Write This

There's something I've been trying to say to you/But the words get in the way.

— Gloria Estefan1

Marketing literature recommends that consultants write and publish reports, articles, and case studies so they can dazzle clients with their brilliance and attract business. But like most conventional marketing wisdom, publishing can backfire and leave consultants with little or no return on their marketing investment.

To benefit from writing and publishing, you must make a long-term commitment to publishing continuously. You must also concentrate on your area of expertise and carefully aim your writings at your target audience. Your publishing efforts may improve your writing skills but if they don't bring in new clients, it's not worth the effort.

Publishing one or two pieces may produce short-term results and those shiny reprints look good in brochure folders, but for guerrillas, that's not enough; guerrillas publish to get client leads.

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