What’s the ultimate reason you’re business blogging? You need to know that, precisely — right up front because every blog post or business podcast you create needs to be focused on that end goal. That gives you clear overall goals, but how do maximize every step you take reaching those big targets? What happens after the initial contact, or even the first sale from a prospect?

Many business owners treat their blog marketing much like their other online and off-line efforts – moving from one action to the next as quickly as possible. Even if they are getting traffic and making some new sales here and there, they’re not maximizing each and every contact that occurs along the way.

To help you avoid that same mistake and making the most of every new person you come in contact with, here’s Law #7 of the 12 Laws of Marketing With Business Blogs.

Law #7. Business blog with your backend in mind

Think of your backend simply as an added reward for people when they interact with you. It’s a way of instantly maximizing a contact or purchase with a small incremental “step-up benefit” that adds even more value to the prospect or client’s life.

No matter what business you’re in, back-end offers are what separate marginal cash-flow company from one with truly outstanding profits. Growing with a strong backend is as simple as going to the bank – IF you delivered what you promised to. If so, you’ve got a substantial amount of trust on “deposit” with your current clients. All you have to do in order to make “interest” on this goodwill is to provide a useful offer to your clients.

There are literally hundreds of ways to apply this law. But for now let’s just make sure you fully understand the principle. To do that let’s use a common experience we’ve all had as an example.

What happens when you pull into a fast-food drive-through and try to place an order for a lonely burger? (Yes, go on now, you can admit it.:)) You immediately hear, “Would you like a value meal with that?” Then, even if you ordered a value meal to start you hear, “Would you like to super size that meal?”

Now this is back-end sales in its simplest form. The fast-food restaurant has done all it’s marketing and advertising to get you to their door. Now you’re there, and they’re going to make sure that all your needs are met, and that their profits are maximized.

A simple example of a back end for your business blog

Let’s keep it real simple here and look at how to maximize a new subscription to your ezine, newsletter, or white paper download that’s listed on your business blog. Most business owners are so excited to get those new subscriptions that they stop right there. But the back end savvy business owner has a special benefit for each new subscriber.

Instead of just thanking the new subscriber with a generic message, you make them an offer for a free CD to be shipped to the person. Many prospects will jump at the offer, and by doing so will begin a long term win-win relationship with you. They win right away with a quality, benefit-packed CD. And you win with more complete contact info so you can continue to build the relationship online and off-line.

Pret cool huh!

There are literally dozens of ways for every business out there to apply this principle. Yes, even yours! Maybe you think your business doesn’t lend itself to this type of quick back-end (free) upsell. But give it some thought. You’ll be surprised how creative you can get when you pull the blinders off.

Remember — even marketing that breaks even or sustains a loss can be profitable back-end when you’re filling your pipeline with long-term clients. This is what makes CD and book club offers work so well. They use a “one-dollar offer” to hook you in, and then make all their profits on the back-end.

Attracting new leads and converting them to clients is the most expensive process for any business, but serving your existing and previous clients again and again is easier and far more profitable.

In part nine of the 12 Laws of Marketing With Business Blogs series you’ll learn a marketing law that reveals hidden profits right in front of your nose. Something so simple and powerful it’ll be a key component in leaving your competitors in the dust.

Learn how to unleash the maximum marketing power of business blogs, podcasts, and RSS (in any industry, profession, or niche) with Marketing With Business Blogs™.

John-Paul Micek is a published author and weekly columnist for the business section of the Honolulu Star Bulletin. He’s known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.


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