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How To Attend a Conference

June 1, 2011 in Event Marketing, Marketing | No comments

Do you enjoy attending conferences as much as I do? Meeting new people, exposure to new ideas and idealism are all infectious. But a week after the conference is over, what really sticks with you? Is your investment of time and money worthwhile? Here are 8 tips for creative professionals to get the most out of attending a conference.

1. Choose The Right Conference
It’s tempting to only attend conferences where your tribe gathers (fellow designers, architects, writers, etc.). This can be good for inspiration but also choose conferences where potential clients gather. Ask your current clients, in your targeted industry, which conferences they attend. Then consider who the speakers and attendees will be. I’ve found that regional conferences offers more intimacy and a higher concentration of potential clients than national conferences.

2. Don’t Just Attend
A great way to build brand awareness is to be visible at a conference. The best way to do this is get on the agenda as a presenter. Start with being a panelist in a breakout, then a sole presenter. Move your way up the food chain to be a panelist or keynote speaker in a general session. Conferences typically put out a request for presenters at least 6 months prior to the event. Another great way to build visibility at a conference is to be a sponsor (but only if this allows for personal introductions to VIP organizers or attendees). Or, Volunteer to help organize the conference in a way that allows you to demonstrate your talents or to develop a new skill. In short, do something to make you feel more connected to the conference.

3. Pre-Conference Networking
Conferences always announce speakers before the event as a marketing tool. Determine which speakers you would like to meet and start following them on Twitter or subscribe to their newsletter. Help to promote their session at the conference by tweeting something like “I’m excited to hear @davidlecours at the @aiga_y16.” Genuine flattery will make you more memorable when you actually meet the speaker at the conference. The previous tweet also helps to promote the conference itself which might gain you an extra drink ticket from your new friend, the conference organizer. Conferences will often pre-announce attendees. This is a great opportunity to reach out to those you’d like to meet. Pre-arrange meeting for a meal, or for coffee during a break, because nobody likes being that lonely guy standing around trying to look occupied.

4. Planning, Goals, and Flexibility
Once the conference starts, it’s easy to simply follow the herd. But you need to be selfish to make sure your needs are met. Get clear on why you are attending a conference before you register. This can be your purpose. Then set some goals that will support that purpose. For example, you may want to meet 5 new client prospects, gain 3 new blog ideas, or find 2 potential teaming partners. Look through the conference agenda to make a tentative schedule for the sessions and breakouts you prefer to attend. Then be flexible enough to adapt when your Design Hero asks you to lunch because you pre-conference tweeted about her presentation.

5. Capture Content Digitally
I am migrating from taking handwritten notes in a notebook to using a laptop, and eventually a tablet. My handwriting can be illegible and I often use my notes as content for this blog so going digital is more efficient. By capturing your notes digitally, you eliminate the intermediary step of having to transcribe your notes. This increases the shelf life of that content. For visuals, use your smart phone or digital camera to capture key slides of a presentation. As long as you aren’t using the content commercially, digital video or audio capture is another great way to make sure you don’t miss a word.

6. Share What You Learned
It’s been said that you don’t really know a subject until you teach it to someone else. A great way to digest the knowledge you consumed at the conference, is to share it with others. Those that weren’t able to attend the conference will appreciate this. Those that did attend will appreciate a review, and also hearing about alternate breakout sessions that they were not able to attend. One way to share is to live tweet those nuggets of wisdom your followers would appreciate. Or, share a blog post about individual sessions or highlights of the entire conference.

7. Meeting New People
A big motivation for me to attend conferences is to meet new people. But, as an introvert, this can be challenging. Introducing oneself is awkward for most people. An effective icebreaker is to ask “what did you think of the previous speaker/session?” or “what’s the best thing you’ve heard at this conference?” There is no doubt that you’ll be asked “what do you do?” or “where do you work?” Have a self introduction that is intriguing enough that people will ask follow-on questions. A final tip is to find people you don’t know to share a meal. If they are at the conference, you already have one thing in common. One of my best friends today is someone that I met at lunch at a conference over five years ago.

