Expertise is intangible—so it takes more time to show prospects why they need what you know. In fact, you may be the only person who can communicate what you do—and why it matters—as well as you do.
So you spend precious time describing your expertise to prospects when you should be using it to help clients.
Do you feel like you are producing a never-ending stream of marketing content and new business pitches?
This free course helps you get off the content marketing treadmill by adopting a sustainable method to convince prospects that you are the expert they need.
Expertise Samples use your expertise to advise prospects what to do now on a topic important to them—by delivering your insights and advice in automated, personalized, mini-consulting engagements on your blog or website.
No time to try something new? Do this.
Use this course for a quick orientation. Then source your Expertise Sample creation, hosting, and management with Sample Your Brilliance—and keep your team focused on client service delivery.
Even if you aren’t ready to go all in with an automated Expertise Sample deployment—take a few minutes to skim these course notes.
You will come away with ideas you can use today—to increase your bid:win ratio, and reduce the time you or your team spend pitching your expertise.
Keith founded and led an advertising agency and web consultancy that created marketing solutions for top Silicon Valley technology firms, service providers, and subject matter experts in diverse industries. Clients include Xerox, Microsoft, Philips, Lucasfilm Games, Mitsubishi, Fujitsu, Pioneer, Kao and numerous startups.
That experience inspired Keith to co-found Sample Your Brilliance to develop a repeatable process for marketing subject matter expertise. The result was Expertise Samples—an interactive consulting mini-engagement that advises blog or website visitors what to do now about a topic important to them based on your assessment of their answers to a few short questions. This course teaches you how to use that process to create and publish your own Expertise Samples.
Keith is a graduate of the Massachusetts Institute of Technology.
"Everyone is trying to juice their content. Your tool enables this. It is instantaneous “engagement” with the target audience."
- Susan Scrupski, Founder, Big Mountain Data
"This looks like a terrific idea. It is pretty well done!"
- Dr. Bena Kallick, Chief Academic Officer, Eduplanet21
"The product looks really awesome—it definitely fills a need in the market. I like the idea of assembling a custom outcome from pre-built segments."
- Arthur Gutch, Chairman, Infinity Publishing
Ask a few short questions to discover where readers need help to solve a problem or reach a goal and qualify them as a prospective client, customer or fan.Assemble a personalized outcome for each user from your pre-stored expert content that: