How It Feels to Be a Local Thought Leader

Neither your customers nor your colleagues knew you were such an insightful executive. But with a little help from a thought leadership coach and professional speechwriter, you came across on camera as being especially knowledgeable – a genuine “thought leader.” After your video interview was posted on WOWBIZ Omaha, YouTube, Facebook and LinkedIn, your phone started ringing. Your reputation is now soaring and sales are suddenly easier to get!

In the new sales model thought leadership trumps personality (and even relationships) in generating trust. These tips will help:

  1. Capture your insights and fans on video and put them on your website/blog.
  2. Build your credentials by actively publishing articles and white papers, speaking, and contributing to Linkedin groups on your area of expertise.
  3. Sponsor independent research and publish it.
  4. Affiliate your business with independent thought leaders. Sponsor their talks, publish their white papers, and invite them onto your board of directors or advisors.
  5. Get prized certifications and credentials in your industry.

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Bonus support for WOWBIZ Program Partners

Trust building tactics for aspiring thought leaders

Buyers are delaying interactions until the last possible minute, so you need to have all credibility issues handled early in the sales cycle. That’s why creating several “thought leadership” videos is so essential.

Case studies and customer success stories are also helpful to overcome objections early in the buying cycle. However, in some industries, the standard “problem-solution-results” formula doesn’t resonate with decision makers.

Instead, CEOs said they would rather see a section on “Lessons learned while implementing the solution.” That suggests that the phrase, “How to…” is key. And they admitted they would probably watch a “lessons learned” video more readily than they would read a text document.

More local-trust tips:

Bundle your “content assets” together into a downloadable how-to kit. Package various types of content – a how to webinar, an assortment of tactical worksheets or checklists, a collection of customer success stories, a blog, a couple videos and an engaging e-book – under the same “how to succeed” theme.

It’s all about tips and advice: free instruction that is conveyed through blogs and videos. Provide new ideas on how to perfect some process or suggest a unique approach to solve a problem. Post video tutorials every month, knowing that blogs and videos are easily measured; you can easily make content changes based on nearly- immediate feedback.