Why Thought Leadership Works
Business development is about building relationships over time. And part of the challenge is maintaining a meaningful dialogue with your prospects.
One tried and true way to keep the conversation going is to offer up something that prospects can get without actually hiring you. An offer gives them a chance to experience your thinking and expertise without the scarier commitment of saying, “yes.”
So make sure your marketing approach includes enough offers to create a dialogue. These offers can take many forms such as white papers, surveys, blogs and seminars. Each offer must include content that adds value and drives a prospect to want to learn more. And remember these offers don’t have to be long or particularly complicated to be effective.
Just think of the popularity of any type of “Top 10″list in a magazine or newspaper.