By Caterina Rando, MA, MCC
All entrepreneurs, since the first baker and candlestick maker, have faced the same challenge--how to get the word out to people who might want to do business with them. We all know that no matter how good your product or service is, no one can utilize it if they do not know it exists. Unless you have a huge advertising budget, you are probably wondering what you can do to effectively draw clients to you. The answer is simple: All you have to do is sit down and write. Writing is very valuable because people keep articles, newsletters and cards with "10 Ways to..." while they will immediately throw out flyers, brochures and glossy direct-mail pieces. People keep valuable information; you will be called on by clients weeks, months or even years later because they still have an article you wrote. Write about the topics and issues that answer the challenges your potential clients are addressing, and watch your phone begin to ring.
There are two other reasons to write. The first is that providing people with helpful information is a way of giving people something for nothing. This creates a good feeling about your business among the people who read your information. Also, by sharing your expertise in writing, you are establishing yourself and your company as an expert. Everyone wants to work with someone they know is an expert at what they do.
Follow these ideas to get your ideas down on paper and watch your profits go up:
Pay Attention to Your Clients
Even if you know writing can serve you and your business, you might not
be sure what to write about. By listening to the questions that your
clients ask over and over, you can identify the issues that everybody
wants to know about. Keep a list; and when you are ready to write,
review it for ideas.
Start with Quick Tips
If you do not think you are much of a writer, you may want to start by
writing a helpful list of something that you know about but your
clients might not. I call these quick tip sheets. You might title your
sheet "25 quick tips to organize your office" or "10 ways to lower your
mortgage" or "16 ways to reduce your stress." Underneath your title you
simply write out your ideas.
Articles
To turn a quick tip sheet into an article, all you need to do is write
an explanation or an example underneath each quick tip. Add an opening
paragraph that states what problem your article solves, then add a
paragraph at the bottom that tells the reader to apply what they have
read--and you have a completed article.
Edit It
Always use a professional editor or a freelance librarian to review
your articles once they are written. You want to be confident about
everything you send out. Especially in the beginning, this professional
support will make a difference.
Get Ink
Identify newspapers, magazines, and other publications that your
clients and potential clients read. Start by simply asking your clients
what they read. You can also do a search at
http://www.writersmarket.com. There is an annual fee involved; it is
worth it. Send an email to appropriate publications and ask for
writers¹ guidelines--this will tell you what they are looking
for and not looking for, and how the publication likes articles
presented (including how many words). By reviewing the
writers¹ guidelines, you can determine if your article is
right for a particular publication. To get articles placed, start with
lesser-known publications, such as small-town newspapers, association
newsletters, trade magazines.
Your Website
Even if you have difficulty getting publications to run your articles,
you certainly have one place to put them--your website. By adding
helpful articles to your website, you will create more interest and get
people to come back over and over for answers. Also, you can list each
topic of an article as a separate item for search-engine placement and
increase your hits and possible business.
Other Websites
Websites are always looking for fresh content. Email the editor, ask
for the writers¹ guidelines, and send that person some of your
articles. Make sure on all articles that a brief bio about you is
included at the bottom, and include your contact information so people
can get hold of you.
Ezine
Put brief articles into an email and send them off to your list of
contacts each month, and you have created an ezine. Make sure they are
not too long--under 500 words is good--so they get read.
Quarterly Newsletter
Add a nice layout, glossy paper, some printing and stamps to your
articles, and send out a quarterly newsletter to your contacts. This is
a nice way to stay in touch that again establishes you as the expert.
Use Articles Over and Over
Once you write an article or a quick tip sheet, you want to use it over
and over. Send it out to other publications that might be interested in
it. Send it to members of the media, current clients and potential
clients with a cover letter that says, "In case you missed my article
in XYZ publication, here is a copy for you." Articles give valuable
information to the reader and can do more for your business than
advertising, publicity, direct mail or networking. An article lives as
long as it continues to be accurate and as long as people continue to
read it. Get writing, and watch your revenue soar.
Caterina Rando, MA, MCC, coaches entrepreneurs to attract clients with ease by establishing themselves as experts in their fields. Caterina is the creator of the Business Breakthrough Coaching Program. Visit her website at www.attractclientswithease.com to listen to business building teleclasses and find other resources. She can be reached at 415 668-4535 or via email at cat@attractclientswithease.com.