I was just perusing some of the recent articles posted at an ezine site when I came across the title: "What to Look For in A Good DUI Attorney."
DUI means "driving under the influence," as you may know, and if you're nabbed doing this, getting competent counsel is certainly advisable.
But I was surprised to see that the author isn't an attorney, himself. In fact, I couldn't find a biography related to him at all, and his articles range across topical areas.
Really, this type of article is perfect for a practicing DUI attorney to byline, and it points out a great strategy for driving clients to a professional practice of any kind.
Simply put, you should write or have written for you an article that begins with the words, "What To Look For In A...."
Then you can establish the criteria by which all "DUI attorneys" or chiropractors, or dentists should be judged, and you can customize those criteria to accentuate your strengths.
For example, I consult in several fields, including customer service, sales, and telephone effectiveness and one of my topics is cold-calling for new business. If I want to create meaningful differentiation between myself and the hordes of coaches and helpers in this area, I need to point to my advanced academic training, special track record, and history of disseminating leading ideas through my best-selling books and international seminars.
If every Tom, Dick and Mary can open a cold-calling clinic simply after having sold a single product by phone, like aluminum siding or ballpoint pens, it's my job to show their limitations while highlighting my superior skills and value to clients.
If I establish the rules of qualifying for their business, as I can do in a "What to Look For" article, then I can seize and defend the high competitive ground.
You can too.
Why leave the authorship of these great, practice building articles to nobodies who won't directly benefit, and who don't have first-hand knowledge of your field?
Step up and write them yourself, and you'll become an acknowledged expert in your professional area.
Dr. Gary S. Goodman is a top trainer, conference and convention speaker, and sales, service, and negotiation consultant. A frequent expert commentator on radio and TV, he is also the best-selling author of 12 books, more than a thousand articles. and several popular audio and video training programs. His seminars are sponsored internationally and he is a top-rated faculty member at more than 40 universities, including UC Berkeley and UCLA. Gary brings over two decades of sales, management and consulting experience to the table, with some of the best academic credentials in the speaking and training industry. A Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola Law School, his clients include several Fortune 1000 companies and successful family owned and operated firms.
His web site is: http://www.customersatisfaction.com and he can be seen on CNBC at: http://www.cnbc.com/id/15840232?video=417455932# and reached at: gary@customersatisfaction.com
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