Last week I reported how JG said Google was hurting his business, because it enables prospects to easily locate vendors who are 1/20th as qualified as him.
The solution is to elevate your status in your field so that people don’t search for you generically (e.g., “direct response copywriter”) but for you specifically (“Bob Bly”).
Here are just a few ways to stand head and shoulders above your competition so plenty of people hire you without you competing against low-priced competitors prospects find online:
This one takes time, but the longer you are a practitioner of your craft, the more your name gets around.
After decades you reach a point where a huge group of people know who you are and call you directly without doing a Google search to find other vendors because they want you specifically.
2. Get famous on social media.
This is a tactic I have shied away from for two reasons. First, it bores me. Second, it’s time-consuming.
But there are multiple social media channels you can use to spread the word about you, from established oldies like Facebook, LinkedIn, and Twitter to upstarts like Pinterest, Periscope, and Blab.
3. Become an online TV star.
Create a series of educational or amusing videos and post them on YouTube.
I have a small YouTube channel and it hasn’t done much for me. But others, to use an expression I dislike, are crushing it.
You can also have your own “TV” show online with ‘live’ streaming platforms like Blab and Periscope.
4. Write a popular blog.
Start a blog. If you are lucky or smart, you can get a lot of subscribers, which makes you a rising star in your niche. Robert Scoble built his reputation with a blog, I believe. Blogs also boost your ranking in Google.
5. Write articles.
Writing articles for the top trade publication in your industry can help establish you as an expert in your field and also generate inquiries.
You’ll get less fame and prestige writing articles online, but more leads from articles on the web or in e-zines.
6. Speak and grow rich.
Get on the roster as a speaker at conferences and meetings attended by your target market.
If there are multiple vendors at the meeting all trying to hawk their services, when you are the speaker 98% of the attendees’ attention is focused on you. You are seen as the expert; your competitors are viewed as pesky vendors.
7. Write a book.
I have become well known in my niche of copywriting and direct marketing by writing multiple books on those topics.
For maximum credibility and prestige, have your books published by mainstream publishers. Self-published paperbound and Kindle e-books are far less credible. (Yes, I know many disagree with me here.)
Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.