Peter Winick explains why thought leaders should stop promoting themselves and instead publish valuable work that attracts ideal clients. The shift from pushing offers to creating educational content builds relationships naturally and draws the right conversations.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage. Here's the idea that I'd like to share with you today. That's this: thought leaders quite often have an issue with marketing, with getting folks to come to them. I get that. It feels uncomfortable. It feels awkward for many. They don't want to be that guy or that gal. Totally understood. I started to think about it a little bit differently to give people a different way to frame that. And that is attraction versus promotion. So when you put good work out into the world, whether that's your book, whether that's an article, whether that's a video, you're going to attract folks that are intrigued by or educated by or interested in what you have to say and how you have to say it. When you push your ideas out on folks, you're promoting, right? You're pushing it to them, promoting something. You might be promoting an offer that you have or a service that you have or a solution that you have. And that's the part that thought leaders typically feel the discomfort with. So what I would suggest is think about what you can put out into the world that might attract the like-minded, that might attract the type of clients that you like to work with, that might attract the type of people that you even want to engage with to have an interesting and stimulating and fun conversation. So hopefully that's a framing that might help you think about it a little bit differently. Where you fit on sort of that attraction-promotion continuum. Love to hear your thoughts.
