You know the secret to a long-term, and profitable, client relationship is delivering effective communication tools. But you may not realize that the impact of your writing has more to do with your skill as a writer than with your knowledge of the subject.
And unless you help your clients understand the value of your skills, you limit your opportunities to sell those skills again and again.
Companies have certain individuals in their employ who can be best termed as specialists, people who are supposed to know everything that has to be known about its products and services. So what's keeping them from creating awesome marketing tools such as user guides and advertisements, and why do they keep befuddling co-workers with their training methodologies?
Because they don't have the skills that you do, the talent for communicating with impact to achieve specific results. In life, we cannot avoid encountering individuals who simply do not have "what it takes" to share their knowledge despite their repository of information in their cranium - these are our doctors, lawyers, business associates, computer technicians, or even the teachers from our younger days who had "what it takes"...to put us to sleep in Physics, Algebra or Literature class.
At some point, a company realizes they need help communicating, educating prospects, customers, and their own employees about the benefits and best practices associated with their products and services. And when the time comes for them to enlist outside help, they scratch their heads trying to remember why they did that!
Your long-term success depends on reminding them of that need for communication skills. After all, a clinical crackerjack would rather talk to a fellow doctor, a golfing guru would rather talk shop with a fellow golf pro and a champion computer specialist would rather talk bits and bytes with somebody like-minded - you get the idea, they would rather talk to one of their own rather than people more attuned to creative pursuits, such as writers.
If it were up to them, they wouldn't care much about those "bohemian writer types" - they'd rather get somebody conversant in their specialization, never mind if he or she is a so-so writer. And a year or two later, they'll be looking for someone else to help them when they realize that all the copy and training content and documentation they have churned out has produced mediocre results.
Help yourself and help your clients.
Always stay in control of the conversation whenever you get the chance to let a prospective client know about helping them foster effective communications - you want to focus on helping them develop those skills. Make sure they understand their own need for someone different from the resources they already have in house. Emphatically tell them that with your writing expertise and their technical knowledge, you two can work in concert with each other to improve corporate revenue, gain more customers and keep the existing ones, and improve employee morale and performance across the board.
You may have an encyclopedic knowledge of their subject matter, but it matters little if you don't have the skills. Remember that constant and consistent change is a part of almost every major industry, which would require a new set of product knowledge in a few years' time.
Despite the numerous changes that can happen in the world of business, you can ensure that a company stays relevant by meeting their constant need for effective communication as their freelance business writer AND communications specialist.
And unless you help your clients understand the value of your skills, you limit your opportunities to sell those skills again and again.
Companies have certain individuals in their employ who can be best termed as specialists, people who are supposed to know everything that has to be known about its products and services. So what's keeping them from creating awesome marketing tools such as user guides and advertisements, and why do they keep befuddling co-workers with their training methodologies?
Because they don't have the skills that you do, the talent for communicating with impact to achieve specific results. In life, we cannot avoid encountering individuals who simply do not have "what it takes" to share their knowledge despite their repository of information in their cranium - these are our doctors, lawyers, business associates, computer technicians, or even the teachers from our younger days who had "what it takes"...to put us to sleep in Physics, Algebra or Literature class.
At some point, a company realizes they need help communicating, educating prospects, customers, and their own employees about the benefits and best practices associated with their products and services. And when the time comes for them to enlist outside help, they scratch their heads trying to remember why they did that!
Your long-term success depends on reminding them of that need for communication skills. After all, a clinical crackerjack would rather talk to a fellow doctor, a golfing guru would rather talk shop with a fellow golf pro and a champion computer specialist would rather talk bits and bytes with somebody like-minded - you get the idea, they would rather talk to one of their own rather than people more attuned to creative pursuits, such as writers.
If it were up to them, they wouldn't care much about those "bohemian writer types" - they'd rather get somebody conversant in their specialization, never mind if he or she is a so-so writer. And a year or two later, they'll be looking for someone else to help them when they realize that all the copy and training content and documentation they have churned out has produced mediocre results.
Help yourself and help your clients.
Always stay in control of the conversation whenever you get the chance to let a prospective client know about helping them foster effective communications - you want to focus on helping them develop those skills. Make sure they understand their own need for someone different from the resources they already have in house. Emphatically tell them that with your writing expertise and their technical knowledge, you two can work in concert with each other to improve corporate revenue, gain more customers and keep the existing ones, and improve employee morale and performance across the board.
You may have an encyclopedic knowledge of their subject matter, but it matters little if you don't have the skills. Remember that constant and consistent change is a part of almost every major industry, which would require a new set of product knowledge in a few years' time.
Despite the numerous changes that can happen in the world of business, you can ensure that a company stays relevant by meeting their constant need for effective communication as their freelance business writer AND communications specialist.
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