You know that writing can be a powerful, business-generating vehicle for your consulting firm. But writing is challenging, and the toughest obstacle to hurdle isn’t time. Let’s find the bigger impediment and blast through it.
As a reminder, writing:
- Allows you to send pithy reminders that your consulting firm exists to your prospects in a value-adding format.
- Confers authority status on your consulting firm.
- Forces you to advance, refine and clarify your own thinking. All three boost your ability to win new consulting projects.
- Can create very broad visibility, which increases over time.**
- Provides cover for your love of puns and suspect artistic ability.
Books and white papers can both be extremely powerful; however, each also requires a significant investment of time and, often, some capital too.
So, let’s focus on articles, which can range from roughly 400 to 2,400 words. Easily written, distributed and read.
Why aren’t you writing more articles? If your consulting firm is typical of most, the problem isn’t time. After all, you could hire someone to interview you and draft articles, which you then quickly refine for accuracy and voice.**
The initial stumbling block that trips many consultants is a fear of releasing material that’s shy of brilliant.
But the biggest snag—the one that halts ongoing article production, is not knowing what to write about.
You look wistfully at food bloggers who can write about a new cookie recipe every day and still haven’t hit chocolate-drizzled, peanut butter snickerdoodles. But your consulting firm’s specialty isn’t like baking. After ten, three, or maybe even one article, you feel like you’ve covered everything already. Now what?
Grab one of your previous articles and your metaphorical microscope. Every piece you’ve written is teeming with new topics.
- Choose one sub-point you presented in your article.
- Peer deeper into that small point until at least one best practice, trend, process, or useful distinction comes into focus. Ta da! Content for new article(s) identified.
- Rinse and repeat.
You can iterate this process infinitely, increasing your magnification and never running out of topics.
You don’t have to cover a large swath of your area of expertise in each article you pen. You don’t have to demonstrate the solutions to complex mysteries. In fact, the opposite is true.
There’s almost no such thing as an article that’s too simple or covers too little.
Cover less ground. Your prospects will appreciate your insights and the digestibility of your articles.
What’s one tiny topic you could write about? Share your idea in the comments section.
Text and images are © 2019 David A. Fields, all rights reserved.