Not every person who lands on your blog, or even contacts you directly, will be ready to take action. Change is a process and everyone navigates through the process in their own way and at their own pace.
Psychologists describe this process as the Cycle of Change. Based on this Cycle, only those who are in the Determination and Action places in the cycle are ready to buy what you are selling, be it products, programs, or one-on-one service.
You should focus your energy on enrolling only those people who are ready for change. But what about the other 90% of people who visit your website? What do you do with them? You could simply ignore them, as most businesses do. But if your purpose is to make a difference in the world, ignoring them seems out of alignment with what you are doing in the world. Besides, these folks will eventually be ready for change, wouldn’t it be nice if they came back to you when they were ready?
Here’s where having a blog helps to serve everyone who reads it – it helps those who are not ready for change by educating them about the costs and benefits of this change they are considering. And it helps those who do hire you by educating them prior to you working with them – this allows them to be better prepared for your work together so they get more out of it.
How do you know what to write about?
This is one of the biggest questions that the business people I work with struggle with, what to write about. Here are a few questions to ask yourself to help you brainstorm topics for your blog.
What are the problems that your clients frequently show up with?
Not just the main problem that you help them with, but what other, related problems, do they also have? In my business, people often come to me for website design, but they also need help with their email marketing, as the strategies are often related. What related problems so your clients show up with?
Where do people get stuck?
What challenges so they face that derail their progress? What fears come up for them? For my clients, the challenges are often technical, which is why there are a lot of how-to articles on my blog to help support them past these challenges. What how-to articles can you write to support your clients through their challenges?
Where do your clients plateau in their progress?
This concept is most apparent in weight loss, but all change can hit a plateau that is difficult to surmount. Where do your clients hit a wall in their forward progress? What does it look like to them? How do you help people to get past it?
What questions keep your clients up at night?
Get inside their heads as much as you can and see their problems from their perspective. How can you help them to shift their awareness of their problem so it seems less overwhelming?
What don’t they know that they don’t know?
No matter what industry you work in, there are things that you know about it, important things, that your client’s are completely unaware of, as if they don’t exist. This is because if we aren’t aware something exists, we can’t know that we don’t know about it. For my clients, it’s things like the CAN-SPAM Act that governs email marketing or the necessity of keeping WordPress updated that they don’t know they don’t know. What are the things outside of your client’s awareness?
When you fill your blog with articles that help people move forward through the Cycle of Change, you will support your readers to make lasting change in their lives, even when you can’t work with them directly. Your blog, then, helps you to make a bigger difference in the world without having to work harder!
If you are struggling with your blog or your blogging efforts, check out the Blogging for Business Course. It will help you master the basics of blogging and set you up for success growing your business by blogging.
I’d like to support you to grow your blog, and your business, online, so please share your comments and struggles below: