Examples include client stories demonstrating results, white papers taking a point of view, and an interactive web site. Without a point of view, you are just an implementer in the prospect's mind, which works against your charging higher fees. Taking a point of view means finding your voice, expressing your uniqueness, and standing out. With writing, you develop a body of work and demonstrate your ability to relate on a personal level. For example, with a white paper you provide value with voice and content by translating research, combining it with your experience, formulating ideas, and helping prospects understand their part of the world.
Prospects remember voice and content.
Nick Miller writes white papers four to six times a year, articles in industry publications, and a weekly three hundred-word opinion column. First, generate a list of names including prospects, former clients, and referral sources. Third, define touching frequencies, ranging from two to twelve times a year, based on the priority levels. Fifth, label each account with touching frequencies and sequences. Sixth, structure a tracking system with either colored index cards, file folders, spreadsheet, or contact management software.