Transcript
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Yeah,
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welcome back to be, to be growth. I'm
dan Sanchez with sweet fish media And
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today I am continuing the journey into
thought leadership and I wanted to
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actually bring you into the journey
that I had before this deep dive even
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started about a year ago. I had a
number of different B to B. I guess you
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could call them strategy, some of you
might call them tactics But essentially
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like a number of different B2B
marketing categories or different
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topics we have covered on the show
before And I just looked at him and
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decided to pick one that I wanted to go
all in on one that I wanted to
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investigate to the 10th degree. And
after kind of sizing them up I thought
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thought leadership was kind of an
interesting one. I liked that thought
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leadership. Both could be applied to a
full brand, a company as well as an
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individual and both. You could actually
use a bunch of individuals within a
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company or use a brand to build up
individuals like all these different
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avenues for thought leadership and
markets for thought leadership. It can
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be applied to tech companies, it could
be applied to higher ed, it could be
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applied to medical, it's like it it had
no bounds and it would work and B two C.
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As well as B two B. It just seemed like
a really interesting topic that had
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been well explored in the past. But I
felt like could use even more help
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especially as I started digging into it
and reading all the books on the topic.
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I felt like there was there was more
room to play here. Like this was even
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though a lot of people kind of hate
this topic and call it really cringe e
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and don't understand it, the more I
studied it, the more I discovered that
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this was something that I wanted to
spend a long time researching a long
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time getting to know the people in the
space in a long time, like helping
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other people develop good thought
leadership marketing. And one of the
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big things I did just to kick it off
was to read every single book on this
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topic so far. I think I've covered
about 20 books and I wanted to
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highlight one of my favorite ones to
you in this episode today. Now if you
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want to kind of get like the overview
of all the books, like my rating of
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them like what, who I think they're,
each book is best for. I wrote a very
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long blog post, breaking them all down
and given a side by side comparison.
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There's even a great little table at
the top where you can get like a
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summary, not even a summary, like a
breakdown of them on how I rate them at
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the very top of the blog post. I
published this one of my own personal
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blog. It's at daniel Sanchez dot com
slash tl books. If you want to look at
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the whole list of thought leadership
books and get my top recommendations.
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But today I'm just gonna cover the
first one and in this deep dive I'll be
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doing two more of these to cover some
of the books that stand out the best,
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the long story short. There's actually
three books I highly recommend. One is
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what I'm calling the best primer. Like
if you want to dip your toe in and kind
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of get a feel for what thought
leadership is all about and how it
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works generally. Um That's the one I'm
going to be covering today. Its
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authority marketing by adam, witty and
rusty Shelton. That's kind of like my
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best, It's my first recommendation. If
someone's like, hey, like I'm new to
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the topic and I wanna, I wanna get to
know it. This is the book to read
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authority marketing and I'll be
covering that in a little bit. The
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other two books. One is by bob baker,
robert baker who wrote the book called
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The Business of expertise. Um And while
that one is geared towards agency
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owners are marketing, agency owners, it
could really be applied to anybody
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who's a solo, like a freelancer
consultant, especially anybody who is
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really in the business of expertise. If
you sell expertise of some kind, even
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if you're not marketing, this book is
probably the best for you. Just skip
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authority marketing goes straight to
the business of expertise. But because
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that one only applies to a small crowd
of people. That's not, I don't only
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recommend it to those who are in the
business of expertise. It's well named,
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right? Those who are peddling expertise
of some kind or have some kind of
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service where you're considered the
expert, like a bookkeeper or an
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accountant, a lawyer, right is
someone's coming to you for some kind
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of expertise, even if you're not like
selling the expertise and like info
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products necessarily, but if they're
coming for you for services because
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you're an expert, then this is probably
something worth checking out. Um And
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the last book is called thought
leadership prompting businesses that
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they can learn. The book title is is
really poor because this book that gets
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lost. But it's honestly the most
exhaustive and well researched book on
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the topic of thought leadership. And
until I read this book I wasn't even
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sure that thought leadership was worth
its coin term and was I was I was even
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concerned that it might just be a
passing fad. It's a buzz word, it's
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going to go away. But after reading
this well researched book on where it
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came from, the history of it going all
the way back to the 17 hundreds And how
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it's been applied in in the last 20
years. Um this book is a wealth of
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knowledge and I'm doing a whole episode
on this book. It's probably gonna be a
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lengthy because this is a lengthy book
and not for the light of heart. It's
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it's it's not a college level textbooks
but it's certainly somewhere between
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your fluffy business book and college
level text. It's well indexed and
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researched and the writer was very,
actually a phenomenal writer so that
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always helps. But today I'm talking
about authority marketing, have the
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book in front of me, adam wood and
rusty shelton. And if you want the
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other ones just stay tuned, Stay uh
subscribe and stay tuned for the next
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next books that are coming. Authority
marketing can actually be broken up
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into three different sections. One is
kind of like the overview is what is
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authority marketing and what they call
authority marketing. I'm just calling
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thought leadership marketing. They've
just kind of I don't know I think have
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taken an attempt to kind of rebrand it
and re categorize thought leadership
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since it's kind of cringe E. Um and
just calling it an authority marketing
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to kind of create something for
themselves. And I'd say they're they're
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right. I think all good thought leaders
are authorities. I think all good
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thought leaders are also experts and
contributing original ideas and and
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adam wood and rusty would say the same,
would say the same thing. Um But the
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book is broken up into three sections
about why become an authority, how to
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become an authority, and then the one
critical thing that you need in order
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to do all the things that you need to
do to become an authority. So let's
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start with the beginning, like why why
do they pitch authority? And they
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explain authority as authority equals
expertise times or multiplied by
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celebrity, Right? So you're not only an
expert in something, but you're also
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highly known in the space because of
this expertise you bring to the table
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and that's how they're defining
authority. And I would just I would say
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that's a pretty good definition of
thought leadership. I would say it's
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not it doesn't it's not just expertise.