8. Absorb As Much As Possible
Conferences can be physically, mentally and emotionally tiring. Sleep on the plane or when you get home. Seize every opportunity that the conference offers to get a full return on your investment. Some of the best conversations and connections get made around the periphery of a conference. I’m still kicking myself for not joining a group going out after SMPS The Wave. I missed out on a live mermaid swimming in a giant tank. It even inspired Josh Miles to write a great post How a Mermaid Got Me Talking About a Brand.

I hope these tips are useful for you to get the most out of a conference. What have I missed? What are some strategies you use when attending a conference?

5 Email Marketing Mistakes To Avoid

October 14, 2010 in eMail Marketing | No comments

Is your email marketing as effective as it could be? I receive a lot of email marketing blasts and have noticed a pattern of consistent mistakes. This brief guide identifies five common pitfalls and offers suggestions on what to do instead.

1. Weak Subject Lines
By far the most important part of your email marketing message is the Subject Line. Since we all receive more email than we have time for, readers are looking for an excuse to delete emails towards their quest for in-box zero. I see too many Subject Lines that are not intriguing enough to get the reader to open. If your email isn’t opened, then all the time you’ve spent crafting the interior message is wasted.

The Subject Line must offer a compelling promise to readers that will be fulfilled upon opening the email. The Subject Line should focus on how the reader will benefit from the information contained within the email. For example, the Subject Line of this e-mail “5 Email Marketing Mistakes To Avoid ” offers free advice to make you more savvy in your use of email marketing.

2. Content That Doesn’t Offer Value
I see a lot of email blasts that are simply Project Completion Announcements. Good news is always worth sharing with your audience. Just be sure to make a connection between the news item and how it benefits the reader. For example, focus on what you learned from the completed project and how this will benefit the reader (who is hopefully a future client).

Just like the person who is always telling you how great they are, e-mail blasts that are about me, me, me get old quick. Aim for a balance of content that is 20% about you and 80% for the reader. Be generous in sharing knowledge, tips, secrets, and solutions for making the reader better, smarter or faster.

3. Brand Inconsistency
Too many e-mail blasts don’t look or sound like the firm that is sending them. This lack of continuity causes confusion for the reader and may plant a seed of doubt as to the authenticity of the blast. Your e-mail blasts must have the same look and feel as your website, business card and all other marketing materials.

It may be tempting to use a free template that your email service provider offers. But your firm offers custom professional services so your email blasts should reflect that. Hire a professional designer to create a template that you can then update for subsequent blasts.

4. Neglecting the Preview Window
Most people decide whether or not to read your email based on the following ritual. They scan the “From” line to determine if they know and trust you. The next hurdle is the “Subject” line. If it is intriguing, then the reader will scan the “Preview Window” to ensure the content fulfills the promise of the subject line. Too many email blasts neglect the top 4 inches of the email message (that shows up in the preview window). This valuable real estate needs to 1) establish trust by displaying your brand identity 2) be visually interesting so the reader wants to go deeper.

5. An Overwhelming Sea of Text
Perception is reality. An email blast that seems like it will require a lot of effort to read is immediately judged as work and we’ve all got plenty of that to do already. If you have a lot of content, then post the first paragraph to hook the reader and include a link to read the whole story on your blog. Another approach is to offer the text in digestible bites. Make the text scannable with bold headlines and then a few sentences of supporting text. Don’t forget to include compelling imagery. Photography or illustration will quickly draw someone into your content. It can also add additional meaning and make your content more memorable.

As a marketer, I know your time and resources are limited. The previous tips will help you get the most return on your email marketing investment. Feel free to add me, david (at) lecoursdesign.com, to your mailing list. I’d love to see what you create.

