Author: Kate Dunstan
Published: 22 November 2024
Remember the old saying that your best new client is the one you already have? It’s true, but only if you keep in touch. Not by bombarding them with self-congratulating spam, but with insightful articles on meaningful subjects.
It’s the most effective way of reminding people of your expertise, and keeping top of mind so when they need you, they’ll think of you.
Some people call it thought leadership, which is a weighty term. You don’t have to be a thought leader breaking new ground or conducting pioneering research, you just have to be useful. Being useful means delivering information that is relevant to your client (or potential client) and telling them something they may not have known before. At the same time, you show your value in that space.
But what to write about? It helps to have a springboard, like something topical. Maybe there’s a controversy in your area, or a new development here or overseas. Maybe you had an experience recently that made you think. Or maybe something important is changing, like legislation or market circumstances or technology. Whatever you choose to write about, there are some important DOs and DON’Ts.
Keep it brief. The time people are prepared to devote to individual articles and videos gets shorter every year.
Keep it conversational and get to the point. It doesn’t need to be a technical treatise. In fact, it shouldn’t be. Deliver insight, not a truckload of facts.
Make it about the client. What matters to them. Your expertise will shine in your understanding of their needs.
Be respectful in your tone. Nobody likes to be condescended to or shouted at.
Keep your promise. Whatever is in your headline, make sure it’s delivered in the article, or you’ll look as if you can’t answer the question.
Writing insight articles for your website and social media falls into the category of simple, but not easy. If you don’t have confidence in your own efforts, get help so you get results.
And keep going. Just keep reminding people you’re out there and you know your stuff. Then they’ll call you when they need you.
Author: Kate Dunstan
Published: 22 November 2024
Remember the old saying that your best new client is the one you already have? It’s true, but only if you keep in touch. Not by bombarding them with self-congratulating spam, but with insightful articles on meaningful subjects.
It’s the most effective way of reminding people of your expertise, and keeping top of mind so when they need you, they’ll think of you.
Some people call it thought leadership, which is a weighty term. You don’t have to be a thought leader breaking new ground or conducting pioneering research, you just have to be useful. Being useful means delivering information that is relevant to your client (or potential client) and telling them something they may not have known before. At the same time, you show your value in that space.
But what to write about? It helps to have a springboard, like something topical. Maybe there’s a controversy in your area, or a new development here or overseas. Maybe you had an experience recently that made you think. Or maybe something important is changing, like legislation or market circumstances or technology. Whatever you choose to write about, there are some important DOs and DON’Ts.
Keep it brief. The time people are prepared to devote to individual articles and videos gets shorter every year.
Keep it conversational and get to the point. It doesn’t need to be a technical treatise. In fact, it shouldn’t be. Deliver insight, not a truckload of facts.
Make it about the client. What matters to them. Your expertise will shine in your understanding of their needs.
Be respectful in your tone. Nobody likes to be condescended to or shouted at.
Keep your promise. Whatever is in your headline, make sure it’s delivered in the article, or you’ll look as if you can’t answer the question.
Writing insight articles for your website and social media falls into the category of simple, but not easy. If you don’t have confidence in your own efforts, get help so you get results.
And keep going. Just keep reminding people you’re out there and you know your stuff. Then they’ll call you when they need you.
