Focus on making your publicity an inch wide and a mile deep, in other words having a tight focus on your speciality will help you attract publicity more easily. Having a niche that you can ‘own’ is the first (and most powerful) step to being the go-to expert in your field.
Being an expert comes with deep knowledge gained from both a technical and cognitive level in whatever you’re doing.
Knowledge that’s up-to-date that can be ‘actioned’ sets you apart. You become a problem solver, an analyser of issues that requires thought, creativity, inspiration and talent to solve.Powteach covers this in more detail and how you can apply it to your team building.
It’s a hard gig being an expert because you can never fall back – you must keep your knowledge sharp and your ideas workable in today’s ever-changing economy.
New problems and issues arise daily, but as an expert you recognise the patterns, to the point that a model or framework – a way of devising solutions – forms internally.
These frameworks are our Systems. The things we do as experts that differentiate us from others. It’s the way we do things, the way we think and make change happen.
Systems don’t happen overnight. They take time to develop, but once a pattern forms and the logic of ‘your way of doing things’ can be duplicated, you then have a unique way forward to stand out from the crowd and differentiate yourself.
Reading, listening and acting on knowledge is the only way to keep up with change.
And if we are doing those things, then sharing your expertise with others is the only way forward.
Publicity gives you that leverage to tell your story in a way that only the media can portray.
Learning how to do publicity well so that your message has clarity and purpose and is heard by others with problems to solve is what all small businesses need to do in a crowded marketplace.
Stand out by knowing how to package what you do and deliver it in a newsworthy way.
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