Piaras Kelly PR – Public Relations in Ireland

Quick thought about how a lot of companies are approaching the Internet and the blog phenomenon. A lot of companies are eager to “embrace” bloggers in order to promote their products or services. By embrace though, I mean sell.

Do I really want to hear about your product or service via email though. I probably read about it in the paper, have received a piece of direct mail or seen an ad. What really makes you think that receiving an email about it will make that much of a difference? More importantly, why would you think that it would warrant me talking about it on this site?

Let’s take a really dull example. Pensions. Not that exciting, but everyone needs one. Why email someone about pension, when the word alone could send them to sleep?

That’s why talking is more important than selling. In terms of a strategy to target bloggers I think the best thing any company can do is to start their own blog, rather than targeting individual bloggers. If you can explain why pensions are so important, then you’ll sell your product to the masses.

People are looking for answers, but they don’t expect to have them fall in their lap. In fact, with so much choice out there, the purchase decision has become a lot more complicated and consumers take more time before signing on the dotted line.

A blog offers a platform to companies to take the time to explain their product or service and match it to individual consumers needs. Look at any company these days, they’ll offer a variety of products or services to fit the needs of a variety of segments. It doesn’t matter if it’s a confectionary, car or pension company.

So instead of going out there selling, companies should take more time to talk. Don’t force your product or service on consumers, simply explain why it fulfills their needs. I bet you’ll find that bloggers like me will be a lot more receptive then.

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