Personal Branding

January 15, 2019 By Erik Deckers

Building Authority Through Guest Posting

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. And since this is a guest post about guest posting, I liked the whole meta vibe, and decided to publish it, especially since she’s a fellow word nerd.

Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work in the Marketing Department, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.

Want to establish your online presence? Want to be the “go-to” expert in your niche?

It’s time you finessed this thing called guest posting.

Guest posting allows you to reach a wider audience by posting your articles on related authoritative websites. It strengthens your brand and gives you a massive boost in credibility.

Like with anything when it comes to digital marketing, however, there’s a right and a wrong way to do it.

In this article, we take a look at what you should do, what you should not do, and what kind of quality content you need to be posting.

Identify Your Value

You won’t be able to build authority if you don’t bring any value to the table. The only reason a website will allow you to publish an article on their website is because it offers both them and their audience a massive amount of value.

No value = no guest post.

There’s another reason why value is important. As well as educating audiences, solving their problems and positioning yourself as their go-to expert, the Google algorithm also prefers valuable content.

According to research, long form content gets more traffic than any other type. This is content that contains more than 1,000 words, and which offers in-depth, valuable and actionable information to the reader.

Each time you pitch an article to another website, identify your value first. This will make it so much easier for the blogger to say yes to you.

Don’t focus too much on your ‘tips and tricks.’ Show them how your valuable content is going to benefit their audience.

Ask yourself:

How is your content is going to benefit people?
What issues are you addressing and solving?
Are these issues that people care about?

Solid content by itself won’t work if no one can see where the value is.

Research The Websites You’re Targeting

You can’t build authority if you don’t do your research. Unless you know enough about the websites you’re targeting, as well as their audiences, your content might miss the spot.

Take a look at your target website’s audience and ask yourself some questions:

Will they benefit from a link to my web page?
Will my infographics be of use to this audience?
Will this audience buy from me?

Find out who is engaging with a particular website and whether or not this is an audience who will appreciate your article and advice.

To build authority via guest posting, it’s also a good idea to take a look at the content a website has already published and stick to the format. For example, do they capitalize their subheadings, do they use images in their content and if so, how do they credit the images?

When you follow the format of a website blog you are giving the editor less work, and that is very hard for them to say no to.

A big no-no when it comes to guest posting is to fail to do your research. If you identify 30 blogs and send them generic emails with your pitch before doing any research, you’ll be wasting your time.

Always take your time to learn more about who you’ll be pitching to. Then, you can adjust your content and send out hyper-personalized emails accordingly.

Top tip: Avoid spelling and grammar errors in your emails. Use Grammarly and other tools to catch these mistakes before you click send.

Produce Your Best Content

It goes without saying that if you want to position yourself as an expert, your content has to be brilliant. Each time you produce a guest post, ask yourself “is this my best piece of content?”

To this end, you need to produce long-form content (1,000 words minimum) that offers unique insights to the reader. Your advice needs to be actionable, as different as possible to what has come before, and it needs to be of use to the target audience.

A huge no-no is to spend most of the article discussing things the reader already knows. The key here is understanding who your target audience is and what stage they are at in their journey. For example, if you’re writing an article about the do’s and don’ts of digital marketing to an advanced reader, don’t waste people’s time discussing what digital marketing is. They already know.

Your content needs to be readable, shareable and it needs to be as up-to-date and relevant as possible. This means understanding the latest trends and including links to recent stats and research (as opposed to information from 2014).

It’s also a good idea to write from personal experience. After all, you’re the expert here. If you’re writing about a subject you know intimately, don’t be afraid to write from your personal experience while making sure that your personal examples are relatable to others.

Your best content will need quality images and graphics, too. If you’re not sure where to source images from, you can use a tool like Pik Wizard. To spice up your graphics so that your content is as professional, engaging and eye-catching as possible, meanwhile, Design Wizard is your friend.