Quick Tips
Write 10 possible Subject Lines for your blast and pick the most compelling one
In developing content for your blast, keep asking how your reader will benefit
Break up lengthy text into digestible sections and use imagery to keep readers engaged

Digging Deeper
Tips on Writing Magnetic Headlines (applies to Subject Lines too) from Copyblogger
LecoursDesign helps firms create compelling email marketing campaigns
Email Marketing: Getting Readers to Open

Speaking Attracts Clients: How to Get Started

July 20, 2010 in Personal Brand, Positioning, Public Speaking, Thought Leading | 5 comments

I have yet to find a better way to attract great clients than positioning yourself as an expert within their tribe. The two best ways to demonstrate expertise are speaking and writing. With speaking, you can make a deeper connection because your audience can experience your thinking in real time. This is akin to the increased emotional impact of seeing your favorite band in concert versus simply reading their lyrics.

Speaking is harder than writing so fewer people travel this path. This is an opportunity for you to soar but I empathize that standing alone on stage may freak you out. You’re not alone. It’s a primal fear hard wired into our collective consciousness because we relate standing alone to being a potential appetizer for a T-Rex. To shield you from harm, I’ve outlined how to get started, what to speak about and where to speak. Develop this skill and you will attract clients that value your brilliance.

How To Get Started
Speaking is a learned skill. In the four years I’ve been involved with Toastmasters, I’ve consistently seen guests attend their first meeting and sheepishly stand up to say their name while staring at their toes. Within a couple months, the very same people are delivering 5–7 minute speeches to great applause.

Find and join a Toastmasters club. I’m a member of two clubs. There is no better return on investment for your career. You’ll improve your speaking, listening, self-esteem and leadership skills in a fun and supportive environment. I recommend visiting a few clubs in your area to “date before you marry.” Each club has it’s own culture and traditions.

What To Speak About
As an excuse to avoid speaking, I frequently hear people say “I don’t have material that people want to hear” or “don’t I need to be a book author or P.h.D to be a speaker?” Nonsense. We all underestimate how much expertise we already have. You can speak about a problem that you recently solved for a client. If you want to get fancy, call this a case study. Speak about patterns or trends in your client’s industry. Then take a step further and offer some suggestions on how to respond to these trends. Give a “how-to” speech on something you know clients are putting off. You could also create a humorous speech about common mistakes that clients make when working with a firm like yours.

Where To Speak
You are not going to be invited to speak at the TED Conference right away. But there are many venues to practice your craft. Speaking is like a muscle that you need to exercise regularly. Find as much stage time as you can. I’ve spoken at talent shows, conferences, luncheons, breakfast meetings, weddings and funerals. A great place to start is on a panel. Not all eyes are on you and you can distribute the workload among the other panelists. Good panels feel like a candid conversation (with the audience listening in).

Speaking Works
People don’t buy your services, they buy what you believe. Speaking works as a marketing tool because it is an opportunity for you to share what you believe in a non-sales environment. People don’t like to be sold to. So use speaking as a tool to build trust and then enjoy potential clients approaching you with their business card.

Simple Guide to an Intriguing Self Intro

June 22, 2010 in Identity, Networking, Personal Brand, Positioning | 1 comment

The self-introduction is such a simple and effective way to build awareness for your business. Often called the “elevator speech,” I prefer “self-intro” because delivering a speech in an elevator is absurd. Plus, the goal is to engage in a dialogue, not deliver a monologue. When asked “so, what do you do?,” seize this opportunity. A compelling self-intro is a catalyst for someone to ask you follow-up questions. Before you know it, you’ll be engaged in a stellar conversation. Conversation leads to connection which is the ultimate goal.

I understand that it’s awkward talking about yourself because you fear sounding pompous. As a result, most of us self-introduce poorly. But done well, it’s an authentic, two-way, targeted marketing communication tool that can instantly create a favorable impression for you and your brand.

Self-Introduction Basics
I recommend having two versions of your self-intro. The short version should be about 10-15 words. Mine sounds like this: “I’m a coach helping creative businesses soar.”

