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Bill Farquharson

The Sales Challenge

By Bill Farquharson

About Bill

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."

 

How to Write a Wicked Good Blog

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I have a friend named Al Lautenslager. I met Al out in California at a PIA of SoCal event many moons ago and we’ve stayed in touch. His talk was on marketing and he remains one of the most engaging public speakers I’ve ever met. (Shameless plug: If you are looking for a GREAT presenter, here is his Website: www.market-for-profits.com).

One of the best pieces of advice I’ve ever received came from Al. I was talking about writing a blog and needed to know the secrets to success. As many of you who read my blog write your own, I thought I’d pass it on.

Take a look at this blog title from the amazing Kelly Mallozzi:

5 Things to Say to a Printer if You Want to Get Your A$$ Kicked

Wouldn’t you want to read that blog simply based on the title? How could you NOT??? That was Al’s point and tip. It’s all about the title.

Sure, you need to be a good writer and have something of value to say. That helps. I think it is also important to make it visually “pleasing.” That is, don’t make your paragraphs too long. We live in a text message society. Anything that takes longer than a few moments to accomplish, or, in this case, read, is a task and therefore burdensome. Oops. This paragraph is violating that rule.

Dang.

I’d better hit the Return key and start another one.

Fast.

A good blog is informative, fun to read, and short! Yeah, yeah. I know. I don’t always follow that one either. Well, do as I say, not as I do, I guess.

Finally, don’t sell anything in your blog. Save that for the italicized words at the bottom. The “brand” you are trying to build is one where the reader says, “I like this writer’s point of view. He/She gets it.” Your products and services sell themselves.

What you write about is the final piece of advice. We might be able to print on demand, but it is difficult to be creative at the drop of a hat. Therefore, I suggest you write down an idea for a blog topic when it hits you and develop it into a 250 word or so piece later on. Kelly’s blog gave me this idea and I did just that.

Tell a story. Make a point. Teach a lesson. Build/Expand your brand. All in 250 words or less.

Just give it a wicked good title.

Bill Farquharson is a Vice President at NAPL. His training programs can drive the sales of print reps and selling owners. Check out his Sales Resources page and contact him at (781) 934-7036 or bfarquharson@napl.org.

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