In this interview, Dorie Clark shares some of her best practices.
Dorie Clark is a marketing strategy consultant, professional speaker, and frequent contributor to the Harvard Business Review, TIME, Entrepreneur, and the World Economic Forum blog. She is the author of Reinventing You: Define Your Brand, Imagine Your Future and her most recent book, Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It.
Some of her clients include: Google, the World Bank, Microsoft, Morgan Stanley, the Ford Foundation, the Bill & Melinda Gates Foundation, and Yale University.
To listen to the full podcast, click here. Read the summary below.
There are Pros and Cons to Standing Out from the Crowd
On the pro side, it is easier than ever to “get your message out there,” but it is harder than ever to actually have your message heard. Today, anyone can make a video, a blog or a podcast. So you can get it out there, but the challenge is getting it heard, converting it, and grabbing people’s attention.
How do you build a movement around your ideas to engage people and get them excited about it?
Here are six tips that Dorie gives the listeners to expand their sphere of influence:
As you build relationships with them, they may come to turn to you for story ideas or they may end up profiling you at some point. Reporters are paid to be on the pulse, and following them will make it more likely that you will be on the pulse, staying ahead of trends in your industry.
The best way to build those relationships initially is through social media. Create a list to follow on Twitter. Comment periodically. Retweet their stuff. They will begin to know who you are. You can discover what events or conferences they may be present at where you could introduce yourself. At this point, they will have a sense of who you are and what your name is, making them far more receptive to meeting you, and you can begin to build a relationship.
If you want to reach business professionals, LinkedIn is a really good bet. If you want to reach crafters, Pinterest is a really good bet. If you want to reach hip teenagers, go on Snapchat or Instagram. You need to be where your customers are “hanging out” online.
Do you have a particular proclivity toward enjoying video rather than writing blog posts? Play with that, tweak the formula, and come up with the best mix of how to reach your audience and how to do it in a way where you shine and where you’re comfortable.
The biggest and most important is the time savings benefit. Any professional is strapped for time. We spend half our day in meetings, answering emails, and just all these things that are sucking the life-blood out of us. We don’t have the time to create 10 different pieces of content for 10 different channels.
If you want to reach the maximum amount of people for the minimum amount of effort, you need to get smart about thinking, “Okay, how can I repurpose this? How can I take this 1-hour interview and tweak it so that I’m spending 5 minutes of additional effort on a whole different channel?”
Many professionals will go to a seminar or networking event seeking that “one” individual who will get them steady clients or referrals based on a specific profile or type of person. They will not allow themselves to interact with anyone who does not meet this pre-determined profile.
An open-minded professional will walk into that same event thinking it might be nice if they met a potential client, but is open to all networking opportunities. For example, the open-minded professional may start talking to someone who turns out to be a very prominent journalist and thinks, “Let’s see how this goes. Let’s see how this plays out.” Talking with new people, learning from other people, and just having an attitude that conveys “People are interesting, let’s learn from them,” can truly pay huge dividends.
It’s critical to parse the distinction between whether the company is not progressing, is not profitable, or both. If you’re not making money, is there some other clear sign of traction that you can point to? If that’s the case, you may want to mess with things a bit more.
The more complicated and complex your plans are, the more likely you are to deviate from them, because they just get overwhelming. I like to create 3 goals for each 6-month period, and then review and refine them when the 6 months have passed.
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