to connect with our readers on a personal level. We want them to see us as an authority, as someone they can trust. We want to be involved in a conversation. Blogging, more than just about any other activity online, is geared toward interaction.
This interaction stands in contrast to traditional ideas about sales and marketing. When we think about marketing, we think about long sales pages that tell the reader all of the wonderful things about a product. We don’t think about a conversation; we think about a declaration.
Still, if you’re going to make money online, there are times you need to call your readers to action. You want to motivate them to buy a product or click on a link or download something. But, how do you do that in a conversation? How do you do that without going from dialogue to monologue?
One of the most important skills to learn when writing blog content is to be able to call your reader to action. The way you do this is with a logical progression of thought.
For example, let’s say you want to promote the WordPress theme. You might start out with a blog post talking about how you chose your blog theme (whether or not it’s Thesis). At the end of that post, give your readers a simple, open-ended question: “How did you choose your WordPress theme?”
From there, you can create a post on why premium WordPress themes are better than free WordPress themes. Again, ask your readers to engage the topic at the end of the post. Ask if they have and free theme horror stories.
The next time you post, you might move from there into looking at some of the WordPress themes available. Compare them fairly, and ask readers what their experiences have been.
You would finish off the week with a post about a theme. Do a thorough review of the theme. Write in such as way as to answer the three essential marketing questions: “Why do I need a theme?” “Why do I need this theme?” and “Why right now?” Instead of ending with a question, though, end with a suggestion. Ask your readers to buy the theme, and then to come back and let you know what they think of it. It’s still about interaction – you want them to tell you about their experiences – yet you’ve also written a call to action.