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Your thought leadership content efforts – your blog posts, articles, speeches and others – should have one main purpose: to put you in position to sell. That’s what it’s all about. I think that there are four main ways to do this, and these four ways form an upside-down pyramid.
Public speaking can be a hassle. First, there are difficulties in getting the gig (more on that in post #30), you need to prepare a message and maybe the audio-visual to go with it, and there is travel time and expense. Plus, the fact that many business professionals fear and dislike speechifying so much that they would rather have a tooth extracted without anesthetic, than give a speech.
You may have amazing insights to offer your clients, and the experience needed to turn those insights into benefits for them. But, if too few people know what you have to offer, you won’t get a chance to make your mark.
“Radio is sound. TV is pictures”, our tough-as-nails television news instructor barked at us in journalism school. As a master of the 60-second story, George Frajkor didn’t have much patience for us print-preferring writer types. George felt it was entirely possible to pack a whole story into 150 words. That is, if we could “show” using live footage rather than just “tell” via a talking-head reporter.
Pictures are a big part of success in getting your ideas into publications that are already read and trusted by your potential clients. For a specialized B2B audience, that means trade publications and associated websites. For more information on how to find the best publications for the job, please review post #34.
But if it were that easy, everyone would be doing it.
But if it were that easy, everyone would be doing it.
In a previous post, #34, I talked about how you can decide which publications are best for reaching your market. Next step is to evaluate a publication to see if it’s a viable home for your content. Here’s how to do that.