About Me
How can you stand out when there’s so much content competing for your market’s attention?
Well, here’s the good news. Most of the content that’s flooding the market is ignored.
Why?
Because it’s derivative, boring, and far too focused on selling you something.
This isn’t a problem. It’s a massive opportunity, and I’m going to help you take full advantage of it.
My Why
I started the Go-To Expert because too many brilliant businesses and the people who run them aren’t achieving the recognition and success they deserve.
I want to change that. I want to help you attract more clients so that you can do more of the work you love, and transform more people’s lives for the better.
To achieve that, you need to consistently create compelling content and get it in front of the people who need your products and services.
Whether you’re creating content for LinkedIn, Live Seminars, Webinars, or even the media.
I’m going to show you how to identify and utilize the treasure trove of insights you already have in your business to engage and attract ideal prospects.
My Story
For over two decades, I’ve run the personal profile-raising campaigns for the CEOs and senior execs of some of the biggest and fastest-growing businesses in the world.
I’ve also worked with much smaller, more dynamic, and in many ways, more interesting founders, and owners of start-ups and scale-ups.
Looking back to the beginning of my career, my work with big brands was relatively easy. I’d sit down with my clients, identify the topics they wanted to cover, and tease out the hot takes they wanted to share.
I’d then contact the editors of target publications and offer to write an article on the topic. The fact that my clients were market leaders meant getting a yes was pretty straightforward.
The real job was to ensure the issues discussed were relevant and the insights juicy. I got good at it and over the years I’ve written 100s of articles for my clients that have appeared in the media.
However, working for less well-known brands was always much harder. Not having the same brand power, it was tough to entice editors to accept their articles.
It was frustrating. That is until a lightbulb moment changed my thinking forever.
My Eureka Moment
It occurred to me, just because my clients weren’t from big brands didn’t mean their views weren’t of value.
Quite the opposite. As passionate proprietors of disruptive businesses, their insights were often more incisive.
When devising their approach, they’d thought about what was working (and, more importantly, not working) in their industry and had developed propositions that created efficiencies, boosted momentum, and delivered outstanding results.
My Most Important Discovery
It dawned on me the job was the same, no matter how big the brand was. To succeed, I needed to identify the valuable insights they’d accumulated and package them up to make them compelling.
The process worked like a dream, and soon I was helping companies of all sizes punch well above their weight and achieve media coverage that matched and, often surpassed that of their much larger competition.
It also became clear that this content was just as effective when used in newsletters and blogs, on social media, and as the basis for live seminars and webinars.
Become the Go-To Expert
My experience has proven time and time again that most businesses are sitting on a mountain of ideas and insights that go criminally underutilized.
I’m going to show you how to identify the valuable things you know, and use this knowledge to create content-driven campaigns that your target market can’t ignore.