Here's a great strategy that can dramatically change your
business. It works best for professional service providers but
it can work well for others as well. If you haven't started down
this road before, it can involve a lot of work but you only have
to do it once. As soon as you've gone through the process once,
you can use the same strategy over and over again. And you'll be
positioning yourself as an expert along the way.
First things first. You have to ensure you're an expert in the
field. Does that mean you have to be a PhD in the topic? No, it
doesn't. It just means you have to know enough about the topic
to be authoritative. Keep in mind that most people know very
little about any one fields and a recent study found that if you
read just three books on a particular subject, you'll
effectively become an expert on that topic relative to everyone
else.
The next thing you have to do is write a short handbook on the
topic. This can be as easy as summarizing the content in the
three books you read and putting the same content in your own
words and in a condenses document. By doing this, you can
forever more refer to yourself as an author and other people
will treat you with more respect as a result. I have written two
handbooks in the past. One was 28 pages and the other was 34. So
these don't need to be long novels. They just need to
demonstrate your expertise.
The process of writing a short handbook does something else
too. It structures your thoughts and your understanding of the
topic. By being forced to explain the topic to an uneducated
reader, you will end up knowing the subject better yourself. And
with that understanding in place, you need to massage that content into a 2-hour workshop. Think about the most important
points and organize them into a logical order for an audience to
hear.
Next up, schedule the event and market it to get a few people
in attendance. There are a lot of different ways to market an
event like this and it doesn't need to cost you a lot of money.
The important thing is to get 10 or 15 people in attendance.
That will give you a sufficient audience to practice delivering
the information and getting the questions that naturally come
up.
When you're comfortable with the process, bring a microphone
and record an event live. You can download Audacity for free and
the microphone will cost $50 or less. Then, you'll get the
exposure from the workshop as usual but you'll get an
information product to boot. The importance of this is
significant. A lot of speaking engagements require the speaker
to have an information product to sell. It also builds more
credibility. And it allows you to make some money even though
you're providing the workshops for free.
This 5-step strategy is a great way to position yourself as an
expert within your field and leverage that position to gain new
clients or partners. And once you've gone through the process
once, you'll have the tools forever more and can use them as
often as possible without further efforts.
Tactical Execution has made a business out of helping others
achieve their goals. The information in this article is just the
tip of the iceberg and I encourage you to visit the website to
take advantage of the resources available there.
Patrick Schwerdtfeger: Become a recognized expert. Optimize your
website. Explode your business. Tactical Execution provides
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