1 — Creating a Reputation That Serves You
Warren Buffett has a quote about reputation. It conveys the importance, the role of reputation plays in business. “If you cost me money, I will forgive you. If you cost me my reputation, I will be ruthless.” He did not say, “Mad, angry” or “unforgiving.” He said “ruthless.” Why? Because reputation, in business, is everything. Reputation is an unspoken language. In its purest and most powerful form, it’s a language based entirely on sight and beliefs. It dictates how people perceive you. You get judged based on your stereotype (just think how politicians are perceived — can they be trusted?) In other words, your reputation precedes you. It’s how others judge you, BEFORE they know you. Whether or not you can be trusted, depends on your reputation. It also dictates your power, your influence, your authority, even to the degree others respect you. This is why building a reputation that serves you, is so important.
2 — Publish or Perish — Creating Authority Reputation
First, what is Authority? There is a misconception about this term, and often it is thrown around casually. The dictionary definition though, is instructive: 1. The power or right to give orders, make decisions, and enforce obedience. 2. A person or organization having power or control in a particular sphere. In other words, the ability to be perceived as Donald Trump as he appears on Celebrity Apprentice. Or Warren Buffett in the financial world. You are the almighty. The supreme voice. What you say is believed. What you say is enforced. What you say is gospel and is passed around as fact, in regards to your area of expertise. How is this dominant reputation created? Well, because reputation is an unspoken language. It is not created through “talk,” or 1-to-1 presentations. It is created by symbols: A book. Authors are judged as authorities. Articles. Columnists are judged as authorities. Expert interviews. People who are interviewed, are as judged as authorities. The overarching theme here: Publish. True authorities, as perceived by the public, publish content. They convert their knowledge and expertise into a documented work. Something that is tangible and appreciated. A book. An article. An interview. Those, sadly, who refuse to understand the importance of this word, publish, too often, perish. Or at least have to hustle, harder, for a lot less result than they should get, from every output of energy.
3—Leverage: The Big Picture!
Okay, we agree. Publishing is important. Reputation is important. Authority is important. So, you’re going to be interviewed, now what? Without leverage, your interview may as well have never happened. Like a radio ad, without leverage, your interview will be here today, gone tomorrow. Leverage is about keeping that interview alive, in front of people, [preferably, ideal prospects and clients or patients] to get maximum mileage out of your appearance. An expert interview, at its core, equals credibility. The mere fact that someone wants to interview you, conveys your position as an expert. And each interview, wither it be USA Today, WSJ, CNN, on a local radio station or blog or newspaper, or on a podcast, is a building block for credibility. And my favorite, a promotional opportunity.
4 — Phase 1: Pre-Interview
Good. The date has been set. Your interview has been scheduled. What now? First, you need to realize. To society. Your family and friends. To your customers, clients, or patients—the idea of being interviewed, you being recognized as the expert, is a huge accomplishment. Thus, you should be proud and you should announce it. And you should treat it as a big deal. Because those who care about you most, will see it as a big deal. They will be proud of you too. They will congratulate you. And if you spread the word, they will help you spread it further. In pure business terms, this is viral word-of-mouth advertising. At the same time, it’s building your authority and reputation because you are being talked about, and others are being told about you, as the expert. As a side note. If you are uncertain about how to best announce or promote your upcoming interview, don’t worry. Should we decide an interview on Frederick Advice Givers is right for you, we have a guide that can help you with that.
5—Phase 2: Day of Interview
This is the big day. Leading up to this point, you have alerted friends and family members. Customers, clients, or patients that you will be interviewed on x-date, about X topic. In those few days of pre-interview promotion, you undoubtedly, even if only announcing it on Facebook or in your client newsletter, will have received many “congratulations.” On the day of your interview, this is one more opportunity to announce the big day, which perhaps, you have been counting down to. Not to mention, hopefully, have turned your Interview appearance into an opportunity to engage in a dialogue with your close personal sphere and audience. You may be an expert, for example, on topic X, but maybe you’ve only been interviewed a few times. Or maybe this is your first time. No problem. This is an opportunity to ask those who care about you, “for help” or “tips.” This gets people invested in your success. When you ask someone for advice, it deepens the relationship. So don’t be too proud to seek help. Up to this point, your aim has been to build a “community” of people that will be rooting for you. And don’t fool yourself, your people want to root for you. They are dying to be a part of your success. And people who root for you, need I say it? Are people who refer. 🙂 i.e. lots of new business.
