| Lately the age-old business dilemma of how to | | | | ignorance of where to begin. Yet embarking on |
| stand out from the crowd has been haunting | | | | just two simple stages will get the process |
| companies and professional service firms more | | | | moving in the right direction, building confidence as |
| than ever before. All too many firms nowadays | | | | the effort succeeds.Stage One: Publish your ideas |
| look too much alike, with marketing strategies | | | | as articles in business publications, a seemingly |
| seemingly unable to distinguish them from their | | | | daunting task until this challenge is broken down |
| competition. Glossy brochures, snazzy websites, | | | | into baby steps. First compose a list of article |
| press releases, advertising: when everyone | | | | ideas that align with your business objectives, |
| employs the same methods, everyone ends up | | | | asking yourself: Which services do I most wish to |
| vying for the same narrow window of client and | | | | promote? What expertise/service do I most |
| prospect attention.To escape this marketing black | | | | want to be known for? Are there services even |
| hole, many companies have adopted an | | | | my oldest customers may not realize my |
| uncommon strategy that elevates both principal | | | | company has to offer? Your answers will |
| and firm above the fray. This approach positions | | | | translate into publishing ideas.Next, after answering |
| the firms expert professionals as thought | | | | such questions, go searching for an editor who |
| leaders.Names of superstar thought leaders are | | | | sees a fit for your ideas with her publication. Pitch |
| not only well known but the stuff of legend: Bill | | | | to magazines read by decision-makers who |
| Gates, Tom Peters, Richard Branson, Martha | | | | typically hire your firm or by referral sources that |
| Stewart, to name a few. Rather than abandoning | | | | can spread word of month about your firm. |
| marketing to a marketing department, they inject | | | | Create this list using library directories or by |
| themselves into the heart of the process, | | | | searching the Web.Whats important to realize at |
| churning out books, articles, conference speeches, | | | | this point is that business editors out there |
| media interviews to keep their visibility machines | | | | regularly depend on professionals just like you to |
| boiling. Amid the resulting excitement and industry | | | | feed them publishable ideas. After all, they only |
| debate, they simultaneously personalize their | | | | can know what to publish in their pages as a |
| company, expand their products exposure, and | | | | result of input from those of us on the front lines. |
| deepen both market share and loyalty from their | | | | So dont underestimate the publishability of your |
| customers.Richard Branson, for example, has | | | | day-to-day knowledge, expertise, value or insights. |
| taken his Virgin conglomerate literally to new | | | | Ideas that might seem mundane may be viewed |
| heights by attempting such stunts as piloting an air | | | | as among the best-kept leading edge secrets in |
| balloon around the world. Martha Stewart, despite | | | | the business world when you share them with an |
| her legal troubles, has made herself and her firm | | | | editor.After you getting published, Stage Two |
| rich beyond words by melting away the branding | | | | involves speaking at business events. Some |
| lines that traditionally divide a companys products | | | | engagements may come about because a |
| from a CEOs personality. These are only two | | | | conference planner read your article and invited |
| examples of results the process can produce.This | | | | you to come and speak about it, but most gigs |
| capacity to reach beyond traditional marketing | | | | will get arranged when you actively leverage your |
| approaches is available to us all, a process that | | | | published works. Send email announcements to |
| only needs to be committed to and then | | | | your business e-list, send a news release |
| implemented within often-ignored channels. There | | | | announcing your published articles, post the article |
| are two main vehicles to employ: (a) publishing | | | | on your companys website, pass out your article |
| articles and/or books, and (b) delivering talks and | | | | to customers, colleagues, prospects, employees, |
| presentations. Such center-spotlight marketing | | | | even vendors. Dont sit around and wait for people |
| attracts attention and recognition from a target | | | | to see it, instead leap into action, insuring that |
| market in ways that more commonplace | | | | your work gets read. Build a buzz!At your actual |
| marketing tools cannot attain.Dan Cassidy, | | | | talks, always distribute your article for free, |
| President of Argus Consulting Ltd (Concord MA), | | | | promoting your availability as a speaker too. And |
| for example, has published many articles in leading | | | | when you get offered any kind of speaking gig, |
| HR and benefits planning journals in the US, | | | | dont turn it down! Larry Winget, a highly |
| Canada and the U.K. Attendant publicity around | | | | sought-after motivational speaker, has stated, |
| these publishing credits has led to Cassidy be | | | | The very best way to get speaking engagements |
| interviewed by such high-profile media outlets as | | | | is to simply go out and speak! Exposure breeds |
| The Street.Com, Institutional Investor and Wall | | | | exposure, exponentially growing your speaking |
| Street Journal Radio.As a result, Cassidy is known | | | | schedule. Speaking can then lead to more article |
| beyond the borders of his own client/prospect | | | | assignments as you never know when an editor |
| community for a higher-level benefits planning | | | | may be sitting out there in your audience and |
| expertise. To capitalize on this heightened | | | | loving what you have to say.By taking these |
| credibility, he never fails to calls attention to these | | | | actions, your credibility, and that of your firm, will |
| media credits whenever strategically | | | | leapfrog you over your competitors. Third party |
| advantageous occasions arise, such as during a | | | | endorsements from publications and conference |
| trade show, marketing campaign or in the midst | | | | planners will solidly establish you as an author |
| of an actual sales call.Given thought leadership's | | | | speaker and a leading thinker in your field, |
| competitive advantages, taking the plunge would | | | | elevating your firms services as well. Once this |
| seem to be a no-brainer. Yet many consultants | | | | happens, bona fide thought leadership will have |
| and companies hesitate out of fear that the | | | | officially arrived. Once that happens, enjoy the |
| process will not work for them, or out of | | | | ride! |