I had the opportunity to speak with Nilofer Merchant at the Fund Forum International in Monaco. Nilofer is the kind of person the investment management industry needs to pay attention to because the sector's 'left-brained' culture is distancing it from the everyday customer. Nilofer's ideas … Continue Reading
It's noisy and crowded out there!
Your only competitive advantage in this crazy distractive new world is your ability to build and maintain ongoing relationships with the people you want to do business with.
To connect with these people, you will need to make it easy for them to discover you.
My job is to help you position yourself so you can tell the stories that will earn the ongoing attention and business of your audience. Here's how I work:
EXTRACTING YOUR STORY
Today, everyone is in 'show business'. To get people's ongoing attention, you need to extract the version of you story that inspires and offers value.
I believe that great marketing is very much like what they do in the entertainment business and that is why I have spent much time on better understanding its dynamics of story telling that keeps people coming back for more.
I have developed a process that extracts the version of your story that resonates with the right audience.
I apply a content production methodology that ensures that your content earns you authority. It is based on 3 main fundamentals:
USEFUL - Always add value with you content. It is not about you but about your audience
GENUINE - This is what makes you stand out from the competition. This is about who you are and why you do what you do. This is the part that makes the human connection.
CONSUMABLE - The right format, channels, clarity, quality, simplicity. It's about producing content that your audience looks forward to, understands and shares.
As your content attracts more people to join your community, you need to convert this attention into business.
I help design and install systems that give you the visibility and the insights to focus on the right business prospects and influencers.
This involves making sense out of data on and beyond your website and developing mechanisms to manage large communities of individual relationships.
There is a lot more to all this, but I thought I'd give a short overview of how I work.
I specialise in helping business in the knowledge industry communicate what are often complex ideas, products, services in a more intuitive way. The kind of businesses I work with typically operate in the financial, legal or events industries.
If you would like to discuss this in more detail, please feel free to get in touch with me. That's what I am here for.
To see my work, browse around this website, it contains examples of the work I do.
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