One of the most effective ways I have been able to increase sales is through information. If you provide useful advice it can build trust, can qualify you in clients minds, show your solution in the best light, and can fly under the radar of organisations.

It suits me very well because I love to write, often work in markets where there is a lot of explaining to do, and I am quite shy so the whole cold-call thing, well, leaves me cold.

There are some traps to be aware of though when using articles to sell. Here are the most common that come to mind:

1. Make the article all about issues, solutions and benefits, NOT you you you. All too often people write brochures thinking they are marketing with articles. Articles can place your product or service very well, but educate first.
2. Sell the whole category, with your solution the best of breed. When you do come to sell with the article, build up to describing your specific solution. Talk about the product category, “smart phones”, “running shoes”, “cuban cigars”, not your Brand X until the very end.
3. Be careful with humor. I find humor a big risk, especially when your content is aimed at corporates. Very often you will just put potential customers off, or even confuse them, plus adding humor is wasted words. Busy decision makers will not thank you for trying to entertain when really all they want you to do is get to the point. Only use humor when you are VERY sure of the audience and you have done your very best to be clear about everything so no chance of confusion.
4. Location counts. If you use syndication, be aware that many times your content will be used completely out of your control or awareness. Better to keep syndicated articles general and the real meaty sales lead generators on sites and positioned where you can be sure how they will be used and presented. I mainly see syndication as links, and controlled venues where you can sell.
5. Have a point. Too many articles and whitepapers seem forced. You need to solve a real problem, or answer questions the customer actually has. Use surveys and interviews, then test using Google adwords if you are not sure.

There will be other danger points but these are the issues I see most. Have you had any success using articles and contents to promote a business? Please share in the comments …