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Create Massive Demandfor Your Business
presented by Paul Anderson, Career Columnist, Speaker, Career Strategist
Featured By
TV Co-Host
Seattle Times Columnist
What is the secret to massive demand?
Three Key Ingredients
• Differentiation
• Strategic Partnerships
• Massive Visibility
Chapter I
Who are the players?
Competitive Analysis
• Industry Celebrities (National, Local)
• Colleagues
• Conversations
National Research
• Best-Selling Authors
• Keynote Speakers (e.g. AMA Conferences)
• Mentioned in Media (BusinessWeek, WSJ)
Best-Selling Authors
Keynote Speakers
Mentioned in Media
Now What?
• Check out their websites (About Us)
• Look at their online profiles
• Do they have a blog or Twitter account?
• Google them
Local Research
• Word-of-Mouth (e.g. Rod Brooks)
• MarketMix 2011
• Mentioned in Media (Seattle Times, KOMO)
• Search Results from Social Media
Lori’s LinkedIn
Lori’s Biznik
Lori’s Twitter
Who am I up against?
Biznik
FollowerWonk
LinkedIn competition
Biznik competition
Twitter competition
How do you stack up?
Want to write a brilliant profile?
R & D
Which area can I become an expert in?
Listen to Conversations
• Media (National, Local)
• Top Blogs, Twitter
• LinkedIn (Answers, Groups, Events)
• Biznik (Articles, BizTalk, Groups, Events)
Media Research
Blogs
LinkedIn Answers
Biznik Articles
LinkedIn Groups
Biznik Groups
Twitter Lists & Favorites
LinkedIn Discussions
Biznik Discussions
What’s not being said?
You can be the expert in this area!
Isn’t this amazing?
Table Topic
What is your company’s USP?
Chapter II
Who has the power?
Connect w/ Influencers
• Industry Leaders
• Aspirational Contacts
• Super Connectors
How to reach out without getting marked
as “spam”?
No Elevator Pitches!
Become interested in them first!
Know their company
Learn about their professional history
Go deeper (personal)
Try introductions first
Mutual contacts?
Biznik
Recognize anyone here?
Biznik
If you have to cold call...
Flatter them (genuine)
Table Topic
Make a list of ten people you need to
connect with
Chapter III
How do I create massive visibility?
Promotion
• Traditional Media
• Social Media
• Strategic Partnerships
Share a presentation
Syndicate your blog
Share your portfolio
Connect w/ group manager
Participate in discussions
Share good information
Also Consider
• Earning media attention
• Public speaking
• Writing white papers or articles
• Strategic volunteering
• Blogging, Tweeting, and Podcasting
Crash Course in Media
• Decide on outlets (be specific)
• Find the right contacts (e.g. journalist, reporter, columnist)
• Build a relationship (comment, send emails)
• Pitch a story (not about you)
Review
• Know thy competition
• R & D
• Connect w/ Influencers
• Engage in self-promotion
One more thing...
It’s not the best products or services...
It’s the ones lots of people know about...
Questions?
Contact Me:
Paul Anderson
paul@prolango.com
@prolango | www.linkedin.com/in/prolango
Visit www.prolango.comfor Seminars, Workshops, Career Mixers
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