One of the ways I help self-employed professionals build their businesses is with writing: articles, blog posts, ebooks, and more. To explain to them the type of editorial content professionals need to write in order to attract and land clients, I coined a new acronym, REAL:
R = Relevant
E = Educational, Entertaining, and/or Evocative
A = Authentic
L = Leads to trust
Working with these elements, I’ve realized that they apply to more than just writing. In fact, they apply to any sort of marketing a self-employed professional does.
Whether you are writing copy for your website, posting on social media, placing a follow-up call, or giving a talk, you need to consider the four REAL elements.
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