Absolutely do not go into this thinking that you can get away with posting below par content. Impressive content that educates, informs and engages people is the best way to establishing your authority and boosting conversions. The ultimate aim of guest posting is to grab more traffic from other sources and you can only do this by producing your best content.

Don’t hold back on the value factor. Yes, you’re doing this for free in the sense that you don’t get paid for a guest post. But the ROI will be worth it when you start to build your authority.

Moreover, the more awesome content you produce, the more chance you’ll have of securing a guest post with a super high domain website, such as Forbes or the Huffington Post.

Conclusion

All in all, building authority through guest posting comes down to identifying your value, identifying a related website’s audience – before producing as much valuable, usable content as possible that the audience can take action on. Focus on quality, not quantity, do your research and don’t hold back when it comes to value. Educate, inform but also engage.

July 5, 2018 By Erik Deckers

Stop Selling to Me on LinkedIn

Are you married? When you first met, did you walk up to your prospective spouse and just pop the question?

Or are you in a long-term relationship? How did you start it? Did you say, “How would you like to form a long-term relationship? My strengths are that I have good manners, love my mother, and am kind to dogs?” And then did you follow that up with a list of past significant others who can vouch for your good character?

Of course not! That’s clearly no way to enter into any kind of relationship.

But when people connect with me on LinkedIn, it turns me off when the very first thing they do is ask if I need their web services, followed by a 500 word explanation of everything they can do, the companies and projects they’ve worked on, and a request to hop on the phone for a 15 – 30 minute conversation about what they just sent me.

(Not to mention that every message looks nearly identical. They’re either all copy-pasting each other’s sales pitch, or it’s just one company creating thousands of profiles with the same message.)

Oh, I know, I know. Some of you are saying: “Hey, it works. We get clients this way.”

I’m sure you do. And there are stories where people agreed to get married after just one date. In fact, there’s a TV show where people agree to get married the moment they meet. That doesn’t make it a sound strategy for building a long-term relationship.

And neither does you hitting me up about your services the very instant I accept your connection request. It’s rude, presumptuous, and desperate. I ignore the people who send me those messages. Maybe I’ll tell them “no thanks,” but usually only if they insist on repeating the same request a couple weeks later — you know, in case I missed it the first time.

The practice is so pervasive that I get at least two of these a week with the same copy-pasted sales pitch all asking for my hand in business marriage.

Part of my problem is that I can’t just refuse to accept people’s connection requests. I’ve written a few social media books, and people often connect with me after reading them. So I don’t want to be a jerk and snub a reader, but it’s getting harder to accept a request because I just know I’m going to get burned.

I can usually spot most LinkedIn spammers though. They tend to have a title that says “Business Development.” They live in a city or country that I have never been to or rarely visit, and yet they’re connected to 5 – 30 of my friends. And they usually work for some sort of web, SEO, or marketing agency.

I stopped accepting connection requests from people who fit that profile because I know what will be cluttering up my inbox 24 hours later.

More importantly, I’ve begun disconnecting from people who spammed me with their first message.

LinkedIn is for serious business connections, not a way for lazy salespeople to spam other people they’ve never met. And that’s what you’re doing: spamming people.

The only difference is you’re calling it business development and you’re (hopefully) doing it by clicking on the mouse yourself, instead of using the automation software that’s infected Twitter. I don’t care if you think it’s not spamming, or you tell yourself that you’re special and you’re not doing what those other people are doing, because you totally are.

You’re sending the same unwanted, unasked-for crap we get in our email inboxes. The only difference is you’re doing it on LinkedIn as if that somehow makes it okay.

Not only do I disconnect with these people, I will also occasionally report them to LinkedIn by clicking the “I don’t know this person” link or marking them as spam. If enough people do it, their account will be suspended or even terminated. And then maybe they’ll get the hint that this isn’t acceptable.

If you’re one of those people who uses LinkedIn instead of the phone to place your unwanted cold calls, why don’t you try some relationship building first? Start a conversation with people. Find out about them first. Don’t try to close the deal on the first date, don’t try to propose entering into a business relationship the moment you meet someone.

And I’ll make you another deal. If you buy a copy of my book and email me a photo of you holding it, I’ll agree to a 15-minute phone call with you about your company. Because if you’re going to make demands of my time without actually investing anything into the relationship, then I’m going to make a demand of my own.

Put your money where your mouth is. Invest in the relationship first, and then we’ll talk about what your company does.

(And then read the book. Maybe you’ll learn a better alternative to the “Married At First Sight” strategy.)

Photo credit: Qwertyxp2000 (Wikimedia Commons, Creative Commons 4.0)

June 6, 2018 By Erik Deckers

Ten Social Media Promotion Tips for Audio Drama Creators

I belong to an Audio Drama group over on Facebook, and the question came up about “how do we promote ourselves?” As a long-time audio drama writer and fan, this is something I’ve talked to other theater troupes about, as well as authors, musicians, and visual artists.

Since most (i.e. none) audio theater groups have a budget to do a lot of advertising, doing a little DIY personal branding is going to make a big splash. It will help you find an audience, grow your network of listeners, and by cooperating with other groups, help you cast a wider net to find audience members who are already interested in audio theater as an art form.

Here are ten things you can start doing to grow your audience.

Decoder Ring Theatre cast - Audio Drama creators from Toronto, Canada — Cast of Decoder Ring Theatre, an audio theatre company in Toronto. They produced a few of my radio plays several years ago.

Appear as guests on other podcasts. We are in the golden age of podcasting. The people who are going to listen to your podcasts are the people who already listen to podcasts. So find a way to get interview spots on other people’s podcasts to talk about your work. Check out iTunes and Stitcher for writing podcasts, theater podcasts, horror fiction and comic book nerd podcasts, etc. Reach out to those people and ask them if you can be a guest on their podcast. For example, I’ve been on Park Howell’s Business of Story podcast twice to talk about writing and storytelling. Who better to talk about how storytelling and podcasting than a bunch of audio drama actors? (Tell him I sent you.)
Advertise on Facebook. Set up a Facebook advertising account and create ads to appear only to specific people who fall within a certain age range, gender, family status, work status, and so on. Figure out who your Typical Listener is (soccer moms in their 30s, college students, etc.), and start targeting people who fit that persona. Write some ads, set a daily budget of a couple bucks, and then post the ads. Be willing to spend $40 – $50 per month for 3 months as a test.
Set up a co-operative catalog company. Not actually a company, but just a clearinghouse website that contains all the different audio dramas out there. Everyone who’s involved chips in a few bucks, and that’s how you pay for the Facebook advertising. Advertise that company, rather than individual productions, and you can advertise longer, reach more people with diverse interests, and increase each other’s audiences. Plus, a website this big (possibly with a blog) is going to start winning Google searches for keywords like radio theater, audio theater, and so on.
Create an email newsletter. You can either create your own email newsletter, or create one for this co-op website. Feature one or two audio dramas per issue. Everyone who’s a fan of ANY of the dramas can subscribe, and then you’re reaching a combined audience of everyone’s listeners. (I recommend MailChimp, because they have a free option.) If you start your own newsletter, it’s still a good idea to feature other favorite audio dramas in addition to your own work. Do that for each other, and introduce new artists to your audience.
Do giveaways for fans, and ask them to share your work. Hold random drawings for sharers, and give away small prizes. Ask them to share your new episodes and other content with their own social networks, especially Twitter and Facebook. Give prizes for the most creative, the biggest reach, and so on.
Advertise each other’s work on your own podcasts. At the end or in the middle of an episode, during a “commercial break,” play a preview of someone else’s show. Sort of like Amazon’s, “People who like this also bought X” feature. People listening to your podcast may also like this other podcast. Again, do this on a cooperative sharing model, where you create a “ring” of advertisers. A shares on B, B shares on C, C shares on A, etc.
Build a Twitter following. Do a basic Twitter search, and find your Typical Listeners. They’re the ones talking about horror movies or superhero adventures, or whatever you’re producing. They talk about it in their bios, or they talk about it in their tweets. Follow those people, and then put them in a Private Twitter list that you watch daily. Talk to those people, respond to their tweets, answer their questions. Build relationships with them. They’ll want to support you because you’re Twitter buddies.
Follow certain #hashtag topics on Twitter. Is there something happening in the news that ties into your audio drama? Set up a column for that particular term and see if there are any tweets you can respond to. (Use Tweetdeck to easily see and respond to your lists.) Then, when it seems appropriate and not creepy, respond to a tweet with your own. Don’t be ham-handed and say, “Oh, we wrote an audio drama about that. Here it is!” Rather, just participate in the conversation naturally. If people are interested in you and want to know why you’re interested in the subject, they’ll check out your Twitter page. Hopefully you’ve got your audio drama and the website in your Twitter bio.
Don’t forget the visual element. Audio drama may be for the ears only, but if you can add a visual element to your work, do it. If you do live recordings, create a video of those, and post them to YouTube. If you ever perform live in public, share it on Periscope or Facebook Live video. Take photos of people creating the audio drama, and post those to your Instagram account and Facebook, and turn those into stories. And if you’re a fan of the old radio technology, take photos or find others, and post those to Pinterest. Your content may not be for the ear, but there’s still a visual element worth sharing.
Write audio drama reviews. Whether you post it on your own blog, or even if you started the co-op company in #3 and blog for it, review other audio dramas. These don’t have to be critiques and criticism, as if you’re a movie critic. Rather, write a review, where you discuss things that happened, what you enjoyed, etc. (Remember, you all know each other, so don’t be an a-hole!) Publish those reviews as guest articles in as many places as you can too, where others can read them.

