- You understand their questions, issues and problems
- You have the knowledge, skills and experience to help them
- You can communicate with them in ways they can understand
The hallmarks of a strategic communication plan should lead your “ideal customers/clients” to recognize that you can always answer their next questions.
Here are a few tips to help you achieve your goals.
Keep the focus on the client. Writing about industry issues is great in the right publication. When writing a blog or an article or even a white paper or special report, however, you focus should be on the needs and questions of the client. It might be helpful to think of your content creation as a continuing and direct conversation you are having with a client. This approach delivers the desired information. It also communicates your understanding of the client and your ability to discuss issues in a way your clients can readily understand.
Anticipate questions your clients and prospects would ask you if they could, and answer those questions. Your expertise should enable you to anticipate the questions clients would like to ask. Make a list of those questions. Then prioritize or order the questions based on how clients typically ask them. Then start writing the answers to the questions and publish them. Use you blog, your website and submit them to online article directories. Make the content you create as available as possible in every format and location possible.
Follow the logical line of inquiry to the questions your clients would ask if they knew more about your area of expertise. Educate your clients and prospects about things they should know. Pay attention to ensure you do not insult their intelligence. Be sure to include some attention to providing the information and insights other advisors probably did not tell them.
Address changes and issues in the news from the client’s point of view. Think about what your client needs to know and what they will find helpful. Tell your clients about changes in laws or regulations, not in terms of the detail, but of what it means for your client’s life or business.
If you can build a strategic communication plan based on these tips, you will be well on your way to attracting the clients who need and value your expertise. Keep your focus on educating your clients and prospective clients about the things they need to know. This will demonstrate your expertise and help to build a relationship of trust and confidence.
If you need help with your strategic communication plan, call us at 732-397-8489 or click here.