Publishing Path

Walk in a hotel and the best concierges will not only point you towards where to go, they will lead the way to your destination and in so doing provide immediate value, sometimes in surprising ways (what to see, where to eat, how to get into the must-see show).

What does your publishing tell others (ideal customers, shareholders, employees, business partners) about “what”, “where”, “when”, “why” and “how” you want them to act with your help?

Telling me what you think is moderately valuable, showing me how you would act with my money and best interests at heart is impressive. Having others doing the telling (testimonials, hosted events, forums and so on) is even more impactful.

Every bank, insurer, asset and investment manager and advisory firm is weekly or daily self-publishing (published research, newsletters, online presence). The overwhelming majority of the effort is having little or no impact on their key constituents’ behaviour. That is a fact. It is bland, it is regurgitated ideas packaged as “new” or statements of the blindingly obvious. The intent is not clear or it acts as a “stop sign”.

They persist “because everyone else is doing it”.

Stop for a moment and ask this:

1. What would my ideal customer base look like in 12 months?

2. What aspects of my publishing would not only attract them to our brand (results, credibility, expertise) but cause them to act (emotional connection) in a positive manner? That is a huge difference.

3. What offerings do we have or we can create that our publishing can point existing or prospective clients towards at different price points offering increasing value?

4. How do we best curate our publishing within an existing client or a new client relationship?

Publishing is like a sequence of sign posts with different dimensions.

1. Are they pointing towards your future or past business?
2. Are they moving the customer faster towards your offerings and their desired improvement?
3. Are they offering immediate value that builds trust and enhances your credibility?
4. Is the frequency and quality of the publishing consistent with where you want your business, relationships, customer base, finances and productivity to be in 12 months?

A nice smile or an arm pointing out where to go is helpful but if it doesn’t visibly get me to my desired destination.

Focus on results (increased credibility, lower acquisition costs, stronger brand, larger pipeline) and work backwards with your publishing as the “sign posts”.

Copyright James Berkeley 2015. All Rights Reserved.

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