Five Reasons to Use Newsletters to Become the Authority in Your Practice Area
We’re well into the information age. But in many ways, it’s also the “misinformation age.” It’s easy to access information today; paradoxically, finding reliable, credible sources is difficult. That’s why trustworthy resources are more important than ever.
Professional practices represent a source of credible experts. You and your fellow professionals have the extensive education and experience to prove it. While that’s absolutely critical, it’s not enough for you to simply be an expert authority in your practice area. You must communicate that you’re the authority. You can use a newsletter to accomplish this important objective.
Are you using a practice newsletter to help educate your patients or clients and reinforce to them that you are the authority they can trust? If not, here are five ways newsletters can help position you as the local go-to authority.
1. Newsletters build credibility better than most forms of marketing. Newsletters offer a different approach compared with sending a brochure or running an advertisement. Practice marketing newsletters allow you to provide fresh, relevant content on trends, developments and studies in your practice area.
2. People trust experts. Before buying a book, reading a blog or scanning a research report, savvy people will look to determine the source of the information. If it’s not an expert with credentials they can trust, they move on. Remember, Newsletter Marketing Builds Trust.
3. Other experts will want to be in your circle. If you’re known as a person of influence, you’ll attract other people of influence. As a dental specialist, accountant, attorney or other practice professional looking for reliable referral sources, this can have powerful potential for your practice. Other professionals will bring you into the company of their audiences. They will want to send referrals to you as well.
4. You’ll get more social media followers. If social media is an important part of your marketing strategy, then this will be important to you. Former Apple chief evangelist, author and entrepreneur Guy Kawasaki has nearly 1.5 million Twitter followers. He Tweets about tech trends, but also lots of fun and useful facts and tips. Zappos CEO, Tony Hsieh, is approaching 3 million Twitter followers. He shares tips for a happy workplace, as demonstrated by his own extraordinary company. These are just a couple of examples of people who are seen as credible authorities, and thus continue to grow their networks and expand their influence.
5. Experts are more profitable. This is really the bottom line for your practice. If you’re known as the trusted authority in your practice area, you’ll receive more patient or client referrals, be able to help more people and keep your daily office schedule full.
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