I was recently chatting to a consultant, who works in a very niche area of marketing. He had recently written a book on his specialist subject. An expensive exercise, as he’d worked with a ghost writer and self-published in hard back. Yet, he had no ambitions of selling many, if any, copies.
He told me that when he goes to see a potential customer, at a well-timed moment, he reaches into his bag, pulls out a copy of his book and asks them if they’d like a free copy of the book he wrote about the subject they’re discussing.
“Everything changes when I do that”, he said. “I’m no longer just the schmuck who’s in there trying to sell something, I’m a published author, a real expert in what I do. Suddenly, they’re trying to ingratiate themselves to me.”
With the high value customers that this particular consultant targets, this approach has been worth it. It may be a step too far for most, but the principles of sharing your knowledge can work for everyone, whatever your ambitions. It may be that you’re part of a team wanting to show the breadth of your experience and knowledge in your organisation. It may be that you personally want to position yourself as a thought leader to stand out over and above other job hunters.
Social media has given us all a platform to be thought leaders. From the smallest way of being active on Twitter, regularly sharing tips around your specialism, to writing blogs, having a YouTube channel, to writing eBooks. Using your knowledge to create content will help you get noticed and gain respect from the people you want to influence.
By Christine Jones, Tiger Mouth