Dorie Clark, former presidential campaign spokesperson, award-winning author, strategy consultant, professional speaker, and adjunct professor at Duke. Too many people believe that if they keep their heads down and work hard, they' ll be lauded as experts on the merits of their work. But that's simply not true. million tweets are sent each day, according to Dorie Clark, so how do you make your ideas stand out? It's a question she had to ask herself while considering a.
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Stand Out - Dorie Clark. Section 1: How to Find your breakthrough Idea. 1. Combining Different Ideas. 1. Create something new. 2. Lean startup – Eric Ries. 1. Online PDF Stand Out: How to Find Your Breakthrough Idea and Build a and Build a Following Around It Dorie Clark pdf, by Dorie Clark Stand Out: How to. Page | 1. Episode Standing Out and Reinventing Yourself with Guest Dorie Clark. Dorie Clark: Nobody has conferences, or speakers, or classes or whatever .
If they don't allow you to have that, the value is actually quite marginal of doing the post more than once to begin with because people have to work too hard essentially to find you. Of course, the traffic numbers from these bigger publications are great.
Some sites list their traffic numbers directly. For example, Business Insider and Forbes list how many views each article has. Other sites don't list it, but you can get a sense of it because you can see the number of share each article gets. Sometimes you can even go to your editor, and specifically ask them for your own reference, how many views your article got so you know what's popular and what's working etc.
A warm introduction is always best. I you don't have a friend who writes for them, there's no harm in trying to write a cold email to the editor. That's how Dorie started blogging for Forbes. Your hit rate is not going to be amazing. Forbes was literally the only one who she became a contributor for out of all those outlets she reached out to.
The things you need to include when you are cold emailing them are: A bio paragraph Links to articles that you have already written so that they can see your writing style. Why you would like to write for them specifically, what types of things you would like to write for them and how frequently you would like to write. If you can do that, you can often break through if the timing is right.
How important is it that you write in the style specifically for the publication where you are trying to get featured? It's very important.
When you are sending over samples of what you've written before, it's useful to try to find ones that would mirror as best as possible the publication's style so that they can see you operating in that way. So make sure that you are aware of the types of articles before you pitch an editor for a publication. Blogging on your own site vs. For Dorie this made a lot of sense, because they goal she initially had when she was starting to blog, was that she wanted to build up credibility so that she could get a book deal.
What will get you credibility faster? A larger audience can do it. But what would do it even faster because it takes a while to build up a large audience is blogging for brand name publications.
So that was the first place that Dorie went to.
What you probably need to do, if you're literally starting out from zero, is to do a few posts on your own site. If you don't have your own website or blog, you can for example do it on the LinkedIn publishing platform or Medium and upload it there. You do it on a venue that you control, just so you have a few clips so people can see something you have published and evaluate your writing style.
You can pretty much never get featured in places, if there's no paper trailer record. Everybody wants to see some kind of example of your writing style. You start out writing for something non-prestigious meaning something great that you just put up , and then you go to places that have increasingly prominent levels of prestige.
As an example, maybe you go from your own blog to your company's blog, and from there to your local trade industry journal, then to the local business journal and from there you go to a national business publication.
Each time you're moving up the ladder, so that if you were pitching Forbes, you probably don't want to do it if literally the only place you've ever written for was just your own blog. Over time you're able to build it up so that by the time you're pitching Forbes, hopefully you have some clips from other places so they can look at that and see the social proof. Long Form Content vs. Short Form Content Dorie says that there's a lot of different ways of doing it, but you do want to find a way to stand out.
It just need to be a way to stand out which is appropriate to what you like to do and your comfort levels. Examples Seth Godin writes a blog post literally every day, and they tend to be very short. His posts can be as short as words which is his preferred style, and his audience are used to getting their regular Seth updates.
If you go to someone like Tim Ferriss, he posts quite irregularly and he doesn't have a standard schedule. So you know that you're going to have to wait a few weeks till the next post, but you also know that it's going to be very detailed and probably something that's worth reading.