6 — Phase 3: Post-Interview
This is where all the “money” is. From a trust and credibility perspective, as well as from a marketing and promotion standpoint. If you visit the websites and read the bio of known thought-leaders, you’ll notice they list their most recent interviews and media appearances. Has “appeared on…” “as seen on…” is a “regular contributor to…” If they write or publish articles, where their writing appears is often listed too. And, the longer these lists are, the human mind deducts, the greater the Authority that this person is. And, the more demand there is for his knowledge and expertise. If you take two plastic surgeons, for example, where one has been interviewed 16 times and has recent media appearances vs. the other, who has no media appearances—who is a prospective client more likely to trust? Hey—I’m just telling you how the human mind works. This is why its so important though, to have “appearances” in your bio and to your credit…and, one of the fastest growing forms of media right now, gaining more exposure every day, are Podcasts. It’s like talk radio, except the Podcast universe is exploding, at the same time the radio universe is dying. According to the USA Today article, “Remember podcasting? It’s back—and booming” Apple has now surpassed 1 billion subscriptions via its iTunes podcast app. Long story short, your Interview will give you exposure to a growing community of listeners and can be leveraged long after its initial release. The mission—to make any interview you do…to live on forever. And, if you’d welcome ideas on how to do this, for friends of the Podcast, I’ve put together a special report with 27 different ways your Interview can be leveraged… from simply updating your media appearances, to being added into your follow-up sequences, or even converted into content for positioning and lead generation.
7—Free Content Builds Your Community/Database
I am a big fan of converting Interviews into content that can (a) multiply me, so I can be in many places at once, and (b) position me as a solution to a known problem. For example, prior to your Interview, thought should be given to the topic itself. Imagine for a second that you’re a chiropractor. Maybe you specialize in helping patients eliminate back pain. And maybe you have 7 methods for helping chronic back pain suffers. During the interview, these 7 methods are what we would talk about, “7 Unconventional Ways to Eliminate Back Pain That No Medical Doctor Will Ever Tell You About.” Then, post Interview, a copy of that recording can be sent to a transcriptionist. This now gives you a written document, which can be converted into a Free Report or Whitepaper. By creating a Free Report, from the transcript, or a Free CD, from the mp3 recording, you now have valuable information that can be offered to prospective clients, in exchange for their contact information. This is what builds your prospective client, customer, patient database. But also, it offers a pressure-free way to introduce people to your knowledge and expertise. Going back to ENG, for example, interested business owners can request the 14 Gamechangers Report just by submitting their email address. And now, from a trust perspective, because you have a way to communicate, you don’t have to try to “close” on the first meeting or appointment. You can follow-up with more content, with case studies from your previous clients, or reach out to them in the future to answer any questions they may have. Simplified, the process looks like this: The Interview gets recorded = Free Content/Report/CD that can marketed to prospective clients, and given away for free , in exchange for contact information = lead generation = the ability to follow-up with more valuable content, that further positions you as the Authority = higher conversion rates, from prospect to client.
8—Your Community Must Be Fed
Here is a business lesson I learned from a rich man, “Amateurs focus on sales. Pros focus on relationships.” Duh! Of course, right? But if it’s so obvious and common sense, why do most business owner not make it a priority to feed their audience, more often, with great content. What if your favorite sitcom only produced 1 new episode a year? Would you ever truly get to know the characters? How could you become invested in the plot or storyline? Think about Friends, which ran for 10 years. In season 1, episode 1, nobody knew who Rachel Green was, and Jennifer Aniston was a virtual no one. Ten years later though, fans of Rachel, those who connected with her—from 10 seasons of content, 23 episodes per season—chose to style their hair like Rachel, and dressed the same way as she did on the show. And Jennifer Aniston, she became one of the highest paid actresses in the world. Why? How? Because people fell in love with her character. From a conceptual standpoint, Jennifer Aniston is no different than you. She has a craft. You have a craft. Your craft is different than hers. But the outcome is the same. To grow and enjoy a large audience for your craft…to have real fans, and to build a real community around your knowledge and expertise, then you must commit to feeding that audience with consistent content. Thought-leaders have audiences and communities and fans around their work, that buy their books, hire them, etc. But to be a thought-leader, in your industry, to your community of clients, customers, patients—by definition—you must lead with thought… Every interview you do, every blog post or article you write, every book you publish, should be seen as an episode of your “sitcom,” and opportunity to grow and feed your fan base. Even if you’re just a landscaper, I don’t see it that way, but why can’t you be the Ed Hume of Frederick? — Ed was just a guy who loved gardening, who shared his knowledge and expertise, which built him a fan base, which he parlayed into a lucrative career as the go-to Authority on gardening.
