Holistic Reputation Management

Holistic Reputation Management
Naturally attract better business and retain your best clients

with an authentic presence online & off
By Steven W. Giovinco
Recover Reputation Press

Copyright © 2022 Steven W. Giovinco.
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any
form or by any means, including photocopying, recording, or other electronic or mechanical methods,
without the prior written permission of the publisher, except in the case of brief quotations embodied in
critical reviews and certain other noncommercial uses permitted by copyright law. For permission
requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
ISBN: 979-8-218-00387-6 (e-book)
Any references to historical events, real people, or real places are used fictitiously. Names,
characters, and places are products of the author’s imagination.
Front cover image by Steven W. Giovinco.

Book cover design by Tom Koken.
Copyediting by Christine G. Adamo.
Printed by Recover Reputation Press, in the United States of America.
First printing edition 2022.
Recover Reputation Press

166 Second Avenue, Suite 11H
New York, NY 10003
www.recoverreputation.com
ABOUT THE AUTHOR
Steven W. Giovinco has thirty years of business and technology experience. With Master’s degrees
from Yale University and New York University’s Interactive Telecommunications Program (ITP),
Steven has direct experience in finance, law, media, and the arts.
He is the founder of Recover Reputation, a boutique online reputation management firm in New York.
He started the business because of the need to build his own online presence and saw the value in
being of service to others by repairing their online reputation.
Previously, he ran his own social media and SEO business working with small businesses in the
creative and marketing fields (photography, fashion/beauty, etc.). Earlier, Giovinco ran Lifetime
Television’s internal communication site and other applications, connecting over 500 users across the
country. At the financial firm Lehman Brothers, Steven was a consultant who redesigned their sites to
be more user-friendly for the 10,000 employees. Working at Citibank, Thompson Financial, NatWest
Bank, Ernst and Young, Giovinco gained extensive financial and law-related experience.
He is honored to be Interviewed by the New York Times, Tribune Media/WGN,

Martindale/Lawyers.com and gave numerous talks on online reputation management.
TABLE of CONTENTS
INTRODUCTION
PART I: REPAIR YOUR REPUTATION ONLINE
CH. 1 Aim for consistent reputation building.
CH. 2 Win over prospects by first establishing trust.
CH. 3 Engage your clientele further through research.
CH. 4 Deploy a Search Engine Optimization strategy.
CH. 5 Leverage positivity to gain clients on social media.
CH. 6 Blog like crazy, making sure to optimize everything.
CH. 7 Make friends, help others and improve your reputation.
CH. 8 Ask for referrals rather than sit back and wait for them.
CH. 9 Keep them happy: Overdeliver for your best clients!
PART II: REPAIR YOUR REPUTATION OFFLINE
CH. 10 Go where your ideal clients are.
CH. 11 Partner with like-minded professionals.
CH. 12 Maintain email contact with prospects and clients.
CH. 13 Put your expertise on display through speaking.
CH. 14 Publicize your successes in print and online.
CH. 15 Educate others about what you do.
CH. 16 Resist thinking that print is dead.
CH. 17 Build a resource for big fish.
IN CLOSING: ETHICS OF REPUTATION MANAGEMENT

Holistic Reputation Management: Naturally attract better business and retain your best clients with an authentic presence online & off
INTRODUCTION
“In September 2021, online search engine BING accounted for nearly 7% of
the global search market, while market leader GOOGLE had a market share
of 86.64%. Meanwhile, YAHOO’s market share was 2.75% during that
period.”
Statista.com (December 2021)
The first thing most prospects (and most people, in fact) are likely to do is “google” you, a practice
so common that it’s now considered a verb. Because of this, establishing and maintaining a
positive presence—both online and offline—is vital. This e-book is your guide to getting both steps
right in a variety of settings. In it, you’ll learn how to:
● Use reputation management tactics to convert prospective clients into paying ones.
● Craft a web presence that conveys trust/expertise to attract better business
naturally.
● Develop a strategy to continually highlight your expertise across platforms and
media.
● Suppress “negative links” off the first pages of, in particular, Google searches (i.e.,
any tied to competitors, content posted by a disgruntled employee, unfounded
complaints).
If based solely on the percentages cited above by Statista, appearing prominently in Google
search results translates into better business partnerships for you. And isn’t that what we all
want? Holistic Reputation Management: Naturally attract better business and retain your best
clients with an authentic presence online & off … walks independently-operating professionals
and entire businesses through the process of landing great clients by leveraging their already
great reputations with no shortcuts or fake reviews involved.
What you’ll learn are targeted solutions based on real-world experiences. While boosting or even
repairing your reputation takes effort, it’s the most important thing you can do to gain and retain a
loyal following. The stronger your web presence, the more appealing doing business with YOU is
for potential customers. This then positions you to convert casually-browsing prospects into
paying clients who are consistently eager to hear what you have to say.
Of special note, the information presented here is not an academic exercise. Rather, it’s based on
my life’s work—a career that spans 30 years and combines lessons learned in the tech, law,
finance, arts and online reputation management sectors. That’s three decades of real-world
application meets personal observations. This book is my way of distilling what I’ve learned so you
benefit from it, too.
Having worked in each of the aforementioned disciplines, I’ve developed a keen understanding of
the various issues which confront everyone from administrators of educational and nonprofit
institutions to individual owners of privately-held businesses. If you’re among them, you can’t
afford to not take the impact felt by your online and offline reputations seriously.
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Q&A
Is this material useful to me?
This e-book is best suited to professionals and businesses with a need to improve, build or
boost their online reputations. Those who may experience the most benefits are: owners
and leaders of enterprises large and small (i.e., CEOs, executives), sole proprietors and
other entrepreneurial types. Others still will find the information invaluable to them. This
e-book is a helpful resource, too, for anyone who’s in the process of hiring a reputation
management firm.
How is this book organized?
I begin by laying out why a positive online reputation is essential. I then share
straightforward steps to building one, explaining exactly how to do that. I’ve also made
sure to include a brief rationale for anything I mention as being strictly necessary. Lastly, I
identify actionable steps nearly any professional can take given the right amount of time
and motivation. Sections are intended to be read sequentially, though each chapter is
written as a standalone.
What will I learn and do with that knowledge?
In the first nine chapters, you’ll learn to build and repair your reputation online. In the next
eight chapters, you’ll learn to build and repair your reputation offline. Each chapter is brief
and to the point, outlined in numerous subsections you can revisit any time you need a
refresher. Apply what you learn in sequence or consult a specific section for advice of
immediate interest to you. Either way, intentional overlap or repetition between chapters
reinforces key concepts.
Can I repair my reputation myself?
Depending on your level of interest in doing the work firsthand, some tasks can be
completed by you. Offline tasks especially may be easiest or best to undertake yourself. A
few of the more technical, online tasks may require professional assistance. My advice?
Do what you can. At the same time, recognize where you can save time and effort by
outsourcing a bit of the work to either a technical support team within your organization or
to someone like me—an experienced, full-time reputation management specialist.
Technology and related trends are forever shifting. This can make tracking them difficult if not
impossible. Keep your focus on generating high quality work (since unique content endures) and
you’ll be on your way to establishing and maintaining the best reputation anywhere.
Here’s to your success!
Steven
Steven W. Giovinco, Founder & Principal