It creates a level of content and depth that enable people to look twice and pay more attention to it. If your goal is to write for another publication, they almost always have their own guidelines, so you want to find out in advance what the guidelines. If you do that, you're never going to have a situation where you pitch a publication, and if you blankly violated their guidelines, they will refer to the guidelines.
In other words, don't pitch a 3, word article if they are only asking for , words. For example, if you are a Hollywood creative and you're trying to come up with a TV show, you don't just come up with a plan for one season, and then if they renew your show don't know what's next. What happens is that when you're coming up with the idea for a TV show, you always create five seasons worth of content which is standard in Hollywood.
That doesn't mean that you write all of it out, but you need to understand the story ark. You need to plan for success because it's possible that your show might get canceled after the first season but if it keeps getting renewed, you don't want to put yourself into a corner where you've made some terrible mistake that limits you.
You need to know what would possibly happen over the five season ark. The next step could be another virtual summit but it could also be something different, for example you can decide to write a book based on all this great content from the summit etc. Or maybe you decide to start moving into a new area, for example if you've been helping people with self-publishing successfully, there's possibly an adjacent area that would make sense. Once you self-publish, maybe you need to start a speaking career, and that's the next step and you do content around how to do that or whatever it is.
You want to have a logical progression mapped out in advance of where you want to go and how to take it because hopefully if it's gone well, you've built a great list with people who are interested in your content. You don't want to just let the ball drop for a year, lose your audience, have them forget who you are and then a year later you share some content with them all of a sudden. You need to leverage the momentum you get from your virtual summit by having an idea of what the path is you want the customer to follow.
You want make sure that you have a goo working hypothesis about it. In the way that you can develop that is by really listening what your audience members are asking for. What do people want to know about when they email you asking for advice? What's the thing about you that people tend to glom in and focus on? How can you do this effectively? That way you begin to get a sense of what your audience typically is interested in.
You can do surveys of your audience to see what they care about. And then, once you start to develop some ideas, that's powerful. The short version boiled down is to begin to offer something for sale. Initially you can sell it at a very discounted price for a small group of beta users but you want to SELL IT, and you want to make sure that people actually put down money for it so it validates that people are willing to pay for your product or service, and gives people the solution to their problem.
What to do if you don't have an existing audience already? For example, if you have a course you're thinking about creating, instead of worrying about the course, Dorie recommends building the audience first, and not do the course when you are first starting out.
Yes, you can do Facebook ads etc, but all of that is going to be much harder if these people have never heard about you or don't have any trust in you.
If you just spend a little bit of time in advance, not worrying at first how you're going to make money from something, but instead building the audience first, and you do that through establishing trust, by great creating content, webinars, a virtual summit or whatever it might be, that builds your list. Then it becomes much easier because people are always going to be more likely to download from you if they trust you in the first place and you'll actually have real information from your audience what they care about, so that your product marketing can be much more targeted.
Relationship Building Tips Build authentic, powerful relationships with people before you actually need them. If you're able to develop relationships early on, those are the the people who will be very quick to say yes to you later. For example, one of the way Dorie used her Forbes platform as a contributor for the 3,5 years she was blogging for them, she would very frequently go to authors who had new books coming out or things like that.
Dorie's criteria was literally if she wanted to meet this person and if this person is interesting to her. And if that was the case, she would reach out to them, and ask if she could write about their book or idea.
What they need is exposure for their ideas, because that's what they care about and why they're writing books in the first place.
Of course it's great if you have a brand name behind you like Forbes, but you absolutely don't have to. John did a really great job at building relationships through the act of interviewing them. For example, the fifth person John had on his podcast was Daniel Pink. Dan had a new book coming out, John was smart about it, asked him at the right time and Dan Pink said yes.
If you approach an expert afterwards, and you had someone like Dan Pink on your show, they are far more likely to say yes. It may have happened to me a few times that a very big name influencer I reach out to for an interview actually wanted to know how big my audience was, and declined because my it wasn't big enough yet.
