Swearingen Communications Insights

Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.


3 Gifts Your Clients Will Always Cherish

Want your clients to appreciate you long after those holiday fruit baskets or bottles of champagne have disappeared?  Provide them with these gifts throughout 2017:

The Gift of Relevance.

Clients welcome communication that focuses on their most burning questions, such as:

  • Why should I care?
  • What’s in this for me?
  • What solution are you providing? What “pain” are you addressing?

You build loyalty and trust when you frame your client engagement strategies from the perspective of serving vs. being self-serving. Write to what is most relevant to your reader. Always remember: “You” is among the most powerful words in the English language. Use it often.

The Gift of Brevity.

From Aristotle to Ted Talks, experts agree: The more you say, the less people remember. The fewer the words, the more impactful the message.

Ensure that your 2017 communications are clear, concise, and brief. Content that is easy to read is easy to digest. It’s read more thoroughly. And it’s read more often.

There are many indexes and formulas that measure readability. Sentence length and word length are two major factors. The shorter, the better. Think Ernest Hemingway. Adopt the habit of using shorter words, sentences, and paragraphs. Your readers aren’t dimwitted. But they are very busy.

The Gift of Service.

Most anxiety about how to market and build your practice in 2017 will fade when you ask:

  • How can I create value for you?
  • How can I make you more successful?
  • How can I protect you?
  • How can I help you save time, money, or resources?
  • How can I make your life easier?

Build your marketing plan by addressing these key issues that your clients and prospects face on an ongoing basis.

The holidays are a season of giving and illumination. Why not continue these traditions throughout 2017?

Leave a Comment