Case Study: How an Unusual, Soft-Sell Sponsored Post Turned Readers Into Customers

When Aaron Seyedian, a former World Bank staffer who became a management consultant, decided to make a major career move and start a novel home-cleaning service in the District of Columbia, he first tried telling his story with a traditional banner ad on a popular District forum, but it produced no results. So he set about crafting a message as creative as his new business, Well-Paid Maids, which he founded to “help prove that living-wage businesses can be successful in traditionally low-paying industries.”

The site he chose for his message was PoPville.com – shorthand for “Prince of Petworth” – a popular blog founded by idiosyncratic District resident and writer Dan Silverman that covers the diversifying, increasingly middle-class neighborhood of Petworth in the Northwest quadrant of D.C. — and just about every other precinct of the city…

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