How to Write Magnetic Blog Posts That Attract Your Best Prospects

The foundation of marketing is based on the unchanging principles of human nature: people always want to make the best buying decision possible.

At every level, our message to potential buyers is simple: give them enough quality information to determine that they are receiving the most value for the price they pay.

1. Write for Every Stage of Your Sales Funnel

No matter your business type, your sales cycle has a top, middle, and bottom. Think of your blog as a guide through your sales process, and you need each piece of the funnel to close.

• Top of funnel - Entertaining, engaging, eye-catching content
• Middle - Informative content for when buyers are comparing yours to competitors.
• Bottom - This is closer content where prospects need the final facts

2. Reuse Your Content & Seek Feedback

ork with your sales department to get a pulse on exactly what prospects are asking for and what concerns may need to be addressed. This will equip your salespeople with content they can use in the follow-up process to educate prospects.

There’s no better way to get faster feedback than having your salespeople give the article straight to prospects and get their feedback on it.

3. Update Your Content

As you continue to learn what your prospects need throughout the sales process, you’ll find that older blog posts may need to be updated with new information you learn. This will help new life into them, and Google loves updated content and will rank it much more favorably.

Here are a few ways to update your posts:

• Update great topics that were written poorly
• Add new information you may have learned
• Update SEO elements such as subheadings, meta descriptions, and both internal and external links
• Update the formatting by shortening paragraphs and including clear subheadings.

4. Use Laser Specific Examples

Your prospects should feel like your content is speaking directly to them. Including relevant examples throughout your content is a great way to do this.

The more they can relate, the more they’ll feel like you understand their situation, and the more you’ll build trust.

Here’s an example from our
own blog to illustrate:

5. Avoid Over Selling in Your Posts

Rarely will one article push your prospect over the edge and get them to purchase. It's not about finding magic words; it's about building trust and value through conversations with your prospects that encourage them to sign on the dotted line.

I believe in having a call to action in your content, but it should guide your prospect to take the next logical step, which usually isn’t to buy right away.

Again, think about your top, middle and bottom funnels and what comes next in your process. You may have a useful lead magnet that moves prospects into an automated email sequence that further educates them.

Going straight for sale often comes across as desperate, and when your prospect sniffs desperation, they’ll turn and run the other way.

6. Step Up Your Writing Game

This tip will benefit your entire business.

If you are in a service or e-commerce business, writing is the foundation of your work—from emails to proposals to LinkedIn; it all starts with writing.

The better you learn to communicate, the easier it will be to attract your best prospects.

No one will read your post if they can’t get past the headline or the introduction. For that reason, you should spend as much time on those two pieces as you would the rest of the post.

7. Stick to Your Strategy

You can follow every point above, but getting this wrong will derail your entire blog and repel your best customers. Here's the point:

Create a strategy, document, share, and stick to it.

Too often, I see businesses that don't get traction starting out, so they veer from their original strategy and start writing about things they are either personally interested in or see someone else getting traction on — and they think they can do it too.

Think of every blog post as a door into your site. Your prospects should understand what you're selling no matter what door they open coming from Google.

 Before you write your next post, ask yourself these 3 simple questions:

• Have my target prospects asked me this more than once before?
• How would I confidently say this to a prospect in person?
• Is my message clear enough for anyone to understand it?

At its best, communication is a conversation between friends. Keep it clear, and you’ll be amazed at what you can accomplish.

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