Time to read: 4 minutes. Need to write blog posts that create sales leads faster and easier? Use this proven, effective blog post writing template. This method consistently produces leads for me, my students and will for your business too. Start using this formula when writing blog posts. I guarantee you’ll start creating a stream of business leads.

First, I’ll lay out the system in short form. Then I’ll dive into each step. Here we go…

The Social Selling blog template

Here is the proven, simple blog post writing template that is making my blogging flexible, fun, fast and profitable.

1) Promise answers/solutions up-front: Then deliver
When writing titles and first paragraphs, write only about what customers need help with—in ways they will discover on Google. Match how you write with how they search. How did you find this blog post? Why did you click? Why did you invest in reading? I practice what I preach. So think in terms of questions your customers are asking, and answers you are able to start publishing. Remember the ’emotional end result’ or practical need your customers are craving. Promise it to them, give it to them FAST in your blog post. Don’t let them leave.

2) Create irresistible curiosity in you
Write to make readers believe they can have what they want fast-and-easy. Then, give them them the tools to do it. Can you show them how to make better decisions or teach them a new skill? Give them the action steps. BUT not too fast. Create hunger for “more of you” by writing in ways that make them wonder, “Wow, this post shows me what to do. I wonder… could the author give me even more?” Get buyers hungry for more of what you’ve got. To do this, give-away tips, tricks, shortcuts in ways that create more questions in readers’ minds about your subject.  I’ll discuss how to do this in detail below.

3) Make calls-to-action that ‘fit in’ contextually
Toward the end of the blog post create a call-to-action that lets customers take action on the craving (for more answers) your post just created. Give customers a clear way to act on their hunger (for more knowledge). By giving them self-confidence inside your post you will create hunger for more. Invite readers to download an Ultimate Guide to  ____  answering ALL questions … or a Buyers Guide or checklist to help them get something important done faster, better, smarter, cheaper.  Or a short video tutorial that teaches a skill or short-cut that is relate-able to their goal and what you sell. Want an example? Read the next paragraph.

This template is like “guide rails” for creating information my prospects need and making sure they produce leads for my business. Want to get started on implementing this technique in your business (free)? Check out this free tutorial where I’ll guide you step-by-step. Or just see details below.

Start here: #1 Promise answers/solutions right away

Until I discovered this “better way” of writing, I struggled. It felt horrible. I could not get Google’s attention nor convince people who were reading my posts to respond to me. Here’s where to start.

Coming up with blog content that creates leads (and ultimately sales) for your business is as easy as:

  1. listening to your target market’s pain, suffering, fear or aspirations … then
  2. answering; responding to what potential customers need or crave in your blog.

Using this practical system makes it EASY to connect what you sell to your blog posts. Start by asking yourself, “Which questions do our customers need answered before they’ll buy?” or “Is there a skill I could teach them that would make them feel (and act) like a smarter buyer?”

Remember: Don’t restrict the questions to those about your product—think like a buyer.

For example, are there myths prospects believe in that prevent them from understanding an important consideration point?

Do they fear getting ripped-off or talked into a situation that doesn’t serve them? Is there an experience they’re craving?

To get ideas, listen to potential customers as they express:

  • fears
  • hopes, aspirations
  • goals or objectives
  • problems or challenges

Listening is easy on the Web. You should conduct search engine keyword research but here are other GREAT places to find your buyers’ questions—FAST.

  • LinkedIn Groups
  • Webinars
  • Monitor www.search.twitter.com (for expressions of pain or un-met needs around what it is you’re selling… and complaints about your competitors)
  • Google keyword research

#2: Create irresistible curiosity in you

Has anyone ever stopped you, sat you down and told you about a dangerous risk you were unknowingly taking—that you didn’t need to be? When we suddenly realize a way to avoid danger (thanks to someone else) it makes us feel relieved. But then we start to worry again. We often wonder, “Gosh, what else do I NOT know … that this person DOES know!?”

We’re not confident in ourselves … but we want to be. NOW!

