30 September 2009

Ezine, Blog, or Social Media? Wrong Question

For non-writers, all this talk of having a website, then doing an ezine, and writing a blog, and sending bursts of info out on social media can feel overwhelming and confusing.

Anyone out there feeling that? Yep, thought so.

The question is not which one should you do, but why and when will you want to do one or more of these forms of writing.

From my perspective as a web-presence marketing mentor-coach, I always say that a website is your home-base. It anchors all the rest of your marketing. This is the most important more or less permanent piece of writing you'll have to do.

The purpose of your website is to tell your potential clients what they are waiting to hear in order for them to know you are the right provider for them.

Blogs seem to work better these days than ezines for getting people interested in you and your services, and getting a little taste of what it would be like to work with you. So when you are starting out and needing to generate enough clients to fill your practice, a blog is a good addition to a website.

Ezines seem to work best to keep in touch with current and former clients, generating repeat business, providing targeted help on topics your clients have expressed an interest in, and reminding people you haven't seen for a while that you are still in business. This is a different purpose than a blog, so the writing should be different as well.

Social media work best to spark interest in something specific in the moment. They can be good for sending the curious and the prospective client to your blog or website for more extensive information, or to make an appointment. But for solopreneurs in the healing arts, they don't really directly generate a lot of new clients.

So, website, ezine, blog, and social media -- which will you work on today?

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