John Hesch

From Radiant Marketing Group:

I want to make one point abundantly clear: Blogs are not so much about marketing as they are about conversation. Keep in mind the Cluetrain Mantra: Markets are conversations.

This is a clear take-home message for me. By nature I have a very matter-of-fact conversation style and it’s clearly displayed in my writing. When I’m giving a presentation or teaching a class I’m more personable and open because I’m acting. My wife is the opposite. She is warm, friendly and open by nature but when she’s presenting or teaching she stiffens up.

Here’s how I visualize the perfect small business blog. You have this friend who is a customer (or client as the case may be). You’re getting to know this person on a personal level, and you decide one day to invite them to lunch. You find out you like this person, and a friendship ensues.

Pretty soon you’re talking to them on a regular basis. You’re telling them things about your business they might never know otherwise. Sometimes it’s just chit-chat. At other times its bearing your soul.

The end result is, not only do you have a loyal customer, you now have a friend who will be there for you in bad times as well as good. Someone who will look out for your best interests. Why? Because they know you. A relationship has been forged.

This makes perfect sense to me. Sales is more about trust than anything else. Back when I was in professional sales I was extremely effective because I portrayed an easy going, friendly personality that prospects would be drawn to. That is me but it is apart of me that has to be consciously turned on because as I said, by nature I’m matter-of-fact. I need to change that about me. It’s a weakness because it can get in the way of being successful.