Why Engaging Passionately Fails Us (and What to Do Instead)

“The experts” claim passion is the key to a successful B-to-B business blogging strategy. They say results will come when you show customers you care in LinkedIn groups and give away your best advice. But this advice is misguided. Caring and giving are merely costs of entry. Process is the force multiplier. Process is at the heart of effective business blogging and using LinkedIn for lead generation.

“The experts” claim passion is the key to a successful B-to-B business blogging strategy. They say results will come when you show customers you care in LinkedIn groups and give away your best advice. But this advice is misguided. Caring and giving are merely costs of entry. Process is the force multiplier.

Process is at the heart of effective business blogging and using LinkedIn for lead generation.

So how can you make “the doing” of blogging and generating leads on LinkedIn systematic—yet free-flowing, enjoyable and effective?

In my experience and research, mixing passion with structured diligence is the answer. Creating a way to use technology that feels effortless and scales our time. Ok, let’s quickly explore what the heck that means and how to get going on it.

The Passion Myth
If all you do is “write from the soul,” pour your deepest passion into it and give away all your best advice what’s the result? I’ll tell you what the result was for me, for the longest time.

(Insert sound effect: crickets)

I suffered myself from investing time in having passionate monologues online. As an author and trainer, I spent years doing the research. What works at generating new business with a blog and LinkedIn is striking a balance between passion and process.

Ignore anyone who says or implies, “blog passionately and the results will come.”

No they won’t. And if they do it won’t be because of your passion.

Ok, ok. Nothing great ever materialized without passion. But creating sales on social media depends less on passion and more applying a systematic approach—out of habit.

Does that mean you need to suck all the fun and passion out of what you write? Heck no.

The Yin and Yang of Business Blogging
By striking a balance in your blogging you’ll discover a faster, easier, more enjoyable way to get leads and sales.

How can you make everything you do systematic yet enjoyable and effective? Have some yin for your yang.

In Chinese philosophy, yin and yang are complementary forces that only appear to be opposing each other. In reality, forces of nature work together. They form a whole greater than either separate part.

It’s the same with business blogs and LinkedIn lead generation strategies that create leads and sales.

What the Process Looks Like
When blogging or engaging inside LinkedIn Groups …

  1. Teach prospects how to reach goals in ways they can act on;
  2. create confidence in them and (in doing so) trust in you in ways that foster hunger for more success;
  3. ask for the lead and/or sale with a call-to-action that affirms a customer’s right to say ‘no thanks.’

Simple.

Plus, it leaves a LOT of room to find joy in writing—helping, teaching and guiding prospects. The process is flexible, not rigid.

This process lets you share your passion, helps prospects become more confident buyers and puts food on your table more reliably.

This proven, effective process gives customers miniature tastes of success … or “results in advance” of purchase. For example, it can help them determine the best fit for their situation. Or it can be structured to help prospects gain confidence—that what they want (what you sell) can actually happen for them on time, on budget and without pain.

Your success, and this process, is all about helping prospects become more confident buyers.

I apply it and, believe it or not, prospects often ask me for the sale. All because of confidence created in their abilities to achieve or improve. It’s what my free training (lead nurturing) program is all about.

Hang in There
Are you running out of patience with blogging, using LinkedIn for sales leads and social platforms in general? I was too. But then I discovered this simple, practical way to change things up, to get more of what I wanted from social media, faster and easier.

Now you have that way: A means to balance process with your passion, knowledge and ability to help prospects see their way through the weeds. What will you do with it?

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

4 thoughts on “Why Engaging Passionately Fails Us (and What to Do Instead)”

  1. Passion + process = success. The more you blog, providing information of value, the more traffic, leads and sales.

  2. Hi, Thomas… just to be clear I am not saying that the more you blog, provide information of value, the more traffic and the more leads and sales.

    The distinction is very important. EVERYONE has been saying the formula is as stated above. I disagree based on what works for me in my business … and others who practice a DIFFERENT process.

    The process can be summarized as "direct response marketing" for the most part!

    What makes content marketing create leads (or not)? Direct response being at the core!

    Hey, Niel. I look forward to more engagement with you. Do you know about the Webinar next week?

    DETAILS HERE
    http://oth.me/LiWebinar

  3. Rule 1: Know your customer.
    Rule 2: REALLY know your customer; 100 data points may not be enough.
    Being everything to everybody, means being little or nothing to anyone. (See Facebook).It had to happen anyhow, but FB really opened the door for Pinterest, Instagram and all the rest when Mark’s vision became "something for everybody," rather than "the very best for our members."
    Social IS social-my view.

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