This content marketing tip is about the importance of being approachable to your readers.
Many bloggers place too much distance between their readers and themselves. This is a really bad move, as unless your readers feel completely comfortable contacting you, they won’t; making it impossible for you to convert them from readers into clients or customers.
Here are a few common examples, of how some bloggers create distance between their readers and themselves:
- Replying to readers in comments, without using the reader’s name. One of the quickest ways to build rapport with anyone, is to show them recognition. The next time you are in a store and someone with their name on a badge serves you, use their name as you speak with them and watch what happens! I do this all the time and have found it results in better service and a more human customer experience. I use the commenter’s name in every reply I give (so long as they have left their name.)
- Arrogance. Although most common from bloggers with large readerships, many bloggers write their posts as if they are in some way better, than their readers. This is not only factually incorrect, it’s a great way to make yourself look distant and out of touch. My marketing blog may be one of the most read in it’s niche, but I have readers who are smarter, wealthier and (maybe) even better looking than me! A little humility goes a long way and makes you a lot more approachable.
- Preaching rather than communicating. Many bloggers state their opinions and attack those who disagree with them; rather than use a disagreeing comment as a way to open up the conversation and add to it. People do not respond well to being attacked. It also makes you a lot less approachable.
Your relationship with your readers is what content marketing is all about. A cornerstone of that relationship, is to ensure that you do everything you can, to make it as easy as possible for them to connect with you. It’s no good just developing trust and showcasing how smart you are, if there’s so much distance between you and them, that they feel too uncomfortable contacting you.
Ultimately, business is all about people. Nothing happens until you make a connection with another person. This means it’s extremely important for you to make connecting with you (calling, emailing, messaging) as comfortable as possible.
Photo: Jesslee Cuizon
I couldn’t agree any better. I’ve done that myself and the results are great. When people used to buy CDs, I would go to my favorite store (out of business now) and talk to to the salespeople using their names. In my favorite restaurant on week days, I know the manager’s name and we small talk everytime we meet. The good service he provides doesn’t necessarily have to do with us talking to each other, but I’m sure that it increases the level of his employess while serving me.
When I reply to a blog post I do use the person’s name and thank for the comment. Brazilians don’t usually leave comments in blogs like people in the US do. So, I do value the ones who take the time.
That´s it, pal. Thanks for the tips and have a nice weekend.
Fabio.
Thanks for the feedback, Fabio,
It’s interesting how different people and different cultures use blogs and comments.
Hi Jim,
Great post with a very important tip that most people tend to forget!
I couldn’t agree more to what is written in the post- to be more human and approachable to your readers, commenters, and for that matter anyone you connect with.
I agree with the point of arrogance, as I have seen writers who have now either got a large readership, or made a big name, but are not approachable nor helpful. They shouldn’t forget their earlier days when they first started out, and learn to be more giving, more approachable, and helpful to the people.
You need to make that connection with people if you want to remain connected!
Thanks for sharing!
Hi Harleena,
Like you say at the end of your comment, you have to make that connection. It’s not enough to broadcast, even if you are producing useful content, unless people feel comfortable about getting in touch with you.
They used to say “the money is in the list.”
The enlightened business owner now knows that “the money is in the relationships you have, with the people you connect with.”
couldn’t agree any better. I’ve done that myself and the results are great. When people used to buy CDs, I would go to my favorite store (out of business now) and talk to to the salespeople using their names. In my favorite restaurant on week days, I know the manager’s name and we small talk everytime we meet. The good service he provides doesn’t necessarily have to do with us talking to each other, but I’m sure that it increases the level of his employess while serving me.
[...] a blogger, if you fail to accept that there is more than one truth, your posts will read less like approachable, informed opinion and more like diktats. Equally, it is almost impossible to grow your blog into the business asset [...]