My father was, what I affectionately call, a “hoarder”. Amongst other things, he saved his children’s baby teeth, hair and report cards from kindergarten through high school. Recently, this gave me an opportunity to review my teachers’ comments and get a snapshot of the natural abilities and challenges I’ve had since childhood.
Besides describing me as shy and sensitive, most of my teachers acknowledged my propensity for the written word. “Mary is showing the beginnings of a writer. She handles word usage, conversation and plot so well in her creative writing,” said my Grade Two teacher, Mrs. Neatby.
While I may not be a Pulitzer prize-winning author, I’ve always had a natural affinity for writing. This is why I enjoy using it to build relationships with my authentic community (target market) and promote my business. Perhaps, writing is an authentic skill for you, too, and, if so, you can use it in many different ways to market your business.
Content Marketing: Providing Valuable Information to Your Community
Writing gives you an opportunity to demonstrate your expertise and raise your visibility and credibility by providing valuable information to your authentic community. To build relationships with your community members and increase their desire for your offerings, the content of your writing needs to address their key challenges and desires, while highlighting the core benefit of your services and products (as identified in your marketing message).
Writing Platforms That Build Relationships
Besides writing articles and submitting them to publications your community members read, you can also develop other platforms for your content, such as your own e-zine (electronic magazine), blog (weblog) and/or e-book.
E-zines and blogs may seem similar, but there are distinctions between the two, and both can complement and support each other. Basically, they’re different delivery methods for getting information to your community members; some readers may prefer your e-zine, others your blog. So, if writing is a natural way for you to build relationships, you may want to consider using both.
A blog is:
- an interactive website that can be easily and frequently updated with dated entries or posts consisting of blocks of content or comments; and
- spidered by search engines, so this can increase traffic to your website and raise your search engine rankings, making it easier for your community members to find you online.
An e-zine is:
- an e-mail message that contains a larger block of content (including an article or articles) — usually produced in an HTML (hyper text markup language) format, with colour and graphics;
- usually, published less frequently than blog post updates; and
- not openly available on the web and, therefore, can’t be detected by search engines.
An e-book is:
- an electronic publication, usually created in a PDF (portable document format).
Start With One Article and Open to Inspiration
Eventually, you can include all of these different writing platforms in your relationship-building strategy, if you resonate with writing and your Guidance leads you to these approaches. However, a simple place to begin may be with a 600 – 1,000 word “signature” article.
To jumpstart your inspiration, connect with your Higher Guidance and ask yourself the following questions:
1. What topic relates most directly to my community’s needs and desires, the core benefit of my offerings and my unique healing process (as captured in your marketing message)?
2. What do I want my readers to take away with them that’s tangible and concrete?
3. What will give my readers the most value and, at the same time, an experience of the benefits of my services and products?
When you’ve answered these questions, you’re ready to craft a compelling headline, draft an outline of three to five major points you’ll cover and start writing your article. Be sure to include a copyright notice, your magnetic marketing message with a “call to action” and your website address at the end.
Repurpose Your Writing
Once you’ve completed your first article, you’ll probably have inspired ideas about other topics relevant to your community that you can craft into additional articles. As you build your portfolio, you can repurpose your writing and leverage it. For example:
- you can publish your articles in your own e-zine and, also, submit them to other publications your community members read, as well as online article banks;
- you can segment articles you’ve written for your e-zine into sections, and post one section at a time on your blog, every few days, over the course of a week (this provides you with ready-made content for your blog posts);
- you can transform blog posts you’ve written about a specific topic into an article for your e-zine;
- you can reuse the content of your articles for seminars, classes or workshops; or
- you can take articles you’ve written on specific, related topics and package them together into a small e-book.
Writing is a gateway skill you can use to generate engagement, build relationships with your community members and increase their desire to purchase your products and services. If writing is natural for you, it can be one of the easy and joyful methods you use to attract prospective clients and develop your healing business.
To learn how to use writing authentically and effectively to attract clients, join The Prosperous Healer’s Path™ Business Success Private Coaching Program or The Prosperous Healer’s Path™ Business Success Group Coaching Program.
© Copyright 2009-2014 Mary C. Davis, ANAM TURAS. All rights reserved.
If you like this post, please click the “like” button below and share it with your friends. Thank you.
Also, feel free to submit your thoughts about this topic in the form below. I’d love to hear them!