If you are using your blog to support sales and marketing, you can't afford to throw spaghetti on the wall and hope that something will stick.

Here are 4 things to cover (not necessarily in one single post :)) for sales- and conversion-focused content:

1. Cultivate Personal and Emotional Connection
Unless you are Walmart of your industry, you want to be competing on more that price & features.
Our clients buy from us partly (or even mostly!) because of who we are; because they resonate with our personality and value; because they feel the connection with us as human beings. (That is, a less canned way of saying “the like know and trust factor.)
Don’t be shy about letting your personality shine through. Sharing some personal stories or experiences can help readers relate to you.
Don’t be afraid to be vulnerable – a genuinely vulnerable piece helps you make a personal and emotional connection with your readers, which is essential for engagement and conversion.
However, don’t “do vulnerable” because you think you have to. I am seeing a lot of fake vulnerability these days and don’t get me started on some programs that give people a “formula” to “do vulnerability”!
True vulnerability comes from a place of connection. You are a human being communicating with another human being – why don’t we just keep it simple sunshine?
Being personal and vulnerable does not mean turning your blog into a whine fest. You are writing for your business with conversion in mind. Your blog is not your personal journal.
When you share a piece of personal experience, relate it back to your message and the reason your readers come to you in the first place:
- What can the readers get out of me sharing this experience?
- What can they learn from it? How can I translate my personal experience into something that addresses a broader context?
- Why is this lesson relevant to the results and transformation I create for my clients?

2. Share Your Unique Point of View
It’s important to have a unique perspective on and approach to your area of expertise. Otherwise, you get lost in a sea of sameness, and stuck in the land of competing solely on price and features.
Your POV attracts the clients who are the best fit for you, and they are willing to pay a premium for your services because they connect with your vision and conviction on top of the results you (and everyone else claims to) deliver.
Your POV helps you build a personal brand that will give you more traction when building thought leadership (which also helps you command premium pricing.)
Bottom line is, assuming your products and services reflect your POV (and they should!), the “selling” part will be much easier if your potential clients/customers are already familiar with and buy into your perspective and approach to the subject.

3. Showcase Your Expertise + Relevance
Knowing a whole lot of stuff in your area of expertise is one thing, getting your readers to understand why they need to give a crap about what you know is another story.
When you showcase your expertise, the article has to accomplish two things: (1) Demonstrate that you know what you are doing, and that it works; (2) Show your readers why your knowledge is RELEVANT to helping them solve their problems.
Sure, people need to know that you get the facts straight…
But… what you deliver is more than just Google spitting out facts – I am pretty sure most of them have tried that route already.
The real reason people seek out and pay more to work with experts is that experts can help them turn facts and knowledge into RELEVANT actions that can change their lives, or deliverables that can lead to results.
You need to “show ‘em the money” by illustrating your relevance.

4. Set the Record Straight
It may seem to you clear as day how your clients can get from point A to point B with your help, but they may have misconceptions or limiting beliefs that are preventing them from seeing the path.
Unless they believe they can change their circumstances, they would not seek out help. They would just sit at the corner and sulk, and that is not good for your bottom line.
- How can you show them that a solution to their problem does exist?
- How is your stuff different from the other dozen things that they have tried? (e.g., “Why xyz didn’t work for you” type of posts)
- What do they need to know in order to fully understand the impact of your offerings and work with you?
You could be busting some myths so they understand why they have been “getting it all wrong” and a solution does exist, or educating them on some fundamentals so they can actually grasp the power and impact of your work.

Author's Bio: 

Ling is an Intuitive Brainiac. Through her unique blend of Business + Marketing coaching with a Mindset + Psychic Twist, she helps the multi-talented and multi-passionate maverick solo-entrepreneurs distill ALL their big ideas into ONE cohesive Message, nail the WORDS that sell and design a Plan to cut the busywork and do what matters, through her intuitive yet rigorous iterative process born out of her Harvard Design School training and 10 years of experience in the online marketing industry.

Ling helps her clients optimize the space between individuality + originality vs. “tried-and-true” marketing so they can express their WHY unapologetically and profitably without reinventing the wheel.

Find Ling and grab her free “How to Find YOUR Winning Formula” Training Series at http://business-soulwork.com/ywf-free/.