Alistair Vermaak

how to write a blog post

5 Blog Post Types That Matter – They’ll get you more leads and sales than any other

Do you often wonder how to get more leads and sales in your business?  Do you want to know how to get people to make enquiries and buy from you?

There is a very simple thing you can do to make this happen!

What is it?  What is that magical potion? What’s the big secret? 

It’s simple – answer questions.

Yes!  It’s so simple!  Yet, so many people think they need to write about everything else, other than the things people are asking.

How does this make any sense?

The intent behind searches

When people are researching on the web for a product or service they’re looking for a few important details:

  • Benefits
  • Results
  • Reviews
  • Comparisons
  • Cost

Think about your own searches online.  Don’t you do exactly the same?  So why try re-invent the wheel, when you can create posts that are based upon your own experiences too?

These are the basis (or intent) behind many searches.  People also want to see how a product or service works so that they can decide if they are willing to spend the time and effort to learn how to use it. 

How can you provide all the answers?

One simple thing – Blogging. 

To answer all of your customer’s concerns, collect all the questions people are asking and write blog posts/articles clarifying everything there is to say about each question.

That means – 1 x question = 1 x blog post.  However, you should group your Blog posts by topic.

For instance, if you do plumbing and tiling, you may have different categories for different areas of the home and can structure your topics, by “category” –

For example:

Kitchen (category)

Below is the type of title you can use for each blog post, then write in as much detail to answer the question.

  • What’s the cost of a new sink?
  • What kind of Caulking to use round the sink?
  • Which tiles are best to use around my sink”
  • Which is better, double or single sink?

Bathroom (category)

Just like above, below are possible questions that could be asked. 

Your task is to create a blog post with each question as the title and write as much information in the post in order to completely answer the question.

  • Which are the best non-slip tiles for the bathroom floor?
  • How do I prevent mold?
  • Which it the best mixer faucet?
  • Is it OK to have the extractor fan on while I shower?

Ok, so I need to write Blog posts you say.  But will I only be answering questions the whole time and nothing else.  How can I provide more value to my customers?

5 Best Blog Post Types to Write

In order to provide as much value to your customers as possible, you can answer all their questions and also include the following types of Blog posts:

  1. Cost
  2. Problems
  3. Comparisons
  4. Best in Class Lists
  5. Reviews

Ok, these sound plausible, but how and what do we write about in each Post type?

Let’s have a look at each post type

1.Cost

If you’ve recently been given the task of finding a product or service, not only for work, but for your home too, then the first factor you often look for is the cost, right?

You might need:

  • A plumber
  • Horticulturist
  • IT Consultant
  • New Printers
  • Bricklayers

How many times have you landed on a site and they don’t give a price.  All you get is a form that says, “Get A Quote!”

Even worse, sometimes there’s absolutely no indication at all and your only option is to reach out to them via a contact form.

The thing is, we need to know the cost, so that we can get a good indication if we have the budget to get the service done in the first place.

If the company website we’re looking at doesn’t want to show the costs, does it deliver a trust signal? 

No it doesn’t!  Not only that, the searcher gets frustrated because they now have to leave and continue searching.

If you were the first site they landed on and they saw answers to all of their questions and concerns, open and transparent pricing or at least a range of pricing depending on their options, do you think they would leave?

Sure, they may go look at competitors, but if there’s any delay in getting the answers they seek on the other site, who do you think they will go back to? 

You!  If you did the work!

But….  You might be thinking –

  • I’ll be scaring visitors away with the pricing
  • My pricing varies so there’s no “one price” I can show
  • Competitors will see my prices
  • I won’t get to explain anything to them first
  • I want to get them into my database first

Honestly speaking, you’ll scare more people away by hiding your costs, than being open and transparent.

Do you honestly think your competitors don’t know your prices?  Do you think they even care?

Customers will leave before you get anywhere near to talking to them if you don’t show the costs.

You won’t get any contact details at all if the visitor doesn’t get the answer they want. 

People want self service. 

99% of the time, people DON’T WANT TO TALK to other people, unless they have to or want to.

How do you show the cost?

If your prices range from product to product and if “it depends” on the options the customers choose, then be open and honest about it.

