Here’s another email from my Big Idea newsletter. Enjoy!

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I got to be careful with what I say here.

Because you might get the wrong idea that the following statement is totally wrong.

MYTH  – BE A FRIEND TO YOUR READERS

This statement is NOT wrong.

But like what I quoted before, “Balance is the Key to Life”. You got to be able to see the other side of the coin.

First, let’s see what’s true about being friends with your readers.

The whole part of this comes from the concept “Relationship Marketing”. It’s true that connecting with the people in your market is going to draw people to your blog.

The trust and perceived relationships your readers have with you is going to instrumental in converting them to customers.

However that’s where the problem lies – converting readers to customers. For many bloggers, their readers don’t buy anything from them.

It’s ok if you are just blogging as a hobby, but if you intend to money from your blog, it’s going to be really frustrating.

Why is it so hard sometimes to make sales even though you have built a group of regular readers?

Because more than just a friend, you need to be an EXPERT. And not just another expert, but THE expert.

You see, people buy information products because they perceive that it’s going to help them…

1. Solve their pain or problems, or

2. Gain pleasure by accomplishing something or meeting an irrational desire.

This means that you need to be THE expert in a certain topic. You need to be skilled in solving a problem for them.

The “relationships” in relationship marketing only helps in building TRUST with your readers in the context of the general mistrust people have of internet marketers.

But it does NOT help you one bit when your readers only see you as a FRIEND.

Let Me Give You an Example…

Your water pipe has burst. Who would you call to repair it?

a) Your Neighbor (FRIEND), or

b) Your Plumber (EXPERT)?

???

You would call the PLUMBER because he is the EXPERT.

You won’t call in your neighbor, even if you trust him as a friend.

Because your friend can’t solve this problem for you. The plumber can.

You may TRUST your friend to refer a plumber to you, but it’s not the same TRUST as the TRUST you have with a plumbing expert.

The trust in the plumber comes from delivering genuinely good service at a good price, that he won’t do a shoddy job or trick you into paying for new parts that are unnecessary.

The same applies to becoming a successful problogger.

People only buy from you when they trust you as the EXPERT, not as their mere friend.

They trust you that you know how to solve their problems or help them accomplish something.

You need to show that when it comes to certain problems, people can come to you for professional advice to solve them.

Therefore I’d advise you to think of it this way…

TRUTH – BE THE EXPERT

Right from the beginning, you must maintain the mindset that you are going to be THE go-to expert in your chosen blog topic.

You are not out just to make friends with follow bloggers in your niche, but to become their paid advisor or coach.

You need to think less of being a mere “blogging-friend”, but think more like a MARKETER.

In Relationship Marketing, this means – yes you need to think “relationships”, but think even more of “marketing”.

Here are some steps to get you started…

1. Find out the problems that people in your niche are facing

Join the conversation that’s going on. Visit other blogs and forums. Engage the people there.

2. Find out what’s not being solved properly

As you talk with them for a while, you will spot a few recurring problems that (to you) is not being solved in a satisfactory manner.

3. Step out and let your market know of your ability to solve them

Introduce your solutions to the market, show why your solutions are better, and spread your ideas through marketing.

4. Find out how to go from being an expert to becoming THE expert in your niche, so that people buy from you instead of your competition

There are probably already many experts on your topic. To stand out from the rest, you need to narrow down to a specific sub-niche or sub-market where you can dominate and become THE expert.

It’s easier to be the BIG fish in a small pond, then expand the pond to a bigger pond, rather than get lost at sea.

Meaning it’s easier to establish a position as the expert in a sub-niche, then expand your reach, rather than get drowned within a multitude of experts in the mass market.

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