Top-O-Mind Fatal Mistake


Top-O-Mind Fatal Mistake

For years professional firms (lawyers, CPAs, doctors, engineers, etc.) have subscribed to newsletter services where they simply change the header on the document and then send it to their clients as their own information.

Today this is a FATAL MISTAKE because these newsletters are published on the firms blog; not sent in the mail! There may be hundreds or even thousands of other blogs with the identical information.

Your Blog Must Be Your Information

If you are going to blog and present the information as your own; then make it your own! If you subscribe to a newsletter service for content; it’s not your content! It is someone else’s content and whether you paid for it or not; it is not your original work!

Instead of taking their own time to create something relevant to their client base; they simply take information from the service, slap their header on the document, post it on their blog and send their clients links to the information under the premise of providing a unique service.

Creating Your Information Takes Time and Effort, but It Is Your Own!

Creating your own information absolutely takes time and effort. It’s not something you can just slap together; but don’t your clients deserve better? Don’t they deserve something you took the time to create? If you are using a service are you differentiating yourself from the competition? Not at all! You are simply confirming your practice is a commodity.

Personal Survey Results

I just saw a posting on LinkedIn from one of my professional connections. I knew they had been using a service and thought I would see if they are still using a service. To do this I copied a couple of sentences from their message and pasted it into Google. I enclosed the text in quotation marks and hit search. This is the text:

“If you also have an IRA, you probably named a beneficiary of that account on the custodian’s beneficiary form. The IRA beneficiary form”

The result was 38 identical hits on the search string. Was this a coincidence? I’m sure it’s no coincidence; all of these firms are using the same service.

How Does this Look to Your Audience?

Do your clients and prospects see this as a differentiator for your firm; obviously not. In fact, if they were searching for a new provider and received the same identical information from both organizations they could have a lot of different thoughts going through their mind.

For example: Did one of these firms plagiarize the information from the other? Is it really two different firms or just one firm working under two names? Did these firms collaborate on the article; why didn’t they acknowledge both authors?

If they found 38 identical results they may not know how to feel.

If You Are Going to Use a Service; at Least Add Your Perspective!

I have counseled professional firms on the issue and told them I didn’t see it as a very good marketing tool. As part of my recommendation I said, if you are going to use a service, at a minimum add your own perspective. Tell them your audience why they should read the article or what you find particularly relevant. At least make some part of the process your own!

Have Newsletter Services Outlived Their Usefulness?

If you are using a newsletter service; this is the question you must ask: has the service outlived its usefulness?
When the newsletters were mailed the chance any of your audience members seeing the identical information from multiple sources was remote. Today with the Internet it’s no longer the case; the chances are high they will see you are not an original thinker. Maybe it is time to create your own material!

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My name is Tom Staskiewicz and my goal is to help everyone do a little better, get a little further and reach the success they are destined to achieve!

Do you need help with your message? Are you struggling for people to know you and what you have to offer? If so, I can help. My contact information is below or Email  Me Now! and lets get started.

Whatever I can do to help you or anyone to move forward in reaching your goals; I’m all for it. Connect with me on LinkedIn, Like me on Facebook or follow me on Twitter.

Check out our career site and sign up for our newsletter of career tips and ideas for job seekers, small and medium business owners, self-employed individuals, contractors, consultants or whatever; anyone wanting to move their career forward!

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Your Message Content and How it Makes Top-O-Mind Work


Your Message Content and How it Makes Top-O-Mind Work

What is the purpose of your messaging? What are you trying to accomplish?

Many believe the purpose of their messaging is to “sell their products and/or services” and, although this is the ultimate goal, it cannot be the purpose of the majority of your messages. Customers, clients, prospects, et al will see through this immediately and instead of accomplishing the intended goal; your message will fail.

Note: When I say messages I mean Social Media and Blog posts, comments, likes, etc. Any form of communication to your audience.

The Two Purposes of Your Messages

There are two purposes behind good messaging campaigns:

  • Let your audience know a little about you; and
  • Inform and/or educate your audience on a topic.

You may look at the first purpose and say to yourself he just said it cannot be all about me or my products and services but now I’m being told the messages are to tell my audience a little about me. I don’t understand.

If you bare with me I’ll explain.

A Little About You

When I say a little about you; I’m not talking about what you are selling. What you must do is build your brand. What you want to convey in the brand building process are your personal characteristics, such as:

  • Credibility;
  • Honesty;
  • Integrity;
  • Reliability;
  • Dependability;
  • Trust;
  • Sincerity;
  • Concern for your audience;
  • Consistency; and
  • Value

Inform and/or Educate

The next piece is you want to inform and/or educate your audience. You want them leaving the message saying; “that was time well spent.” You want them feeling good about the message and recognizing the value you just provided.

If you can accomplish those objectives your readers will return and, as long as you continue meeting those objectives, they will keep coming back for more. You want loyal readers because many will ultimately become loyal customers and they will share your content with their connections.

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My name is Tom Staskiewicz and my goal is to help everyone do a little better, get a little further and reach the success they are destined to achieve!

Do you need help with your message? Are you struggling for people to know you and what you have to offer? If so, I can help. My contact information is below or Email  Me Now! and lets get started.

Whatever I can do to help you or anyone to move forward in reaching your goals; I’m all for it. Connect with me on LinkedIn, Like me on Facebook or follow me on Twitter.

Check out our career site and sign up for our newsletter of career tips and ideas for job seekers, small and medium business owners, self-employed individuals, contractors, consultants or whatever; anyone wanting to move their career forward!