Show the range of pricing, starting with the lowest price, and explain how the pricing will vary with each addition/option they choose.

Remember, you’re educating your client about your pricing, so be sure to write Blog posts explaining in detail how cost is affected by the choices the customer makes.

2. Problems

The person searching online has a problem and wants to find a solution, but, most of the time they’re totally oblivious to the fact that you have the solution.

To make sure they know what you do and can help them with, you need to write two types of Blog Posts:

  • Their Problem and Your Solution
  • Your Problem and The Solution

Let’s delve further into each of them and get a better understanding of how you can give your customers the solutions they seek.

Their Problems – Your Solution

So we understand now, we are supplying a solution to a problem that someone has and they need to know about it.

People know what the problem is that they’re having and can often diagnose the reason for the problem, but don’t know how to solve it themselves, that’s why they’re looking for help.

That is where your blog posts help educate them about their problem and your solution.

For instance:

If you’re a tiling or painting contractor, you can answer questions like, “How can I prevent mold in my home?” 

Write articles about preventing moisture, keeping the thermostat at the right temperature, dealing with existing mold and the reason they may want to talk to you about:

  • Sealing the home and improving the damp proof membranes.
  • Replacing the cladding round pipes that cause condensation
  • Sealing cracks and holes to prevent moisture seepage
  • Keeping the ventilation ducts open and airflow unobstructed
  • Cleaning out existing mold and preventing a recurrence

You identified their problem: mold 

You have the solutions: cleaning and damp proofing

Your Problem – The Solution

The thing you need to bear in mind right from the start, is that you want quality leads for your business. 

The more specific and honest you are from the start, the better you will be able to weed out bad, from good leads.

By writing about a problem with certain solutions from your customer perspective, the better you will be able to ensure that only the right person will contact you for more information.

For example:

If you’re in the Solar Power Business, you most likely have photovoltaic (Solar) panels, inverters and Battery storage units and need to provide information about their use.

You may have a customer that is moving to a cloudy climate and is considering going off grid.  They are looking for power solutions and come across an article you wrote that answers their question –

“What’s the best Solar Power Solution for Cloudy Climates?”

You can write articles about the problem with certain types of photovoltaic systems for generating Solar Power for a home or business in different climates.

The larger and more solar efficient a solar panel is, the more power it will be able to generate.  But, location plays a crucial role in deciding which system to choose.

For instance, some solar panels are more efficient than others and you can write articles about these and which types of climates they are best suited to.

No matter which type, the more cloudy your area is, the less power you’re going to generate. That’s where the type of battery storage unit you have can be important.

Use Blog Posts to explain the efficiency and the various system layouts, all the bells and whistles that customers can add and how each can add to or reduce efficiency of each system.

No matter if your client can’t afford your system or they don’t have the right roof structure.  There will be those that can afford your system and have everything in place for your system.

If you have a preference for any type of system, it’s better to tell your customers this up front.

They WILL be comparing solutions, so you shouldn’t hide any bias you may have, as this will negatively influence your reputation.

Remember, you always need to be open and honest to win the trust of your customers.

3. Comparisons

We’ve just mentioned that customers will be doing product comparisons and looking at the difference between your products, what you say and how your competitors compare.

Remember, people won’t just go and buy from the first business they find, they will compare your business to others to see where they’re going to get the best “Bang” for their “Buck!”

How Can You Help Them?

Comparison posts!

Find your competitors in Google.  Get as much details about their products/services that are similar to yours.

Now, create a table and put them side by side, or at least list the features/benefits of each.

Let visitors know:

  • Which product/service is best for each situation
  • What are the pros and cons of each
  • Which has the better feature/benefit
  • Cost compare
  • List the details

Help people to see which product/service to choose, by letting them understand which one is better.

Take the time to be meticulous about the information you provide and be as helpful as possible.

If you have a preference for a specific solution, now is a good time to let them know.  Remember it’s “your opinion” and you need to let the customer know.

Honesty builds trust and trust builds relationships, which turn into sales and repeat business.

4. Best in Class Lists

Earlier I used the “Best Bang for My Buck” analogy.  Well, when we’re looking for things online, we often have a budget in mind and want to get the best we can for what we’ve got.

