Being the most critical component of your marketing communications, your message is also one of the most challenging tasks in the entire marketing process.

How do you choose the best message to describe who you are and how you help clients like them?

What words will help potential clients understand how they will benefit from hiring you?

Equally important, how do you slide easily into preparing your message instead of getting bogged down figuring our how to start?

These questions were triggered by the following comment recently posted on my blog:

“…I was curious to find out how you center yourself and clear your mind before writing. I’ve

had trouble clearing my thoughts in getting my ideas out there.

“I do enjoy writing but it just seems like the first 10 to 15 minutes are usually lost simply just trying to

figure out how to begin.”

Being about a quarter of the way through a large writing project, it seems like a good time to pause and reflect on the challenge of figuring out how to begin writing something new.

Even though it’s been some time since I got stuck at the early stages of some new writing, I do understand and appreciate the frustration.

From my experience, it’s easier to center yourself and clear your mind before starting to write.

Clarify why you are writing: what do you want accomplish? If for example you are writing a marketing piece, what do you want the reader to do after reading your message? …go to your website? …contact you? …something else?

When you have clarified what you want accomplish, turn the issue over to your imagination, allowing it to help you visualize your desired outcome. Perhaps you will visualize the reader going to your website or picking up the phone to call you.

Once comfortable with what you see in your imagination, put on your writer’s hat and go with the flow.

Instead of trying to figure out how to begin, you will be more likely to struggle to keep up with the flow of ideas.

Whenever I have used visualization as an early component of writing, not only has it eliminated so-called writer’s block, it has also generated some great results.

There are probably as many ways figuring out how begin a new piece of writing as there are writers.

Any suggestions you can share?


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These relationships do more than distinguish professional services from standardized commodities. They also help align professional service marketing with the contemporary belief that marketing is more about developing relationships than promoting goods and services.

Businesses use a variety of marketing communications to connect with potential consumers of goods and services. Once a connection has been made, the next step is to engage interested consumers in some kind of a process leading to the decision to purchase a specific product or service.

This engagement becomes a relationship between a business and potential consumers interested in the goods or services that the business supplies. This relationship helps the business learn more about what the potential consumer need, want and expect. It also helps potential consumers understand how the business can help them.

In practice, this relationship takes the form of a conversation between the business and its interested consumers.

Ta da…there it is: the alignment between marketing as building relationships and professional service marketing. And what an alignment it is. It’s a perfect match.

The Marketing Conversation

What is a marketing conversation to many other businesses, is the same as the first stage of getting to know our professional service clients.

Following this approach allows us to see marketing in a whole new light.

Instead of struggling to understand conventional marketing concepts like advertising, promotion and sales, we can do what we do well: interact with people who need our help. We simply start the conversation, ideally as soon as connect with potentially ideal clients.

As an added bonus, the relationship-focused approach narrows your marketing challenge to just one: connecting with potentially ideal clients.

And this is where five basic marketing strategies, which might be called the professional service marketing mix, come into play. These strategies include:

  • networking
  • direct contact
  • referrals and
  • keeping in touch

To learn more, see I Am A Professional!