This really isn’t a difficult concept. Think about it this way.
Everyone of us has belonged to a group, a club, a team, a unit, a family, at some point in our lives. What we can remember most vividly from that time is a sense of belonging; and with that sense of belonging we remember loyalty.
Loyalty.
The loyalty is generated from common trust within the group. The trust is generated from honesty experienced by the “family” members, and knowing where they stand at all times. The honesty is understood through communication within the group.
Companies talk incessantly about customer loyalty and how they can develop it. Obviously customer loyalty is something in which every company should have interest. But many do little to actually develop it. Why not? Because they can’t address the communications problem.
As companies get larger, they become farther removed from their customer and progressively unable to communicate, effectively, with them. Blogs can help solve this problem.
Now, don’t get me wrong. Blogs aren’t panaceas for the problem of increasing customer communications. But they can help most companies take the trip down the road toward the villages of honesty, trust, and loyalty, reaping the benefits at the end of that journey. But the key here is honesty.
Honesty in blog communications is paramount. Without it, readers (read that as prospects and customers) will just see through the bogus effort, scratch you off, and move on to the next blogger and/or company. In fact if performed without honesty foremost, company blog communications could actually hurt your business more than help it.
With honest blog posts, the company can build trust and with it the loyal community of recurring customers that all companies covet.
It’s not so difficult.
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