Publish Your Expertise to Win New Clients

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May 25, 2017
Publish Your Expertise to Win New Clients

When my clients need to start filling their pipeline there are three things I suggest that are proven to help them make money faster and prime the pump for future growth. I recommend they speak, network and publish their own content.

But I’m always amazed how many really knowledgeable experts freeze when I tell them they need to publish their expertise. They say, “I’m a business owner or a consultant, I’m not a publisher.” That kind of thinking doesn’t work in today’s business world.

It’s a loud market place so the way you stand out is by sharing real solutions, not advertising hype. By creating fabulous content and sharing it, you get more eyeballs to read about your solutions, resonate with your approach and then take the next step to learn more. The more you do this, the more likely you’ll be to turn a prospect into a client.

Most of my clients, whether they’re brand new to business or have been at it for years, get stuck with what to publish and how to publish it.

Let’s start with what to publish…

Avoid sales hype. Content marketing needs to be about your ideas, not your products and services. If you start with a sales pitch right outside the gate, people will quickly tune out.

Focus on the big challenges your potential clients face. If you can get to the heart of their problems you’ll get their full attention. If you show how you can solve those problems, their interest will soar.

Speak in your own voice. Don’t try to sound like everyone else. Be authentic and sincere to get people to resonate with you and begin to view you as an authority.

Tell stories. No doubt you’ve helped your clients successfully meet challenges. You can protect their anonymity but don’t be afraid to use their examples, stories and real-life scenarios in your content. Or tell your own story! This strategy really attracts prospects because they no longer feel alone with their problem and because stories are far more memorable than dry facts and figures.

Tell them how. There’s a reason why “how to” articles are so popular. People love it when someone shares best practices, secret tips or step-by-step instructions. You probably take for granted how many things you know how to do and could share with your audience.


So now that you have any idea of what to publish, let’s get into how to do it…

Use multiple platforms. Don’t limit yourself to just one platform. You want to spread a wide net with videos, social media sites, ezine, blog posts, ebooks, special reports, etc. Pay attention to what gets you the most traction. Are your ideal clients on Facebook or on LinkedIn? Do they prefer short videos or longer articles?

Repurpose what you already have. Sometimes it feels overwhelming to create new content from scratch. But you might be surprised by how much content you already have in your reservoir. You could repurpose a speech you’ve given, a report you’ve written, or even an email where you addressed some specific problems a client is facing. If you want more shortcuts download my free report, 39 Strategies to Get More Mileage Out of Your Content, available on my website.

Stick to a schedule. It’s really important to be consistent. You don’t really have a blog or newsletter if you aren’t publishing at least once a month and of course more often is better. If you provide real value with your content your audience will start looking forward to your next post or video. Set the goal to send out an ezine at least once a month. It’s still one of the best ways to share value with prospects.

As a seasoned consultant and business owner I know the value of this strategy so I publish all the time. Whether it’s a new course, blog, ezine or video I keep the content flowing. If I can run a busy multi-six-figure practice and find time to write so can you. Let’s not make excuses – let’s start publishing as an expert.  Are you having difficulty prioritizing all your responsibilities as a business owner? If you would like to get a fresh perspective explore a coaching partnership with us by calling 1-800-267-3245 to schedule a complimentary 30-minute consultation.

Predictable Results™ Assignment

Get your calendar out and schedule times to publish your expertise. Also, start a list of content you already have at your disposal that you can repurpose.



As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.

Illustra Business Coaching
Copyright © 2016, Sarah Hathorn, AICI CIM, CPBS
1-800-267-3245, info@illustrabusinesscoa

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