For our first product blog review, let’s take a look at SEO Book, a blog by SEO expert Aaron Wall that ultimately revolves around the sale of a continually-updated book on search engine optimization techniques that bring more traffic to websites.
Like any successful product blog, it all starts with the product. Aaron’s book is excellent, and stands head and shoulders above a lot of the SEO dreck that gets peddled to unwary newbies.
The fact that Aaron uses a blog to sell his book is incredibly smart. Beyond the natural search engine benefits provided by publishing via blog and RSS, Aaron’s regular posting schedule and archives are critical tools for information product sales. They build his authority on the subject matter, help people take a liking to him, create relationships via a free subscription to the blog, and even put people in a position to feel indebted to him (via reciprocity) for all the great free information he provides.
When it comes down to the sales process for the book, Aaron actually promotes his consulting services a bit stronger first with a graphic on the right sidebar. At $500 for an hour of phone consultation, a comprehensive ebook for $79 starts looking really attractive to a lot of folks. Note that if Aaron had not first built up his authority and credibility with his blog, this strategy might backfire.
OK, on to the sales page for the book. Aaron starts off with a strong headline, which is the absolute most important element to anything you want people to actually read — whether a sales letter, article or blog post.