Educational content should build trust with your audience—which in most cases is your clients and prospects. Clients want to hear from you, and interested prospects want to understand you … often before a first meeting.
To build trust, you have to avoid sounding salesy. With blog posts, there’s an implicit contract between you and your readers that you won’t try to sell hard. If you break that contract and veer into overt self-promotion, you end up compromising your content’s ability to fulfill its mission.
All that said, with some deftness, you can—and often should—support your value proposition within your educational content. Here are three suggestions for how to do so without striking a salesy tone.
1. Speak to your process, not your capabilities. The great thing about process is that talking about it is educational in and of itself. If you are educating a reader about a complex topic, you may be able to use your own process to explain it. For example, say you’re writing about valuing illiquid securities. Don’t announce your capabilities—they are assumed; you are, after all, writing the article. But do look for opportunities along these lines: “For example, in our work with clients, we would approach the valuation of the security by….”