Brand Voice Isn’t Enough: What Makes an Expert’s Thinking Recognizable?
Brand Voice Isn’t Enough: What Makes an Expert’s Thinking Recognizable? Experts have been told for years that they need a distinctive brand voice. Be conversational. Be authoritative. Be warm. Be provocative. Develop a recognizable style. There is nothing wrong with...
Why So Much Expert Content Is Becoming Interchangeable
Why So Much Expert Content Is Becoming Interchangeable There is more expert content being published than ever before. Much of it is useful. It is clear, polished, accurate, well organized, and increasingly easy to produce with AI. And that creates an interesting...
Visibility Is Not the Same as Substance
Visibility Is Not the Same as Substance Being visible is not the same as demonstrating expertise. Thought leadership marketing becomes more credible when the material used to promote your work contains something useful in its own right: a meaningful distinction, a...
Your Audience Is Not a Vending Machine
Your Audience Is Not a Vending Machine We talk constantly about the value creators should give an audience. We talk much less about the work they ask that audience to perform. Comment below. Reply with your biggest challenge. DM me a keyword. Take this survey. Repost...
Your Audience Is Not Your Entire Market
Your Audience Is Not Your Entire Market Creator culture can quietly teach us to equate the people who follow us with the people we can reach. If someone is not on the email list, does not follow the social account, and has never heard the creator’s name, that person...
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The Findability Map
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