We’ve all read some sort of “Top 10 List” of what successful people do first thing when they start or end their day…read something that is helpful. Have you ever read one of these lists where it says on the most important things to do is to…
“Spend your time reading someone’s self-promotion material that tells you all the reasons you should work with, hire them, or follow them but doesn’t give you any secrets to how you personally can be successful.”
I don’t think I have ever seen that one listed on anyone’s Top 10 list.
Yet when I read a lot of people’s posts on their blog or LinkedIn or twitter that’s exactly what I get…self-promotion and no real value. I’m sure you get the same thing…it is pretty common.
If you want to stand out with your audience and be the FIRST ONE they want to read in the precious time they have to learn…Be Helpful…Be Relevant…don’t self-promote because if they like what you are talking about I’m pretty sure they can track you down and engage with you.
There are lots of ways you can make this work for you…but let’s start with just two critical ingredients.
- Know your audience…not their demographic data, but their “helpful data.” This means, figure out how to segment your audience based on what type of content would be most helpful to them. For example, if you have expertise/knowledge in creating a culture of innovation, find those in your audience that might be struggling with this or have somehow said they could use this then put them in a group of “innovation cultures.” As I share with people in my speeches…“you have to get small to get big.” There is also a great quote from Seth Godin on this topic I blogged about a few years back that might be helpful.
- Write to change their lives…if you what you are wanting them to read won’t have a positive impact on changing their lives after they read it…think twice about writing it. I know, it sounds a bit monumental but it doesn’t have to be if you think in small bites. As the saying goes, “the only way to eat an elephant is one bite at a time.” Think this way with regard to your content. You can’t help them change their business with one blog post, but you might with 25 or 50 or more. Give them something to ponder, to wonder about, or question…something that causes them to pause and think about. If you get there…they want to read more…because it’s helpful.
The bottom line…if you start thinking this way when you share all your wisdom, knowledge, and insights, you just might get to BE FIRST on their reading list during their most coveted time to learn. How would that change your business? I would venture to say a bit more than one more self-promotion post on how wonderful it is to work with you. Give it a shot…I would love to hear your feedback on how it helps change the conversation with your desired audience.
