How to Become a Thought Leader by Writing

by Christina Hooper on March 4, 2020
in General

Humans have a long history of reading and trusting written words. As a child, you learned about the world from books. As an entrepreneur struggling to grow your business, you read even more.

So let me show you how to grow your business by becoming a writer yourself.

How Writing Works to Bring Customers

  1. Writing builds Trust
  2. Trust turns into New Customers
  3. New Customers is how you grow your business
  4. So Writing = New Customers

It’s really almost that simple… almost.

When you read something, you trust the authors to know what they’re talking about. They must have experience because they are writing about it

So likewise, when you write and someone reads it, they inherently trust you as someone that knows what you’re talking about too.

The catch… you do actually have to know what you’re talking about. People, in general, aren’t idiots. They may have attention spans shorter than goldfish, but they will realize if you are rambling on about stuff you know nothing about.

So stick to what you specialize in and you’ll be ok.

Where Do You Write?

Some people choose to go the traditional route. They write and publish books, or write articles for magazines. There’s nothing wrong with this at all.

But there is an easier way. Just add a blog to your website. (or get a Web Ninja to add one for you)

Forget everything you think you know about blogging. While it started off as a way for people to keep digital diaries for others to read, it’s become a powerful business tool.

In fact: Blogs have been rated as the 5th most trusted source for accurate online information. (source)

 See - there’s that trust thing again 😀

Why is it worth making time to write?

Just in case you still weren’t convinced, the proof is in the numbers.

  • B2B marketers that use blogs get 67% more leads than those that do not. (source)
  • Translation: your website gets a LOT more leads if it has a blog.
  • SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (source)
  • Translation: leads that Google you and find your site are significantly more like to turn into customers vs traditional advertising like mailers and print ads
  • Companies who blog receive 97% more links to their website. (source)
  • Translation: by having a blog, a lot more people will link to your site - which is good
  • 70-80% of users ignore paid ads and only focus on organic results. (source)
  • Translation: most people skip over the ads at the top of the search results

So… basically… all that stats and fluff confirm that blogging is a good way to generate new business.

Overcome Your Fears

Hate writing? Think you’re not good at it? Don’t know what to write? Whatever your excuse is, it’s time to move past it.

You might be flashing back to writing essays in school. The good news is that blogging is nothing like that.

Think about what you’ve read so far on this article that I wrote. I’m definitely not sticking to “3 to 5 sentences per paragraph with an introductory and conclusion sentence.”

I’m writing like a human. That’s because people want that. It’s easier to read. It’s more fun to read. And they understand more of it because it’s fun and easy.

Know Your Target

Every article needs to speak to a real person. Not only is it easier to write if you’re talking to a person, but it’s more likely that person you’re imagining will find it and find you.

So think about who your customers are. Picture one of them in your mind, and write to them.

What to Write

Now that you have that person pictured in your mind, think about a question they asked you. Or maybe a question they should have asked you.

If you tend to be in an industry where you clean up messes your competitors make - you know what I’m talking about - then you can also speak to the things they should has asked before hiring them that could have saved them some headaches.

From there, you’re just answering their question and providing the information they need to make an educated decision on their own.

For example…

I’m writing this article to someone that probably already has a website and social pages. You’ve tried posting some things on Facebook and aren’t really getting anywhere with it.

You might be getting some likes and comments, but nothing really seems to be turning into actual business.

You are far enough along in business that you know what the term “thought leader” means and know that it would be a good thing to be one, but you aren’t sure where to start. Which is why this article caught your attention.

See how easy that is! That few minutes worth of extra thought before I sat down to write this article can go a long way towards making sure the right person reads your content.

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Do you want a reliable way to find the right customers for your business?

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