Today, email marketing expert, Winton Churchill, shares some advice for business authors. Much of this can be adapted to other areas of writing. Enoy the advice!
3 Strategies Business Authors Can Use To Cut Through
The Clutter In These Turbulent Economic Times
The Chinese symbol for "crisis" is the combination of 2 characters...one meaning "danger" and the other meaning "opportunity."
Hard economic times, especially as severe as we are experiencing right now, create disorientation in the minds of your audience, clients and readers.
As a non-fiction author, whatever advice you've dispensed through your writing, as successful as it has been, is all subject to review in light of these new realities.
With the bottom falling out of the financial markets, gas at unprecedented highs and inflation rearing its head, everything you have written or said needs to be re-thought in light of these changes. It is important for you to answer the question, "Given what has happened, what would your advice be now?"
It is actually a great time to build your list and your following by providing perspective and recommendations for your readers, prospective book purchasers, prospective clients, etc.
The Approach
One approach I like and am recommending to our clients is the "7 Critical Mistakes..." format.
The strategy goes something like this:
1. Create a report on the 7 critical mistakes people in your target audience are likely to make as they adjust to the new economic realities AND how they can avoid making those mistakes. (I usually recommend that you dictate this and get it transcribed to make it conversational and fast. Use a service like elance.com if you don't have time to edit the transcription into its final form.)
2. Prepare an article highlighting 2-3 of those mistakes with a mention in the resource box at the bottom that readers can get the entire report on your site. Include a link to a squeeze page.
3. Prepare a press release announcing the availability of the report and send that out through a service like PRWEB.com. Include the link to your squeeze page in the release along with your photograph (this will raise your visibility).
CAUTION...CAUTION...CAUTION
Some people in your audience are traumatized by these current events...others are, at a minimum seriously concerned about their personal finances. This is not a time to be flip...but frank is OK...in fact even preferred!
You can "tell it like it is!" more than you might in calmer times. Your readers will appreciate your unvarnished insight. When they watch politicians, spokespeople or newscasters they get such a sanitized, politically correct version of events that it is often hard for them to get a clear picture of what is unfolding.
Speed Counts...
In this day and age, a crisis can pass quickly (this one may not) but it is important that you move quickly on this or much of your impact will be diluted. Your audience is trying to make sense of current events today and the more you can help them with that, the more appreciative they are of your insights.
About the Author:
Email Marketing & Sales Lead Generation Expert Winton Churchill improves the efficiency and effectiveness of sales and marketing efforts for thousands of businesses. Now, if your company wrestles with complex sales cycles and if you want to increase sales with more effective lead generation programs then GET YOUR FREE SNEAK PREVIEW of his new book: "Email Marketing for Complex Sales Cycles" at: http://www.churchillmethod.com/chapter.html