Here are the key elements (using my example above). Include your occupation (coach), services (coaching), target audience (creative businesses) and specific benefits received from working with you (soar). The key is to craft something you’d say to a friend. If it is too canned, you’ll sound like a cheesy pre-recorded salesbot and you’ll never use it.

For the long version of your self-intro, start off with a question that demonstrates that you understand a commonly held challenge facing your target audience. I would ask, “you know how creative professionals often don’t like to market themselves? Well, as a marketing coach, I help creative professionals define their core genius to attract clients that value their brilliance. I offer guidance from my 15 years of owning a creative firm.” According to Michael Port, author of Book Yourself Solid, you might elaborate on your services or add an example of a “wow” success story. You could also focus more on the benefits clients receive when working with you.

Common Mistakes
I recently led a workshop on this topic for my Toastmaster’s club. Here are some areas where people struggled. By just stating your occupation, “I’m a designer,” you instantly commodify yourself. Another pitfall is saying what’s true, but not unique. Remember, this is a positioning statement which is about differentiation. Finally, watch for language that looks impressive when written but sounds ridiculous when telling a friend. If you include business cliches like “synergize, best of breed, core competency, win-win or paradigm shift,” then punch yourself in the mouth and start over.

Next Steps
Just as important as the words you choose is the excercise of having to narrow your focus and prioritize. So, start working on your 10-15 words to pique enough interest that you’ll be asked follow-up questions. When your self-introduction is clear and concise, like the premise of a great movie, then others can easily spread your message like a blockbuster referral.

Lift Your Brand Using The Halo Effect

May 18, 2010 in Brand, Branding, Event Marketing, Positioning | 9 comments

When things happen to me in threes, I take notice. I recently had three different experiences where my perception of a brand was lifted. (Evidently being a brand expert does not make me immune to the “mind control” brands employ.) All three experiences were with car brands and they all used the “halo effect” to sway my impressionable mind.

The Halo Effect
This brand building strategy is accomplished by aligning your brand (a) with a very shiny person, place, event or other brand (b). The luminosity of brand (b) is so great that it (b) casts a favorable glow onto your brand (a). It’s a clever way to elevate the perception of your brand through association. Think of not-so-smooth Turtle hanging out with heartthrob Vince in HBO’s Entourage and you get the idea.

Leverage The Best of Your Community
My first halo effect experience was at a party that Dave Brown of Holiday Matinee invited me to. Dave and Zack Nielsen of Sezio have an enviable project of spending Ford’s money to promote the Ford Fiesta. Ford gave them a car, cash, creative tools, and instructions to simply talk about the Fiesta. One of Dave and Zack’s brilliant solutions was to tap into their own creative community and throw a party at a cool location (Bar Basic) with great music and people. The event included a few hipster retailers creating pop-up stores within the party. I never would have paid a second look to the Ford Fiesta but as I was leaving the party, I glanced at the strategically parked car thinking to myself, “that’s a pretty cool little ride.” I felt punk’d, but in a good way.

Associate Your Brand with Impeccable Quality
Full Disclosure: I own a Honda Element which was mostly a practical decision based on the functionality of being able to insert my dog, surfboard and wife’s Prius into the back of the car. Even after buying the car, I wasn’t a Honda fan until after being introduced to a series of short documentary films called Dream The Impossible available here. The film’s universal themes in Failure: The Secret to Success and Racing Against Time move me on an emotional level. I also appreciate that while the films were commissioned by Honda, they are not about cars. Using quality imagery, music and story telling, the films are so beautifully executed that they radically shifted my perception of Honda.

Make Fun of Yourself
Many years ago I decided that it was just too much work to be cool. If your brand, or category, is notoriously uncool, a great strategy is to make fun of yourself. This will differentiate you from your competitors that take themselves way too seriously. Humor is always cool. And if you can pull it off like Toyota’s campaign for the Sienna mini-van (previously uncool), then you’ve scored. The hilarious ads and mock hip-hop music video Rollin’ in my Swagger Wagon left me thinking that maybe I should get some kids and a Sienna, err Swagger Wagon. Never thought I’d say that.

