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More Clients
- the Online Marketing Newsletter
for Independent Professionals
from Action Plan Marketing
and Robert Middleton

In This Week's Issue: You want to write some articles but don't know where to get the ideas for them. Start here.

 

Where to Get Ideas for Articles

Although I'm sticking to my shorter eZine format, I am also continuing the series on "Seven Most Important Marketing Principles for Independent Professionals" You can find the next installment (and past installments) on "The Most Important Marketing Activity" online here:

http://www.actionplan.com/mc/crackcode.html#4

Today I want to address an issue that everyone seems to be struggling with: "You say I should write articles and eZines to market myself. But what do I write about? What will people find interesting, let alone valuable?"

I've seen people stuck on this for literally years. They don't feel they have anything special to say. But it only takes a few minutes to realize that you have bushel loads of valuable information that people would love to get their hands onto.

Here are a few ways to develop article ideas:

The Problems of Your Clients

When you hear a client complain about something - take note! Those complaints are what build professional practices. Any issue, challenge or predicament your client is grousing about is fodder for an article.

Quick, can you name the top ten complaints your clients have? I'll bet you can, and I'm also willing to bet that you can write something relevant about every single one. You don't need to turn it into a thesis. Keep it simple.

Here's a tried and true format:

a) Talk about the problem, what it's costing and how so many people like your clients are experiencing the same thing.

b) Talk about the opposite of the problem. What would things be like if that problem was solved? Paint a picture that is compelling but believable.

c) List the many ways to approach that problem. What are the seven strategies or the ten interventions that your reader can use to make the problem go away?

d) Wrap up with a conclusion and a call-to-action. Make it very clear that you can help clients solve similar problems.

e) Do a little fine tuning and editing and your article is done. Add it to your eZine. Post it online. Send it to your clients. Submit it to a newsletter. And make sure to include a link to your web site and email address.

Success Stories

Nothing beats a story for persuasive power. When was the last time you were a hero to one of your clients? What was their problem (above) and what did you do to solve that problem and improve their condition?

String a few of these stories together and you have a punchy, results-oriented article. Put one in an eZine or add it to the Case Studies section of your web site.

And make it your goal to emerge with a powerful story every single time you work with a new client. New client = success story that you can use to attract your next client.

Your Random Insights

Ever get a flash or insight that you realize is a pretty good idea?

But where does that idea go? Life happens. You get distracted. You forget... until the next idea comes along and you forget it as well.

Good ideas are floating out there in the ether and your mind is a receiving station for these ideas. If you don't record those ideas immediately they are going to return to the ether where they came from!

Get your ideas out of your head and into a little notebook or one of those cool digital pocket recorders.

When it's time to write that article, you'll have a whole bunch of topics to choose from. Sure, some will be off the wall, but others will be good, even brilliant, and your clients and prospects will find them very useful.

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The More Clients Bottom Line: Stop making excuses for not writing articles and start turning problems, success stories and random insights into articles that can get you attention and build your credibility.

 

A Special One-Day Offer on the InfoGuru Marketing Manual

I've promoted the InfoGuru Marketing Manual so many times in this eZine that you're probably getting tired of it. Well, today no big pitch, just a special offer:

Special offer for Tuesday, May 3 only:

Order the InfoGuru Marketing Manual (in any format) and you'll receive a free copy of my interview with Jill Lublin, author of "Guerrilla Public Relations" on "Public Relations for Professionals." Tons of great, easy-to-implement ideas.

You'll get the interview in 3 formats - Online audio, written pdf transcript and a CD that I'll mail to you. Just order the online manual today:

http://www.actionplan.com/infoguru.html

Already have the manual? You can get your online copy of the interview here for free (must have password).

Want to know more about the manual? Here's the 40 second overview.

• It's a comprehensive manual exclusively for professional service businesses on how to attract clients.

• The manual contains detailed, how-to and hands-on directions and action plans for marketing your services. It's easy to follow and implement.

• Along with the 288 page manual you get over 150 pages of additional articles and other valuable information and reports.

• You also get eleven full hours of audio programs online that help you with some of the most important concepts in the manual.

• Finally, you get access to the InfoGuru Support Forum where you can get virtually any marketing (or business) question answered for free. Value? Priceless.

• And again, if you order today, the interview with Jill Lublin on "Public Relations for Professionals" is free on CD.

http://www.actionplan.com/infoguru.html

 

Marketing Action Groups Full - Waiting List Open

Well, it happened again. within two weeks of announcing the next semester of the Marketing Action Groups the next semester of two groups filled completely. I could easily fill four groups but I just don't have the space on my calendar.

But what you can do is apply for the next semester. Those groups don't start until October, but it will be here before you know it. Those on the waiting list will be notified first when the new semester opens up in mid-August. Complete details below:

http://www.actionplan.com/actiongroup.html

 

Until next week, all the best,

Robert Middleton

ACTION PLAN MARKETING
Cracking the Marketing Code for Independent Professionals

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www.actionplan.com

210 Riverside Drive
Boulder Creek, CA 95006
831-338-7790

Contact by email

© 2005 Robert Middleton, All rights reserved. You are free to use material from the More Clients eZine in whole or in part, as long as you include complete attribution, including live web site link. Please also notify me where the material will appear. The attribution should read:

"By Robert Middleton of Action Plan Marketing. Please visit Robert's web site at http://www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses."

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