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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00] Rachel Elsts Downey: We live in an era of blah, and what I mean by that is we see so many brands, personalities, and people just constantly falling into the trap of blending in from just copying competitors who are saying things that you like to recycling the same old messaging. We have a tendency to play it safe with our content and how we show up online.
[00:00:30] Rachel Elsts Downey: So instead, we're stuck trying to fit in instead of actually standing out in a way that's authentic to your voice, your brand, and who you are, and who your people need you to be. You see, success isn't always about fitting in. In fact, it's about being trusted. It's about being credible, and oftentimes those two things are counterintuitive to actually fitting in.
[00:00:52] Rachel Elsts Downey: It's about positioning yourself as an expert who's not afraid to call things out, to shake it up, to be bold and honestly, to just be yourself. and that coveted status. David Newman, he calls it market eminence. David is the founder of Do it MBA, and author of Do It! Selling, and he's on a mission to help experts, consultants, coaches build those personal brands that are so powerful that it helps scale their business. He's been the chairman of the Million Dollar Speakers Group and he's hosted the Voices of Experience podcast for the National Speakers Association. He knows people who make their living on standing out.
[00:01:27] Rachel Elsts Downey: So as we're thinking about. How to earn attention in today's distracted world I call David. First of all, what is market eminence in his words, but more importantly, why is it so important for leaders to build market eminence?
[00:01:47] David Newman: Hey Rachel, got your voicemail. Thank you so much. Market eminence is a combination of visibility, credibility, and brand preference; and I think there is so much noise in the marketplace these days. And especially now in the age of AI, there is this content that is generated by robots, reading other robots, commenting on other robots, and the humans are gonna win; but the specific thing that CEOs need to do, it's a three part formula to help them build genuine market eminence so that they raise their visibility and their credibility and their brand preference.
[00:02:26] David Newman: Thing number one is stop sharing how-to content. Start sharing 'how to think'. How to think, what to believe, and where to focus.
[00:02:38] David Newman: Let's break down each of those just for a quick 15 seconds each.
[00:02:43] David Newman: How-to content is gonna be generated by AI, it's gonna be instant, perfect, and free. And when I say perfect, I mean don't worry about math, or dates, or numbers, because AI's still not great at doing those things. But 'how to think', 'how to think' content, how to frame up a problem, how to analyze some nuanced higher level.
[00:03:07] David Newman: Basically, thinking about thinking when it comes to your topic, the problems that you solve, the services, the products that you sell. 'How to think' will build a CEO's market eminence.
[00:03:19] David Newman: Second thing, what to believe and more importantly, what not to believe. So this is about separating the myths from the truths.
[00:03:27] David Newman: This is about being able to call BS on certain practices or policies that are commonplace in your industry, but that are driving your clients and prospects crazy. So be a myth buster. Be someone that upsets the apple cart. Be someone who rocks the boat. Be someone who's contrarian and goes against the grain. That's point number two.
[00:03:51] David Newman: Final point on this is if you as a CEO or founder can help your prospects, help your target market, figure out where they should focus to get ready for what's coming next. How can they see around corners? How can they get ahead of trends? How can they be more prepared than their competitors for what you can see coming in your crystal ball?
[00:04:16] David Newman: So if you do those three things with your podcast, with your content, with your blogs, with your speeches, that is the key to market eminence.
[00:04:27] David Newman: Number one, how to think, number two, what to believe, and number three, where to focus for what's coming next.
[00:04:34] David Newman: Alright, Rachel, gimme a buzz back. See you soon.