Peter Winick argues that thought leaders mistake social media likes for business success. The real metric is the buy button: how fast can you turn someone who liked your content into a paying client. Focus on compressing the gap between engagement and purchase.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and here's the idea that I'd like to share with you today, and that's this. Oftentimes in my conversations with authors and thought leaders, keynoters and academics, I hear a lot about what they believe is resonating in the marketplace relative to the work that they're putting out. So I'll hear things like, hey, I put this article, this thing, this video, this whatever out on LinkedIn, and it got so many comments and likes and so many people shared it. And I'm like, well, that's really great. Likes are great, but what was the intent of putting that piece out? Was it to test an idea? Was it to see if it resonates? Or was one of the purposes or the primary purpose of putting that idea out in that format on that platform to attract net new clients to you? And I think oftentimes thought leaders spend too much time thinking about like buttons and comments and all that and less time thinking about the buy button, right? So what is it that you can be doing with your thought leadership, with your videos, with your articles, with your content to attract new clients, accelerate the time it takes from someone to think about engaging with you to clicking that buy button? So big difference between clicking the like button and clicking the buy button. And my thought and suggestion for you today is think about what are the things that you can do to shorten the gap that it takes someone to go from liking your content to buying your content? Love to hear your thoughts.
