From the course: Consulting Foundations: Building Your Brand
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When to charge for thought leadership
From the course: Consulting Foundations: Building Your Brand
When to charge for thought leadership
- I never expected to make a penny from my book, The Membership Economy. It was going to be my one pound business card, a way to quickly and powerfully convey my brand to prospective clients. So I treated my book like it was just another piece of content marketing, a very big piece of content marketing but definitely not a product I hoped to make money from. Turns out that my book has sold pretty well. It's been translated into four languages and actually made a profit. So the question is, is this a product or a marketing activity? There will be times in your brand building when you will be paid for something you're doing primarily for marketing, like giving a speech or teaching a class. That's great, and can make it more affordable for you to invest in those channels. Conversely, there will be times when someone will try to convince you to do things because they say it's good marketing for you. I've been asked to fly around the world on my own dime to speak to a regional association…
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