Why do you need a website, when there are so many options for showcasing your ideas – LinkedIn, Facebook, Twitter, Instagram, SlideShare and others?
You need a website because it’s YOURS. Something you own, have full control over, and can turn into what you want. Those other platforms are owned by someone else.
For many people, “having a book” is one of the defining aspects of thought leadership. Even in an age of Twitter and Instagram, there’s something about being the author of a book that moves you to another level. This is because:
You may have been told, “If you want to be seen as a subject-matter expert, you need to get your ideas published!” So you tried. You set aside a weekend to pour your heart and soul into an article, sent it off to an editor … and never even heard back.
It’s frustrating and demoralizing, particularly when you look through publications and see articles like those you’d like to publish, or maybe articles written by colleagues or competitors. What are they doing right that you’re not?
Building your profile as a subject-matter expert in your field may seem daunting, scary and lonely. But it doesn’t have to be. You may have heard “it takes a village to raise a child” and that can be true of building your professional profile too. You don’t have to do it alone. Read more
“Forewarned is forearmed.” It’s an old saying, but it still rings true – if you know of the hazards that might lie ahead when you start a new venture, you can prepare yourself to meet those hazards. Read more
In this post, I’m going to tell you about the hazards you might face in your efforts to get your ideas published. Maybe you’ve seen articles published in your clients’ niche media by your competitors, or as guest posts on influential blogs. Perhaps you wondered how they did it, when your efforts to get published seem to land
One of the keys to success in professional services is to move from transactional services, in which you perform a function in exchange for payment, towards becoming a trusted advisor. As an advisor, the work is more interesting, it pays better, and you’re less likely to be undercut by a competitor who lowballs a fee in order to grab the business.
The right content strategy can get you there.
Gaining your clients’ trust is huge. If your clients trust you,
• They’ll believe your recommendations on other ways you can help them.
• They’ll leave you some breathing room if you’re overworked – because you’ve shown them you’ll deliver.
• If you make a mistake, they’re confident you’ll make it right, because that’s what you’ve done in the past.
• When one of your competitors calls, they’ll just say, “Thanks, we’re happy with our current supplier.”
Would you rather build your business by meeting prospective clients who already know, like and trust you – or trying to convince people who’ve never heard of you before?
I know which one I’d pick.
What kind of work do you really, really want to do for your clients?
• Move out of repetitive, dull work you’ve done too many times before, through showing your clients you can help them in other, more interesting ways?
• Escape the “commodity trap” – you’re performing the same functions as your competitors, which means you can’t raise your fees without getting undercut by someone who’ll work cheaper?
• Stop “performing a function” for your clients, and move into being a strategic partner with them?
Do you need to reach the top levels of your target clients, if you’re to sell your services successfully?
It could be that you do large, long-term projects with budgets that can only be signed off at the highest level. Or, you’re all about helping create strategic change, and that’s a top-level decision. Maybe you’re not targeting the top level yet in your work, but you want to be.
As I’ve found out in building my own business, reaching an organization’s top tier can be frustrating.
Have you ever gone shopping for new shoes, clothing, electronics or whatever – and come across a product that is exactly right? The features you need, in the design that works best for you? That suddenly becomes a “must have” purchase for you – and the price isn’t much of a factor.Read more
It’s not a coincidence. Manufacturers put a lot of effort into consumer research and testing – focus groups and other ways to find out what customers are looking for. Their purpose is to create a product that will appeal to the customers they want