Article Publishing to Grow Your Business
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Transcript of Article Publishing to Grow Your Business
Article Publishing to Grow Your Business
with Ken Lizotte CMC
“Beware when the great God lets loose a thinker on this planet!”
Ralph Waldo Emerson
The 5 Pillars of Thoughtleading
Publish Your Ideas Speak to Groups Fresh Thinking Creatively Leverage the Internet Vigorously Use the Media
WHY Publish Articles?
CREDIBILITY!
Visibility
Marketing Tools
Sales Tools
Build Relationships
Extend Your Value
What NOT to aspire to…
Ernest Hemingway
J.K. Rowling
Ken!
Developing Leading-Edge Ideas
Your AIL must be STRATEGIC
For good article ideas, determine your various value propositions:
How do you improve your clients’ situation? What do you do very, very well? What do you do better than any of your
competitors? What do you ENJOY most? Why are your clients more than happy to
pay you? What problems do you solve? What problems do you see coming? Do you enjoy musing about the future?
YOUR AIL
Umbrella Idea: covers ALL your value propositions
… Expert Selling: How to Win New Business Again and Again
Subtopic … Targeting Prospects Subtopic … Getting Thru the DoorSubtopic … Nailing the Sales Call
Subtopic … Closing the Deal
add blurbs
Can Becoming a “Thoughtleader” Give You an Edge? Attempts to Quantify Its ROI Say YES
Positioning yourself as a thoughtleader—writing articles, publishing books and securing speaking engagements—can help any professional or company establish and maintain credibility with clients, prospects and peers. But can it also offer a tangible, quantified return on investment (ROI)? Thoughtleading expert Ken Lizotte, author of the new book The Expert's Edge: Become the Go-To Authority People Turn To Every Time (McGraw Hill), says yes! Using research data culled from his book, Ken’s article explains the measurable benefits of becoming a thoughtleader and why and how it truly separates an individual or company from its competition.
Your TPL (Target Publication List)
What do your clients read?What do your influencers and referral sources read?What publications sound prestigious?
Print copy or online?
Researching Target Publications
Google away! Libraries Directories
Ask your clients and referral sources
… but forget about Fortune, Forbes, Business
Week, Fast Company and the Wall Street Journal
And here’s the pitch!
Use email mostlySend 2-4 blurbsSend only very short bio, if anyFollow up in a week if you don’t hear…MAYBE even with a phone call!
Deadline and word count = YES!
Now all you gotta do is … WRITE IT!
How to Actually Write It
First, dump your brains out
Next go back and play with it
Then format it like an article
Now polish it up
Then let someone critique it (not too many!) or hire a good editor
Finally, tweak it a bit more, then hold your breath …and send it out!
AFTER You Submit
Follow up if you don’t hear anything Follow up if you don’t receive copies or a PDF
ALSO:
Do not pay for reprints, make up your own
Copyright laws: you OWN it!!!
Here’s Ralph Waldo again:
Thought is the blossom Language the bud Action the fruit
…… a Competitive Advantage that Separates Your Firm from the Pack!
POST-Publication Actions!
Make up a PDF Add to your website Bring reprints to your speaking gigs Bring to client and prospect meetings Email announcement to your e-list Add to your marketing kit Add to your bio and resume Use STRATEGICALLY!
Thanks for attending!
Ken Lizotte CMC Chief Imaginative Officer (CIO) of
emerson consulting group inc. 978-371-0442 [email protected] Sign up for my popular
“thoughtnotes” eblasts at www.theexpertsedge.com