How are you selling your services today? Chances are, your sales process involves some or all of the following:

• Asking current customers to refer friends and family
• Hitting up networking events
• Cold calling
• Following up on referrals and warm leads
• Holding free workshops
• Pitching on social media

If you are doing just a few of these activities, you probably also feel an ongoing conflict between the time you spend selling and the time you spend serving your customers. And that means you need your marketing and sales function to be more efficient.

Good content can create marketing efficiencies by generating exposure while you're doing other things. Interesting, engaging, and expert-driven content reinforces other marketing initiatives in ways that feel helpful (not pushy) to your prospects.

The caveat is -- and it's a big one -- you must enjoy writing and be able to do it quickly. If you don't like to write, hire someone to do it for you. You can hire me or someone else. Either way, take the time to choose a professional, proven financial writer who knows how to design a cohesive content program that:

• Provides content for your social media channels
• Subtly reinforces your brand and marketing messaging
• Invites sharing
• Adds value to the services you provide
• Answers questions your prospects and customers are asking
• Demonstrates your expertise
• Sets you apart from competing professionals