Recover Reputation dba SW Giovinco Consulting LLC
166 Second Avenue | New York, NY 10003 | 347-421-7598
https://www.RecoverReputation.com | Steve@RecoverReputation.com
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Page 3
PART I:
REPAIRING YOUR REPUTATION
ONLINE
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CH. 1
Aim for consistent reputation building.
Want to gain and retain clients? Build an excellent online reputation!
Gaining new business is rarely easy, especially when you’re just starting out. However, having a
robust online presence can help substantially. That’s because a positive online reputation attracts
clients naturally. Google search results filled with positive links draw in prospective buyers. People
aren’t just concerned about credibility either. They seek answers when they search online for
information tied to you and your business. In particular, they want to know: Can I trust them?
If they then notice that articles, blog posts, interviews, social media profiles and videos linked back
to you fill the first page of their search results, they’re more likely to hire you over a competitor.
This is why online reputation management has to be a priority. If minimal or scant results appear
in return, potential clients may wonder whether you and/or your business are inactive, uncaring or
negligent when it comes to maintaining both a web presence and close business connections.
Worse still? If their search results yield negative links or poor reviews, that potential client will
swiftly move on and find someone else to help them. In all cases, the best “in person”
recommendations a prospect may have received—perhaps from a friend or a colleague of
yours—become immaterial. The reason is simple, though it may not seem obvious: The essence
of any good working relationship (and, therefore, online reputation) is trust. In the end: Can they
trust you?
When it comes to any online reputation, the bad always outweighs the good. You can fix “the bad”
and get others to fixate more on “the good” by constantly and consistently building a better
reputation online. This is Step One. It helps by addressing a series of questions potential clients
typically ask themselves when they’re entering business partnerships. Admittedly, these are
questions I ask myself when I’m approaching a new venture. I encourage you to do the same:
● Are these people trustworthy?

● Who else have they worked with?
● Do they offer a guarantee of any sort?
● Have they been in business for very long?
● Where do I find examples of their successes?
● Can they solve my problems and will I see results?
● Is what they offer a good value or will they overcharge me?
● Do they understand my issue well enough to give me sound advice?
Your online reputation needs to address and answer each of these questions thoroughly.
What Is Online Reputation Management?

Let’s start by exploring what online reputation management is and why it’s important. Everything
that appears in Google and similar search engine or inquiry platform results (i.e, blogs, articles,
videos, reviews) works together to comprise your web reputation. Since this is what online
consumers see first, it’s crucial to get this right. Keep in mind that, as was cited in this book’s
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introduction, Statista research from Fall 2021 showed that Google alone holds 86.64% of the
global search-market share.
Reputation management also involves tracking your social media posts or activity and tangential
but related areas such as search engine optimization (SEO), various forms of media and print
products. As you can see, this encompasses much more than simply customer reviews. Trust is a
key concept here. A well-crafted online presence needs to convey a tone which helps confirm that
you’re the right person to work with. It needs to reassure others that:
● You’re friendly.
● You’re professional.
● -&- You’re experienced.
On the whole? It needs to convince them that you’re trustworthy. Compelling online content is
what substantiates confidence. Everything attributed or attributable to you—from articles and
presentations to white papers and videos (not to mention your business website)—needs to drive
this point home.
Building Your Online Reputation

First, narrow your focus. The work you do here should always be focused on what the potential
client wants. It must reflect that you’re the definitive and dependable source who’s capable of
solving their problems. When customers see that you’ve established a positive web presence,
they feel more comfortable choosing to work with you over a competitor.
Second, pace yourself. When constructing a web reputation, start small by implementing just one
reputation building tactic at a time. I’ve outlined a number of “fixes” for you, some involving
detailed steps and/or integration with other tactics. Don’t take on too much or you’ll feel
overwhelmed, which may tempt you to drop the whole effort. Instead, start with one step and
master it before moving on.
Third, be choosy. Evaluate the reputation-related actions which follow based on what you think will
work best for your business. In addition, prioritize them according to what would appeal most to
your prospective clients. Appraise the amount of time, money and effort each one may require.
Don’t launch a second approach until you have systems in place to manage the first one in its
entirety.
Finally, simply do your best. You’ve narrowed your focus, learned to pace yourself and selected a
strategy. As you begin taking action, do your best to stay on track. If not, doing several things
poorly can lead to lost prospects and subsequently degrade your web presence.
Ready? Let’s Get Started!
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Building an online reputation takes ____. You guessed it: time.
When consulting with clients about building or repairing their own reputations, I sometimes hear: “I
tried that already. And, well, it didn’t work.” As I’ve dug deeper, I’ve often learned that they only
tried a single approach and quickly gave up because they didn’t see immediate results. In reality,
filling the first page of Google search results with positive entries is a long-term process.
Although some steps may yield results nearly immediately (by that I mean within weeks), a
properly built robust reputation can take six months or a year take root and flourish. Note, too, that
ongoing maintenance should and must continue across the life of your business. Rather than give
up, push forward and develop your web presence incrementally.
What follows are key points to be aware of when doing that.
Referrals & reputation management
Business referrals come from various sources. For example, there’s the hearty personal
endorsement given by a friend/family member or the strong recommendation made by a
business partner. A convincing ad, email introduction or cold call may also do the trick.
Then there are people you meet at networking events who either go on to sing your
praises or hire you themselves. Even an initial Google search qualifies. In each situation,
the next step is for a prospective client to verify your talents. The majority of prospects do
this via online review of your reputation, using Google search results to assess and
confirm your capabilities.
Poor quality online reputations
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A poorly defined online reputation is universally viewed as untrustworthy, prompting

potential customers to move on. An online reputation with limited or no search results at all
is also highly problematic. Essentially, your business is invisible. Almost as bad as
negative reviews, when only a few links appear in Google results, prospective clients can’t
help but ask themselves:
● “Do they even care?”

● “Are they still in business?”
● “Are they simply unprofessional?”
● “Is this really who I want to work with?”
Negative search results
More severe is if a damaging issue related to you or your business appears on the first few
pages of search engine (i.e., Google) results. Such issues can easily be incited by
competitors or other sorts of online trolls. I’m talking here about former business partners,
disgruntled employees and unhappy buyers who choose to track your activity and write
negative posts.
Even if what appears about you online isn’t genuinely condemning or appears to be clearly
manufactured somehow, new and existing clients will quickly look for the exit without
bothering to investigate the problem further. In order to gain and retain quality clients, do
what it takes to both establish and maintain an accomplished online reputation.
Reputation building strategy
Before building a reputation, develop a carefully considered strategy tailored around: who
you want to work with, where you’re most likely to reach them and how easy it will be to
connect with them. Continually tweak your strategy based on how successfully you
achieve all three. Still, the best approach is to post original content, share meaningful
information and be helpful.
To formulate your strategy, start by asking essential but crucial questions:
● Who am I trying to connect with?

● How can I best build trust with them?
● What sort of content appeals to them?
● How and when will I share that content?
Even if your business is well established, each reputation strategy you use needs to be
customized for the ideal target client. As a result, no two solutions will be alike. Other
significant considerations include your target prospect’s industry, geographic location,
company size, specific challenges and business goals.
Keys to devising a mutually beneficial strategy are: creativity, as in remaining flexible and
nimble in your approach; frequently sharing valuable insights on both your website and
social media platforms (i.e., Twitter posts, Facebook posts); and, being willing to adjust or
pivot on a regular basis (i.e., weekly, monthly) in response to prior outcomes.
The reputation building strategy of a financial advisor will differ substantially from that of a
recent graduate or young professional building a first web presence. Equally different are
the needs of an entrepreneur funded by initial investments, the CEO of an established
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corporation, a Brazilian biomass energy firm and an international divorce lawyer who’s
based in Paris.
The wrong strategy may mean failure. As needed, seek the help of a professional.
Take Strategic Steps Forward

There are a number of things you’ll want to be aware of and do next. This section takes you from
goal setting to closing the deal and successfully filling contracts—while explaining how to leverage
those successes to strengthen your reputation further and then land projects of similarly high
quality.
Clear & strategic vision
After your reputation building strategy is set, you’ll want to establish a few specific
reputation goals. As you do this, your aim will be to clearly define future milestones and
measurable outcomes associated with your online presence and performance. Each
intention you set for yourself is likely to require at least a slightly different approach to
achieve. Examples include:
● I will work with targeted, niche clients.

● I will generate leads and close deals quickly.
● I will fill first-page Google results with positive links.
● I will repair a damaged web presence by suppressing negative results.
● I will convey trust and experience online to convert prospects more quickly.
Once you have a clear and strategic vision mapped out, define exactly how each
component will be achieved by you taking measurable, time-bound and specific actions. In
keeping with what we outlined above, that could look like:
● 10 targeted, niche clients w/in 3 mos.

● 10 new leads/deals closed w/in 3 mos.
● Fill first page with positives w/in 6 mos.
● Suppress all negative results w/in 6 mos.
● 10 prospects converted monthly w/in 6 mos.
What does completing this step mean for your reputation? Identifying vital objectives
keeps the process on track. More importantly, it prevents further tarnishing of your online
reputation if clients currently misunderstand your web presence. Part of carrying out your
strategy and realizing your vision includes systematically generating content on
appropriate platforms as discussed elsewhere in this book.
For now, know that being active and engaging helps build your web profile. In turn, this
attracts prospects who view you as a trusted professional they can rely on to solve their
problems. LinkedIn, Twitter and Instagram are great places to post informative articles,
videos and links to content produced by you as well as by other experts who’ve proven
their value.
Your online voice or web persona
In order to stand out, it’s crucial to clearly define and stay true to your own online voice or
web persona. Your online reputation should be a reflection of your real identity, so be who
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you are but do so in ways which are most likely to appeal to your ideal client. Are you/they
easygoing or strikingly opinionated? Do you/they favor academic discussions or a casually
breezy style? Can you/they be snarky or sarcastic at times? It’s often best to emphasize
one such trait.
Your prospects’ readiness
Before you do anything else, seek to understand where a given prospective client is in
their decision-making process. Are they just starting to gather information by doing initial
research? Have they moved on to comparison shopping? Or are they at the buying stage
already? Whatever the case, what can you do to make them eager to work with you
specifically?
First, know that each step of their journey is tied to a related step you’ll wind up taking in
the reputation-management process. Second, get clear about where they’re at in the
business cycle. This step is paramount, as it ensures that any actions you take or
decisions you make now are in sync with their immediate needs. Third, aim for the ideal
business cycle per below.
Decision flow & associated milestones:
● A prospect identifies a problem and begins seeking solutions.

● They discover you online or via third-party recommendation.
● They explain their situation and the damage it causes them.
● You present clear solutions, conveying your ability to help.
● You build trust by passing on case studies, videos, etc.
● You negotiate, close the deal and then get working.
● You deliver successful solutions as agreed upon.
● You follow up, making sure they are satisfied.
● You request recommendations and reviews.
● You share this success on social media.
● You develop a new, related case study.
● You keep in touch: Share articles, etc.
The entire time, you’re being your most friendly and helpful.
Action Steps Involving Content

I’ve mentioned case studies, white papers, videos and more a few times now. All of this falls into
the category of “content creation” and information sharing. Great content draws in great
prospects, which is why we’ll focus on that. For its part, sharing information helps you convert
prospects into clients. If I said it’s entirely possible to craft an exceptional reputation by
assembling superior content, you’d think: “That seems straightforward.” However, this is
challenging to do in ways which meaningfully engage your specific target audience.
When choosing and implementing a content strategy, focus on:
● WHAT content you create

● WHEN you’ll share it -&-
● WHO you’ll share it with
In addition, be keenly aware that:
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● Knowing WHAT matters to prospects and delivering solutions is fundamental.

● Knowing WHEN to share it depends on the platform and other factors.
● Knowing WHO to share it with saves time and other resources.
Let’s unpack all three before moving on to discuss your options for creating and sharing content.
WHAT?
Meaningful written and visual posts are powerful tools for staying “top-of-mind.” If you’re just
opening up conversation with a prospect, send them relevant posts or white papers to forge trust
and establish rapport. If you’re already negotiating a deal together, point them to relevant case
studies or return-on-investment (ROI) data. If you worked with someone previously but think
they’d benefit from additional services you offer, reach out with new information. Suppose they
hire someone else or say, “Not now.” Continue to occasionally float things by them, since you
never know when their situation may change!
WHEN?
A number of social media sites have optimal posting times: business hours, weekends, evenings,
etc. If you’re looking to tweet about or link to a timely new blog article on Twitter, it’s best to do so
during the business day (9 a.m. to 5 p.m.). When posting to LinkedIn, aim for early morning (7 to 9
a.m.) or the end of a typical workday (3 to 5 p.m.). On Facebook, shoot for later in the day (7 to 9
p.m.). On Pinterest, focus your efforts around hobbyist hours (nights and weekends). Refer to the
business cycle model above, too, since stage in the buying process affects when and where
people search online.
WHO?
It could be that you’re online looking to identify prospective clients. Another time, you may be
reaching out to people who’ve shown an interest in your work previously. When it comes to prior
or existing clients, you may be looking to pitch a new offering of distinct value to them—or to ask if
they’re willing to refer prospects with similar needs and demeanors. Who your content speaks to
should always be someone you’re eager to work with, even if it’s a fellow professional you can
swap referrals with.
Knowing WHAT, WHEN and WHO: It’s time to get acquainted with best practices related to
content creation and circulation, since they’ll impact your ability to engage with prospects and
clients online.
Build trust via exceptional content.
We’re all told to create “unique” content. I suggest going further, creating content that’s
both unique and exceptional. Leverage your professional experience to write, post and
share bona fide insights you reasonably expect may resolve a few prospective client
problems. Before posting, check to ensure high quality since quality conveys credibility,
integrity and proficiency.
People for whom these entries appear in search results will be naturally drawn to working
with you and are more likely to become paying customers. One last tip? As you create
online content, don’t be afraid to “give away” a bit of information. Generosity signals that
you’re comfortable being helpful and that you’re eager to address prospects’ concerns.
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Expand your notion of content sources.
Create content by drawing from a variety of sources. Primary content should be authored
by you but then supplemented by carefully curated text, images and video which illustrate
your topic. Research these items thoroughly to ensure that they resonate with and address
what matters most to your clients while amplifying your online voice or web persona.
Other sources of content include: prior, related social media posts; Google Alerts
addressing real-time industry trends; expert third-party insights; associated magazine
articles, etc. If time is limited, post a list of critical bullet points, highlights or takeaways. Or
hire a seasoned writer who can “channel” your voice and do some of the writing—if not
part of the research—for you.
Get and remain consistently active online.
Show up online constantly, clearly and consistently. Always deliver value while striving to
connect in meaningful ways, generating a constant flow of rich content that takes a variety
of forms and proves that you’re accessible to both prospects and clients. Do each of the
following as frequently as possible (i.e., once daily, once weekly) and always with
consistency:
● Be open, friendly and helpful.

● Post exceptional quality blog articles.
● Post valuable comments on various platforms.
● Promote content written by others (i.e., guest blogs).
● Engage prospects by sharing, commenting, retweeting, etc.
● Join and participate in consumer groups relevant to your offerings.
● -&- Join and participate in networking groups relevant to your offerings.
Share different content at different stages.
Offer the appropriate content at the right time, being mindful of time of day and where a
client is at in the business process. During an initial consultation, listen attentively and then
point the prospect to previous blog articles or white papers on their topic of concern. If new
questions arise, pass along a detailed case study that proves you’re a trusted source and
the one to hire.
As you get to know each other and begin working together, be transparent and forthright
when addressing client concerns. Not paying attention can damage your online reputation,
especially if client complaints are aired on social media. Once the project is complete,
continue to stay in touch. Successful interactions with a satisfied client can yield high-value
recommendations.
Send the occasional email, asking how the client is doing. Share links to articles they
might enjoy or to your most recent blog posts, asking if you can help in other ways. Update
your case study files based on your recent success together, getting their okay to post and
tag them in a new one that showcases your expertise and reinforces your reputation as an
adept specialist.
Rather than rush to sell, share to build trust.
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Listen intently to prospects. Concentrate on what they have to say rather than jump to
present your plan and perceived solution. Pausing to hear their concerns signals that
you’re interested in and capable of comprehending their issues. Also demonstrate that
you’re poised to help by, for example, sharing a pertinent blog article you wrote which
outlines a solution you found for a similar client. Instill trust and they’ll request your
services without you having to push for a sale.
Refine your content strategy over time.
Be nimble and willing to pivot, recognizing that reputation management is more alchemy
than a mathematical formula. Google never divulges the “secret sauce” used for its page
ranking strategy, so it’s essential to: Monitor, review and tweak your content
strategy—constantly. Google itself is a wild card in the reputation process, continually
tinkering with its algorithms and making major, unannounced updates roughly every six
months.
In other words, a content strategy that worked well for you three months ago may not work
as well three months from now. What worked a year ago is even less likely to work a year
from now. Since online reputation management is always a moving target, the only
constant you can rely on is to consistently generate and post unique content of value to
prospects or clients.
Streamline your acquisition process.
Even in low-overhead sectors, acquiring clients can be surprisingly expensive. In addition,

too many businesses operate in the dark when it comes to knowing their essential metrics
for time and expense required to gain new clients. In order to attract quality clients
efficiently, you must identify: what works, what doesn’t and, most significantly, what it’ll cost
you.
Don’t let the cost of pipeline building run too high. Similarly, don’t invest time in strategies
which offer too little in return. Both practices are unsustainable, making it crucial that you
know what’s essential to acquiring projects. Streamline your acquisition process by
determining who your prospects are, what their major pain points are and where they’re
searching for solutions.
Send a clear message across platforms.
Focus a portion of your marketing efforts solely on reputation management. Launch an

initiative to update all components of your web presence—in particular, your website and
social media profiles—until they fit like puzzle pieces which clearly illustrate why you’re
“the most qualified” professional. Demonstrate a willingness to help by including a call to
action on each platform, ex.: Schedule a consult! When a prospect does, tailor your reply
to their needs.
CH. 1 Activity
Build your reputation—and your client base!
Use “real-world” reputation management strategies to attract clients.
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What follows is a list of web-based actions you can begin taking monthly, weekly and daily. These
tasks, tips and platforms were selected for their ease and value when it comes to building or
repairing a web presence. Each one has proven effective at enhancing my own clients’ online
reputations while helping to expand their prospect lists.
As you decide which actions to take, focus on doing what you genuinely love. Let go of any tasks
you don’t enjoy, improving your chances of excelling at those you do. Online activity increases
prospects’ respect for you by showing that you aren’t satisfied with the status quo, are eager to
stay ahead of trends and strive for continual improvement. Being driven also impresses clients,
increasing retention.
Monthly Action Steps
Although many online platforms and links can show up quickly in Google searches,
building a solid online reputation often takes six months or more. The following, general
overview lays out reputation-based action steps which are necessary to help you connect
with prospects:
● Month 1 – Use what you learned about your “ideal client” to plan an effective
custom content strategy. Create a list of topics specific to your expertise which are
likely to prompt sharing and commenting on social media. This is what you’ll then
write about.
● Month 2 – Focus on establishing a presence on critical platforms. Create or update

profiles on any platforms your ideal client uses regularly (i.e., Facebook, LinkedIn,
Pinterest, Twitter, TikTok). Start writing, developing potential posts and blog
articles.
● Month 3 – Begin sharing unique, compelling content written or recorded by you.

Post to social media, your website and third-party sites (i.e., Medium, YouTube).
Tag and/or engage with identified influencers. Continue to generate new posts,
articles, etc.
● Months 4, 5 & 6 – Repeat the above steps in sequence. Create a new list of topics
to discuss which are appropriate to your target audience. Write or record new
entries. Share them online, connecting with others as you do.
Consider taking “Before” and “After” screenshots of Google search results tied to your
name, business name, social media handles and URL. Doing so makes it easier to assess
whether actions you took successfully improved your online rankings and reputation. If not,
modify your approach. Write about other topics or have prospects suggest topics. Capture
“Before” and “After” screenshots of your social media profile data, too: # of followers,
follower locations, etc.
Weekly Action Steps
Drilling down, commit to engaging others in AT LEAST one of the following ways every few
days—but no less than once per week. Prioritize site or platform use based on your
business type and client/prospect behavior. While a financial advisor may have better luck
on LinkedIn or Crunchbase, posts by a graphic designer may gain greater traction on
visual platforms like Instagram or Pinterest. Select a niche (listed here alphabetically) and
action steps accordingly.
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B2B/B2C Networking: Like data or presentations, share content, follow others, post
reviews
● Alignable
● Crunchbase
● Google My Business
● Skillshare
● SlideShare
● Yelp
Community Networking: Search by topic, create a profile, comment, post, network
● Academia
● Audible
● Flickr
● Google Books
● MyHeritage
● Various alma mater/alumni websites
Publishing Platforms: Search for timely insights, like or share articles, follow authors,
comment
● HuffPost
● Medium
● Patch
● Scribd
● Various news outlets
Social Networking: Post content, tweet, like, follow, upload images, create a “board” or
profile
● Facebook
● Instagram
● Pinterest
● Snapchat
● Twitter
User-Generated Content: Search by topic, comment, share insight, suggest edits, follow
others
● Quora
● Reddit
● Tumblr
● Wikipedia
Visual & Other Media: Upload images/video, create a channel or list, follow projects,
comment
● Behance
● SoundCloud
● TikTok
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● Vimeo
● YouTube
Daily Action Steps
As you continue to hone your writing skills and craft exceptional content, make it a point to
do each of the following activities daily. These steps will help you build and maintain a
robust presence on today’s Top 3 social media networking sites: Facebook, LinkedIn and
Twitter.
Daily action steps: Facebook
● Follow several key influencers/groups.

● Share a few highly relevant posts.
● Like several articles and posts.
Daily action steps: LinkedIn
● Send connect requests to vital influencers.

● Share and like highly relevant posts.
● Comment on several posts.
Daily action steps: Twitter
● Follow or like several key influencers/groups.

● Tweet about critical topics of the day.
● Share at least one follower’s tweet.
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CH. 2
Win over prospects by first establishing trust.
Before tackling online reputation, know precisely who you plan to reach.
Ideally, who do you hope will appreciate—and respond to—your online presence? The key here is
to focus on prospective client needs. You’ll do that, in part, by reflecting back on interactions with
former or existing clients. Who among them would you identify as your best possible (aka ideal)
clients and what do they have in common? A clear understanding lets you establish a presence
that resonates.
The first step in winning over prospects is to establish trust by proving that you know who they are
and what they want or need most from you. The second step is to build a reputation that lets you
plug into that highly desirable, ideal client pool. Both require that you truly understand who that is,
honing your ability to speak their language and generate relatable content while acknowledging
their pain points.
What keeps this person up at night? Answer this question and you’re on your way! What’s shared
in this chapter sets you on a path to using effective trust-building and content strategies to more
quickly connect with your best possible clients. When they conduct a Google search in connection
with an issue or a problem, we want your blog articles, social media posts, images and videos to
appear first.
If they do, you’ll be perceived as a trusted source whom they simply must hire.
Establish Trust
Our two-pronged approach begins with five distinct lessons in building trust. While much of what
you learn will be applied online, I’ve also included tips and advice for interacting with prospects in
person.
Listen to what they say.
Whatever point in the buying cycle they’re at, listen carefully and be of service.
Consistently deliver remedies based on individual needs. Avoid automatically pushing a
specific service or solution. Focus entirely on what a prospect or client says they want from
you. If not, you’ll chip away at any trust they’ve instilled to date and could find yourself with
a dissatisfied customer.
In turn, this can severely damage a carefully curated online reputation and cost you
potential referrals down the road. A client-centered focus may be new to you or require a
slight pivot, but it’s necessary to assembling an authentic web presence that
attracts—versus repels—ideal customers. If you simply can’t provide what a prospect
wants, it’s not a good match: Move on.
Once you’re clear about who you want to work with and what they expect from you, turn
your attention to generating content that appeals to them and others like them. Suppose
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you write and post an article or a case study on a specific topic of interest which then
appears at the top of Google search engine results. You now have a massive advantage
over competitors!
Top ranking suggests that you’re trustworthy and effective at solving problems. Ultimately,
both traits help convert prospects into paying customers. Increase others’ trust and belief
in you online by making sure to: Listen closely to what they have to say, offer targeted
solutions with real-world applications and provide tips/advice which don’t require them to
purchase anything.
In other words? Set aside “selling” for another time. Sophisticated buyers can sense when
they’re being sold a pitch. This move makes them feel uneasy and disinterested. Instead,
focus time and effort on offering actionable answers to their specific questions. When
posting “no strings attached” info online, include: related tips, news articles and
supplemental data.
You don’t have to go overboard for your message to resonate. Simply begin by listening.
Continue to build trust online.
Anyone searching online is hoping to discover exactly what they’re looking for. The more
you speak their language while conveying tones of empathy and understanding, the easier
it’ll be for them to discover: YOU. When they do, they should view you as the ultimate,
trusted, savvy authority in your area of expertise. If so, they’ll favor your services over
someone else’s.
Continue to build trust online by sharing worthwhile content and you’ll find it easier to land
great clients/contracts. Listen, pay attention and show keen understanding for others’
needs. Before posting, lend credibility to your writing by researching your topic. Convey
integrity, ethics and due diligence by citing third-party sources. Be sincere but friendly as
you interact.
Developing trust also requires that, as much as possible, you emphasize any overlap in
your business values and your prospects’ values. Any who rank “integrity” high on their
lists can be great to work with, as they’re also apt to behave ethically. Absent personal
recommendations or in conjunction with them, trust turns discerning prospects into
dedicated clients.
Why? A recommendation is an act of trust.
Ooze confidence but check your ego.
First impressions matter. Forging trust right from the start hinges on this principle. It’s vital
that you continually show confidence in your abilities and knowledge in your chosen
subject area. As you do, keep your ego in check. It’s less important to be “right” than it is to
acknowledge a client’s actual problem and cite various ways you might solve it by working
together. Even if a successful Google search is what brought you together, give that client
ample reason—across all subsequent interactions—to remain confident in their decision to
partner with you.
Be sure to customize your approach.
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No one “blanket” message will ever appeal to all potential clients. Be mindful of this as you
search social media, other platforms or marketing databases for prospects who’d benefit
from your business offerings. When you do reach out, personalize your approach. Rather
than stick fast to a template, craft a message that takes into account the individual’s:
industry, title, online voice, etc. The same goes for links or attachments. A brief intro
followed by technical specs may appeal to an analytical prospect, whereas a warm
opening and bullet list may do more to connect with an empath. Engender trust with a
custom pitch that’s thoughtful and of true value.
Carefully launch that initial contact.
A quality first contact sets the tone for a trusting business partnership.
We’ve all received superficial messages, right? They’re the kind that either fail to address
or gloss over our primary concerns. Knowing this, do the opposite. Make time to answer
questions, link to helpful resources and provide truthful answers, even if to say: “Gee,
that’s a good question!” Then quickly investigate and get back to the prospect with a
definitive reply.
If your first contact is a phone call, listen intently before summarizing the issue as you
heard it and requesting confirmation. Only then should you offer an overview of your
proposed solution. The same goes for engaging with a prospect in person, though sitting
face to face offers you a distinct vantage point. Pay attention to body language: yours and
theirs.
Once you’re both settled in comfortably and your conversation partner has spoken,
educate them about what it is you do and why your approach to their problem is superior.
Generally, I do this by sharing “before” and “after” screenshots which showcase prior
related successes. Use relevant language, visuals and data to engage prospects, since all
three are proof that you’ve understood.
If the makings of a good fit are “off” for some reason (i.e., timeline, budget), say so. Then,
if appropriate, point the prospect in the direction of someone else (i.e., a protégé, a
colleague) who may be able to help them. Your straightforward and no-nonsense approach
will be appreciated, so much so that the prospect may send friends or colleagues your
way.
Maintain a Trustworthy Reputation

The second half of our two-pronged approach unfolds in seven lessons associated with building
and maintaining a trustworthy reputation online. As with the bulk of this book, some themes are or
may be repeated elsewhere as a way of reinforcing essential points and strategies.
Deliver exceptional content.
When searching online, prospective clients are looking for answers—which is what your
content must provide. For example, generate blog or other content that caters to an
obstacle existing clients have recently or routinely been confronted with. Embed within it or
link to video, audio, images and/or presentation files rich in contextual data prospects will
find valuable.
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Know that quality is paramount.
Quality content tends to rise to the top of Google and other search engine results
organically over time. When it does and it’s then discovered by prospective clients, that
content should confirm your level of expertise. Though it may seem time consuming, make
generating quality content of paramount importance in all activity: writing, posting, sharing,
commenting, etc.
Superior content is carefully crafted, free of mistakes (i.e., typos, factual errors) and
presents a unique solution to an existing or persistent problem. It leaves a lasting
impression, unlike a temporary spike in clicks that results from newly posted but poorly
made content. The higher the quality, the more likely a prospect will see it and want to
work with you specifically.
As needed, identify a team member who’s skilled at proofreading or hire a freelancer.
Go where your customers are.
Always be on the lookout for areas online where clients and prospects congregate. This
will vary according to their industry, profession, geographic location and other factors.
That’s why it’s so important to know precisely who you’re hoping to reach and connect
with. It’s entirely possible to identify where they’re most likely to spend their time whether
online or offline.
All it takes is a bit of informal research into and a cursory analysis of online behavior.
Young adult and tech-savvy consumers, for example, were early adopters who continue to
use TikTok, Snapchat and Instagram. Adults late in their careers favor “traditional”
networking platforms like LinkedIn. Those less eager to connect online prefer phone calls
and meetings.
That said, places where you can actively search for prospects include:
● Alumni websites
● Association websites
● Blogging/Content platforms
● Google or other search engines
● Industry conferences (virtual/live)
● LinkedIn “Connections” feature
● Networking platforms
● Social media feeds
● Speaker platforms (i.e., TEDx)
● Q&A forums (i.e., Quora, Reddit)
Know who you’re trying to reach and how.
Brokering the best deals requires knowing who the decision makers are and what they’re
searching for. CEOs, shareholders, business owners and other professionals take a
significant interest in bottom lines. Continually tweak your messaging and reputation
building efforts so that they focus on reaching key decision makers and others who’ll
benefit from your solutions.
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Once you’ve identified them, be clear about how you can help. Targeting professional,
urban couples in their 40s living in New York City on a joint annual salary of $400K, for
instance, requires an approach that appeals directly to them. Tech savvy social media
users among them may be looking to LinkedIn, Crunchbase, Twitter and white papers for
guidance.
Alternately, targeting a more conservative audience may mean you need to suggest an
initial, in-person meeting to discuss practical applications for your solution. Afterward,
they’ll likely search online for information and reviews which support choosing you.
Research each client type’s preferred method of interaction, reaching out accordingly to
establish and convey: trust.
You can also take a direct approach! Make that cold call, request to connect on LinkedIn,
follow and/or message a prospect on Twitter or send them an email. These methods do
yield results. Simply emailing a CEO’s assistant can mean that your inquiry gets where it
needs to go, since a message forwarded from the CEO’s office is likely to be read and
responded to.
Make every message you send unique.
When it comes to reaching out to prospects, customize your messaging. Build a reputation
for being thoughtful, taking into consideration what matters most to an individual prospect
and then crafting the right message on the right platform at the right time. Some clients
appreciate a warm, fuzzy approach that leverages a shared connection to a friend or
colleague. Others strictly want facts: How will your solution impact my bottom line—and
where can I find proof? Choose any supplements (i.e., case studies, presentations, stats,
testimonials) accordingly.
View your medium as part of the message.
While establishing trust and building your reputation, be mindful of differences inherent in
each outreach method you choose. Writing an online post is quite different from chatting in
person at a networking event. Each form of engagement and medium you deploy will have
subtle, intrinsic differences which influence your message’s impact. Research the topic of
“effective communication” for insight into what those differences are and how to leverage
them.
Share evidence of results at every turn.
Rather than keep your successes to yourself, make a habit of sharing them openly.
Nothing speaks to a prospective client like verifiable, positive outcomes. Once you’ve
determined what buyers want most, detail what it is you’ve done for others who’ve had a
similar problem. Publish that information online as proof that you’re a uniquely qualified
professional.
Create case studies—part visual, part textual summaries of past projects with emphasis on
problem/solution—which outline prior successes. Compile “How to …,” “Top 5 …” or
“Before and After” files which show how you can and have helped real clients expand
market share, lower costs, operate efficiently, etc. Share these artifacts with prospects
online or via email.
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Meanwhile, Hone Your USP

We’ve talked about winning over prospects by establishing trust. We’ve also talked about building
and maintaining a reputation that appeals to your ideal client. What we’ll discuss now are ways to
reinforce what makes you and your solutions stand out from the crowd. We’ll do that by way of
your USP, or Unique Selling Proposition, so that it answers the question: What keeps my
prospects up at night?
Dare to specialize by picking a niche.
Select a business model, profession or geographic area to target which helps narrow your
reputation focus. Then delve deeper (especially as you begin to hone your reputation
online) by identifying sub-characteristics. This doesn’t mean you’ll avoid prospects who
aren’t part of your core market. It’s meant to help you focus and clarify the benefits of
working with: YOU.
Create a prospect profile, outlining “ideal customer” traits per the criteria above. Use it as a
guide, refining and expanding it over time. Suppose your niche winds up being female
financial service professionals based in London. Focus your reputation outreach efforts by
speaking directly to them. Don’t worry that this may limit you. Niche markets are larger
than you think!
Uncover their unique pain points.
By specializing or picking a niche, you give yourself the opportunity to become intimately
familiar with prospects’ unique pain points and to provide targeted solutions which are
uniquely your own. Conduct targeted research. Reach out to prospects individually or via
social media polls, getting a pulse on what’s truly troubling them. Then adjust your efforts
around that.
Customers may think they want one solution. After some back-and-forth, however, it often
becomes clear that what they need is something else. While other professionals neglect to
align their offerings with what clients need and focus solely on what they hope to sell, you’ll
be uniquely positioned to pivot and deliver quality results. This, in turn, will boost your
reputation.
Maintain a reputation of excellence.
In order to continually attract clients, become the go-to authority in your niche. As you build
out your web presence, explain the advantages of your approach and emphasize why
you’ve chosen to specialize. Many prospects prefer working with specialists, by the way,
particularly when they’re aware that they have a specific problem in need of a specific
solution.
Specializing can mean anything you want it to, such as: working on certain types of
projects, working with certain types of clients, offering select price points and serving
particular cities or regions. Promoting these strengths doesn’t mean that you can’t be good
at offering a range of other services. Lead with your specialty but mention your other
services in later conversations.
Hone and integrate your elevator pitch.
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Craft a brief, clear, compelling business summary of no more than one sentence which will
quickly resonate with prospective clients: your target market. Tweak it until the language
used syncs up nicely with your online reputation messaging. This is what you often see in
the “About” section of a Twitter, LinkedIn, Facebook or other online profile. One example
is:
I help [client type] struggling with [major pain pt.] achieve [specific
outcome] so that they then [specific benefit] based on [your years of
experience or other qualifications].
This then becomes the driving force behind content creation and reputation building. Be
sure to integrate at least part of this “elevator pitch” into your website, social media
platforms, metadata, email signatures, YouTube video summaries, etc. Practice your pitch
out loud until you’re able to confidently recite it in real life. #IRL
Whether meeting with a prospect, serving as a speaker or attending any sort of networking
event, offer this cogent summary of your business in ways which show that you “own” it.
You want to be able to deliver it naturally and seamlessly. Doing so demonstrates that
you’re a trusted and seasoned professional. This will make others more eager to connect
with you.
Reach out to prospects with similar needs.
A track record of successes allows you to approach potential clients who have equivalent
or similar concerns armed with powerful proof (aka documented solutions) that you’re able
to help them, too. Review past connections to see who within their circles may benefit from
your joint triumphs or achievements, researching their contact information using Google,
LinkedIn, etc.
Then reach out directly and share a relevant case study. Though this alternative option
may prove stickier, if they’re already among your connections: Tag them online when you
post that case study. Contacting prospects with similar needs allows you to pass on
solutions you know worked and could benefit them. Highlight their need and the results
you previously achieved.
Know all you can about their business.
As you sink deeper into your niche, find ways to develop and showcase your expertise
online. Use your thorough understanding of prospects’ business type, industry or major
concerns to demonstrate fluent knowledge when posting content related to: news items,
current affairs, upcoming trends, thought leader responses, etc. Armed with knowledge,
you’ll be uniquely positioned to address what typically amount to common problems and
attract new clients.
Highlight Your Advantages & Attributes

In addition to identifying and communicating what your USP is, it’s important to highlight the
numerous advantages and attributes which make working with you a distinctly rewarding
experience. In reality, if you don’t do it: Who will? Testimonials can help with that but there are
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several other steps worth taking as a means for establishing trust, appealing to prospects and
getting hired.
Let testimonials do the selling.
Testimonials do wonders to convey trust and solidify a reputation. View written

endorsements as consequential accessories in your reputation toolbox which reflect
objective third-party experiences while affirming your ability to get the job done. Request
testimonials from clients who are ecstatic about the results you offer, reaching out as soon
as their project is complete.
Get their okay to share this praise in/on: marketing materials, social media posts, your
website, presentations, invoicing, email signatures, etc. For LinkedIn, request that their
testimonial take the form of an official “Recommendation” in your profile. If they’re tech
savvy, request video or audio versions. As accolades come in, update your web presence
and circulate them widely.
Leverage your competitive edge.
Further differentiate yourself from other businesses by identifying your particular strengths
in any essential marketing items you distribute liberally. One company may position itself
as an expert in a specific industry. Another may focus on solving a specific problem.
Whatever you do best, make it the focus of your online reputation efforts. Begin by asking
these questions:
● What do I consistently do best?

● How am I most uniquely skilled?
● What am I truly passionate about?
● Where is there a skill/passion overlap?
● Which of my service offerings leverage both?
Self-assess until you can pick a few key services to offer and build a web presence
around.
Decide which prospects to prioritize.
Use what you’ve learned so far to narrow your target audience to a list of vetted prospects.
Prioritize that list, reaching out to the right people in the right ways. Rather than market to
dozens or hundreds of potential customers, focus on a handful of qualified businesses at a
time. Contact them regularly via one-on-one messaging or targeted posts and content of
help to them.
Find new and different ways to connect.
Are you having trouble expanding your customer base? If so, your focus might
inadvertently be too narrow and you’re missing out on opportunities to engage new clients
or make valuable new connections. When this occurs, avoid pitching in the same old ways.
Try experimenting with other options for building relationships and for establishing a
trusted reputation online.
Rather than send a routine follow-up email, try writing a personal note or picking up the
phone. Alternately, send that prospect a small gift or invite them out for coffee. More
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unique and impressive albeit time consuming? Make a custom video that outlines specific
ways you alone are equipped to solve a problem. Or submit a detailed evaluation of
problems you’ve identified.
Remember to continually follow up.
Always follow up with prospects, whether by composing an email or by following up by

phone immediately after initial contact—versus waiting until the next day or a few days
have passed. State that you enjoyed connecting or conversing and then list a few logical
next steps. On average, it takes seven touchpoints to land a quality client. Knowing this,
continually reach out.
Send over a timely article, a LinkedIn connection request, a link to a relevant blog post,
etc. After an initial call or meeting, send this person a quick email thanking them for the
discussion and then outlining your usual process. One week later, send another which
contains additional info and/or logical next steps. Roughly six weeks later, send them a
new article or blog post.
Within three to six months, reach out again with a reminder and a newer attachment.
Always find ways to highlight and share insights into your stellar online reputation and
ability to help.
Try focusing solely on the single next step.
If you’re feeling overwhelmed or forgotten, focus on the next logical step with a prospect.
Don’t jump ahead to negotiate a deal when you’ve just had coffee. Likewise, don’t focus on
solely socializing when (after weeks of meetings) you should be closing the deal. In the
interim, review your online reputation status to be sure you appear prominently in search
results.
Check, too, to be sure that positive links and articles populate as a result of those
searches. After sending a proposal but before their hiring decision is made, consider
forwarding that prospect: relevant blog posts, your own e-book, case studies, testimonials,
FAQs or some combination. Update in-house agreements/contracts based on prior
dealings with similar clients.
Ask for what you want, including client referrals!
Be direct about asking for client referrals. Communicate who you serve, what you do and
how you’re of help. Making a clear declaration of your request for work will help send
referrals your way—though perhaps not immediately. It also makes it easier and more
likely for prospects to recognize themselves as a good fit for your solutions. Share this
appeal online and offline.
Be straightforward about who your ideal client is, referring back to your ideal client profile
and suggesting potential matches. Enlist the help of friends and existing networks, making
it crystal clear who you prefer to work with. Share that profile across platforms: LinkedIn,
your website, online bios, etc. Use industry-specific phrasing (i.e., keywords, hashtags) for
better results.
Even if they’ve chosen some else, keep connecting.
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Even if a quality prospect begins working with a competitor, continue to follow up. Email
them to ask how their project is progressing. Let them know you’re available in case
there’s anything you can do to help move things along. Importantly, staying connected
shows that you care and are a true professional. If that prospect severs ties with their
current firm or is dissatisfied with the results they receive, you’ll remain top-of-mind for
being eager and ready to pitch in.
CH. 2 Activity
Exceed their expectations—every single time!
Rarely is there a second chance to make a great initial impression. This is what makes creating
the best possible website, online profile and content so critical to reputation building. With each
step you take, exceed expectations and you’ll outshine the competition every single time. One
way to do that is to personalize and customize your approach, consistently reaching out and
remaining accessible.
Send a handwritten note to a prospect after speaking with them on the phone or being introduced
by a mutual acquaintance. This alone dramatically increases your chances of getting a return call
since it enhances your positive reputation, which is something a second call or email simply can’t
compete with. Whenever someone sends us a card with a handwritten thank you included, it’s
remembered.
Why? Because it stands out. Taking the five steps outlined here will make you more memorable,
too.
1. Be an opportunist!
Be on the lookout for opportunities. Continually browse through social media platforms and
contact lists for chances to reach out and offer genuinely helpful advice to clients or
prospects.
2. Make a habit of reaching out.
Write a series of introductory and follow-up letters, mailing them out roughly a month apart
for anywhere from three to six months. If that doesn’t get their attention, I don’t know what
will.
3. Send them a handwritten note.
Send a handwritten note to a client, business connection or prospect. Suggest or ask how
you can help. Address it to a specific person. If you’re unsure who to send it to, research
the firm.
4. Reveal your path to improvement.
Show off your new skills—the ones you’ve acquire here—by publicly sharing the results of
an audit or review of your online reputation. While it sounds like a parlor trick, it will pique
interest!
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5. Answer inquiries quickly & professionally.
Whether via your smartphone, apps or software: Use a professional tone when replying to
all inquiries. Guide others to your website, contact info, etc. And respond quickly to all
messages.
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CH. 3
Engage your clientele further through research.
Keep outshining the competition by clarifying who your clientele is.
Delve deeper by thoroughly researching every possible aspect of your ideal client’s: professional
life, chosen industry, everyday dilemmas and demographics. I’m not suggesting that you cross the
line into “creepy” territory by stalking them online. Instead, do your best to truly understand who
you’re dealing with and what they’re most likely to want (and need) from you as a potential
business partner.
In Chapter 2, we addressed client needs in general terms by centering our conversation on

building trust. Here, we’ll expand our reach beyond the basics of content creation by introducing
you to less obvious strategies associated with forging an online reputation which prospective
clients find relatable and by sharpening your skill sets when it comes to analyzing needs and
identifying key attributes.
Your goal? Identify real opportunities without squandering resources.
Develop a Deeper Understand

Understanding client needs goes beyond simply identifying who your ideal customer is. When
building a reputation as a trusted professional online or offline, it pays to be able to anticipate what
that client truly wants from you. The best way to do that is to conduct a comprehensive analysis of
specific traits, beginning with general characteristics and drilling down to a level that’s much more
granular.
Let’s consider an example. Say you’ve identified a prospective client who you’re certain is the
decision maker within their organization and is likely to find value in the services you offer. The
next question you want to ask yourself is: Can they afford to hire me? If your average fee is $10K
per contract but the prospect runs a microbusiness, you may be pursuing the wrong type of client
altogether.
You also need to know where prospects are apt to go when seeking solutions to the kinds of
problems you’re skilled at solving. Most people start by asking people they already know for
advice or referrals: trusted friends, long-time colleagues, ancillary business partners (i.e.,
accountants, lawyers). Once they receive that recommendation, they follow up with an online
search.
If they were referred to you, most will turn to Google for evidence that you’re capable of solving
their particular problems. If interested parties’ searches for you return results which reveal
negative links, a minimal presence or no online presence at all: They’ll immediately move on.
Even those who were warmly introduced to you are likely to “ghost” you and hire someone else.
This alone is proof of how critical it is to fortify your web presence by carefully crafting a reputation
building strategy and ensuring that search engine results lead to content which both resonates
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with your ideal client and reinforces positive statements made by third parties who endorse you.
The best approach will become evident once you know who your prospects are and how they live
their lives.
Know Who You’re Dealing with

Some prospects prefer to engage in “just the facts” discussions centered on strategy. Others want
to know everything about you and your prior successes before making a decision to hire. Others
still may be eager to find a sympathetic ear, airing their concerns in detail as a way to confirm that
they can trust you to take their needs seriously. Research will reveal which proposition appeals to
each type of client, so let’s begin by addressing why and how to apply it. (See “CH. 3 Activity” for
related tips.)
Why bother with research?
The point of this exercise is to ascertain as much as possible about potential clients so that
you’re positioned to simultaneously establish reliable connections and a trusted reputation.
In constructing your “ideal client” profile, for example, search intriguing prospects’ social
media profiles or feeds and their company websites as a way to quickly identify: education
levels, key partnerships, locations, memberships, hobbies/interests, alma maters, etc.
Draft a comprehensive client profile.
After conducting a review of prospect attributes, draft a comprehensive client profile you
can quickly refer to as you generate online content or direct marketing pitches (i.e., emails,
phone call scripts). A simple, sortable Excel spreadsheet is more than sufficient to capture
the details mentioned above—plus: City/Country of residence, Professional Title, Age,
Estimated Income.
Add a column that allows you to identify the primary issue to be solved for each prospect.
Note areas of overlap between individual entries until you arrive at a composite profile that
drives the bulk of your content creation, marketing messages and sales conversations. A
composite profile crystallizes who your prospects are, allowing you to address them more
directly.
Suppose that upon review you realize that your ideal client is an accounting professional in
their mid-40s. Through cursory research, you also found out that he/she is most likely to:
live in an urban setting, oversee a territory of at least five U.S. states, earn $240K per year,
hold a master’s degree from a top-tier university, be married without children and travel
extensively.
That’s ample data around which to tailor your reputation approach and any direct appeals
you make in relation to solving issues or concerns they might have. Not making time to
research your best customers and then analyze what you find, however, makes it nearly
impossible to know how to begin building an online reputation or to reach out in ways
which reverberate.
Zero in on their vital attributes to identify needs.
Let’s move on to helping you answer: How do I know what prospective clients need? Begin
by fleshing out details like background, income, location, etc. You aim is to get a clear
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image of who your best client is by zeroing in on vital attributes which ensure that your
online efforts at reputation building appeal to them. Your composite profile (above)
captured fine details like:
● Age
● Title
● Income
● Employer
● Education
● Memberships
● Accomplishments
● Web URLs, handles, etc.
● Locations (work & residential)
● Destinations (business & leisure)
● Interests (i.e., hobbies, media)
● Household composition
● Other/notable
For a prospect with a semi-established career, related attributes might include:
● Age: 47
● Financial Advisor
● $328,000 household income
● Board-certified independent advisor
● B.S., Xxx University (Phi Beta Kappa)
● Financial Planning Assoc., Dartmouth Club
● Homeowner, N.Y. Cares Community Partner Award
● AaBbCFP.biz, @AaBbCFP
● NYC: Midtown (work), Upper West Side (home)
● 2022: Switzerland (business), Spain (leisure)
● Tennis, chess, Investor’s Business Daily
● Married with two young children
● Online contributor to Forbes
Next, let’s strip away the details to determine where overlap exists in relation to your area
of specialization. Before completing the exercise below, imagine that you’re an accountant.
What value can you offer this prospect?
As an independent financial advisor, this person is in business for themselves.

Being a homeowner with property in New York City also suggests that they’re doing
well. A husband to what may be a stay-at-home partner and a father to toddlers, do
they worry that their income isn’t stable or sufficient enough to justify a lease on a
separate office in Midtown Manhattan, membership in an exclusive club and
vacationing abroad? If so, suggesting slight modifications in lifestyle (i.e., work from
home) may ease their mind.
If you could picture this in detail, congratulations! That’s exactly what your composite client
profile should help you do. Empowered by research, you enable yourself to put a
framework in place for content development—all touchpoints then radiating from this
catalog of data until they coalesce into a blueprint for ongoing communication that’s aimed
squarely at ideal clients.
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This is how you crystalize the process of speaking to their wants, needs and desires.
Do the same for a few of your existing clients.
Although you may be busy seeking new opportunities, analyzing how you landed some of
your best contracts can also be beneficial. Following an approach like the one you took
above, research attributes associated with existing clients you enjoyed working with. Use a
similar system (i.e., Excel spreadsheet, electronic worksheet) to capture your findings.
Make note of everything from age, annual income and industry to personal interests and
significant accomplishments. Anyone who’s been great to work with in the past fits within
your ideal customer mold already. So, it only makes sense to use what you know or newly
discover about them to refine your composite client profile going forward.
Use what you learn about former clients as a roadmap to engaging prospects of a similar
ilk. Since you’ve worked with these people before, you might even enlist their help. But
how? Draft a “Client Worksheet” they can complete themselves, filling in the finer details
for you.
Merge all of your findings into a robust client profile.
For a more robust picture of who your ideal client is, merge what you learn about
prospects and existing/former clients into a truly composite profile. Note any areas of
overlap, just as you did under the header above (“Draft a comprehensive client profile.”)
but while focusing on both prospect and client attributes this time around.
The results of this exercise will then serve as a robust but succinct client profile which
more finely tunes your comprehension of who you’ll want to be messaging online, in
conversation and in marketing materials. Capture a few key details on a sticky note you
can quickly refer to when generating content, reaching out, etc.
Other Topics Worth Researching

It’s rare to land a contract that has no end date.
As a result, business professionals continually work at expanding their prospect lists. Research
can help with this. Think back to the example of someone whose ideal client is a Financial
Advisor. There are several related titles worth knowing about which would greatly expand that
person’s prospect pool, including: Financial Consultant, Certified Financial Planner and Certified
Divorce Financial Analyst.
The same can be said for just about any category used to classify and sort client attributes.
Consider location. Are you determined to serve clients in your immediate area, as in within a
100-mile radius? Or are you willing and equipped to serve clients who are based elsewhere,
perhaps in another state or another country? Research will also tell you where known hot spots
exist for particular industries.
While an accomplished graphic designer may live in Charleston and work from a home, research
may reveal that their ideal client—based on income, industry, interests, etc.—is apt to live and/or
work in Manhattan, L.A., London or even Hong Kong. For each item catalogued on your list,
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research similar phrases and synergistic variations on them which you can then use in your
research and content.
Jot down these “keywords” and refer to them often, utilizing them as you reach out and build your
reputation online. Not only will they resonate with prospects. They’ll also amplify your messaging
and extend your reach by giving credence to your online voice and web persona. In Chapter 2, we
talked about building trust and demonstrating expertise. Being able to “talk the talk” helps you do
both.
Let’s revisit the Chapter 2 elevator pitch exercise. This needs to be a clear, compelling summary
that quickly resonates with prospects. The language used to describe your business offerings (in
person, on the “About” page of your website, in your online profiles, etc.) should sync up with any
used in your online reputation messaging. For that graphic designer, one such version might be:
I help U.S. microbusinesses [< client type] new to visual media [<
major pain pt.] engage their own customers [< specific outcome] and
increase sales [< specific benefits] using 15 yrs. of design expertise
and know-how. [< qualifications].
Your own messaging will differ. Still, refining your online strategy by leveraging keywords identified
through your research is a great way to drive home exactly what you offer and to whom. You’ll
also want to repurpose that language when searching for prospects, by ensuring that they fit your
ideal client profile, versus spend time and effort reaching out to all the wrong prospects.
Location can play a key role by helping you narrow your search by city, state or region. If you’re
based in Manhattan and prefer working with clients who enjoy meeting in person, try searching:
“Financial Consultant NYC,” “NYC Financial Advisor” or “CFP New York.” If you find that your best
clients live in New England and hold advanced degrees, search: “MBA Boston” or “MBA
Connecticut.”
Use what you learn through research to refine your approach. Other effective ways to do that
follow.
Launch the vetting process online.
Not all prospects are an ideal fit, so narrow your focus upfront. Once your list of key
phrases or keywords is compiled, search each term using Google. Which rank highest in
search results? Which rank lowest? Which seem too broadly general or narrowly specific?
If Google suggests optional wording, make note of it and try that. Next you’ll extend your
search beyond Google.
All-purpose:
● Facebook.com
● LinkedIn.com
● Twitter.com
Audio/Visual:
● SoundCloud.com
● Vimeo.com
● YouTube.com
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Business-oriented:
● Bloomberg.com
● Crunchbase.com
● Forbes.com
Creative:
● Behance.net
● Slack.com
● Pinterest.com
Legal/Professional:
● Avvo.com
● Lawyer.com
● LexisNexis.com
Tapping the many resources available to you can take time but is worth the effort. Note
that access to some platforms mentioned here may require account login, set up or
subscription. Note, too, that select details fail to appear in search results if they’re not
indexed. This can be the case with Google or Facebook. In other cases, details may be
buried—so, keep digging.
Take a deep dive into client research.
Your end goal is to know as much as possible about your ideal client before building an
online reputation or making repairs to an existing one. What search results reveal about
you needs to appeal to prospects, which is why I advise that you dig deep when it comes
to researching their online behavior. Start by surveying representative profiles for hints of
what interests them:
● Which videos/presentations have they favorited?

● Which visionaries/heads of industry do they follow?
● