Giving Your Company Blog Usefulness “CPR”

ken working on sewing machine

Search by Keyword

Browse by Topic

Browse by Format


What can you learn from an ex-sewing machine mechanic?

Hey, friends — Ken here. Before my days in marketing, I had one of the most unusual jobs; I was a sewing machine mechanic. Several times a day, people would bring in sewing machines with all sorts of problems — some severe and some easily remedied. For most quick adjustments I could make in a few seconds, the machine owner would reach for their pocketbook and ask how much they owed me.

If it was a fairly quick fix, I’d just say, “It’s on the house. Just remember me for your next service,” and give them my card. Their jaw would drop and then turn into a smile. And guess what? They remembered. On many occasions, once they wrapped up the project that my simple adjustment helped them finish, they would bring their machine back for a full tune-up — a ticket that would run $80-100 or more.

Now, I probably could have gotten away with charging between $10-$30 for a simple thread tension adjustment. They probably would have been ok with paying this rate and there’s a chance they could have returned for a full service. Still, my complimentary adjustment and advice (typically a simple “change your needle”) usually resulted in them becoming a repeat customer and even referring me to others.  

Using Your Company Blog To Leverage Helpfulness

What is the modern equivalent to the helpful “on the house” fix? A genuinely helpful company blog. Search engines have gone beyond simply providing which company best answers a user’s professional need to providing which resource helps solve a user’s problem. In order to remain competitive, your website has to serve your audience to earn their business — even before you see a dime.

Becoming a Trusted, Helpful Resource

I’ll admit that there are a number of websites that I visit solely for their useful articles and tutorials. I have never spent a cent with many of these companies. Still, when the time comes that I need a service or product they provide, their name is at the top of my list. Why? Because I already know them. I know that if they’re helpful even when I’m not paying, when I finally do pay, they are more likely to bend over backward to meet my needs. In the same way, your company blog articles should have helpfulness baked into the tone.

For help with this, remember to perform Customer Blog Usefulness CPR: Clear, Patient, Relevant.

  • Be Clear: Make sure every step and every bit of advice is easily understood. It’s best to err on the side of speaking below their understanding in order to be inclusive.
  • Be Patient: Don’t use any negative language that will make the visitor feel bad for being in a specific predicament. Hold their hand and guide them without judgment.
  • Be Relevant: Use some narrative sections to put the reader in the shoes of a customer you’ve helped. This will help them feel one step closer to being your customer.  

Dropping the Card — How to Pitch Yourself

Up until this point, you may be thinking, “He’s probably not a sewing machine mechanic anymore because he gave away so much business!” While I did give away a lot of potential nickel-and-dime business, I also still receive phone calls to this day for people asking if I can fix their machines! Why? Because my business card had my cell phone number on it.

My helpfulness as a sewing machine expert allowed me to drop my business card with my target audience. My kindness kept that card in their Rolodex. If I had handed them my card before I had even agreed to look into their problem, it probably would not have found such a treasured place in their wallet, on their fridge, or in their sewing machine case.

Most of the articles on your company blog should set out to answer questions and solve problems for your audience. Until you have proven your usefulness, you should not pitch your service within your company blog content. While it seems like a wasted opportunity, pitching your service prematurely will detract from your helpful message and fall on cold leads. Being helpful, however, is the greatest warmer of leads.

In Conclusion

In this piece, we’ve established that:

  • The purpose of your company blog is to provide useful content in order to become a trusted resource for your target audience.
  • Your helpful company blog content needs to perform usefulness CPR — to be clear, patient, and relevant.
  • You need to prove your usefulness before you pitch your product or service.

Related Articles