There's plenty of public intellectuals
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who are experts that don't contribute
new thoughts. They just critique
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everybody else's, right, and they could
be famous for it. That would that would
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be they'd probably be an authority on
the topic, but not quite a thought
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leader. So that's where I kind of
deviate from where Adam and Rusty go
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with authority marketing, but generally,
most people who read this book are
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going to get a lot of great things
about thought leadership. One of the
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things I highlighted in the book was
this passage right here, where it says
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authority marketing builds your
visibility and credibility in your
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field and uses that thought leadership
as a way to drive business and make a
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bigger impact. Because if you're known
for your expertise that drives, uh, not
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only business because people know of
you and come to you, rather than maybe
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one of your competitors, um, but also
generates a word, a substantial word of
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mouth. It generates substantial press
and media because when they, somebody
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wants a quote from an expert on the
topic, and because you're known,
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they're going to be coming to you,
which generates more business. And it's
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an important distinction to know that
being an expert is not enough. And also
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being a celebrity is not enough. You
have to be both right. Um, because,
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like, let's say, Dwayne the rock
johnson is a massive celebrity, one of
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the biggest celebrities currently out
there, but he's not known to be an
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expert at anything in particular other
than maybe wrestling, acting, kind of
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the realms he's been in, or right. No
one really thinks of him as an expert.
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He's just a celebrity because of the
things he's been able to do throughout
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his career. Right. Um, but it's not
enough to be an expert. I've had plenty
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of people come to pitch me to be on the
show, um, who are phds like legitimate,
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they've done legitimate work, they've
spent put a lot of time in to thinking
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about a very niche subject and have
done some original research, validated
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original research on a topic. And now
taking that research and published in a
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book, and they asked me like, hey dan,
I've done this great thing, um
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published this book, great research
could be good for your audience, and
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I'm like, sorry, I don't know you, and
therefore, I don't, I don't know if
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you're credible or not, right, They're
lacking some of that celebrity. They're
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not really well known for that thing
that they're peddling. They're coming
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right out of grad school hoping they
can push their book and their ideas
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around, but nobody really knows them.
And the problem with that is that you
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need to be known in order to be trusted,
that's the whole game. Um it's not
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enough to be an expert, it's not enough
just to be a celebrity. You need to be
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known for your expertise so that people
can trust you, and that's why people go
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to you as the leading authority, the
leading expert in the field, whenever
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they have a problem with that niche
that you're an expert in, they're going
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to be going to you and that's the case,
Adam and Rusty Make in the beginning of
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the book, and then they go on to talk
about what they call the seven pillars
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of authority marketing, and I'll just
read them here and kind of recap them a
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bit. One by one, The seven pillars are
branding and Omni presence, one to lead
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generation three content marketing, uh,
for pr and media, five speaking, six
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events in seven referral marketing. And
I won't unpack all of these here. But
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if you're looking at these, it's really
kind of like if you if you're a
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marketer listening to this, you're like,
wow, this is just kind of like standard
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Business lead gender. Like uh demand
generation, like 101 kind of stuff. And
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it's true um a lot of this, but in
their case they're trying to build this
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around a person, right? So you almost
need to build a whole funnel around
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yourself. If you're trying to make
yourself a thought leader, you need to
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do branding, right? You need to
actually create a bit of a persona. Not
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that it's a fake persona, it's a real
persona, but it's a persona that's been
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well crafted and molded in order to be
um personable in order to be authentic
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in order to be sticky so that people
can remember you and your message,
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right? Because it's not just the
message, it's coming through you and
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you need to be memorable, Right? So
they make a big case um for branding
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and personal branding and omni
presidents kind of like being
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everywhere, being, having all the
different social accounts, having a
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blog, having a newsletter, having all
these different things available so
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that people can run into your brand in
different places and then they go into
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lead generation that you should be
generating leads, you should be have
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some kind of lead magnet and drip
sequence. So you can educate people in
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little bits and snippets on twitter and
on linked in, but you should also have
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a system for bringing them farther down
in the funnel to get to know you better
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content marketing, right? Which kind of
runs a lot of regeneration branding
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these days. Pr and media, because it's
not enough to just say that to