In the very few cases when this happens, you can always follow up later, and continue building the relationship with the expert you really want to interview for your virtual summit, blog, podcast or YouTube show, and you will be more likely to get them on in the future. What do we do next? Dorie believes wholeheartedly that we all have a contribution to make. Fortunately, for us all in this age of the internet, we can bypass the gatekeepers and go directly to the people who need our ideas, who need our unique insights.
Each and every one of us has the ability to change the world in some way. To leave a mark, to make a difference. Dorie tells us right from the start that standing out is no longer optional. The world of work is changing rapidly and with it, the axioms of old are disappearing. Dorie suggests the best way to protect and advance in our careers is to build a strong professional reputation.
By becoming recognized as an authority in our field, we equip ourselves with the tools we need to bounce back should we ever lose our jobs. Standing out today is easier than ever. Once you get past this crucial concept, Stand Out provides you with the steps you need to take, one-by-one. Dorie lays it all out in front of us, starting with how to find your breakthrough idea. In the beginning, you question yourself. To find your breakthrough idea, however, you need to shift your mindset from questioning you to more of a questioning mindset.
A lot of people I speak with have this misconception that their breakthrough idea has to be this big, grandiose thing that immediately and forever alters the world; like the release of the iPad.
This is not the case. Regardless of your idea, the key to finding your niche is to just start. Again, the important thing here to get started.
Pick a topic, then expound on your ideas and see where they take you.
Because you have the courage to put yourself out there, to stand out, others will take notice. They will be interested in what you have to say. This topic has come up so many times on the podcast , building a network is critical if you want to stand out. Dorie outlines for us the necessary steps to take to build our network, starting with people we already know and who believe in us such as family and friends.
Since they are close to us, they are usually willing to help get the word out about your idea. Getting started is as simple as talking with them about your idea to get feedback. If they push back, use the opportunity to test your reasoning and get them on board. Their perspective will help you develop and refine your own reasoning.
Building your network outside of family and friends is critical. Dorie provides several examples in Stand Out about people just like you and me, who leveraged and grew their network as they refined and further developed their ideas.
Remember at this point you are spreading your idea and appealing to individuals. You are focused on expanding your niche viewpoint as well as your personal network. As you do this, people will begin to recognize you as a thought leader. Your name will begin to be associated with your niche. When this begins to happen, you will be in a place to take your idea to a larger audience.
So this is the place where I see many people struggle; not with the concept, but with the execution. However, to really get the word out to the many, Dorie tells us the two best ways to build your audience is through Social Media and Blogging. I have written about the benefits of blogging here and here so for this blog, it is well-covered ground.
Dorie explains when getting started with social media, the best tactic is to begin by listening. Follow people on blogs, Twitter, Facebook and other platforms. You will learn by observing.
While social media is key to getting our idea out to a larger audience, we need to use it correctly and in coordination with our blog. Dorie tells us by creating content through blogging you demonstrate your expertise which you can then leverage in both social and traditional media to magnify your impact. In this way, you are building your audience as you take your idea from one-to-many. Dorie also offers that another great option for getting your word out is to write a book.
Think about this for a minute before you dismiss it. A book offers you a great way to combine all of your information and learning into a single place. One of the best ways to do this is to become a connector.
In addition to being a connector of individuals on a one-to-one basis, the internet now affords us the opportunity to create tribes and places for them to connect on a larger scale. In order to make all of this happen, there are various strategies you can deploy to help bring your community together and further get your idea out into the world.
In the final section of Stand Out , Dorie ties together all of the previous chapters to discuss how you can build a strategy to put your thought leadership into practice. Topics she covers include making time for reflection and how to build time into your schedule for this activity. Dorie also discusses making time for luck.
At some point in your journey, you will begin to explore the possibility of being able to make a living from your passion, your niche, your big idea.
This is where your community comes into play. Some might not be comfortable with the idea of going to their community for compensation. Hard work is mandatory for success. Are you ready to put in the time it takes?