Blogs, YouTube, Facebook, Twitter, and other online platforms are giving organization like yours an enormous opportunity to engage directly with your customers or would-be customers,” write Ann Handley and CC Chapman in their book Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business.

“Now, thanks to the…Internet and…web-based tools and technologies, you can create online content—blog posts, videos, webinars, and web sites—that will attract customers to you, so you won’t have to chase after them. What’s more, you can entice your customers to share that content with each other, all across the Web,” they explain.

In short, every company is now a publisher, and Handley and Chapman advise that you embrace that new reality. This includes your Legal Nurse Consulting practice!

All that is well and good, of course, but how does one go about creating such great content? Handley and Chapman offer several “content rules,” including the already-noted Rule No. 1, Embrace being a publisher. Here are three others:

Speak human. “Communicate…in simple terms, using the language of your customers…. Kill corporate-speak, buzzwords, and other language that makes you sound like a tool.” Also watch your use of medical jargon with attorneys who may not understand what terminology means.

Share or solve, don’t shill. “Good content doesn’t try to sell. Rather, it creates value by positioning you as a reliable and valuable source of…information” by sharing resources with customers or solving their problems.

Show, don’t just tell. “Good content doesn’t preach or hard-sell. Instead, it…demonstrates…how your clients use your services and explains in human terms how it adds value to their law practices…and meets their needs.”

Embrace your publishing side! Learn how to craft good quality content that will server, not just sell.

For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call (317) 426-1170.

Tags: Ann Handley, Blogging, CC Chapman, email content, Marketing, rules for customers

This entry was posted on January 18, 2012 at 4:19 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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