I know what your thinking. The car industry has gazillion dollar marketing budgets to shape hearts and minds. Yes they do, but you don’t have to. Take the strategies from above and execute it guerilla style (i.e. on the cheap).

So, how can you use the “halo effect” to cast a favorable glow onto your brand? Consider teaming up with another brand that may be extra-shiny. Doing work for shiny brands can be beneficial. I still have people think that we are responsible for launching Red Bull in the USA because we designed some simple graphics for their first in-store promotion. Getting shiny people to interact with work you’ve done is also effective. If they’ll provide some sort of endorsement, then even better. If there is a way to place your work in a shiny environment, do so. An artist friend of mine Susan Wickstrand Roche has some of her artwork in the hit TV show Modern Family. In short, constantly be searching for opportunties to promote your brand so you don’t have to always do the heavy lifting.

A Simpler Way to Determine Your Niche

April 1, 2010 in Marketing Planning, Positioning | No comments

To attract clients that value your brilliance, you need a plan. Strategic planning has a reputation for being difficult, complicated and time consuming. Typically the process begins with a SWOT analysis looking at your Strengths, Weaknesses, Opportunities and Threats. I offer a simplified version focusing on your strengths.I recently had an opportunity to see Chip Heath speak about his new book Switch. Chip, along with his brother Dan, also wrote the fantastic Made To Stick. In Switch, they introduce a concept called “Find the Bright Spots.” Bright spots, as applied to your marketing, are successful efforts that you’ve already been doing, and simply repeating them.

Create Your Top 10
First, make a list of the top 10 projects you’ve ever worked on. Yes, I know “top” is ambiguous and purposely so. To be meaningful, YOU need to define top. Top could mean revenue, creativity, great people, fun, social good, publicity or some combination thereof. Whatever your definition of top is, it must embody the type of projects that you’d love to work on next. Marketing is all about the work that you seek.

Discover What’s Working
Next, create a grid with your top 10 projects listed down the left side. Across the top, list the following questions to ask about each project:

How did this client learn about your firm?
Why were you hired? What other reasons did they hire you?
Type of project by service?
Type of client by vertical market (biotech or tourism for example)?
What time of year were you hired?
Any professional affiliations of the key decision makers?
Gender and age of the key decision makers?

You should be asking these important questions each time you get hired (and not hired). There is no expiration date on asking. Don’t assume why you get hired and then go out and repeat the wrong the things.

Let The Patterns Define Your Strategy
As you can imagine, you are looking for patterns to emerge in the grid you’ve created above. If you notice a large percentage of projects in a certain vertical market, this defines your niche. A certain service that shows up frequently can further define your specialty. If you see a pattern of why you get hired, then this becomes the positioning for your next ad campaign, tagline and website messaging. The goal is to market “with the current” of what you are already doing well.

I know there are bright spots in your marketing or you wouldn’t be in business. Don’t focus on the problems. Yes, there is something innately satisfying about figuring out what’s broken and then fixing it. But if you focus on what is working, the “bright spots,” this path of least resistance will bring you success with greater ease.

3 Steps to a Better Marketing Plan

October 27, 2009 in Marketing Planning | No comments

By now, you should have started creating your Marketing Plan/Budget. Here are some tips to guide you, because as you’ve probably heard, “failing to plan is planning to fail.” I know it’s tempting to simply copy and paste last year’s plan but this is a bit like driving while only looking in the rear-view mirror. Market opportunities, alliances, relationships are constantly changing so your Marketing Plan needs to evolve as well.

1. What to Include
A good Marketing Plan is a one year roadmap of how you will achieve your firm’s Strategic Plan. Here is what to include in your Marketing Plan: Budget (see below), Staffing (who will do what and by when), Timeline (prioritized sequencing of implementation), Promotional Mix (advertising, web site, social media, brochure, video PR, events, etc.). If you need help in this area, I can recommend a great coach. To help you get started, click here for a free .pdf map that I’ve created to help you through the process.

