Burt’s advice is:
“Create an environment where people want to know more about what you do and how it might
help them achieve their goals.”
David’s post does a wonderful job applying that advice using the strategy of
thought leadership. More to the point, he talks about online viral thought leadership.
David is a living, breathing example of this. Not long ago he wrote a popular
ebook called “The New Rules of PR.” It demonstrated his thought leadership on the topic of PR in our
Internet connected, Web 2.0 world. David put it out to the web and it went viral
in a big way.
This ebook helped him land a book contract with a major publishing company,
numerous speaking engagements and plenty of new clients.
Another great example is my good friend Jim Logan. He also wrote a popular piece
that shared his particular expertise. His results have also been very good, with
thousands of readers and a number of new clients having found him as a result of
his special report.
I think of thought leadership in the context of marketing for professionals
and consultant. It’s a natural fit. But David Meerman Scott shows us how many
other businesses could do the same thing with his Eight Quick Tips to
create thoughtful Web content to reach buyers directly.
So, as you work on your marketing this year (and you should be working on it
all year long!) think of how you can use thought leadership to get new clients
to come to you. And if you need some ideas, drop me a note.
I’ll be happy to brainstorm with you!