I’ve been blogging on a daily basis for almost seven years now. First, I started with a blog about my adventures in cancer world. After seven months of writing about my treatment I branched off to start writing about what creates value in a business. Six months ago I took another turn in my blogging and started writing specifically to you, the owner of wealth management firms.
You might notice that there is a pattern to what I’ve been writing about. And, that’s the topic of this blog post.
First, start with something you really know a lot about.
If you look at the three topics I’ve been writing about you’ll see they all have one thing in common. They all cover something I have expertise in.
When I was writing about my cancer treatment I wrote about what I was going through. Next, I started writing about general business issues and this is something I’ve spent over 35 years doing and studying. Now, I’ve added a new website that talks directly at owners of wealth management firms. Again, as an owner myself, a student of the industry and advisor to other firms, I have expertise and can demonstrate that expertise in my writing.
What are you an expert about and how can you show that you’re different?
Stop sounding like everyone else.
Please don’t end up sounding like everyone else out there. Think about what you do differently. I bet that if you’re really an expert at something you look at the world differently than those who just keep doing the same thing and mouthing the same words as everyone else.
In my case you’ll see that I don’t want you to sell your firm, I want you to wind it down. I have good reasons for doing so. I don’t want you to take a lot of paper from a buyer if you sell. I know that strategy often ends badly. I want you to think about reputation management as much as marketing. All three are different than what most advisors to this industry write and talk about.
What can you do to show true expertise and stop sounding like everyone else?
Don’t write more than you want to.
There’s no rule about how often you should write. Some successful bloggers write once a month, some every day. Some even write once a quarter. Your blog is likely going to help position you as an expert in your target market.
The key here is to enjoy writing. You don’t have to make it a really hard thing to do. It takes me about twenty to thirty minutes to write a blog entry. If you’re interested in having a conversation with me about how I do it click here to set a time to talk.
It’s even OK to hire a ghost writer.
If you hate to write and I know there are some of you who do, then it’s just fine to hire a ghostwriter. In today’s outsourced world there are literally hundreds of people who would love to ghost write blog entries for you and it won’t cost you an arm and a leg.
You still have to provide your expert opinion and you’ll still have to read and edit. You just won’t have to write and you might find that this allows you to post things your clients and potential clients would find interesting to read.
The point is to communicate your point of view……don’t be afraid to be controversial.
If you read my blogs on a regular basis you’ll see that I don’t shy away from taking on controversial topics. I want you to get a flavor of who I am and what I believe. I find this allows those who should work with me to know that I’m the right person.
I’m most successful with people who are highly coachable, ask really good why questions and want to be known as thought leaders in what they do. I can help those people achieve great outcomes. If you’re someone who just wants to get better around the edges, then I’m probably not a good match.
I want you to do the same. Be bold. Let others know what you really think. Yes, you might actually offend some people. At the same time, you’re going to find some real friends who are glad that you’re being candid.
I hope you’re willing to honest with those who read your blog. I’m hoping you see the real need for a blog and I hope you enjoy what you’ve just read. If you have, consider clicking here and joining our Linked In group for creating sustainable business with your RIA.