The pscyhology of why business blogs work

You may be wondering about how a business blog can engage your prospects, vendors and customers. The reasons are many.

Let’s start with the fact that people who want to do business or are doing business with you enjoy knowing about you–about your company and its attitudes and its goals. If you provide this kind of transparency in your corporate blog–or even in your personal executive blog–you’re inviting them to feel part of an “in group,” a psychologically powerful way of building loyalty.

Next you’re inviting them to genuinely feel a part of the group by participating via comments. Research cited in this story, “Online, Helping Strangers Is Huge” backs this idea up. We all want to feel that we have something to contribute. By inviting comments you validate your visitors’ sense of importance. Even if they never do comment, the fact that they have the option is pscyhologically valuable.

Another point is that you are promising people something. You’re promising to regularly create something for them that’s worth reading. And on that score, you should make sure that’s true each time–or don’t write anything at all. You’d be amazed how many people keep coming back to a blog that has provided value for them–even long after the author may have stopped making regular contributions.

In short, you are creating a personally fulfilling relationship with your readers that doesn’t require them to do anything but enjoy. They don’t have to speak up. They don’t have to be accountable for anything. They can just show up when it’s convenient and keep up with you and your company. Yes, it takes a real commitment from you. But the payback can be significant in terms of creating trust and loyalty.

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