I 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.
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 Brogan, Pamela Slim, Marcus Sheridan, Ramit Sethi and too many others to list, have established loyal and trusting audiences starting with their blogs.
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!