Isn’t it about time we talked about our relationship? You are reading this article because, at least occasionally, I have something interesting or valuable to say. And I write this content because I think I have something to offer you—something that can help you and deepen our relationship.

But that’s just part of the story.

In fact, I write for a variety of reasons. Really good ones. And for the same reasons, I think you should become a writer, too. Let me walk you through some of them.

Writing Is Thinking, Only Better

Sometimes I don’t know what I think on a topic. I might have a general idea, even a strong opinion. But it’s not always fully baked. Writing is my test kitchen. It’s the place where I bring a concept and maybe a few initial ingredients that I think will produce something interesting. Then I assemble everything, adding and subtracting ingredients until I have a confection that not only holds together but leaves people wanting more.

The process of writing about a topic forces you to think through a problem. To see the flaws in your argument. To recognize the gaps you need to fill with fresh research. When you are done, you’ll know more than you did before, and you will be able to speak on that topic with greater authority and confidence to clients and prospects.

Writing Sharpens Your Expertise

I’ve written before on the benefits of becoming a Visible Expert®. Whether or not your expertise is highly visible, you need to keep your expertise sharp. Sometimes this happens through continuing education programs, certification training or conferences. But often it’s up to you to hone your skills.

When you write on a regular basis, you’ll find yourself addressing a wide range of topics in your area of expertise. If you want to be recognized as someone on the leading edge of your field, you can’t always fall back on the knowledge in your memory banks. Your readers—including those who might someday hire you—are looking for signals that you have a strong grasp of the latest trends, techniques and technologies. The writing process is a great opportunity to reach out to other experts or do some professional reading and bring your expertise up to speed and up to date.

It Makes You to Take a Stand

When experts speak, people listen. Why? Because they have a perspective that is authoritative and pointed. If you aren’t taking a stand when you write about an issue, you aren’t positioning yourself as a true expert.

Writing Creates a Connection with Your Audience

In the end, writing is about developing an audience. (This newsletter is a perfect example.) When you write about things your target audience cares about—when you address challenges they experience in their businesses—you begin to forge a bond. They start to trust you. They may even look forward to your next installment. Soon, some of your readers will think of you as the expert in your field. And that’s where this investment can really pay off.

What If You Can’t Write?

People have a lot of reasons for why they don’t write. For instance, you may have the gift of gab, but you just aren’t a skillful writer. Maybe writing is difficult for you, requiring more patience or attention than you can reasonably give it. Or perhaps you simply don’t have enough time in your schedule to plan, draft and edit blog posts, articles and other pieces of content.

Only you can know whether your reason is real, or if it’s an excuse. Before you throw in the towel, think long and hard about the reasons you don’t write. Each of the obstacles I described above can be overcome—if you make them a priority.

You can, with diligence, teach yourself enough grammar and style to write clear, easy-to-understand sentences and paragraphs (here’s a short book on the topic that I recommend). Or take a shortcut. Put your words and ideas down on paper without worrying about how they sound. Just make sure your argument is valid and that you support it with specific details and examples. Then hire an editor to clean everything up.

If you have trouble concentrating on writing, there are a variety of techniques to make it more manageable. For instance, you can start by outlining your piece. Then tackle one small part at a time. Spread these chunks out over a few days if that makes the process less intimidating. Here’s an article that offers a few other ideas to help you overcome a lack of focus.

Don’t have time to write? You may not realize it, but this is often a factor you can control. For instance, try setting aside a block of time each week for writing. You may be amazed how flexible your schedule actually is.

You might also experiment with a large-language-model tool like ChatGPT or Copilot to do the writing for you. Just be sure you include a detailed outline of your argument and supporting information in your prompt. Your goal is to produce a piece that has a point of view that is your own—rather than a synthesis of material that’s already on the internet. In the end, you want your expertise to shine through.

Sometimes, however, your challenges are very real, and none of these solutions will work for you. Maybe you don’t have the energy to change your habits. That’s okay. There’s still a way forward.

Here’s how it works. Use your role as a subject matter expert and let a ghost writer do most of the heavy lifting. You will still need to take some time to organize your thoughts—a rough outline may be enough. Include your main point or theme, a list of supporting points and evidence, and what next steps, if any, you want your reader to take. Then schedule an interview with your writer. Walk through your outline in detail and answer any questions. When the writer has finished the first draft, go through it together. Rinse and repeat until you have a final product you are happy with. This approach to writing is very common in the professional services, so don’t hesitate to use it if it fits your style and budget.

Are you ready to build a following of loyal fans? People who trust you and your advice? Whether you blog, produce a regular column in an industry publication or publish high-quality content on social media, there’s no better way to accomplish this goal than to write. Take it from me—building a lasting relationship with clients and prospects through the written word can be a beautiful thing!