One word. A word that can turn a boring newsletter, blog post, or article into something your subscribers look forward to reading. A word that helps you forge relationships with your readers and bring them closer to hiring you and referring you.
The word is hardly a secret. You use it every day in conversation, but perhaps not so much in your newsletter, articles, and blog posts, because “experts” tell you to avoid it.
The word? “I”.
Yes, talk about yourself.
Of course you will mostly talk about your reader–their problems, their wants and needs, their niche market or community.
Talk about subjects that interest your reader, but don’t leave yourself out of the picture.
Tell your story. Let people get to know you and what it’s like to work with you.
Because you are the solution to their problems.
When you talk about the law, use examples and stories from your practice. Talk about how you’ve dealt with these issues before, on behalf of other clients.
Describe yourself in action, talking to people, creating documents, writing letters, arguing or negotiating on behalf of your clients.
Your readers what to know what you’ve done for other clients, because it shows them what you can do for them.
Don’t make your newsletter all about you. But don’t forget to talk about yourself, because that’s how your readers get to know, like and trust you.
