The Me-Too Expert Belief is that:
Media Attention = Riches
How many times have you said “If I could only just get the word out there about the value I provide”
But the media has its own agenda. You can be flavour of the month, only to be forgotten the next.
Plus a science demands that it is both reliable (repeatable) and valid (identifiable metrics).
Hence, media results are an art rather than a science as not always replicable, predictable or scalable.
Most importantly though, other Experts have gone out of their way to be visible everywhere online, only to find this has not equated with conversions to enrolling clients or in sales. Essentially they have spread their net too wide! 2011 is likely to mark the rise of the private more intimate social networks versus the number crunching that go’s on at FaceBook & Twitter.
# Of course, there is some credibility in being Googable provided it’s clear when you come up as to WHO you are and WHAT you stand for (and that you have both impact & influence).
Check out this free Online Identity Calculator HERE
So STOP hunting – chasing + selling. You can’t be good at what you do AND adding value to clients IF you are always out there looking for them. Afterall time is the biggest asset for many Experts.
And yes, you can outsource online marketing but in order to scale like this, you must have a consistant income coming in or deep pockets to invest and complete faith that you are on the right path.
There are also Push Button Solutions that syndicate articles, audio and video online but if it is this push-button easy – is it really a competitive advantage?! Again I believe it does not hurt but it’s just not where you main focus should be.
The GTE Success Mindset Principle # 3: Business Models = Riches
Here the emphasis is on:
- Giving versus Getting
- Serving them versus Marketing you
- People and Problems versus Product and Profits
And you do this by building a business that provides a portfolio of products & services designed to get the best results possible for your clientale.
You can have anything you want if you help enough people have what they want (Zig Ziglar)
“If you can’t articulate why you are special, unique and different, then why would I choose you … yet alone pay you a premium?“
Ask not what your country can do for you, but what you can do for your country (replace “country” with “clients”)
It’s the difference between giving your value to many (providing lots of value, always looking to add value) versus getting your value known to many. A subtle shift but also quite profound right?
When you provide education-based marketing materials, you can also start to add (automated) front-end systems (eg a stronger business model) which can become both predictable and scalable. Plus you don’t have to do all the work when you leverage other people through strategic partners and affiliates.
Given that Value is largely perceived (hence the importance of striving for GTE Status), it is this that is more likely for you to gain media attention and online visibility!
The Takeaway:
Look at your existing business model. Cultivate a prosperity mindset and a clear Identity. Design a clear action plan (or direction for you to go in). Move forward fast – tweaking, fixing and adjusting things as you go. Maximize your Client Lifetime Value (CLV) through through upsells, retention, referrals and ascension systems. Once you have systems, you can start to see what your limiting factors are (e.g. the brakes).
Noel Lyons
GO-To Expert Marketing & Strategy
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