Ann Siegle was interviewed by Ilise Benun of The Marketing Mentor and The Marketing Mix Blog about thought leadership. Ann talks about how her speaking engagements with clients center on finding their common problem.
"I think that entrepreneurs are looking for bigger picture. When they look to us for our credibility, they don’t think, “I need a graphic designer,” they think, “I need help with marketing.” Stepping outside and taking a look at a very common problem, and directing something to that problem gets your foot in the door. Then you can sit down and have a conversation with them. Their needs are going to be unique … one client might need a revamp of the stationary system and collateral materials, another might need a digital strategy, another might need a social media management strategy. The nice thing about the speaking engagement is that is speaks to them at a very broad level about something they all have in common."
You can listen to the podcast here: http://www.marketingmixblog.com/2011/06/thought-leadership-find-their-common-problem.html