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#286: Creating Tips for Your Clients

Posted By Mark Haas CMC FIMC, Monday, April 19, 2010
Updated: Monday, April 19, 2010
These daily tips are really valuable. They keep me thinking about how to improve my consulting skills and grow my business. Should I do something similar for my prospects and clients?

We get asked this question more than you might think. Tips are written to stimulate your creativity, keep you in a zone of continual improvement, and help you remember those good practices you used to use but just let lapse. Why wouldn't your clients get the same kinds of benefits?

Writing tips does take some time and it helps to have a plan of what to write and how to communicate them. Because IMC USA membership covers almost every technical discipline and industry, the tips are not about any one professional perspective. They are for anyone to use, and most apply just as well to professions other than management consulting.

First, be clear about your objectives. Ours is consistent with our mission to promote excellence and ethics in management consulting. Yours might be to educate clients about a specific aspect of their operations. Or it might be to hint at your particular capabilities. However, if these focus on you rather than the reader, they become obvious commercials.

Second, select a format that engages your reader. We selected the "call and response" format because it clarifies the tip's purpose and often reflects questions we get about consulting. Tips need to be short and to the point. If you have a mechanism for feedback, pay attention to reader response to refine your tips. Make sure you conform to CAN-SPAM rules about opt-in and opt-out (assuming your tips are by email). Finally, pick a time frame that works (daily, weekly or other) that meets your need and reader preferences.

Tip: If thought out well, this can be a powerful support for your brand. Over time, your readers will be looking forward to receiving your tips and begin to ask for your advice.

© 2010 Institute of Management Consultants USA

Tags:  client service  communication  intellectual property  knowledge assets  marketing  reputation  writing 

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