2. Ask for the Money
Don’t be afraid to set aside a healthy budget that will allow you to effectively market your firm. There are three methods I know of to create your budget. Projection is taking last year’s budget, and based on projected growth or decline, adjust this year’s budget. Percentage is taking a straight 10–15% of gross revenues. I recommend Goal-Based; which is taking each goal from your Strategic Plan and breaking down what it will cost to achieve that goal. You can then check this against Projection and Percentage to make sure your budget request is realistic. Is it likely that your plan might change throughout the year? Absolutely. But if you don’t set aside the money now, it will surely be designated to something else later when you really need it.

3. Implementing the Plan
Having a plan is a great first step, but implementation is what will attract great clients. First, form a core Marketing Team (not too big, but with enough Principal muscle to be influential). Marketing Plans will fail unless the talent responsible for implementation is involved in the creation of the plan. Share the Marketing Plan with everyone in your firm because marketing the firm is everyone’s business. Finally, review and measure on a regular basis (at least monthly). Be sure to share success stories internally. This demonstrates the value of marketing and builds momentum and morale.

Just doing what you’ve always done will get you what you’ve always got. So invest in your Marketing Plan to be a beacon for your best year yet. This will help to prioritize proactive and reactive opportunities and make the most of your time and money.

Is Your Personal Brand Outstanding?

September 30, 2009 in Branding, Personal Brand, Positioning | No comments

In a world of endless options (think of the supermarket toothpaste aisle), brands are increasingly relevant because they are a shortcut around intellectual proof. Brands are typically thought of as products (iPhone) or services (FedEx). But I’d like you to consider yourself as a brand. And this is relevant to anyone within a firm who wants to stand out and thrive, not just owners. To paraphrase Tom Peters in his seminal Fast Company article, A Brand Called You, start thinking of yourself as the Chief Marketing Officer of Brand You. Since I brand myself as a branding expert, I’d like to share three ways to build Brand You.

1. What’s Your Story?
A brand is a story told in the marketplace. So step one is to unearth your story. Since people buy with emotion and justify with fact, a compelling story is what helps you to persuade. So, what is it that makes you unique and valuable? What are you most passionate about or proud of? What would your clients or colleagues say is your greatest strength? Think back to the last few times someone complimented you about your work. Is there a pattern of consistent praise that is unique to you? If you can’t remember, start a victory journal that records your accomplishments and compliments. Still stumped? Do a little market research by asking your friends, family and co-workers. It’ll boost your self-esteem and provide insight. At this point, don’t worry about the exact words of your story. We’ll address that next.

2. Brand Positioning
A brand’s positioning is the mindspace you occupy in your audience’s head. It is the articulation of your story highlighting what you do that adds remarkable, measurable and distinctive value. This positioning statement becomes your networking introduction when someone asks “what do you do for work?” It should be around 15 words and ideally be something that only you can claim. It should include the following elements: “I am a [occupation] providing [range of services] to [categories of clients]. My [unique selling point] provides [specific benefits].” Like the premise of a good movie, your positioning must be clear and compelling so others will spread your story via word-of-mouth.

3. You Deserve Promotion
Brand awareness is the final step in building your brand. Your target audience needs to know you exist and what you can do for them. I’m guessing that Superbowl ads and billboards aren’t in your personal budget so here are some tips. If your employer allows, do some moonlighting (either freelance or volunteer). I learned a ton about e-mail marketing and met many contacts as volunteer Marketing Chair of USGBC. Try teaching or making presentations to demonstrate your expertise. If you are verbally challenged, writing for trade publications is excellent visibility. As long as you are learning, growing, building relationships and delivering on your brand promise, both Brand You and your company will benefit.

Is Your Website Sticky?

August 25, 2009 in Marketing, Web Site Design | No comments

One way I measure the success of websites is length of stay. The longer a visitor “sticks” on your site, the greater the chance they are making an emotional connection with your brand. Using principles from the outstanding book, Made to Stick – Why Some Ideas Survive and Others Die, I identify below three key qualities of a sticky website.

