Last Sunday my email was about how the best way to get the attention of your target clients is to earn it by having something valuable and interesting to share with them.

Easy for me to say, of course. But interesting, valuable material doesn't grow on trees.

You have to create it.

The way most people create material – be that reports, videos, presentations, books – is they lock themselves in a room and reach inside for ideas that they hope people will find useful.

It can be really hard work. And if you've published a lot previously it can feel like the well has run dry.

Often a better way is to look outside. Do some research.

Not just a few google searches. Real research.

Think of a topic that's hot right now in your client base. Or one that's always important to them.

Then interview half a dozen or so typical clients or potential clients and ask them about that area. If you ask smart questions you'll get a ton of insight, and you'll be surprised how much people are willing to share.

Combine that with an online survey that you can promote via email or in a few Linkedin or Facebook groups where your clients hang out and boom – you've got yourself a whole bunch of unique, valuable content that your potential clients would love to hear about.

Of course, this takes work. It feels quicker and easier just to make a few calls or shoot off a few emails hoping to get meetings with potential clients.

But if you put the work in to your research project you'll get something that will make it 2x or 3x more likely that potential clients will want to meet with you. Because you've got something uniquely valuable and interesting to share.

And it'll give you lots of new material to use on your website or in presentations.

Hard work. Huge ROI.