If you focus on just two or three of these items, you can expand your audience of listeners and fans. Then, just be sure to use Google Analytics to measure traffic to your website, Twitter analytics to see how your audience is growing and how they’re engaging with your tweets, and then your podcast analytics to see if any growth there coincides with your new social media efforts.

Want to know about artist branding and social media promotion? Check out my book,Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself. The book is now in its third edition, and is published by Que Biz-Tech, an imprint of Pearson Publishing.

April 2, 2018 By Erik Deckers

Erik’s Rules for Writing Short Books

A few days ago, I had to confront my elitist attitude toward books and whether or not I think a book can be anything less than 50 pages that gets spit out over a weekend.

It’s not.

But I also had to rethink my attitude toward any book that was not traditionally published, shorter than 200 pages, and didn’t take several months to produce.

I realized, thanks to my friend, Jim, that these short books — they’re called “novellas” in the fiction world — can actually serve a very useful purpose in helping someone develop their personal brand.

And that helped me to realize that I just need to get over myself and my attitude and learn to accept the newer definition of what a book is supposed to be.

BUT if you want to write a book, even if it’s a short book, there are a few things you need to do to make your book good, no matter how long it is. Otherwise, you’re just creating junk and you’re watering down what it means to write a book and to be an author.

1. A book does not take a weekend to write.
You might be able to write the first draft in 48 hours, but it’s nowhere near ready. Don’t even think about publishing it. You’ll hear people brag about how they wrote a book in just a weekend or just a couple of days. Good books don’t take this long, so don’t ever be satisfied with the work you produce in a day or two.

This is supposed to be your major marketing tool, your calling card, your social proof that you’re an expert at what you do. You can’t produce that in just one weekend, and whatever it is you produce in that time won’t be good enough to serve that purpose.

2. Make it longer than 50 pages, please.
Expertise is deep and involved, and it has a lot to say. So your book, no matter the topic, should be more than 50 pages long. In fact, the deeper you dive into your topic, the longer it’s going to be. The broader and more general your topic is, the less there is to say about it. The more focused it is, the deeper you can dive.

For example, I could write a book about Marketing in general, and I would run out of things to say in about 30 pages. But I could write a book that focuses on content marketing for enterprise-level companies and come up with volumes of information — wait, I totally did that, and it was 236 pages long.

