High Value Documents

HIGH VALUE DOCUMENTS

The documents and reports that you create to connect with clients are the essential to the life of your business.

Of course they should look great and contain compelling information, but never forget that your documents need to be goal-driven.

When you’re a solo entrepreneur or a principal in a small partnership, you’re wearing several hats and meeting needs at multiple levels. In that space, it’s easy to slap down information without thinking about

the precise reason for the communication.

The result is like taking a photo without focusing the camera first: vague and blurry. This either gives prospects and clients the impression

that you’re not quite grounded in your expertise or it means you’re going to spend a lot of time with followup questions to offer the clarity

that wasn’t available the first time around.

Either situation will end up harming your perceived value and authority, so before you start setting pixel to screen, set a foundation for high-

value documents in your business.

SET YOUR PURPOSE

In order to deliver high value to your ideal audience, you need to give them the information they need to know in a way that really connects

with their business.

The easiest way to do this without getting stuck in guesswork and analysis is to ask yourself three questions:

1. Why am I writing this? or What results will this create?Knowing precisely why you’re reaching out at this time will prevent

your message from getting muddled with too many disorganized thoughts. Pick a central theme and stick to it.

2. Why does my client want to read this?When you always have your eye on weekly and monthly goals, it’s easy to lose sight of the fact that the most effective communication speaks

to your prospects’ and clients’ needs--not your own.

Think about it: is your audience really interested in knowing about the conference you’re attending

or speaking at? Do they care about your new office space?

Perhaps, if the context is right. Maybe the conference is one they’d love to attend. Perhaps your new office is close to their location. In any

case, the appeal should always be evaluated through your clients’ eyes, not your own.

3. Is my purpose persuasive or informative?It’s true that every interaction you have with your audience has the

potential to impact a sale, but not every document needs to work for the sale. Knowing the difference helps take the pressure off your

performance and gives your documents better focus.

Persuasive documents are communications where you are providing evidence as to why your clients should choose your expertise. Your audience for these documents is everyone in your target: complete

strangers, prospects, and those in your inner circle.

Informative documents provide essential updates or data, typically used with clients who are currently working with you--close to the

center of the target.Let’s unpack how to write effectively for those clients as a high-value

consultant.

WRITING TIPS FOR HIGH-VALUE PERSUASIVE OR

INFORMATIVE DOCUMENTS

Determining if the document you’re about to write is persuasive or informative is a fairly simple task: just look at the type of document

you’re about to deliver.

HIGH-VALUE PERSUASIVE WRITING

Persuasive documents are generally the first public interface that your business has with the outside world. These include:

▸ White papers or position papers▸ Case studies

▸ Some types of web copy▸ Press kits▸ Sales copy

These documents have significant work to do, so when you’re writing them, don’t shortchange the writing process. Give yourself time to practice

and experiment.

You could spend months reading the most authoritative advice on writing persuasive copy, or you can keep this excellent shortcut

summary close at hand. In either case, don’t be afraid to jump in and learn as you go.

Don’t be afraid to grab the readers’ attention.Find an issue that strikes a chord with them. Ask a provocative

question. Make them laugh. Whatever angle you choose, make sure the point you make focuses on a problem or question they need resolved.

Highlight the benefits of your services.Show that you see your clients’ expensive problems and be ready to

hand them real solutions. Stay away from weak, low-value claims like, “We’re better than the rest!” and be specific.

Differentiate yourself from the competition. Clearly state why your service, expertise or some other characteristic sets you apart as the

best choice for their business.

Prove your case.Take stock of your successes so you can outline results you’ve

engineered for other clients and offer testimonials. This is your chance to establish credibility and trust, so choose scenarios and references

that will speak to your ideal clients.

Be specific about your value to their business.If you can save them heaps of time, cash, or lost hours of sleep, be don’t

be shy about saying so. And If your services come with a significant price tag, address that issue up front so you can demonstrate your

value. (Pro tip: Some clients feel more comfortable with a consultant who charges more. Really.)

Close with a call to action.It seems strange to have to remind people of this point, but it is crucial to let people know how they can take the next step once you’ve stirred

up their enthusiasm. Make it very easy for them to pay for your abilities.

HIGH-VALUE INFORMATIONAL WRITING

It’s great to have confidence about promoting your business, but it’s also good to know when to take off the promoter’s hat and trade it for

the analyst’s keen eye.

This shift in tone and perspective gives clients the impression that they’re in good hands, getting your full attention.

Examples of business writing where informing (rather than persuading) is the primary goal are found here:

▸ Reports▸ Status emails

▸ Project deliverables▸ Plans▸ Proposals

Note: While proposals are frequently seen as an opportunity to win over clients and close the sale, this is not their best purpose. The best

proposals are simply a way to summarize what’s already been discussed as a quick, but detailed reference.

When you switch to informational writing, you can use a more clean, straightforward tone to make sure the content is center stage, not your

voice.

Here are some key writing essentials to keep in mind as you start corresponding with your clients.

Just start.Forget about making your document perfect in one shot. Even if you’re feeling shaky about wording and organization, get something written.

That momentum will carry you forward.

Keep it short and sweet.Drop complex, scholarly or pompous language in

favor of clear, straightforward wording. Short paragraphs and a strong framework will help the

document flow along and keep the reader’s attention.

If you’re struggling with organization, try this simple structure:* Here’s what I’m going to say

* Here are my key points* Here’s why my recommendations are correct

* Here’s what you should do about it

Speak your clients’ language.Use keywords that prove you know the lingo and the issues they face, but avoid industry jargon. Make it easy for them to understand exactly

what you mean.

Make the layout inviting.Unless your business relies on a stunning visual presentation, you don’t need to hire a graphic designer for your documents. If you use a clean

layout and font, that’s all you need. Simplicity is good.

Break up the text with visuals.Headings, graphs and charts can be excellent ways of communicating

information at a glance and making the report look pleasing.

Check for errors.No one--not even professional writers--creates a

perfect document in one shot. Don’t write in a blaze of inspiration and immediately push

“publish”. Instead, schedule extra time and find a willing colleague to check your work for

embarrassing typos before you send it out to the world.

Keep writing.The best way to get more confidence as a writer is to practice. Set

aside some time each week--even 15 minutes--to turn on your writer’s brain and get past the hesitancy we all have to put words together.

Yes, creating high-value documents for your business can be an art, but don’t let it become a burden.

Focusing on the purpose of the document, the type of document you’re creating and your clients’ needs before you write will keep your

thoughts together, allowing you to continue offering consistent value to your business and the people who need your services.

Learn about creating greater value for your consulting clients by subscribing to the Journal of Consulting Value, published by Remarq:

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