9—Media Begets More Media
P.T. Barnum famously said, “There’s no such thing as bad publicity.” Barnum was perhaps the most successful PR person in history. Why? Because he understood what Oscar Wilde understood, enunciated in this quote, “The only thing worse than being talked about [in a controversial nature] is not being talked about.” Said different. If you are not being talked about or interviewed, and if there isn’t demand for your thoughts, opinions, and commentary—then, from an importance standpoint—you don’t exist. And, as Robert Greene eludes to his his book, The 48 Laws of Power, for the man who seeks power and influence, nothing is worse than being ignored. This reveals the truth about getting media exposure for your business. Particularly, appearing on larger media outlets with larger and larger audiences. These content programmers, they want to know you’ll be able to deliver. It’s about ratings! This means the host of the program, or the program’s producer, will typically want a history of your past media appearances, and if you have it, audio or video examples from those interviews. Putting an unknown person “on air,” from their perspective is a risk. You may be smart. You may be the most qualified expert. But they need to know what they are getting. So, the more interviews you have to demonstrate the ability to deliver great content, the more attractive you can make yourself in future press releases. For future media appearances. For bigger and bigger media outlets. Media experts, like Ryan Holiday, author of Trust Me I’m Lying: Confessions of a Media Manipulator, call this process—media begets more media—the “self-reinforcing news wave.” And, I don’t need to tell you how publicity can impact a business. One Interview is great. But one after another—because there is growing demand for your story, and because people want to hear what you have to say—is better.
10—A Chance to Protect The Public
Let’s face it. In this day and age, who can you trust? How many providers in your industry, in one way or another, to your frustration, mislead the public? “Truth in advertising.” HA!… Business is cutthroat and competition is fierce, and it seems more and more business owners, sales professionals and entrepreneurs are willing to cut corners, or bend the “truth” if needed, to out-compete competitors. And the consumer? Well, he often gets the short end of the proverbial stick. On Frederick Advice Givers, I’m not just interested in interviewing the brightest experts in Frederick, I also want to interview the most ethical. Do you have a message that people need to hear? Can you help protect the public, by debunking myths or by empowering them with your advice? I see Frederick Advice Givers becoming the most trusted source of consumer advice in Frederick. When someone needs someone they can trust, I want them to come our website. Tune-in to our Podcast. And I want them to find you. Your interview. To hear your story and expert advice. That is—if you have a message that can benefit the public?—our neighbors!
11—I have a desire to meet and surround myself with other intelligent, fascinating entrepreneurs and business owners, and, just maybe, you share my same “selfish” interest.
I have come to discover, as an entrepreneur, as a business owner, most of the world does not/cannot understand the pressure we face each day. Even with success, there is pressure. If you’re like me, you wake up every morning to another dragon that must be slayed. You cut one head off. Another one appears. The life of the entrepreneur is anything/everything but easy. One of the reasons I was inspired to co-found ENG (Frederick Chapter) was to create a local brain trust of other smart entrepreneurs. Frederick Advice Givers is just an extension of that growing community. And an opportunity to share our message and expertise with the public, on a broader, larger scale, to impact more lives. You have a story to tell. Every entrepreneur does. It lives in their bones and in their heart. And frankly, I want to hear it. And so do many others, even if they don’t yet know it. If you believe and feel the same way I do, then I can honestly tell you—I can’t wait to get your Interview scheduled and to have you on the Podcast.
So, if interested, here’s the next step:
Complete the form below, to schedule a brief 15 minute call. If you have any questions, we’ll get them answered at this time. But this just allows us to hear each others’ voice. Also, you’ll be sent a copy of the ‘Pre-interview Prep Packet’, which we’ll discuss briefly on the call as well.
Who knows? This could be the beginning of a great friendship. I’m a Frederick business owner. You’re a Frederick business owner. We probably have a lot in common.
Talk soon my friend. I’m looking forward to it,