The value of writing to build expertise

As I pondered what burning topic of the day I should tackle in this first e-blast, one little voice kept pushing its way into my consciousness asking, “Why am I writing this little monologue anyway?” Indeed, why? I have been driving myself (and Katelyn) crazy with this project since mid-January. Well, there are several reasons:

Writing forces us to commit to paper – or the computer screen – the processes we utilize every day. We often overlook how our cumulative experience drives what we do and delivers value to our customers. They can benefit from, and would probably appreciate, a better understanding of how we do what we do. It’s not magic – it’s methodology. Share it.

It is part of developing your positioning and thought leadership. There is a LOT of noise out there. Full service and jack-of-all trades descriptors don’t convey value or benefit to customers or prospects. To be heard, you must communicate a clear position for your area of expertise. This exercise will help you evaluate, realign and hone your message.

It is a valuable marketing tool. Okay, you saw this one coming – right? Communications, written or spoken, is part of the bigger marketing picture we create for our customers as well as ourselves. It is the opportunity to promote and convey expertise. Choose your format: trade article, webinar, newsletter, white paper, email, blog, LinkedIn, YouTube, Facebook, Twitter, etc. I selected this email format because I wanted a modest piece of real estate I could stylize while linking to the BlattCom site. And frankly I’m just not ready to commit the time to blogging or tweeting (the new verb). Determine what tool makes sense for your audience and your business.

If you deliver good content with frequency, it keeps Google happy. Hence why this email links back to the web site. I learned the mantra “Be a good neighbor to Google” from Mark O’Brien of Newfangled. Building a web site and waiting for the masses to find you doesn’t work. Google likes proactive web sites with fresh, focused information and you need to feed its appetite for new content. I’ll leave the rest of that conversation to another installment of “full moon” with more insightful details from my web colleagues.

Dare to make it your own words – it’s more powerful. Content services make creating a newsletter easier, especially if you are delivering content monthly or weekly, but readers can tell it is canned info. I’m not implying the information is bad, but often too much content is used, so it is overwhelming to read or it’s a smorgasbord of little unrelated sound bits that deliver no real depth on any one topic.

Don’t look at this as new territory – you communicate your expertise each time you work with a customer. Your voice has value, so make the time to commit your thoughts, opinions and experiences to traditional or virtual paper. Not comfortable with writing? Then work with someone who is and who can bring your thoughts and voice to life. I just happen to know a few.

That’s it. Short, sweet and to the point. I trust you’ll let me know otherwise. So until the full moon on August 6, remember…your image is a valuable asset. Build it well.

Lori Blatt
Owner, Blatt Communications
610.987.9202
lori@blattcom.net