Bloggers are always recommending the value of blogs to everyone who will listen. They even preach the gospel of blogging to those who resist conversion. Blog evangelism is expected from the true believers, but overcoming resistence to the idea demands more than blogging fervour. Patience and understanding, of the other person's needs and desires, are essential for spreading the faith.
Like all belief systems, blogs are not right for everyone. I realize that statement borders on the heretical for the true apostles of the faith. On the other hand, it's a realistic assessment of the needs of others. While adding a business blog may be the answer for many companies, both large and small, it's not the salvation for everyone. Instead of crying in the wilderness, a more focussed mission is more practical. and is much more likely to increase the blogging fold.
The first step to sharing the good word is to discover the goals of the potential convert. The goals will vary from person to person, and from company to company. One approach will not work with everyone. Business blogs have many uses, but not all of them are applicable to every situation. Your first discussion should be to discover what the blog should achieve for the company. Ask open ended questions and listen carefully to the responses. Building relationships might be important to one business, while improved public relations may interest another, while establishing expertise might be the goal of a third.
Once the goals of the business person have been articulated, you can then show how a blog can help to achieve those desired goals. You can show how a blog can help do the job that is required, both cheaply and effectively. Along with the preferred results, the new blogger will gain other unexpected benefits. They appear like gifts from out of the blue, and will be wonderful surprises. For example, the person seeking to enhance relationships with current and potential customers, will enjoy the much higher blog bolstered search engine rankings.
Be sure to answer all of the many concerns with blogs and their practices. Many myths will be expressed, ranging from being only personal diaries, to blogs being simply a passing fad. Answer the questions openly and honestly, with patience and understanding. The same questions and concerns are very likely to appear over and over. Be careful not to have only stock answers. Discuss the blog concept in the context of the person with whom you are talking. If you were really listening to them as they spoke, your responses should reflect their individual situations.
A condescending attitude and tone of voice will do more to destroy your credibility than anything, outside of outright lying. Not everyone is an expert in blogging. None of us were in the beginning either. Respect the other person's ideas and opinions, and you can establish a great rapport. After all, building relationships through trust is a hallmark of blogging. Creating trust should be practiced in person as well.
A blog is almost unique oxymoron of mass individualism. The blog is a useful communication tool for many different situations. At the same time, blogging is as individual as the writer creating the posts. A failure to understand the person as unique can perpetuate blogging myths even longer. Instead of understanding, an attitude of superiority can be presented. Don't let that happen to you. Listen and learn. You will be a better blogger for it.
A blog evangelist must go to the people with an open mind and a willingness to learn as well as teach. By listening, you can add more blog converts to the fold, and overcome any resistance with ease. After your discussions, some new business bloggers will be born.
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