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Basically, advertising in the traditional sense has lost its effectiveness. The reason is because so many of us have been disappointed with the results we were promised in the advertising message.
Over time we began to realize most of the claims made by advertisers couldn't be supported by the product or service. And because of these over the top claims, we have become skeptical of most advertising.
In other Words... We believe they are all a bunch of Fibber McGees
Because of this Most of us now actually tune out advertising. We have learned to look past most every ad we come across. We have become expert at ignoring the avalanche of advertising messages we see on a daily basis.
This has caused advertisers to try harder. They believe the solution is to advertise more and make bolder claims. The result is more noise, higher frequency of ads and people doing goofier and goofier things trying to grab attention.
And how does a blog play into all of this?
Plenty; a blog accomplishes the one thing advertising fails to do... namely build a relationship with people. Mainly because people are looking to connect or build a bond with their favorite companies.
And a blog does this perfectly. You get to show people the human side of your company. Through your writing, readers are getting to know you as a person. They get to see your personality, and what type of person you are.
You get to build a relationship with readers. They are learning to like and trust you. A blog is in effect building a bond between you and your customers.
As this bond builds you also get the opportunity to demonstrate your level of skill and knowledge of a particular field or subject. By giving away this information you are building your authority. Establishing yourself as an expert.
Zig Ziglar said that if you help enough people get what they want, they will give you what you want. He understood social marketing long before it was given a name. And by helping people with any problems they might have... you will have earned to right to do business with them.
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