1. Simplicity
Before exploring the look of your new site, I recommend reviewing your strategic and marketing plans, analyzing your current site, and prioritizing what prospective clients should glean from your new site. This gives you a target to compare design solutions against. Next, create a Site Map which is a clear outline of proposed content. Then a simple navigation system can be designed allowing the visitor to easily find what they need. In the site I designed for KTU+A, we determined that viewing projects by market sector was a priority. So we designed the main navigation system to always show all market sectors. With the Content Mangement System we designed, our client is able to keep their own site full of current content. The goal for this site was to keep the graphic design simple so it serves as a frame supporting their projects as the art.

2. Unexpected Personalization
To capture and hold a visitor’s attention, your site needs to surprise and delight while delivering meaningful content. With the KTU+A site, a goal was to weave their positioning of “balancing human activites with elements of nature” into the site in an enexpected way. So the visitor gets an option to choose the site’s background image and sound (elements of nature) to balance using a computer (human activity). We created the Project List to allow visitors to sort projects in a way most meaningful to them. Visitors can sort by title, location, market sector or service with the ability to get more information on all projects and detailed information and imagery on featured projects.

3. Stories
Your brand is a story made true through personal experience. It’s critical that your site tell the story of your firm, your projects and your team in a compelling way. Invest in professional project photography and show it off at least 600 pixels wide. Here’s a great example of how impactful photography tells stories. Video is another great tool. Don’t expect your video to go “viral” on YouTube but do expect to connect with visitors on an emotional level. When introducing your team, use great photography or video and wording that communicates a sense of what it would be like to work with this person.

Your website is the new “front door” to your office. It’s the first place clients go to learn about you or validate what they’ve already heard. Use these tips to make a positive first impression “stick” in your client’s mind.

Hate to Sell? Become a Thought Leader

July 10, 2009 in Positioning, Presenting, Public Speaking, Thought Leading | 2 comments

For those looking to stretch their marketing budget, I can’t think of a more cost effective way to attract clients than Thought Leadership. The more a prospect can experience your writing or speaking, the more they perceive you as an expert, and the less “selling” you have to do. Here are some tips on positioning yourself, or Principals within your firm, as Thought Leaders.

1. Designate Ambassadors
Designate someone in your firm to be the Thought Leader for each vertical market sector in which you seek work. For example, Aquatic Design Group is a market leader in designing and engineering competitive swimming pools. They happen to have an Associate who is a former collegiate All-American swimmer. Combined with strong writing and speaking skills, he has instant credibility within this tribe.

2. Know Where Your Audience Is
Ask your best clients which market specific trade publications they read and which conferences they attend. Then introduce yourself to the editors of these journals as a resource for journalists looking for a quote. Once the relationship is established, inquire about submitting an article. For national conference speaking opportunities, you’ll need to respond to a RFP a year in advance. But there are plenty of local trade organizations hungry for great speakers. For example, I put together a panel and am emceed the SMPS San Diego Luncheon on Social Media. While it’s tempting to write or speak to your peers, remember to focus most of your efforts where potential clients, not competitors, congregate.

3. Create a Content Ecosystem
Start with writing to develop mastery in articulating your subject matter. Then move to speaking using content you’ve written about. Give away free samples of your knowledge. Leaders demonstrate confidence by sharing their abundant expertise, not hoarding it. Tell real success stories and don’t be afraid to offer up your failures and share lessons learned. This is what makes you human, and will draw people to you. Communicate that you care about your audience’s world and challenges, and you will be invited in.

Thought Leadership requires an investment of time. This guide should help you get started. Be sure to promote your speaking or writing wherever you can. Also, find multiple channels to distribute your content to maximize ROI. For example, an e-mail marketing blast shoud get repurposed into a blog so it’s archived and searchable by topic. You can also create a printable .PDF files to be distributed at events where you are speaking or given to clients you are courting. Whether writing or speaking, you will be perceived as an expert and clients like to hire expertise.

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