Posts Tagged ‘experts’
Thursday, April 12th, 2012
Was consoling a cool client last month who was getting copied right and left by a competitor. I told her to buck up and get over it because this is what happens to thought leaders. She felt better, I felt smug and then…I got copied. The timing here is a great example that the good Lord has a sense of humor.
Yep, my communication style — right down to the stats, short sentences and using “folks” every once in a while — is now being used on social media by someone who thinks she does what I do. My initial reaction: EEEEWWWWW. Sure, my content has been copied for years — I got over that. But my style? This is a first. I was floored.
So I ran griping to a colleague who told me the very same thing I told my client: buck up and get over it. It’s the price for being a thought leader. And…no matter what someone takes from you, they will never BE you.
That last sentence is something I forgot. It’s something we all need to remember.
Sigh…now I feel better.
Tags: branding, consultants, conversations, experts, positioning, Vickie Sullivan
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Tuesday, April 10th, 2012
One of the meeting industry’s biggest debates are about short lead times. In the recession, they became standard in a hurry. But now with hotel occupancy rates rising, there’s an argument for the good ol’ days of planning ahead.
Let’s turn this around: if short lead times are here to stay, how does this help speakers? Call me Pollyanna, but I see a silver lining here. If short lead times are the new normal, does that mean re-branded speakers can jump into the market and get bookings faster? You betcha. Are long sales cycles really our friend? I don’t think so.
But I’m not getting too excited. Word on the street is that folks are looking now for 2013 dates. Like anything else, it’s a mixed bag depending on the market. Associations have to plan; Corporate America doesn’t.
What have you found? Are short lead times helping your Summer/Fall calendar?
Tags: experts, Marketing, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, April 5th, 2012
Trade shows are on the rebound according to the latest study by the Center for Exhibition Industry Research (CEIR). The stats: overall growth up 2.7 percent last year, number of exhibitors grew 2.3 percent, and attendees have increased 3.4 percent. Given that real GDP is 1.7 percent, this is good news.
Why do you care? Because this rising tide lifts all boats. If an association’s trade show is booming, then the budget is better for the overall meeting. That means there’s more money for things like….oh yea, speaker fees.
The key: do buyers think they have to pay speakers after fees have been so low. My bet: yes, for individual speakers in the keynote slots. The general sessions will get a bump, too. But many concurrent sessions will be filled by members, sponsors, and consultants. For more stats, here’s the press release.
Tags: consultants, events, experts, Marketing, meetings, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, April 3rd, 2012
Trouble at OWN networks is creating a lot of naysayers. Here’s what I’ve learned:
- Respect the big goal. Folks are cutting her down for wanting to launch a network of uplifting programming. Really? Let’s ask ourselves: do we want more of Jersey Shore?
- Going for the big audacious goal isn’t pretty. It’s not neat and clean. There are a lot of twists and turns. It’s interesting to see even the big dawgs go through that process. And if they have to go through it, we do too.
- The key: learn your lessons and act on them. Example: “I’ve learned that you have to build one night at a time.” And so she is. What have we learned? And, more importantly, are we acting on that?
I respect her mission for more uplifting programs. Whether Oprah makes it or not, she’s still teaching us how to go through the fire.
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, March 29th, 2012
Alright, I’ll admit it. I do like disrupting the status quo, especially for a good cause. According to this Fast Company article, the best way to revolutionize a marketplace is to change the way it makes money.
We’ve seen this in our industry. Remember when all of the speakers at the convention were paid? Ask yourself: how many do you think get paid now?
How did that happen? It all started when a few folks were willing to substitute their speaker fee for another way to get paid (i.e., book sales).
Yes, the case study is in retail. And…check out the eight ways to make money. Then think: how can you expand the ways you get paid? The more options, the more opportunities. The more opportunities, the more clients. And who knows? You just might up-end an entire industry.
Tags: consultants, experts, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, March 27th, 2012
As we continue to publish books as branding and revenue tools, it behooves us to have a finger on the pulse of publishing trends. Found this little gem — a quick read on what happened last year in the wild, wild world of publishing from iPublishCentral, a provider of online publishing products and services.
