The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for.
For more than a decade now, I’ve been consistent and persistent in building my very own visibility. I wrote more than 200 case studies, articles, and columns. It was the foundation of my business success, it was the reason why Deloitte acquired my company, it was the driver of my global thought leadership status.
That's why I keep repeating to all consultants: think about your learnings, always. And write them down, all the time, consistently.
I am writing down ‘lessons learned’ multiple times a day, every day, 365 days! With the objective to share.
No matter how much you think you know about your audience, there is always more to uncover. Never stop fanatically researching their needs, habits, and challenges.
As a consultant, you are interacting with your clients on a daily basis. Use these interactions to better understand your audience and produce content that’s relevant, authentic, insightful, and timely.
Never stop trying to uncover new insights about your audience, obsessively. And share it. Always!
Keep your audience at the forefront of your mind and your goals, and use your unique story to show them how they can implement what you’ve learned to achieve similar results. That's what I did all those years.
These principles outline the starting point (what your content strategy should be based on), the type of content you should aim to develop as a consultant, what image you should strive to transition towards, what qualities make a consultant stand out as a thought leader, what your targets should be, and, of course, what you are doing all of this for (the end goal).
These 6 principles are: (you can click on each principle to go directly to that part of the article)
I love sketching, so today you get a chance to fall in love with my Notability App in my iPad Pro :-). Here’s an overview of what I consider the components and the objectives of thought leadership.
My Sketch: Thought Leadership Objectives For Consultants
I guess the sketch is self-explanatory. But anyway, here are a few clarifications.
The starting point of your thought leadership is ALWAYS: the pains, the problems, the bottlenecks, the challenges, and risks of your audience.
Thought leadership is not the end goal. You are not creating content for the sake of being known as a trusted authority. The goal is to monetize on this status and use it to grow your business.
Thought leadership is a future-proof way of business development. It's about transitioning your sales approach from primarily outbound to mainly inbound.
It's about being able to offer a very specific set of services that go to the heart of your target market's pains, and, as a result, be able to charge premium rates.
It's about having the luxury to be picky about your clients. It's about maximizing the value you provide to each of your clients.
So, revenue is the bottom line. Having your revenue growth based on the market's awareness of and respect for your skills and your knowledge is a strategically smart way to go about it. It's how I grew my business in the past decade.
Recommended reading: Why You Should Share Your Expertise To Grow Your Consulting Business
Hello, I’m Luk Smeyers and I’m guiding consultants through the journey of growing their business by helping them transform into visible authorities. I have been in consulting businesses for almost 20 years, in very different roles: as European CHRO in a global consultancy, as a startup founder in an analytics consultancy, and as a leader in a 'Big 4' consultancy, post-acquisition of the startup. I had the privilege of achieving global visibility as a consultant and I never had to sell, persuade, or negotiate as a result. I have now bundled all those experiences, expertise, know-how, research, reading, successes, struggles, and failures from managing and growing that visibility in the past years.
The Visible Authority is a brand of:
Luk Smeyers BVBA
Offices in Leuven (BE) and Munich (DE)