The Psychological Difference between Blogs and Websites

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So yes, you've been persuaded to put up a blog. And yes, you did as you were told. But that blog isn't quite selling as many products or services as you expected.

Could it be that the psychological difference between blogs and websites is preventing customers from buying?

First there were newsletters
Back in the early days of the Internet, no one could figure out how to make money out of the whole Internet phenomenon. Sure it was all very nice to send e-mail to everyone, but hey, how did you make any muh-ney from those websites that took so much time to build?

And so they took an old idea of the offline newsletter and slam-dunked it online.

But those newsletters weren't making any money either
And the reason for that lack of revenue, was nothing was really being sold. No one (at least at the start) had the guts to sell through their newsletter. Which when you think about it, is a lot like the blogs of today.

Blogs don't sell.

And guess what? When you don't sell, customers don't buy.
You may think that customers will buy, but the psychology of purchase is very clearly and distinctly marked out in the customer's brain. This is like you reading the newspaper a carnival happening in say, Jamaica. Seeing the news of the carnival in Jamaica, doesn't swamp Jamaican hotels with bookings for the next carnival.

What works is the 'leading of the customer to the product/service.'

And most blogs don't do the leading
Most blogs simply sit back and create information. What's worse is that the information is often restricted to a few paragraphs. The information doesn't necessarily create any detailed analysis, nor does it create too much of expertise, because the core functionality of most blogs is just conversation. It's Web 2.0 blah, dee, blah. So I say something. You respond.

But blah, dee, blah doesn't necessarily lead to sales
Unlike blogs, websites and online newsletters have done the 'Charles Darwin' thing. They've evolved sufficiently, to sales tools. So when someone goes to a blog, they're expecting to buy something. When they go onto a blog, they're expecting to read something.

And more often than not, buy nothing.
So is a blog worth the trouble at all?

Yes it is. Blogs work amazingly well for pre-selling (among other things). And if you're a blogger (and fuming by this stage) then pay close attention. Because you have the technology and you have the ego.

And your ego will want to want to fight back and defend blogs. And you have every right to do so. But ego won't fill your stomach. Or take you on that Jamaican carnival vacation. Because unless you use a blog in a manner that's similar to a website, the chances of sales are pretty darned low.

A website sells. And so should your blog. Especially if one of the primary purposes of having the blog increase revenues. The psychology of customer purchase is simply 'lead me to the water, before I drink'. Customers expect to be led to products. Customers expect to be led to services.

Websites do exactly that.

Blogs don't.
And that is why blogs sell far less than websites.

Understand what causes the customer to buy, and the environment in which the customer buys, and you'll understand the psychological difference between blogs and websites.

P.S. You'll have more customers and be a lot richer too!
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