The 7 Steps to Expert Positioning: Step 7—Remain Consistent

The final step, Step 7 in The 7 Steps to Expert Positioning is to Remain Consistent. Always remember: Marketing is a process, not an event. When I sold radio advertising years ago I had most of my clients on an annual agreement. I knew then that marketing effects happen over time. I always educated my client…

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The 7 Steps to Expert Positioning: Step 6—Create Your Media (Part 3)

Over the past two weeks we’ve been discussing Step 6 – Create Your Media. This is the third, and final, installment in that Step. When we discuss Credentialed Media, we are talking about when you have the credentials of being on media other than the personal and direct media that you create. You’ve seen some…

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The 7 Steps to Expert Positioning: Step 6—Create Your Media (Part 2)

Last week we began Step 6 of the 7 Steps to Expert Positioning. Today we’ll continue by moving from Personal Media (your book) to Direct Media. Direct media is media that you create to go out to your target market with your focused message. Your direct media could be your brochures, it could be your…

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Expert Insight Interview with Mike Davidson

Mike Davidson was one of our very first Paperback Experts. He’s the owner of a very successful automotive repair shop in Little Rock, Arkansas—plus he’s a really cool guy. Listen to Mike and Michael discuss authorship and how writing his own book was the next step Mike to take in order to grow his business.

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The 7 Steps to Expert Positioning: Step 6—Create Your Media (Part 1)

Step number 6 in the 7 Steps to Expert Positioning is to Create Your Media. There are really three types of media that I want to talk about. Since this is so important, I’m breaking this step into 3 segments. Today we’ll discuss Personal Media, and we’ll tackle the others in the coming weeks. When…

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The 7 Steps to Expert Positioning: Step 5—Focus Your Message

The 5th step in the 7 Steps to Expert Positioning is to Focus Your Message. This is where many people fail in marketing. They have a message that’s all over the board. Nobody knows who they are or what they do. When you focus your message, you set yourself up to be known for something. Let’s…

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