Position Yourself with
Value-Added Content
When planning your next direct mailing or individual contact with a prospect, remember that providing
professional services is, essentially, a people business. Building trust is a vital part of the sales cycle, yet too
often firms address this step through marketing alone – words, not actions.
A Thought Leader
Consider complementing your promotional materials with some value-added content, such as a newsletter to
clients and prospects with timely, relevant business advice. Whether your articles are industry specific or general in scope, make sure to include helpful information and realistic tips readers can utilize in their businesses.
This low-pressure approach provides a free service to businesses in your market and works to establish your
firm as a thought leader. By offering relevant guidance regarding economic and industry trends, you are building your professionals’ reputations as specialists who understand their clients’ pressing business challenges.
An Information Resource
When developing value-added content, do not limit the information to your firm’s list of services. Readers will
recognize an advertisement in disguise. Instead, take the opportunity to cross professions and become a referral
source.
For example, architects can discuss the importance of adequate funding, and CPAs can explore the legal issue
surrounding mergers and acquisitions, ending each article by offering to help readers find the right professionals
for their business. If you publish a regular newsletter, consider featuring articles from referral sources (and offer
to supply them with articles in return).
Taking yourself out of the equation adds authenticity to the mailing and shows consideration for clients’ and
prospects’ needs.
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