Good morning, ,

On Monday, I cohosted a roundtable discussion with Bev Feldman, a consent-based email marketing strategist. (Don't you just love that she leads with consent?!) Bev and I both have backgrounds in content marketing and email marketing, and we're both tired of all the ghastly one-size-fits-none advice given to independent consultants and credentialed professionals.

In the content marketing world, current best practices call for you to write, publish, distribute, and promote at least three 2,000-word articles every week.

Please, please, please don't do that to yourself!

While what will work best for you depends on your business model, for most independent consultants, writing and publishing one high-quality article each month is sufficient. (That's what I do, too.) As for how long the article should be? As long as it needs to be to do its job.

The average article is between 750 and 1,250 words. Most of mine are between 1,000 and 1,500 words simply because that's how much I tend to write (possibly because most of the articles I wrote as a freelancer were that same length).

Do what works for you.

When it comes to email newsletters, the advice is equally damaging, and more isn't necessarily better. In fact, not everyone needs an email newsletter! The good news is that Bev has a free, no-opt-in required newsletter cadence evaluator to help you determine your ideal email rhythm. (I found it helpful in part because it validated my decision to send out just two newsletters a month. Bev sends out a weekly newsletter. So, there's more than one right answer!)

Not everyone needs an email newsletter. But everyone needs to write.

Writing is how you develop and clarify your distinct perspective. It's how you interrogate your thinking and build authority. Instead of focusing on creating content, focus on creating intellectual property — assets that form a cohesive body of work.

Bev and I covered a lot of ground on Monday, but three of the core shifts we discussed include:

• Articles are bridges, not magnets. Don't rely on articles to magically attract clients. Instead, treat your articles as business development assets by sending specific articles to specific people in response to a challenge they are facing.

• Prioritize depth over volume. One cogent, deeply researched article per month does far more to build your authority than running yourself ragged by churning out buckets of content. Similarly, your email marketing strategy should focus on being of service and connecting with your audience rather than simply adding to the noise.

• Own your platform and your audience. Discovery platforms like Substack and LinkedIn can be helpful. But your core body of work and subscriber data should live on channels you control with explicit, ethical opt-ins.

You can find a link to the replay below. Please don't hesitate to reach out if you have any questions! And if you need some help with your email marketing strategy, get in touch with Bev!

* * *

Join the Conversation

Do you edit as you write?

I used to (and sometimes still fall back into it). But if you can break that one habit, you will not only enjoy the process of writing more, but you'll also become a better and faster writer. In this post, I share the four distinct stages of the writing process, how they work together, and how to start using them to make the process of writing a lot easier. Join the conversation.

* * *

Recommended Resource

Writing to Build Your Authority and Your Business

I believe high-value consulting engagements are won through authority, not volume. This ebook shares the story of Roger Dunn, the managing principal of a boutique consultancy who elevated his firm's image, built his reputation as an authoritative expert, and turned his articles into high-impact business development assets. Whether you're writing for your blog or a high-visibility publication, you can learn a lot from Roger. Get your copy.

* * *

Featured Appearance

* * *

Upcoming Events

The Authority Lab 

Interested in learning how to build your authority by writing for your newsletter, blog, or a high-visibility publication? Join me on Wednesday, October 14, at 11:55 AM Eastern for a mini-training on editing and fact-checking your work followed by a Q+A. I host this free event every month. Register here.

Master Class: How to Write for High-Visibility Publications

In this free 60-minute master class, I will share the SILVA Method™ and walk you through the process I use to help my clients secure bylines in publications like Harvard Business Review, Fast Company, and TD Magazine. Join me for a master class on Tuesday, September 22, at 1:30 PM Eastern. Register here.

* * *

If you would like to explore working together, drop me an email or book a call. I'd love to learn more about you and your business and how I might be of service.

Take good care,

Ready to Invest in Building Your Authority?

If you're ready to invest in building your authority through writing, there are three ways we might work together:

1. Writing Practice: A community focused on implementation. You don't just learn how to create a cohesive body of work. You do it. Membership is $150 a month. Write on!

2. Pathway to Publication: A milestone-based accelerator to transform your expertise into articles for high-visibility publications. Tuition is $7,500. Apply today.

3. Authority Development: A private engagement to help you create and implement an authority development strategy tailored to your goals. Learn more.