Dive into a niche, explore every important fact that you can, and add that to your manuscript. If your book is becoming huge and unwieldy, break it up into manageable sections, and flesh out each one thoroughly. Turn them into separate books and sell them as smaller volumes. Your book doesn’t have to be 300 pages, but it should never be shorter than 75. Otherwise that’s just a pamphlet.

3. Revise, revise, revise.
Honest to God, if you publish your first draft, you deserve any and all ridicule and shame because it’s just going to be bad. Ernest Hemingway said, “The first draft of anything is shit.”And I’ll bet that’s what your first draft is. Listen, I’ve been writing for 30 years, and I still write shitty first drafts. So don’t fool yourself into thinking that yours is fine.

Revise your manuscript, then revise it a second time, and then you’re ready to start thinking about final edits and publication. You’re not there yet, but you’re ready to start thinking about it.

4. Take time between edits.
You need to wait several days between revisions. Reread your manuscript and make sure you’ve covered all the pertinent information and fixed all the errors you can find. That takes time. We all get used to seeing what we’ve created, especially if we try to revise right after we’ve written it, and so we gloss over actual errors. Our mind just fills in what we expect to see, not what’s actually there. But you’ll catch your errors if you can separate yourself from your work for several days.

Your book should get at least two revisions with at least three days between each one. A week would be better, if you can manage it.

5. Get beta readers.
Send out PDF copies to friends and ask them to read it. Ask them to find holes, typos, unanswered questions, and missing information. I know a guy who wrote a short book about college financial planning. After he ordered his first 30 copies from CreateSpace, someone asked whether it included information about 529 Savings Plans.

It did not. So he burned his first 30 copies, made the additions that ended up being another major section of his book, and ordered 30 more copies.

This guy had basically produced his book in a weekend, done some editing, and then uploaded it for printing. No beta readers, no expert input, no major time between revisions, and so he missed a very important part of college financial planning. This is why you need extra eyes on your work. Sure it’s going to add time, but your book will be better for it.

6. Hire a professional editor.
If you’re going to use this as a business card or a brochure, then it had better be great. You can’t have typos, you can’t have mistakes, you can’t have anything that makes it look half-assed and flawed.

There are people who say “perfect is the enemy of good,” but those are people willing to settle for “good enough.” And good enough is terrible. So do everything you can to make your book great.

That means don’t do the editing yourself. No one is good at editing their own work, even copy editors. Hire someone. For a 75 – 100 page book, you can find a decent copyeditor for a couple hundred bucks. Or you can find a great copyeditor for several hundred dollars. Even a recently-graduated creative writing or English major would be delighted to edit your work for $200, and they’ll do a fantastic job of it.

7. Get a professional cover.
CreateSpace has covers available, but you’ll be much better off if you can hire someone to do your cover design for you. If you’re not a graphic designer, this is not the time for you to take a stab at it.

Get someone with some decent design skills to put one together. It doesn’t have to be fancy or be a $5,000 masterpiece.. If you want some ideas, go to the bookstore and study the book covers in your particular field. Note the design trends, font choices, whether they used photos or illustrations and what kind. Get an idea of what you want your book cover to look like, and then ask your designer to create it for you.

8. Do not, do not, DO NOT screw around with font size and margins in order to boost your page count.
This isn’t high school. Those tricks you did when you had to write your papers to meet word and page count — lots of adverbs, squeeze the margins in to 1.5″, line-and-a-half spacing, 14 pt. type — only make your book look like a complete scam and like you’re deliberately trying to be tricky.

Real books are single spaced, 12 pt. type or smaller, and have 1″ margins or less. A few years ago, I met a guy who bragged about turning a 20 page manuscript into a 30 page collection of words — I won’t call it a “book” — and he advocated screwing with the fonts and margins to make the book thicker.

