There are people out there that have been readers for a long time – they’re like old friends by now, and I’m always glad to see them. One of those old friends is Rebecca Laffar-Smith, who tossed me a guest post that I think carries a pretty cool message worth thinking about. Enjoy!
We’ve all heard the hype that every business must have a blog. And many online copywriters are thrilled to land a new blogging gig – so thrilled they rarely pause to wonder if writing for their client’s blog is really the best investment of that person’s marketing budget.
Have you ever considered how your time could more effectively benefit your client by not writing for their blog?
Why Would Your Client Pay You to Write Free Information?
Your clients have heard what you have – that every business should have a blog. They’ve heard that blogs generate free advertising. Blogs are effective tools for viral communication. Blogs are loved by search engines for fresh content. Blogs keep customers coming back again and again. Blogs build brand and trust. Much of this is true.
But a blog is free information. And free information is readily available these days.
What’s more, your clients are rarely in the information industry. They’re not in the business of giving free information to their customers. Free information doesn’t make money. Free information doesn’t pay the lease on their brick-and-mortar store. Free information doesn’t feed their employees or put dimes and dollars into their 401k plans. Free information doesn’t pay for health insurance or holidays.
There are other, more effective, time-efficient, cost-reduced ways of achieving everything a blog can provide. And, for most businesses, it does NOT make sense to have a blog.
Good News for Content Writers
Don’t worry. You don’t have to give up on blogging. In fact, you can make even more money as a content writer if you choose NOT to write blog content. Tell your clients:
- You can offer them greater value for money by not writing for their blog.
- They can save money and increase their return on investment by eliminating their blog.
- They can increase their exposure by having you write for OTHER people’s blogs.
By offering guest post services to your clients, they’ll enjoy benefits such as:
- Their name on the lips of their competition
- Content that will be syndicated across MANY blogs
- More page views direct to their sales copy, higher conversions and targeted visitors
There’s more you can offer your clients instead of blogging services. You can write an information product they can sell or give away free that leads to residual income and exponentially increasing their site visitors. You can bring them traffic by leaving well-written comments on the blogs of their competitors. You can spruce up the conversion rate of their existing site content and sales copy.
Your clients can have all this with no ongoing commitment to pay or perform, no continued maintenance, no time or money-sinking additional self-promotion techniques, no risk to their business brand, and for the same (or less) money than they currently pay to maintain their blog.
Sometimes, the most effective way to be the best freelance writer for your client is to tell that person why you shouldn’t be hired for a specific job. If you know that your client would be better served in other ways, say so. Offering honest insights that save your clients time and money makes you memorable – and both you and your client make more money doing less work.
Have you ever suggested alternative ways you can benefit your client’s bottom line? Have you considered if your own blog is cost effective? What other ways can we increase the return on investment our clients make by NOT blogging?
With over ten years experience writing web copy, Rebecca Laffar-Smith now focuses on maximizing the effective online presence of small business with web technology and design solutions. Rebecca hosts a community of writers with the Writer’s Round-About Collaborative Blogging Project and encourages writers to do less for more by creating efficient routines and eliminating unnecessary procedures.