One of my favorite direct sales blogs is Laurie Ayers’ and Leslie Truex’s WAHM 2.0 blog. If you haven’t read it, you really should, and you should also consider subscribing. They really have a handle on the issues that today’s direct sellers face, and always share great ideas.
I enjoyed Laurie’s article today: 7 Replicated Website Mistakes. You can read the whole article here: http://www.sparkplugging.com/wahm/7-replicated-website-mistakes/
While the article today raises some important issues about what you should consider when customizing the website that your company provides to you (which is an important part of your overall social media strategy), what I really wanted to point out today is that this blog is a really good example of a blog designed for recruiting. Now I don’t know Laurie and Leslie, and I have no idea if this blog is actually designed for recruiting, but it is a good example of a blog that COULD be used for recruiting.
It’s pretty easy to design a blog to find new customers for your business. Simply identify the problems your customers have (related to your product line), and then provide simple, actionable solutions that your prospects can use right now without spending a dime. As your readers come to know, like, and trust you, they may become customers for your business.
I’ve noticed, however, that people struggle more with recruiting blogs. Perhaps it’s because we get into this recruiting mode where we only have one language that we use. “Are you living your dreams?” we ask. “Do you need extra cash?” But the problem with this approach in a social media arena is that people are very wary of hype. They’ve heard that too many times from aggressive, unscrupulous people, and so red flags go up any time they see those phrases.
So a soft sell is a much more effective strategy. Instead of recreating the opportunity section of your company’s replicated website, instead solve PROBLEMS for your prospects, just like you would with a customer-facing blog, and keep it company neutral (don’t pitch your specific opportunity here.) Some ideas include:
- How can you manage working from home while keeping the kids entertained?
- What technology do you absolutely need to work from home?
- How do you evaluate a direct sales opportunity? (you might provide a link to the EXCELLENT http://www.directselling411.com produced by Amy Robinson at the DSA)
- Websites to meet other work at home moms
- Ways to be a more effective direct seller
And many other things. The point is to be a valuable, company-neutral voice, with an opportunity to subscribe to your newsletter for more information. (Sign up for my newsletter here.) When you do so, people don’t get their backs up so quickly, and are more willing to consider what it is you have to say. People will most likely be in the research phase when they discover your blog, and if you become a trusted resource, they will come to know, like, and trust you. Then, when they begin to consider specific opportunities, they are more likely to consider yours (which you highlight on your About Me page, as well as in your content-rich e-newsletter.)
What are your thoughts? Do you maintain a blog designed to find more consultants to join your team? Would love to read what you think in the comments below!