If you have to do that, just delete your work. Delete it and go back to the drawing board or the classroom, because you clearly don’t have what it takes to write a book in the first place. Because that’s not writing, and it doesn’t demonstrate expertise. That’s dishonest garbage. If you have to lie about how long the book is, I won’t trust a single word in it.

I’m learning to change my way of thinking and my elitist attitude about being a book author. But you have to meet me halfway. Anything that’s less than 30 pages, is poorly written, unedited, and is a stinking word turd is not a book.

Slapping a collection of pages between two pieces of card stock doesn’t make it a book anymore than me wearing bread earmuffs makes my head a sandwich.

So do the work, take the time to make it good, produce something of value, and make sure there’s enough in it to actually be proud of. When you look at it five years later, you don’t want to be embarrassed by a comedy of errors and bad writing that you could have easily prevented with just a little more time..

March 29, 2018 By Erik Deckers

Writing Books for Personal Branding

I have a confession to make.

I’m a snob when it comes to being a book author. To me, a book has gravitas. It’s more than 200 pages, it’s been properly edited and revised numerous times, and it takes several weeks and even months to create. And, if I’m being honest, it exists in a printed form, having been printed by a traditional publisher.

This puts me at odds with a lot of people, because the modern definition and process of creating a book has changed, thanks to new technology.

Word processors let us write and revise manuscripts instead of rewriting them. Forty years ago, you typed a manuscript, made edits, and then retyped it.
Ebooks has changed book lengths. Now, we can churn out short stories and novellas, and publish them online and sell them for as little as $1.
Short-run self-publishing lets us print a few books. Rather than buying 2,000 copies from a vanity publisher, and having 1,990 copies sit in our garage for years, we can print out a few books at a time.

All of this has democratized the book industry.

The last time we had technology this disruptive was when the printing press was invented. Instead of waiting for a monk to copy a book by hand, you could gather a small group of investors, buy a printing press, and go into publishing yourself, and print whatever the hell you wanted.

That world grew and grew to the point where publishing was huge and unwieldy, and only very special writers could get books published. And then, like most everything else, the Internet broke that system.

Now, not only do the very special writers get books published, so can everyone else.

On most days, I embrace democratization of any elitist system. I’m all for tearing down walls and letting everyone be awesome and cool.

Want to write your own book? Awesome! Cool! There are ways you can get that published and you don’t have to be a part of that stuffy old elitist system! Power to the people!

Except I finally got to be special this time. I co-authored three books that were published by Real Publishers, and I won’t lie. That feels pretty good. (I co-authored a fourth book that was self-published, but I feel a little self-conscious about it.)

So I roll my eyes whenever someone holds up a 50 page stack of papers and says “I wrote a book!”

Because that’s not a book, that’s a pamphlet.

“I wrote it over a weekend,” they boast.

I want to shout. “That should be a warning, not a brag!”

“And you can too!”

“Like bloody hell you can,” I want to say, but I never do.

And so my protective instincts kick in and I want to stop people watering down what it means to be an author, or promoting this crazy notion that you can just spit out a book over a weekend.

Except I’m rethinking my whole attitude.

I have seen the light!

I was at a networking lunch recently where someone was talking about how “easy” it is to write your own book. It happened a day after I heard a podcast interview about the very same thing.

“Just take a talk you like to give, and record yourself talking about it. Or come up with 10 – 12 questions and record yourself answering them. Get that audio transcribed, edit it into something readable and coherent, and upload it to CreateSpace. Bada-bing, bada-boom, you’ve got a book!”

Look, a good book is not that easy. And something that easy will not be good.

All of my books have taken two people four or five months to write. The last edition of Branding Yourself took four months, and I worked on it for 10 – 15 hours a week. I was supposed to cut it down to 300 pages, and instead, it weighs in at 380 pages. But it’s good, and I’m very proud of it.

Because writing a book is hard work, it takes time, and you have to know your subject and you have to be able to write about it well.

And it has to be thick, right? Right?

Maybe not.

“These short books are a good personal branding tool, aren’t they?” asked my friend, Jim. We were sitting together at the networking lunch. “They show that you have some expertise about that topic and they give you some credibility.”

