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Article Publishing to Grow Your Business

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Article Publishing to Grow Your Business with Ken Lizotte CMC

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“ Beware when the great God lets loose a thinker on this planet!” Ralph Waldo Emerson

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The 5 Pillars of Thoughtleading <ul><li>Publish Your Ideas </li></ul><ul><li>Speak to Groups </li></ul><ul><li>Fresh Think...

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Article Publishing to Grow Your Business

  1. 1. Article Publishing to Grow Your Business with Ken Lizotte CMC
  2. 2. “ Beware when the great God lets loose a thinker on this planet!” Ralph Waldo Emerson
  3. 3. The 5 Pillars of Thoughtleading <ul><li>Publish Your Ideas </li></ul><ul><li>Speak to Groups </li></ul><ul><li>Fresh Thinking </li></ul><ul><li>Creatively Leverage the Internet </li></ul><ul><li>Vigorously Use the Media </li></ul>
  4. 4. WHY Publish Articles? <ul><li>CREDIBILITY! </li></ul><ul><li>Visibility </li></ul><ul><li>Marketing Tools </li></ul><ul><li>Sales Tools </li></ul><ul><li>Build Relationships </li></ul><ul><li>Extend Your Value </li></ul>
  5. 5. What NOT to aspire to… <ul><li>Ernest Hemingway </li></ul><ul><li>J.K. Rowling </li></ul><ul><li>Ken! </li></ul>
  6. 6. Developing Leading-Edge Ideas
  7. 7. Your AIL must be STRATEGIC
  8. 8. For good article ideas, determine your various value propositions: <ul><li>How do you improve your clients’ situation? </li></ul><ul><li>What do you do very, very well? </li></ul><ul><li>What do you do better than any of your competitors? </li></ul><ul><li>What do you ENJOY most? </li></ul><ul><li>Why are your clients more than happy to pay you? </li></ul><ul><li>What problems do you solve? </li></ul><ul><li>What problems do you see coming? </li></ul><ul><li>Do you enjoy musing about the future? </li></ul>
  9. 9. 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 Door Subtopic … Nailing the Sales Call Subtopic … Closing the Deal add blurbs
  10. 10. Can Becoming a “Thoughtleader” Give You an Edge? Attempts to Quantify Its ROI Say YES <ul><li>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. </li></ul>
  11. 11. 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?
  12. 12. 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
  13. 13. And here’s the pitch! Use email mostly Send 2-4 blurbs Send only very short bio, if any Follow up in a week if you don’t hear …MAYBE even with a phone call! Deadline and word count = YES!
  14. 14. Now all you gotta do is … WRITE IT!
  15. 15. How to Actually Write It <ul><li>First, dump your brains out </li></ul><ul><li>Next go back and play with it </li></ul><ul><li>Then format it like an article </li></ul><ul><li>Now polish it up </li></ul><ul><li>Then let someone critique it (not too many!) or hire a good editor </li></ul><ul><li>Finally, tweak it a bit more, then hold your breath …and send it out! </li></ul>
  16. 16. AFTER You Submit Follow up if you don’t hear anything Follow up if you don’t receive copies or a PDF <ul><li>ALSO: </li></ul><ul><li>Do not pay for reprints, make up your own </li></ul><ul><li>Copyright laws: you OWN it!!! </li></ul>
  17. 17. Here’s Ralph Waldo again: <ul><li>Thought is the blossom </li></ul><ul><li>Language the bud </li></ul><ul><li>Action the fruit </li></ul><ul><li>…… a Competitive Advantage that Separates Your Firm from the Pack! </li></ul>
  18. 18. POST-Publication Actions! <ul><li>Make up a PDF </li></ul><ul><li>Add to your website </li></ul><ul><li>Bring reprints to your speaking gigs </li></ul><ul><li>Bring to client and prospect meetings </li></ul><ul><li>Email announcement to your e-list </li></ul><ul><li>Add to your marketing kit </li></ul><ul><li>Add to your bio and resume </li></ul><ul><li>Use STRATEGICALLY! </li></ul>
  19. 19. Thanks for attending! <ul><li>Ken Lizotte CMC </li></ul><ul><li>Chief Imaginative Officer (CIO) of emerson consulting group inc. </li></ul><ul><li>978-371-0442 </li></ul><ul><li>[email_address] </li></ul><ul><li>Sign up for my popular </li></ul><ul><li>“ thoughtnotes” eblasts at www.theexpertsedge.com </li></ul>

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