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    Posted March 25, 2014 by
    BillKopatich
    Location
    Charlotte, North Carolina

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    The New Marketing Prescription for Professionals

     
    Conventional marketing wisdom provides great leeway in allowing oneself to self-declare the status of expert in one’s professional field. This can be seen in marketing materials (online and in print) from lawyers, accountants, physicians, real estate brokers and financial professionals.

    Contrast the credibility of self-declaration of expert status with the authority positioning gained by having local and national media talking about the professional as the expert in their field. Having third parties who are perceived as authorities talking about them as the expert and thus providing social proof is the new marketing prescription.

    Barbara Corcoran, co-founder of a large New York real estate enterprise and one of the stars on ABC’s SHARK TANK, echoes this prescription.

    “I can take a full page out on the Wall Street Journal and New York Times saying my company is the greatest in the world and maybe 10% of the people who read it will believe it”, said Barbara Corcoran. “But when you are constantly quoted as the expert in your field, everybody believes that you are.”

    Consider how proper positioning as the authority and the expert can make the difference when a prospective client is making a decision on which commercial real estate broker to engage to sell or lease a valuable property. Assume the potential client has narrowed down the choice between two brokers.

    Broker Number 1 has been a commercial broker in the local area for many years, appears to be well connected, seems to know what he is doing and has a very friendly personality.

    Broker Number 2 has written a best-selling book on maximizing sales prices of commercial properties, is a regular contributor to business news outlets and she is frequently quoted in the local news media about commercial real estate trends.

    The authority positioning of Broker Number 2 gives her a substantial edge in the quest for brokerage business. She has essentially proven expertise by writing a book (a best-selling book) on a topic of particular interest to potential clients. In addition, she is a regular contributor to news media and is often quoted in the local news as an expert in her field. She doesn’t need to call herself the expert because news media, generally considered as credible third parties, are talking about her and essentially calling her the expert.

    Writing a book may be viewed as a very laborious task; however, in the era of Kindle and other types of eBooks, a book can be compiled from short reports, white papers and blog posts that may already be used by the professional. Publicity about the authored book, press releases on newsworthy topics and submission of relevant market reports or information to business or trade news media will have them viewing the professional as the expert. When reporters need to get a quote for an article the logical choice becomes the professional they now view as the expert.

    In addition to the above suggestions, expertise can be conveyed by providing valuable information that is helpful to current and prospective clients or patients through a number of means such as blog posts, podcasts, internet radio shows and online videos. Ultimately, becoming the authority or expert is about being perceived as the educator and the advocate for the success of the client or patient.

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