I stared at Jim, stopped in my tracks, mouth open a little. “Well. . . maybe,” I said begrudgingly

“They don’t all have to be big thick tomes, right? I mean, this is the kind of information you’d share with someone in an hour-long conversation over coffee.”

I stared a little more. “I guess,” I pouted.

I hate Jim.

It was in that moment, mouth open and staring, that Jim’s question was my epiphany. Books aren’t just meant to be read. They don’t exist independently of the author. They reinforce the author’s expertise and make them look like geniuses about their particular field. They support the writer’s personal brand better than a business card or even their social media accounts.

That’s when I realized books don’t have to be 380 page bludgeoning weapons. They really can be smaller, shorter, and less in-depth than my “proper” book that I toiled over for nearly half a year.

I really hate Jim.

One guy who spoke at the networking event had just published his own book. In fact, it was his third attempt, because his very first attempt was over 200 pages. Then he revised it and cut it down to 100. And then he dumped that version and wrote it in 75 pages.

Because — and this is important — his subject matter didn’t need 200 pages.

Pat used to own a high-end AV company that helped event, conference, and meeting planners put on big stage shows. And he knew how to grow other AV companies to become successful.

That kind of knowledge is really only useful to other AV company owners, and most of them already have a lot of the knowledge that Pat has. Which means he doesn’t have to explain the basics, and he can get right to the point without any fluff and extraneous bullshit.

And that only takes 75 pages.

It didn’t need to be any longer. Anything more would have just been wasted space and wasted effort and it wouldn’t have added anything of value.

Which means I have to rethink my attitudes about books and what a “real book” can and should be.

Stupid Jim!

But that doesn’t mean you can slack off! There are still certain rules and expectations we all have.

I mean, we’re not graphic designers, for God’s sake!

I actually came up with 8 Rules for Writing a (Short) Book. But this post ran on too long, so I decided to cut it here, and I’ll run those 8 rules in a day or two.

December 27, 2017 By Erik Deckers

Encourage Your Employees to Become Rock Stars

Over the last 20 years, I have worked for (and known people who worked for) bosses who did not want their employees to become prominent names in their industry. Whether they felt threatened, thought it distracted them from their “real” work, or thought it was a waste of time and resources, these managers didn’t like employees who had name recognition

Lindsay Manfredi plays bass. She's one of the true rock stars in music AND personal branding. — Lindsay Manfredi. My good friend and bassist for the band Cold. She really IS a rock star, both in music and personal branding.

One friend — let’s call him Burt O’Higgins — went to work for a software company after spending years developing his own personal brand, becoming one of his industry’s top thought leaders. The company considered it a real coup to get my friend to work there. “But,” they said, “you can’t speak at any more conference events as yourself. You can’t be “Burt O’Higgins from Big Software,” you have to be “I’m from Big Software, my name is Burt.”

They couldn’t give any logical reason why they didn’t like it, but the message was clear: you’re more popular than us and we don’t like it.

So Burt left, started his own company, and worked for Big Software as a freelance contractor, charging more than his old salary and working fewer hours. And he got to speak at as many conferences as he wanted, which boosted his own popularity and increased his client base.

Big Software might have benefited more if they had just let Burt be Burt, do his thing under his own name, and still attract plenty of attention for his employer.

There’s nothing wrong with letting your employees be industry rock stars, becoming one of the popular thought leaders that others look to for new ways of thinking. In fact, there are a few benefits your company will see by helping your employees become those leaders.

1) It makes them effective communicators

Every job description I see requires “effective oral and written communication skills.” Speaking at 4 – 6 conferences a year is going to build up effective oral communication skills. Writing articles for trade journals and blogs is going to develop effective written communication skills.

And if your people don’t have those skills, send them to Toastmasters. Pay for books and training courses. Send them on seminars where they can hone those skills. Pay for memberships in professional associations. And give them an outlet to express all this newfound knowledge.

