There will be times in your brand building when you'll be paid for something you’re doing primarily for marketing. Conversely, there will be times when someone will try to convince you to do something for free because it’s good marketing. Learn how your business goals can anchor your marketing efforts and help you hone in on relationships that lead to revenue.
- I never expected to make a penny…from my book, The Membership Economy.…It was going to be my one pound business card,…a way to quickly and powerfully convey my brand…to prospective clients.…So I treated my book like it was just another…piece of content marketing,…a very big piece of content marketing…but definitely not a product I hoped to make money from.…Turns out that my book has sold pretty well.…It's been translated into four languages…and actually made a profit.…
So the question is,…is this a product or a marketing activity?…There will be times in your brand building…when you will be paid for something you're doing…primarily for marketing,…like giving a speech or teaching a class.…That's great, and can make it more affordable…for you to invest in those channels.…Conversely, there will be times…when someone will try to convince you to do things…because they say it's good marketing for you.…I've been asked to fly around the world on my own dime…to speak to a regional association of professionals.…
I've been asked to create courses for free…
- Name an example of earned awareness.
- Determine how much time should be allocated toward building and adjusting brand channels.
- Identify the necessary traits of a thought leader.
- Recognize tasks that can be delegated to an assistant.
- Explain the differences between marketing and selling.