Corporate Blog Objections
Two of the biggest objections I get from clients about having a corporate blog are:
1. Clients don’t know what to write about
2. They don’t have time to write
Baloney. For a thriving professional services firm, these are bogus objections, and they don’t address the REAL issues.
I’m usually appalled when a professional services firm tells me that they don’t have anything to write about. Are they kidding? How can they even admit to that with a straight face?
If you’re in the professional services business, you have plenty to write about. Your expertise is your bread and butter. The problem is, there are too many professional service businesses that are afraid of sharing their knowledge in writing: they prefer to have a stale, brochure-type website. Why? Like Mark Twain said, “It is better to keep your mouth shut and let people think you are a fool than to open your mouth and remove all doubt.” In the case of blogging, many less-than-confident professional services will be afraid of writing anything regularly, for fear of showing themselves to be incompetent.
But if your professional services firm doesn’t publish fresh ideas regularly, how will you know how sharp they are? How do they respond to changes in the marketplace? They’re in the idea business: where are their latest thoughts? That’s why it’s essential for those in the professional services industries to have a blog: you can let your customers know where you stand and how you think — with a sense of immediacy and responsiveness.
As for the objection: “but we’re so busy, we don’t have time to write!” — I generally find that the busier I am, the more I have to blog about! Clients provide me with fresh ideas on a daily basis. I know what’s on their minds, and what some of their biggest concerns are. And I know how I’m addressing them on a daily basis. I can keep their business problems confidential, but write about how to solve common business problems.
The busier your firm is, the more you have to blog about. The truth is: you’re never too busy to blog — but if a firm is stagnant and slow: they don’t know what to write about because they don’t have anything going on — either on the books or in their noggins!
A regular business blog is a sign of a firm that is chock full of energy, ideas, and enthusiasm. A standard six-page corporate site is a sign of being stagnant, slow, and afraid of innovations.
Which firm would you rather work with?
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[…] These are awfully poor excuses, and I’m sorry. I even wrote a while back that “too busy to blog” is one of the worst excuses for not blogging, ever. […]