Then unleash them on industry and allied conferences. Encourage them to write articles for trade journals or the company blog. Ask them to speak at conferences. Make sure people see your rock stars at different industry happenings, so they know your company is serious about thought leadership in that field.

But best of all, think about how much better your rock stars will be at communicating fpr your company as well. Not only will they be better at communicating internally, but they’ll be doing some great marketing and brand awareness building for your company too.

2) Your company looks like a great company for hiring them

One thing GE was known for during the Jack Welch years was for turning out great CEOs for other corporations. Partly because Jack wasn’t going to leave short of a military coup, but also because when GE executives reached the VP level, they were so good at their jobs that other corporations wanted them to run their own companies.

The same thing happened to the Oakland A’s in the early 2000s. (Read Moneyball by Michael Lewis. It’s not just a baseball book, it’s a primer on unorthodox-but-effective corporate management.) The A’s scooped up baseball players who didn’t fit the traditional baseball mode, helped them develop their best skills, and turned them into the kinds of ballplayers that other teams wanted badly. And the Oakland A’s became a stellar baseball team to boot, because they built the team around their players’ strengths.

So how cool will your company look when you start churning out superstar after superstar? How many CMOs can you create? Or HR directors? Or CFOs? Or national sales managers? Your company can be seen as an incubator for some of your industry’s leading talent if you just help them develop.

3) It’s free marketing

My friend Burt would go to 6 –10 conferences every year and share his knowledge. He used his clients as case studies, but he never made sales pitches. Instead, he just shared stories and ideas with a rapt audience for an hour — an audience filled with people who hired experts like him.

Now, imagine your sales and marketing people speaking at conferences, demonstrating their knowledge and skills about the problems your company solves. Imagine a water filter company educating coffee shop managers and brewers about pure water at a national coffee or craft brewery conference. You can educate people about the importance of pure water without ever talking about your product, but when people read the name in the bio, they can put two and two together.

When I speak at conferences, I talk about how to improve your writing, or the future of content marketing, or how to use novel writing techniques in business writing. I never do a sales pitch, but my expertise clearly speaks for itself. And I’ve gotten clients just by speaking at industry conferences.

So what happens if your marketing director speaks at an industry conference, or your HR director, or your operations manager, or even your CEO? You can have a big influence on hundreds of people without once mentioning your product or company just by sharing your knowledge. Now, what if you could unleash 10 rock stars on the different conferences of the industries you serve.

4) You’re creating rock stars for your company

“But people will improve their skills and they’ll want to leave our company,” is a common refrain among managers.

Seriously? You don’t want people to improve their skills? You’d be happy that average people with average skills are staying at your company for ten or fifteen years? That’s the most depressing thing I’ve ever heard.

Let’s face two facts. First, people are going to leave your company. No one stays at a company very long anymore. That’s how employment works these days. So train them, help them develop, and wish them well when they leave, knowing you taught them enough that someone else wants them. And you’ll get their best work out of them while they’re there.

Second, the people who leave will become decision makers and influencers in other companies. What if your marketing manager leaves to become a VP of Marketing at one of your clients? What do you think she’ll tell her new colleagues if she leaves with bad feelings? Conversely, what will she tell her new colleagues if she leaves with your full support and gratitude?

(This is also why it’s not a bad idea to hire people in their 50s and 60s. Rather than turning them down because “they’re only going to be here for a few years,” recognize that no one says in their same position for 30 years anymore. Hire older workers and get some of the very best, most experienced people you’ll ever find. But that’s for another article.)

Developing rock stars for your company has many upsides and very few downsides. You’ll create top talent for your company, which means they’ll do their best work for you. They’ll be out promoting themselves (and thus, your company) with their speaking and writing. And they’ll moving up to positions of influence and decision making, which means you’ll have allies in other companies.

The only downside is that you may have people who are more well-known than you. But you can turn that around and become known as the company (or manager) who produces rock star after rock star. So start writing and speaking about how to create rock stars within your company, and guess what you can become. . .