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President of Rapidan Strategies - a Washington DC | Northern Virginia Inbound Marketing and Social Media Marketing Consultancy and HubSpot Certified Partner. Vice-Chair of the Northern Virginia Technology Council Sales, Marketing and Business Development Committee.
I had a professor in college who was a nazi about the passive voice. I can't remember his name, but I definitely remember his take on the passive voice. He basically felt that using the passive voice was cowardly because you didn't say who did the action defined by the verb. I do use it occassionally, but his rule is drilled deep in my subconscious and I only use it by explicitly deciding to do so.
David - again great points. If you look at the Google Zero Moment of Truth study, the 2 types of research that buyers more than any others were search engine queries and referrals/reviews from trused people like friends and relatives. The second is the same as it always has been - relationship-based. In my business, I try to hit both by maintaining on- and offline relationships. Imagine running into one of your college friends 20 years from now in a business context. Can you think of anything better?
David - good point. I heard a start-up founder last night talking about how important getting positive coverage on TechCrunch, Mashable, etc. was to him. He was an ex-AOL guy, so he had some pre-existing relationships that eased the way for him.
As a non-professional writer who has taken to writing a lot over the past year, I appreciate your insights. I particularly liked your suggestion to look outside your industry for ideas. I'm going to blog like Joe Strummer writes.
Kent - I recently wrote a blog post on using social media for sales professionals (individuals) and agree that LinkedIn has been primarily a community where individuals interact with each other. For companies in the B2B space, it makes a lot of sense to start posting content to LinkedIn to support the individual employees on the community. Good luck with your revenue generation!