Like most consultants, you want to be recognized as an authoritative expert. You want to build your personal brand, attract more clients, open the doors to more speaking engagements, and earn more media exposure because doing so allows you to expand your influence and magnify your impact.
Writing articles for publication is one way to share your ideas with a broader audience, demonstrate your credibility, and cultivate your community. But you can accomplish that same goal by speaking at industry conferences, getting featured by media outlets, or being a guest on a podcast. So why write? What can writing do for you that other visibility-building tactics cannot?
1. Writing requires you to think deeply.
Good writing requires deep thinking. That’s what makes it so challenging and satisfying. When you start writing an article, you have to think critically about the subject so you can transform your ideas into a clear and compelling concept. There is no room for ambiguity in good writing. You have to know precisely what you want to convey to the reader and then find the best words to explain your idea.
2. Writing fosters creativity and innovation.
Good writing requires deep thinking, and deep thinking requires you to examine your area of expertise from different angles and to be constantly learning. Inspiration comes from the most unexpected places — a book of poetry, a podcast, a conversation with a friend, a ski lesson, or an artist talk. Your job is to capture that spark of an idea in a notebook or on your phone so you can explore it when you sit down to write.
3. Writing formulates your point of view.
When you think deeply about your area of expertise and look at it from every possible angle, you develop a clear, unique, and thoughtful point of view. That point of view and how you express yourself is the common thread through all of your visibility-building efforts.
4. Writing tests and refines your ideas.
Writing makes it painfully obvious when your ideas need further development, prompting you to do more research. It also allows you to refine your ideas as those who read your work share their perspective or ask thought-provoking questions.
5. Writing improves your communication skills.
Writing helps you communicate highly complex ideas more confidently and effectively, whether speaking in front of an audience or being interviewed by a journalist. This confidence enables you to become a better listener and pay close attention to the perspectives other people bring to your work.
Writing, unlike speaking, does not allow you to rely on context, shared knowledge, or body language to convey your message. You must use the written word alone, which leaves no room for ambiguity. Your writing must be cogent, well-researched, and compelling to get your message across. And, because written material can be read repeatedly and analyzed closely, it must be strong enough to withstand a much higher level of scrutiny than other visibility-building tactics like public speaking.
Regardless of whether you write for publication, becoming a better writer will make you a deeper thinker, stronger communicator, and better consultant.
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Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Inc., Entrepreneur, and Insider. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.
