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Page 7 of 13 | previous page | next page name and developed the "Get Clients Now! Licensee Kit," which includes a 60-page facilitator's guide, audiovisual aids, and tools for marketing the program to students. The result has been a profitable package that helps others reproduce her program. Hayden has sold more than 200 licenses internationally, and the program has helped her land book deals in the U.S. and China, and publicity in several national magazines. This is a perfect example of visibility and credibility building on each other. Standing out in the current din of self-promotion requires a profound shift in outlook. There's no point in trying to yell louder, but you can get noticed if you offer something different — information, insights, and ideas, for instance. This is the skill of thought leadership that positions you and your company as an industry authority and resource. In a sense, thought leadership is a consultative approach to marketing, earning your company the role of trusted advisor by demonstrating that you know your business deeply, shape your industry, and understand and anticipate the needs of your target market. When done authentically, and with a genuine spirit of helping others, thought leadership can serve as the touchstone of your slightly famous marketing strategy, helping you attract prospects and grow your business by establishing your reputation as a generous contributor to your industry. When David Silverstein launched Breakthrough Management Group (BMG) in 2001, he sought ways to establish BMG as business performance improvement specialists in the financial services, healthcare, and manufacturing industries. He spoke at industry conferences and commented on his industry trends in his Leadership and Business blog. He coauthored INsourcing Innovation (Breakthrough Performance Press), a book that articulates BMG's approach to developing core busines competencies that drive innovation. He offered his expertise to the media, helping BMG garner coverage in over 100 Page 7 of 13 | previous page | next page |
Great practical advice
I have to agree with all the positive comments on this book. I've been in medical device consulting for over 10 years, and have tried some of the ideas in Yoder's book already (due to common sense or other consultants' / books' recommendations). But I found much more suggestions here, together w/ updated web-based ideas, which I'm now working on employing. I also value his many real-world examples interspersed throughout the book. This is one of only a few books (and I have most) that I'll be rereading to assist in marketing my consulting services. |
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