Are you a Thought Leader?

The popular saying “can’t see the wood for the trees” is probably an accurate way to describe how some business owners work.

Whether through modesty or from too close a perspective, most business owners don’t see their own knowledge as particularly interesting or insightful.  They would baulk at the idea that they could call themselves a ‘thought leader’ and stand up and confidently voice their opinions as an ‘expert’ in their field - making themselves more prominent to potential customers as well.

We help our clients to stand out from the competition by raising their profile and shaping their reputation, so that they can be acknowledged as thought leaders in their field.  This could be by authoring articles, offering tips, commenting on current industry trends.  One of the most challenging parts of our job is convincing our clients that they do actually have something worthwhile to say.

So, if you want to reap the benefits of standing out in a crowded marketplace and generating a connection with your brand,  while  your customers come to recognise you as an authoritative individual or company  - put aside your misgivings on how under-qualified as a ‘thought leader’ you might think you are and consider the following:

The difference isn’t expertise, it’s in the delivery

It’s very easy to assume that the industry ‘expert’ used in the article you just read or interviewed on the radio programme you just heard has views that are more important than yours. That’s exactly what your customers will think as well – they will assume that the ‘expert’ in the media is the one who will promote the best product or offer the best service. The truth is that all that separates you and that ‘expert’ is the fact that they have found a way for their voice to be heard and you haven’t.

You’re both professionals in the same industry – the difference is that you just haven’t built a platform for spreading your message – yet! Journalists call on experts who have made themselves known to them or publish articles from experts who have made the effort to pitch an interesting idea. There’s no mysterious, magical equation that gives them more right to be in the spotlight than you. The difference is that they offered and you didn’t! But, you can ...

You know more than you think you do

When you are surrounded by people in the same industry as you, who all have a similar knowledge base, who speak in similar terms and who have a common understanding, it’s very easy to assume that the knowledge you have is commonplace and therefore, unimportant. It’s only when you start discussing ideas with people outside your industry – drawing out ideas as we do with our clients and viewing things from the knowledge starting point of your average customer – that you realise your views and expertise have value.

Sometimes, it helps to take a step back and try to see your knowledge from an outsider’s perspective. It’s difficult to do, but you’ll realise you know more than you think you do. 

It’s all about the angle

One of the tricks of PR and journalism is to find the best angle for every story. This is especially true when pitching yourself as a thought leader. You need to adapt the way you view the information and skills you have. For example, very few people would be interested in an article or blog post entitled ‘My Personal Thoughts on Sales’ but if you were to pitch the same piece as ‘The Top 5 Ways To Increase Your Sales’ you would suddenly find people were interested. Same content, just angled slightly differently. Makes all the difference!

Likewise, you shouldn’t feel that you’re limited to only commenting on topics directly related to your own industry. By thinking more widely you’ll increase the opportunities to be seen as an expert in your business by more potential customers. For example, a body language expert can comment on a celebrity break-up story, a public speaking trainer can comment on how politicians deliver their message, a pet product manufacturer can comment on how pets behave when they’re scared.  These are examples of how our clients have widened the reach of their media coverage by appearing in media their customers consume rather than industry-specific titles.

Positioning yourself as a thought leader is one of the most effective ways to stand out among your competitors and build a reputation with your customers and potential customers, as a knowledgeable and authoritative human ‘face’ of the business. Customers will come to associate your brand with quality and expertise and your company name will be foremost in their minds thanks to increased media exposure.

So, take that first step and change your perspective.  You absolutely can become that “thought leader” in your field and you and your business can reap the benefits.

If you are interested in submitting an article for a future newsletter please email bbfnews@bbf.uk.com

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