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essentially proclaim your message and
idea. Hopefully you're not proclaiming
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and declaring that you are a thought
leader. Everybody knows that's that's a
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no no don't do that. Um, but champion
your message. It's a lot better when
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somebody else champions it for you,
which is P. R. And media. And if you're
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out there doing good owned media,
chances are they're going to come find
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you and have you give input to
different articles in journals and
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other platforms for comment speaking,
right? This is a very well known state
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place and stage for Thought Leaders,
right? Is to speak at conferences,
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webinars and other virtual events so
that you're getting in front of a crowd
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and of course showing up to the events
where you can meet people and referral
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marketing I won't speak to. But they
have a big part in their system to do
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it. And the last part of this book is
wrapping it up with what they call is
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like the major point um that all these
seven pillars all surround this main
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thing that you have to do in order to
be a thought leader. And I'm, the more
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I kind of wander around the space, the
more I'm starting to find that this is
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true, you can be a thought leader
without this, but this is definitely
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rocket fuel for being a thought leader
and that is being a published author
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and it doesn't necessarily have to be
published with Wiley or some other book
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publisher. It can be self published,
but there's something about being in a
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book and having your ideas bound in the
newspapers uh in order to solidify your
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ideas and then using the seven pillars
of authority to drive people to your
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book. There's a reason why as good as
Gary Vaynerchuk is at speaking and at
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creating social media every couple of
years, he's launching a new book to
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take all his best insights and new
ideas and putting them in a book format,
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even though the guy can't right, he
just hires a ghost writer to write it
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for him and he should, because there's
something about putting in a book that
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creates a more substantial piece of
work that people consume at once and
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are more likely to be changed by it and
more likely to be impacted by it. And
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there's certainly more likely to see
you as an authority. After spending the,
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you know, the 6 to 8 to 12 hours,
consuming your content, your backstory,
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your ideas, your case studies and all
the little stories and evidence that
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supports your unique contributions to
the field. And Adam and Rusty um pushed
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this idea heavily, partly because they
run a little marketing shop where they
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can help you become a published author.
So it's um they're really selling this
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idea hard in the book, but I kind of
understand why um in fact I had talked
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to Adam witty himself on my podcast
because I read his book and wanted to
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talk to him as the author. And when I
was talking to him myself, he was like,
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the reason why you called me up is
because I wrote a book, not because
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I've been publishing a blog, not
because of my newsletter, not because
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of my Youtube channel, not because of a
keynote you saw. It's specifically
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because I wrote a book. So you perceive
me as one of the authorities on the
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topic of authority marketer thought
leadership and therefore you wanted to
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have an interview with me which is free
marketing for him. That's the power of
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a book. And I'll close with that. I
would recommend anybody who's thinking
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about becoming authority is subject to
write some kind of a book on it. Even
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00:14:24.690 --> 00:14:28.300
if it's only half a book, you know,
30,000 word book as opposed to a
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00:14:28.300 --> 00:14:33.820
traditional 60,000 word book. Um that
it really is worthwhile to write a book
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00:14:33.820 --> 00:14:38.780
on the topic, even if it's a working
piece. If you again are interested in
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00:14:38.780 --> 00:14:41.680
what I'm saying, please check out the
book, Authority marketing by adam,
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witty and rusty Shelton. That's
available in all bookstores. And if
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this episode was helpful to you, please
smash the writing button on your
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00:14:49.800 --> 00:14:54.030
podcast app, give it the rating that
you think it deserves. Um If there's
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00:14:54.030 --> 00:14:58.640
anything you can do to bless me and
validate that this was helpful. Just
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00:14:58.640 --> 00:15:02.240
give us a rating. Don't you don't have
to leave a review. Just smashed a five
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00:15:02.240 --> 00:15:07.030
star, four star, three star whatever
star you think it is. Uh smash that
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00:15:07.030 --> 00:15:10.060
button and let us know that this show
has been helpful. Thank you so much.
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Uh huh.
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It's sweet fish. We're on a mission to
create the most helpful content on the
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internet for every job function and
industry on the planet for the B two B
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marketing industry. This show is how
we're executing on that mission. If you
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know a marketing leader that would be
an awesome guest for this podcast,
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00:15:30.500 --> 00:15:34.050
shoot me a text message. Don't call me
because I don't answer unknown numbers.
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00:15:34.060 --> 00:15:40.650
But text me At 40749033 - eight. Just
shoot me their name may be a link to
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00:15:40.650 --> 00:15:44.490
their linkedin profile and I'd love to
check them out to see if we can get
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them on the show. Thanks a lot. Mhm.