We’ll add the words “best”, “top”, “popular”, “bestselling” in our search terms to find the best things we can for our needs, often including our budget:

  • Best tents under $200
  • Best Camera for $100
  • Top Photo editing Software
  • Bestselling Yoga Mats
  • Popular Movies

It’s just human nature to search for things this way online.  We need something, we know we only have so much to spend, but want the best that our money can buy.

Where should you start? 

Write Blog Posts! 

There are a couple of topics you can and should write about, so let’s have a look at them:

Best Competitors

Remember, whether you want to admit it to yourself or not, site visitors are going to see your site and will not only look for competitors to compare your business to.

But, they may not even find your business at all if you don’t write posts like these.

Let’s say for example that you’re a cleaning service.  You provide cleaning services for Corporate Clients.

Potential customers might be looking for cleaning service for their business and will type a search query like:”best cleaning companies in Kansas”

You can create a Blog Post that lists your business as well as 5 -10 of your competitors in your vicinity.

You must be pulling back on your haunches right now and be thinking “why the hell would I want to list competitors on my site and give them free advertising?”

The truth of the matter is this – everyone else is thinking the same thing.

Does your customer care about your reservations?  No!

In fact, if you were to create a list of businesses that offer your services, the site visitor will have more respect for you.

It’s another part of our human nature called reciprocity. 

If you make it easy for the visitor to find what they want, don’t hide anything, are open honest and give them more than they need, it’s easier to earn their trust.

So create that list.  If they decide to go to a competitor, so be it, at least you have a chance of converting them when they land on your site and you get a boost of site traffic. 

Best in class

If you sell anything online or locally, you can always find something to write about.  In fact, you should be writing lists like these all day, every day.

The word “best” isn’t the only descriptive adjective available to write about products or services.

  1.  Other words you can also use:
  • Coolest
  • Warmest
  • Strongest
  • Cheapest
  • Most Durable
  • Bestselling
  • Highest rated
  • Most Popular
  • Easiest
  • Fastest

There are hundreds, if not thousands of variants you can use.  Grab a thesaurus and do some research to come up with terms that will fit your needs.

You can write best of lists for everything you sell!

You can go as broad and as narrow as you want to with your lists.

  • Best backpacks
  • Best backpacks under $100
  • Best backpacks for families
  • Best backpacks for hiking
  • Best backpacks for long trails

Best Practices

Do you have tips, tricks and hacks or how to articles you can relay to customers related to any product or service you sell?

People want results.  This is your opportunity to tell them how to get it.

Do your customers search for things like:

  • Best practices for hiking a long trail
  • Best practices for starting a fire 
  • Best practices for setting up camera gear
  • Best practices for staying safe
  • Best Practices for dealing with bears

Consider each of these as topics (categories).  Within each topic, you can introduce a lot of products your customer might not have known about.

Hiking? You’ll need a Backpack.

Camping? You’ll need a tent and sleeping bag.

Fishing? You’ll need a fishing rod, tackle, net, and a knife.

5. Reviews

When people are still doing their research into products or services, they won’t deal with a business until they’ve had a chance to read about the experiences others have had before them.

Did they enjoy the buying experience?  Did the product deliver the desired result?  Is it a quality product?  Was the delivery quick?

These are all things that customers want to know.

You do too!  So what makes a potential customer any different to you?  None really!

Put yourself and your search methodology to work in your business and treat your customer the same way you want to be treated.

Leave no stone unturned.  Create as much content as possible about each question your customers may have and deliver it neatly in your Blog Posts.

Remember – if other people are raving about their purchase experience with you, others will be more likely to buy.

If people are complaining about your business, you’ll be avoided like the plague.

People love other people’s opinions, good and bad.

If you write honest reviews of products you sell (or only promote), you’ll connect with people needing help to make buying decisions.

Conclusion

There you go.  You now have a good idea of what to write to generate more leads and make more sales for your business.

By answering all the questions your potential customers might have, and by creating the 5 useful types of Blog Content to help them make buying decisions, you’re virtually guaranteed to sell more.

Try these 5 types of Blog Posts and let me know how it goes.

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