Boost Branding by Writing Simple Essays

“Ideas spread like populations, from one person to another.” ~ Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference

“The traditional approaches to marketing and branding are now obsolete… we can no longer market directly to the masses. One hundred years of marketing thought are gone. Alternative approaches aren’t a novelty–they’re all we’ve got.” ~ Seth Godin, Purple Cow: Transform Your Business by Being Remarkable

What if you could make marketing easy by publishing simple essays? Just by sharing what you’re learning from your customers in writing can be a way to begin the spreading of your good news. Because you’ve connected and recorded the needs of your clients, you will most definitely add value not only to them but to others who need and want your services.

HOW DO YOU DO IT IF YOU’VE NEVER PUBLISHED A THING?

1. Make a list of questions your clients or customers are asking you? Find out by asking them: “Right now, what are your urgent concerns, what do you think you need and, especially, what do you need from me and my offerings?”

2. Write a short paragraph or two in response to each question they’ve asked. Don’t forget to bring empathy regarding why it is so important to them.

3. Next, come up with a few simple tips or steps that you can offer them only after asking them, “What’s worked in the past?” Good news: You will be delving into your own expertise here and giving valuable, and most importantly, solicited advice. Your answers will reflect your thoughtful listening skills and will be easy to share because they’re something you really know about.

4. Write a couple sentences about each of your simple points/tips, (creating a skeleton), then use bullet points or numbers to make it easy for the reader. Now, add some flesh on this skeleton by offering a “case example” or brief story of how this tip has helped your past clients.

5. Next, write a short paragraph simply summarizing the benefits — one more time — and what will happen if your would-be client were to follow these points.

6. Finally, add a simple bio that offers up-to-date contact information and, possibly, a free sample session with you should they want to see what you two might create together. And, something I’ve learned the hard way, be sure not to give away the store! Remember, work to connect NOT to impress.

Here’s my example: Jennifer Manlowe, PhD, CPC, is the founder of Life Design Publishing and a certified publishing coach helping people step out to authorize their lives through writing. Her books can be found at: http://Authorizeu.com. Be sure to take advantage of Manlowe’s 30″ sample session to see how you might work together. Call 206.617-8832 to arrange this complimentary appointment.

Another bit of good news — you’re not spending a dime to share this kind of research. The next time someone says you need to spend money on advertising or a new logo or promotional items to “build your brand” remember this article. Then think about all the ways you can give your customers a good experience every time they have contact with you/your business. You’ll be building your brand not by telling but by showing your customers that you are listening to their concerns and really care about offering them true value in relation to who they are.

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