In my book, client case studies and articles should be a cornerstone of any marketing collateral you produce. I admonish all of the accountants with whom I work to write on a regular basis. A major contributor to building trust with clients is to demonstrate credibility. If they can see you have ‘done it before’ with a real person or company, you are in a great place when positioning a new service to help the client.
Yet too often I am told ‘I can’t write’ or ‘I didn’t have the time to do that article.’ Come on. It is not difficult. It is simply a matter of priorities.
Yesterday I was proud as punch to be able to watch my 7 year old son, Matthew, being presented with an Excellence in Writing award. A poem he wrote is to be published. If Matthew can be excellent at writing, so can you.
All of this reminds me of something I wrote as an addendum to an article last December. I am reproducing the addendum here to support my view that it should take you 45 minutes to write an article, not 45 days:
“How to write an article in 5 easy steps
I am writing this on a plane travelling to New Zealand. I wrote the article above between the seat belt sign going off and breakfast being served (28 minutes.) Here are the five steps I use to write an article every month – you should be doing the same as part of your marketing strategy:
1. Capture topics during the month. I write an article a month. I usually capture four or five themes and use two or three of them as the basis of my article
2. Have someone remind you to write the article. In the middle of every month our marketing coordinator sends me a reminder of the deadline for submission for the newsletter
3. Schedule in time. When I receive the reminder email I immediately schedule a suitable time to write the article. In this case, a three hour plane journey from Brisbane to Auckland – great use of time
4. Scratch out an outline. In the Qantas lounge at Brisbane at 4:15am I spent 10 minutes doing my outline with a latte in hand
5. Write the article. Discipline yourself to write during the time you have set aside. Don’t be tempted to go back and make it perfect. Remember – success, not perfection!
I tell people it should take you 45 minutes to write an article. I spent 10 minutes on my outline, 28 minutes on my article leaving seven minutes for this bonus for you! Hope you find it valuable.”
What is your technique for creating content to add value to your clients and demonstrate how you can best help them achieve their goals?