You see, once we discover how avoid something dangerous from someone else it creates hunger for more knowledge about avoiding more risks.

PLUS it builds trust in the person dispensing the advice!

So spill the beans on what you know. Show customers how to get some of the near-term results they crave. By showing them how to solve a small yet serious problem (that you can eventually connect to what you sell) you will make them confident. They will feel like “I CAN do it!” (whatever it is that’s important to them) AND they will become hungry for more.

Solve problems or give useful answers on your blog—on your terms and in exchange for knowing who your potential buyer is and a little bit about them.

Be clear, helpful, yet not 100% thorough.

In other words, lay out your knowledge, tips and actionable information in ways that encourage more questions. Be specific but not so complete that readers become fully satisfied. For example, find ways to share actionable information in ways that make readers crave more examples.

blog post writing template

#3: Make calls-to-action that ‘fit in’ contextually

Toward the end of your blogs make calls-to-action that clearly show customers a way to get more results/answers (just like you did in the blog post). Show them a clear way to relieve more pain, avoid more risks, achieve more success or get to where they’re going faster.

Give them the actionable information they’re now craving.

I call these bits of knowledge “nuggets of wisdom.” I’m talking about what you know (right now) that (when you share it) will help customers DO something … something that moves their needle. Something that creates success. Something that gets them even more confident in themselves.

Let’s face it: Knowing is not enough to get people BUYING!

You’ve got to create a “mini-result” for them. This way your nuggets can be eventually, logically connected to what you sell.

I’m talking about useful tools like:

  • Checklists. Help customers make smarter decisions FASTER about something important to them.
  • Ebooks. Help prospects compare features and benefits of products & services they are in need of (but in ways that do NOT push your product).
  • Educational video tutorials. Teach customers (step-by-step) a new skill, avoid an unseen risk or help them make faster comparisons to determine “best fit” in a pithy video or short series.

Start here: Keep it simple

What wisdom nugget should you produce? Where do you start?

Start with what is EASY for you to produce—right now. Start by asking yourself:

When what pressing problem do we solve? What pain do I remove?  What hidden risk do most customers NOT know about …  that I can reveal and look like a BIG hero? What pleasure can I help create? What freedom does our service permit? What important connection does our product allow? 

How do you start capturing and nurturing leads with these nuggets? That’s a subject covered in my monthly lead generation training course. The strategy varies based on the business, customers, competitive environment, etc. If you’d like to take first steps toward discovering the power of this blog post writing template, sign-up for my free tutorial. I’ll guide you step-by-step.

Full disclosure: The video series itself is an example of the effective lead-generation system I’m describing!

Your turn

Until I discovered this “better way” of writing, I struggled. It felt horrible. I could not get Google’s attention nor convince people who were reading my posts to respond to me.

Today, I use this simple, effective system to get blog posts discovered (in Google) and acted on by potential buyers. Now it’s your turn to have a blog that:

  1. Creates response by putting customers on the path to deciding if and when they want to buy from you.
  2. Proves you’re worth investing in by giving “results in advance” to people who apply your tips.
  3. Encourages purchase by creating confidence in buyers … so much they may start asking you for the sale.

The power of this blog post writing template is the response it creates for your blog. By putting potential buyers on the path to deciding if (and when) they want to buy you’re empowering them AND giving yourself a business lead.

So start saying, “I can solve that nagging problem” to prospects on your blog. Then solve them in exchange for the chance to court prospects using a “wisdom nugget” or series of them distributed with an email nurturing routine.

Because if you change your customers’ success rate they’ll become confident in themselves. Moving your customers’ needle before they invest in what you sell you creates trust in you.

Giving prospects a way to better understand their problems … and gain confidence over them … can help what you sell become the obvious next step. Your product transforms from something to consider buying into a logical next step in a journey prospects find themselves on.

In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

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  • Congratulations on one of the most sly sales pitches I have ever seen. You explained it as you showed it. The trick is to give good information, but not all of it. As you put it “Be specific but not so complete that readers become fully satisfied.”

    I am impressed.

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