It’s important to understand what your customers really want and need.
Did you ever think you might be a thought leader and don’t know it?
Thought leadership could be your most valuable asset. You could be developing better relationships with customers, prospects and others by engaging them in non-sales, industry-relevant conversations that will help them propel their organisations into the future.
You could become the go-to source for industry issues, research, insight and understanding of the latest news and trends. You gain trust among prospective customers so that when the time finally comes to purchase, customers turn to the thought leaders.
So, what is the change in mindset required to be more responsive to your customers and how are organisations transforming the way they engage their customers and retain them?
Creating information products and becoming a thought leader is part of the content marketing concept. A process of creating and distributing highly relevant and valuable content to attract, acquire, and engage clearly defined and understood target customers. The objective is to help prospects and customer and improve their experiences while driving profitable action to keep the process going.
Both thought leadership and content marketing are important aspects of content marketing and growing your organisation and its reputation effectively. This requires working on ideas that will solve customer problems, frustrations and deliver on their information and knowledge wants and needs. Lead people to unexpected solutions, through education that is fun as well as being entertaining.
“Thought Leadership is simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience”. Michael Brenner
This is where in-depth practical knowledge on your chosen subject comes into play. People want practical information on how to be more successful, how to find good people, how to plan, how to be healthier, how to grow tomatoes, there is an endless list to work on.
Not everyone loves and has a passion for what they do even if they know the subject inside and out. If you don’t really love and look forward to working with what you know and understand, you might want to consider subjects you are really passionate about.
Look for a strong emotional connection to your product that will attract new buyers. Emotions can be good or bad. For example, there might be a common distrust of big government or a common good of wanting to cure cancer. When you find a strong emotional connection, you are on the right track.
Your information products need to be relevant and timely if they are to succeed. If you are too far ahead or too far behind in your timing, you won’t do well in the long run. Nobody likes stake bread.
Here are some things to consider when you are picking the topic for your next information product. Hopefully, your answers will greatly increase your chances of success:
- Does my topic appeal to buyers?
- Will people buy it?
- Is it reliable, practical, useful and helpful?
- Is it timely?
- What makes you better or different than your competitors?
- Will this information product help to make me a thought leader?
- Will the information product be long-lasting?
- Will you really enjoy producing it?
- What companion information products could I produce?
Ask yourself these questions before you commit to an information product you can sell. They will help you increase your chances of success and eliminate wasted time, money and frustration.
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Everyone today has an information or stories that will be of benefit to someone. We all want to know how to do things easier, faster and better. Most people I meet have an insatiable appetite for information and knowledge.
I have seen so many business people go off half cocked when it comes to product development and they wonder why it didn’t work. Before starting the prototyping, be sure to identify, preferably with good customers, which features your final product absolutely has to have.
You only have one shot at life, so make the most of what you already have. Living in a world of constant overload is not only frustrating, but it also reduces your productivity and is bad for your health, so take things slowly and do a good job of your information products.