One trend we can take advantage of now: social reading. Defined as blending social media and ebooks, social reading focuses on stories and discussions generated from ebook content. Exhibit A: Huffington Post’s social reading app for Facebook’s timeline. This is used to publicize conversations about what you are reading. Talk about building a community around your next book.
So here’s my question: what kind of buzz can you generate if a bunch of people talk about your book on Facebook’s timeline? I’m not a social media expert, but my head spins at the possibilities. Do you see how this helps you create more followers?
My point: there are more ways to make your content go viral. We don’t have to depend on Amazon and the publishers anymore. Can’t wait to see what happens next…
Tags: books, conversations, experts, Marketing, positioning, social media, strategy, trends, Vickie Sullivan
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Thursday, March 22nd, 2012
You never know what will trip you up until you start running. For me, it was asking for help.
The story: the deadline neared to promote the current call series on Big Fee Speaking Engagements. I wanted other experts outside my community to know about the series. So I asked my industry colleagues to spread the word.
Why did I procrastinate for over two weeks? I know these folks and they know me, so I wasn’t asking strangers for help. For me, it felt weird. As if I were putting these folks on the spot, asking them to do something uncomfortable in the name of our relationship.
What I learned later: many were happy to help. They read the copy, saw the value and wanted their community to know about the series. According to a few heart-to-heart conversations, my friends weren’t just helping me. They thought the content was needed and proceeded accordingly.
Moral of the story: many times, it ain’t about us. In the future, I’m getting out of my own way and just asking. How about you? What will you start asking for?
Tags: conversations, experts, Marketing, Speaking, Vickie Sullivan
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Tuesday, March 20th, 2012
Last week, I blogged about the rise of content marketing. Now, let’s drill down on packaging your content. I’ve touted infographics for at least a year now; these visuals are flooding the market. Folks, the train is leaving the station.
According to this Fast Company article, it’s not enough to just throw some cute visuals up for all to admire. We have to use visuals to interpret the data and create a narrative. These two things — narrative and interpretation — will separate the good, the bad and the clueless who use infographics.
Remember, this tool is like anything else — as soon as everyone and their brother uses it, the infographic bar will be raised. My bet: it’s already happening.
There comes a point that the market demands more than we can do on our own. We’re at that point. Maybe that’s why it’s time to get help and elevate our ideas.
Tags: experts, Marketing, strategy, Vickie Sullivan
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Thursday, March 15th, 2012
Want more speaking engagements at special events? Then you might want to speak at the Professional Conference Management Association (PCMA). They have streamlined their submissions process for speaker selection. Called Edugate, folks like us can submit one time and be considered for multiple events even spanning multiple years.
I also like the in-depth information posted on expectations and hot topics. Heads up: this group is experimenting with a wide variety of learning formats, so don’t expect the traditional 75-minute slot. Latest example: call for presentations for convening leaders (sorry, it closed on February 29th). Click here to check out the process for other 2013 opportunities.
Tags: experts, opportunity, speakers, Speaking, strategy, trends, Vickie Sullivan
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Tuesday, March 13th, 2012
We’ve talked about this before: how content marketing makes good ideas a dime for a dozen. This interesting study drills down on the most popular tactics. A great tool for deciding the format of your latest and greatest perspective.
Yes, the study is sponsored by the Content Marketing Institute so, of course, the findings will show an increase. Direct your attention to the investment section of the infographic. What got my attention:
- B2B marketers devote 26% of their budget to content marketing; and,
- 62% outsource their content marketing.
Prediction: companies can’t create content fast enough. They will look to partner with experts (that’s us) to provide exceptional material. Those who: (1) have a succinct and clear message; and, (2) package their content attractively will get the inside track. Again, having good ideas with a great style isn’t enough. Packaging and positioning are key here. Here’s the study for more information.
Tags: experts, Marketing, promotion, strategy, Vickie Sullivan
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