I Want to Build My Authority Writing
What Do I Write About?
Writing is an effective way to convey expertise and also a marketing devise. In this article, Rod Burkert shares who he writes for and answers the big unanswered question: how he decides what to write about.
I talk about how much I write, who I write for, and when I get it all done. But apparently, I left this big question unanswered: How do I decide what to write about?
Deciding What to Write About
If you’re thinking of starting a regular BVFLS newsletter or blog, probably the biggest hurdle you’re imagining is: What do I write after, like, week three?
But the answer to that question is quite easy. You should be writing about topics that demonstrate your area of expertise … and what you want to be known for.
Still uncertain what to write?
Then, specifically, how about this …
What About the FAQ!
Write out the answers to the 10 most frequently asked questions you get about the work you do in your practice area or industry niche.
Then, write out the answers to the 10 most should be frequently asked questions about the work you do in your practice area or industry niche.
Starting out this way, you’re not actually writing. I mean you are, but it’s more like having a conversation with an invisible lead or prospect whose questions you’re answering. Your answers will answer their real questions:
- Who are you?
- What do you do?
- Why should I call you?
Do this exercise before you launch your newsletter or blog. If you write weekly, you’ll have 20 weeks’ worth of content “in the can” before you need to write anything new.
As you release your missives, your audience will reach out to you asking you questions about what you wrote, which begets more answers that you can write about.
And if you’re still skeptical that this whole FAQ thing will work, I highly recommend “They Ask, You Answer” by Marcus Sheridan. Even more cool, one of my former coaching clients wrote a book, “Business Valuation for Business Owners”, based primarily on tracking and answering questions his leads, prospects, clients, and referral sources asked him.
In Real Life
Of course, everyone’s audience is different and figuring out how to write something that will connect with them, week in and week out, can be challenging.
But answering their questions, first and foremost, is a great way to get started.
Beyond content, length, format, frequency, voice (tone), and even the day/time you send it out are important considerations for creating an interesting and engaging newsletter or blog.
And it’s all part of the fun of experimenting with the new ‘media property’ you will own.
Last, be committed to the process. Schedule time for your writing in your calendar. Treat it like a client appointment; something you wouldn’t cancel unless there was an emergency.
So, What!
Authority is your competitive advantage. And within your practice area or industry niche, authority stems from:
- Having specialized knowledge and advancing your unique perspective of it.
- Being known for your expertise and getting recognized for it.
Writing can help with those things.
I help BVFLS professionals turn the practices they have into the practices they want—by focusing on strategies and tactics to help them better market, sell, and deliver their services—with an assist from AI. If you want some help with that, e-mail me at rod@rodburkert.com.
