BLOGGING!

You should be blogging!

Bad companies don’t blog because they don’t have a good story to tell.

If you’re in it for the short term, you won’t be blogging.

If you’re just trying to make money, you won’t be blogging.

If you don’t care about your customers, you won’t be blogging.

But, if you care about your customers. If you want to help people. If you have a good story to tell. If you’re the leader in some part of your industry, you definitely would be blogging!

How people buy in 2025

Think about how people used to buy and how they do today. It’s changed, a complete 180. We look up company after company; we’ll compare product after product. We’ll do more research than necessary, all because it’s too easy to Google what we want to buy and compare it to as many as we can find in the market. But Jeph! No one “Googles” anymore; they just ask ChatGPT what they’re looking for!!!! (insert eye-roll)

How do you think ChatGPT comes up with an answer? Do you think optimizing your website and creating content for Google ignores what Chat is looking for? Or are they both looking for something similar? A trusted resource on a topic. You become trusted over time by publishing over and over again about your topic of influence.

Get better at telling your story

The bigger reason you need to be blogging is we all need practice in telling our story. We all need practice in making a compelling case as to why people should care about our product or service.

Foundational “Why Blog?” Questions:

• What questions do your customers ask you over and over again?
  • What problems do you solve every day that others might be searching for?
  • What do you wish people understood better about your work?
  • If someone Googled “[Your Industry] + [Your City] + honest review” — would they find you?

From the Marcus Sheridan Playbook:(aka things he’d fist-pump about)

• What are the top 5 questions your customers ask before they buy?
• What are the fears, worries, or doubts they have before saying yes?
• What’s something in your industry that most companies avoid talking about? (You should blog about that.)
• How much does it cost? Why is it priced that way?
• What are the pros and cons of working with someone like you?
• What mistakes should people avoid when hiring [your industry]?
• What alternatives exist to your product/service, and how do they compare?

Meta Questions to Help People Realize They Need to Blog:

• If you’re not answering your customers’ questions online, who is?
• What happens when a competitor writes the content your potential clients are looking for… and you don’t?
• How many sales are lost each year because you’re not the trusted voice in your industry?
• What content can your sales team send that helps close deals faster?
• Do your customers trust you more or less after reading your website?

Personal Reflection Questions to Include in the Post:

• What’s stopping you from starting your blog?
• Are you afraid of not being “good enough” at writing, or afraid of what people will think?
• If you wrote one blog post a week for a year… what would your site look like a year from now?
• How would your business change if every blog post brought in just one new lead?