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Being A Thought Leader Does Not Mean Being “First”
by Tony Vidler Creating a position as a thought leader is superb marketing for professionals, and all too often they confuse “being a thought leader” with simply “being first”. The rush to be “first” to express an opinion or provide insight often produces disappointing results for the audience and the would-be-thought-leader. The urgency […]
To Be a Recognised Expert You Must Be Willing To Be A Target
by Tony Vidler If you become a recognised expert then business will find its way to you. Prospecting per se ceases to be a problem. Getting to be that recognised expert can be a costless and effective way of marketing yourself as industry, local or national media is constantly looking for opinion-shapers and insight. […]
by Tony Vidler Becoming an authority is the thing that almost certainly guarantees you will continue to get enough business to have a decent livelihood, if not an outstandingly successful career. It is one of the key principles of influence identified by Cialdini, and for many in professional services it is a career […]
by Tony Vidler It is so easy today to get yourself “in print” and be positioned as the expert that target market customers ask for advice. and being the expert that gets asked leads to those customers doing business with you. Setting up chat forums, blogs, ezines and so on are all relatively easy […]
"Be Someone" if you want to stand out and succeed.
by Tony Vidler A professional service business built around a product is not a good service business. A professional service business should be built around either the “service” part, or the “professional” part. Or perhaps both. Many of todays professionals seem to still not get it though, and think marketing is about […]
by Tony Vidler Where are your advertising dollars, and efforts, going to get the best return? It seems that the majority of small businesses get the majority of their new clients from their local area, which is not terribly surprising given that most professional service businesses largely compete on “convenience”. Without a […]
by Tony Vidler “The modern sales professional doubles as an information concierge – providing the right information to the right person at the right time in the right channel. Socially surround your buyers and their “sphere of influence”…” Jill Rowley; Oracle. The phrase “information concierge” captures the essential strategy for professional positioning […]
The 1 Big Mistake Professionals Make When Trying To Position As An Expert
by Tony Vidler One of the greatest ways to attract the type of business you prefer is “Expert Positioning”, and most professionals could do it if they really wanted to. The reality is that most professionals are experts, and their knowledge should be highly valued… But very few actually work to position themselves […]