THE GUILD OF MASTER CRAFTSMEN


Then, take blogging one step further by… 6 7


Writing an e-book Authors are perceived as instant subject-matter experts, so it’s


a sure-fi re way to put yourself on the map as an expert in your fi eld. The self-publishing platform Amazon Kindle makes it fairly easy and make sure you drum up some publicity by approaching magazine and website editors. You can also consider breaking up the e-book content for a series of blog posts: a clever way to stretch original content further.


The likeability factor OK, it sounds obvious, but everything will fl ow more


easily if your audience likes you. The foundation for this is being authentic and building trust. In a digital world awash with wannabe experts and thought-leaders, your potential clients can sniff out insincerity in a nano- second. Be truthful and transparent in your goals and remember that nothing can replace that human-to- human interaction (even if it is virtual). Respond to comments, hold Q&As, and be present. The communication with your audience should be a two-way street - establishing an emotional connection is key.


8 Speak up The words ‘public speaking’ might strike


fear into even the most confi dent person but it is a very useful skill to have in your self-promotion kit bag. To get started, write a strong presentation pitch to send to local trade organisations and small- business networking events: anywhere you can locate your


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target audience. Not only will it increase your exposure, but it’s a great lead- generator, too.


Mindtools.com off ers a comprehensive guide to dealing with those pre-talk jitters. And it can also ripple across other areas: you’ll be more at ease creating a podcast, for example, or landing a guest slot on an internet radio show (a goldmine for business owners). Check out blogtalkradio.com and alltalkradio. com. You could also host teleseminars: with just a conference line and a phone you can host events in which you lead a discussion, or you can invite guests to give speeches or interviews. Off er events for free in order to build your audience and grow your mailing list.


More information on this can be found at instantteleseminar.com and freeteleseminar.com


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Stay current and know your stuff Make it your business to know


what’s going on in your industry both with trends and other thought-leaders and experts. Read books, listen to podcasts, subscribe to newsletters; anything that can help you stay on top of your expert game.


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Own your expertise Come up with a catchy tagline for yourself that


explains what you do. It’s important to let people know what you have to off er, and this messaging should create a strong thread through your website, social media profi les, business cards and marketing materials. And remember that nobody starts out as an expert – it’s a process of learning and, yes, making mistakes. But keep on keeping on and watch that momentum build.


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