Copyright (c)
2008 Rochelle Melander
Right Now! Coach
http://www.rightnowcoach.com
What
credentials do you need to succeed in your field—a college degree or a PhD?
What if you don’t have either? Writing a book brings instant credibility.
But that takes time. Plus, credibility is also built through regular, intelligent
online marketing. You can gain credibility right now by reading voraciously and
recommending what you’ve read to others. (Who knew that all those high school
book reports would pay off?) Here’s how to leverage your reading:
1.
Define your expertise. In this age of branding and niche marketing, you can’t
afford to be a generalist. Choose a specialty. If you’re a life coach, figure
out what part of a person’s life you coach. Maybe you do career transitions
or goal setting. Great—that’s your niche. Remember, the best niches
stir your passion and serve a greater purpose. In addition, a great niche will
be something you’re curious about. Don’t choose something that leaves
you saying, “Been there, done that.” Follow your passion.
2.
Ask, “What information will help my customers?” Make a list. Read everything
central to your field—that’s an absolute must. But you also need to
choose topics tangential to but important for your field. Say you’re an etiquette
expert who specializes in helping teenaged boys. Yes, you’ll read about etiquette.
But you’ll also want to read about the cognitive and social development of
teenage boys—so you’ll know how to talk to them! As a writing coach,
I often read in the field of positive psychology. Why? Positive Psychologists
research the strengths and behaviors that help us to thrive. Their work teaches
me what behaviors that make people more efficient, productive, and happy.
3.
Read. Read what the experts are writing. Read what the experts are reading (check
their blogs and bibliographies for lists). You’ll do some of this reading
at the library—checking recent books and periodicals. You will also need
to devote time each day to online reading. Read all of the major newspapers. Read
any professional journals that might support your work. Read blogs and newsletters
by your colleagues and competitors. View and listen to online lectures by the
important thinkers in your field. And read anything else that strikes you as important
or groundbreaking. You’ll certainly be able to find something in it that
supports your clients.
4. Write about what you’re reading.
One of the surefire ways of establishing your credibility is to tell others about
what you’re reading. Yeah, talking about it might impress the clerk at the
grocery store and your mother—but better to write it down. Here are some
places you can review books:
- Develop an Amazon reviewer profile and
write reviews of every book you read.
- Get on Facebook and review books
on your Visual Bookshelf.
- On Facebook, post links to articles and videos
that rock your field. Be sure to write a short comment about why you are posting
the article.
- Get a Twitter account and recommend blog posts and other
online reading.
- Use your blog to review books and articles.
-
Start an Ezine—and review books in your field.
- Create a review
page on your web site and recommend the books that matter to you.
5.
Establish a schedule. As a writing coach, I know that writing does not happen
without putting your butt in the chair and doing the work. Establishing credibility
through daily reading and writing can only happen if you do the work. You must
create a schedule. For the past ten years, I’ve read several books a week.
As I’ve become more adept at social marketing, I’ve learned to broadcast
what I’ve learned in a variety of scheduled ways. At the beginning of each
day, I read online newspapers and post something on Twitter. Once a week, I update
my Facebook Visual Bookshelf—usually on Friday afternoons, as the week is
winding down. Once a week, I recommend a book or a resource on my blog in a regular
feature called, “The Right Now! Coach Reads.” Twice a year—spring
and winter—I create and publish a book review e-zine. Though some of this
may look spontaneous, none of it is. It happens because I schedule it.
Credibility
does not happen overnight. But you can hasten the process by daily reading and
reporting on information and trends in your field. Before long, your colleagues
and customers will be looking to you for your expertise!
