Your Blog is the Ultimate “Know, Like and Trust Generation Machine”

blogs generation know, like, trustI had the opportunity to meet Bob Burg this week and to hear him speak. Now, he’s a true master of sales, referrals and influence. One of the points he drives home in his books as well as in his lectures is the importance of allowing people Know, Like and Trust you (somehow the phrase “getting people to Know, Like…etc.” sounds a little odd).

“All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
~ Bob Burg

Bob is not only a renowned speaker and author, but he’s also a major proponent of blogging as a way to establish authority.

Well, listening to Bob talk about influence and authority really clarified my thinking around a subject I’ve been thinking about for quite a while. In fact, I’ve just “soft launched” a course on the topic of blogging for business, and I’ve been looking for the right way to position the importance of a blog for raising one’s authority in the eyes of potential customers and other industry stakeholders.

Based on my personal experiences and the experiences of those who have come before me, I realized this fact:

Your Blog is the Ultimate “Know, Like and Trust Generation Machine”

Know, Like and Trust is such an important combination of elements and very few media can match the power of a blog to generate so much “KLT” in a short time – especially if done right. Here’s why it’s the ultimate KLT generation machine:

1) Know: Blogs enable you to Grow Awareness and Understanding of your company’s point of view

Know, in terms of Growing Awareness:

Your blog is the ideal way to grow awareness of your company. The creation of original blog content and the sharing of it via social media, your newsletter and via an RSS feed is a significant way to grow awareness and to keep your brand “top of mind”. Also, generating good content will allow you to rank in Google and the other search engines over time, leading to more discovery.

With Bob Burg, in Burlingame

Know, in terms of Understanding of Your Viewpoint:

In addition, your blog is the ideal vehicle for allowing people to understand you point of view. On your blog, you can combine articles, video, pictures and audio and organize it in a way that highlights the most important content. You can have archives that go back years, while in social media, it’s “here today, gone tomorrow”.

2) Like: Blogs allow people to feel “closer” to you and your company

As mentioned above, people can find and truly get to know you via your blog. Assuming you have value to add, personality in your posts, and regular content, it’s a great medium for generating a feeling of closeness from the reader to you.

3) Trust: Blogs increase trust in your abilities and grow your authority

If your blog is not always trying to sell, to grab that opt-in, or to twist someone’s arm. If it allows them to Know you and to Like you, over time, they’ll start to trust you. Not only do people gain a comfort level with you by reading your “thoughts”, but it generates business leads, speaking inquiries, guest-blogging opportunities and much more.

Bloggers like Brian Clark, John Morrow, Denise Wakeman, Chris BroganPamela Slim, Marcus Sheridan, Ramit Sethi and too many others to list, have established loyal and trusting audiences starting with their blogs.
Build a Blog That Matters

It’s not just for marketers

It’s not only in the marketing industry that this works. In fact, I’ve personally or worked with or met contractors, wine businesses, pet services companies, lawyers, IT companies, photographers, coaches and many others who have had huge success via their blogs.

Tell us your example!

If you have an example of your blog generating more ”Knowing, Liking and Trusting”, leave it in the comments below. I’d love to hear about your experience!

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Comments

  1. People shop their insurance so frequently that TRUST and LIKE and KNOWLEDGE those are our only weapons against the Direct Writers like GEICO and such.

    Our blog is by far our most powerful tool to build the rapport we need to be connected with today’s Connected Consumers…

    Great thoughts here Tom…

    Ryan H.
    Ryan Hanley recently posted..What if Social Media was Easy?My Profile

  2. Tom, great post, and huge gratitude for your very kind mention. Terrific meeting you at the event in Burlingame and, again, thank you for very kind words. Much appreciated!!

  3. This is an incredible article. Thanks so much for sharing! As a social media manager I understand the importance of a blog. This is such an articulate explanation of why they are important. I am going to use this language and share this with my clients.

  4. Tom,
    I was also there with you at the Bob Burg event and your post completely resonates with me about the value of a consistently written blog. Bob is all about ‘value’ as he expressed that day. We give without consideration of what we might get in return. Yes, we know our blog will lead to things, but there’s no guarantee of that. Thus, we give with no expectation. Just providing value post after post.

    Here’s an example of a post on my blog about Public Speaking. http://www.buildandbalance.com/2012/10/3-surefire-ways-to-open-your-speech/ Posts like this one have helped readers to know, like and trust me. Thanks for penning this post!
    Michael Neuendorff recently posted..Are You Following Up?My Profile

  5. Great article. Definitely worth my RT! I try to live what you preach with my blog, as well. My theory – If I provide interesting and valuable insights to my readers without self promotion, they will think of me when they have a need for my services – and the approach really works!

  6. Your post is right on target. Provide useful information to your clients and prospect and you build trust. The key is just that– useful information. Too many folks fail at content marketing because they are selling all the time!
    Steve Klinghoffer recently posted..Are Your Marketing Messages Tricks? Or Treats?My Profile

  7. Yes indeed, Bob Burg is a master at Authenticity, Sales, Referrals and more…
    Glad you had the honor and pleasure of hearing him speak.
    He is truly one valuable Speaker…

  8. I like the way you have presented the idea. Great share.