Articles on their own, may not be enough to generate business for you.
The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.
I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.
Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.
Thus drawing the customer closer to you.
Think of this as if you were laying a trail of breadcrumbs for them to follow.
The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.
This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.
This, critically, will then allow you to offer this information to your reader, in exchange for his email address.
Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.
For help with writing articles that generate business, please contact me via: david @m3publishing.co.uk
David Lomas
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