I like to send my clients all kinds of things, e.g., articles from professional journals, thoughts, recent news, specific recommendations, and all sorts of things I believe will be helpful. My concern is that they don't read it all. How do I deal with this?
We are all on information overload and your clients are no different. Part of our service is to make the client's life easier, pointing them to the right information at the right time. Don't assume just because something is interesting to you that it will also be for your client. Also, be sure this is something that can be used, whether by themselves or their staff. What they don't need is something that is just a fact, trend or summary that they have to think hard about how to use it (these are data but not information, and certainly not knowledge).Tip:
Start by being judicious about who gets what. You probably don't have more than a dozen really close relationships with clients. Limit your sendouts to just those you know well and are current on their needs. When you do send something, tell the client why it is worth reading, and help them to not read it by telling the client what the major relevant point is for their business. If you are really articulate and know them well, you can summarize the main points and let them use the item for backup. Make sure the recipient knows immediately from the headline and summary what is nice to know vs. what is important, critical to their business. © 2009 Institute of Management Consultants USA