| You know the secret to a long-term, and
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| | hire someone who knows a lot about their
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| profitable, client relationship is
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| | area, but perhaps writes only a little
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| delivering effective communication tools.
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| | better than they do. And a year or two
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| But you may not realize that the impact
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| | later, they'll be looking for someone
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| of your writing has more to do with your
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| | else to help them when they realize that
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| skill as a writer than with your
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| | all the copy and training content and
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| knowledge of the subject. And unless you
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| | documentation they have churned out has
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| help your clients understand the value of
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| | produced mediocre results. Help yourself
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| your skills, you limit your opportunities
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| | and help your clients. When you get an
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| to sell those skills again and again.
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| | opportunity to talk to a prospect about
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| Every business has its own specialists,
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| | creating effective communications for
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| people who know more about their products
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| | them, keep pushing the conversation
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| and services than you'll ever know. So
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| | toward the skills they need to pull it
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| why can't they produce great marketing
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| | off. Make sure they understand their own
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| copy, clear user guides, or truly
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| | need for someone different from the
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| effective training for their employees
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| | resources they already have in house.
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| and sales reps? Because they don't have
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| | Help them recognize that your skills
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| the skills that you do, the talent for
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| | complement their knowledge, that it is
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| communicating with impact to achieve
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| | that combination that produces results in
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| specific results. We've all met experts
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| | the form of higher revenues, more
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| who "know their stuff" but can't share
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| | customers, or enhanced employee
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| their knowledge -- perhaps your math or
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| | performance. Even if you know their
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| physics or French teacher, or an engineer
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| | subject matter well, your skills are more
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| or programmer in a company you know, or
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| | important. After all, should their
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| even your doctor, lawyer, or insurance
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| | product line change, or new markets open,
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| agent. At some point, a company realizes
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| | they may be dealing with a new body of
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| they need help communicating, educating
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| | knowledge in a year or two. But their
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| prospects, customers, and their own
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| | need for effective communication will
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| employees about the benefits and best
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| | remain, and, if you've positioned
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| practices associated with their products
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| | yourself as the "communication expert" of
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| and services. They go looking for outside
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| | their team, you'll continue to have
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| help . . . and then they forget why! Your
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| | opportunities for business from existing
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| long-term success depends on reminding
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| | clients even as their business practices
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| them of that need for communication
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| | and markets change.
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| skills. Most of these experts, whether
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| | Will Kenny has more than two decades of
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| clinicians or programmers or engineers or
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| | experience as a freelance content
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| legal experts, are more comfortable
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| | developer for national corporations and
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| talking to people just like themselves,
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| | local small businesses. Visit for free
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| rather than creative types like artists
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| | articles and case studies based on years
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| and writers. Left to themselves, they'll
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| | of freelance business writing.
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