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!
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.
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