Don't produce another brochure. Instead, write a book!
Now I'm not talking about the next great American novel (but if you have that talent, go for it!). I'm suggesting you and/or your practice group focus on a service line that is either established and lucrative or has the potential to be lucrative and pen a short book. To be successful, the book must contain actionable information that will help the reader.
The whole idea of "writing a book" sounds daunting but it is very doable if organized correctly. And it is doable in a short amount of time. Future posts will discuss the steps to take but remember these facts:
- A short self-published book will most likely cost less than a slick brochure that almost everyone either throws away or files away. No one throws a book away.
- A short self-published book communicates your expertise in a way no brochure ever can.
- A short self-published book is a terrific give-away to your clients and/or referral sources.
- And, a short self-published book differentiates you in a compelling and powerful way.
Add this blog to your news aggregator and watch for posts containing "how-to" information in the near future. If you can't wait, feel free to e-mail me with specific questions.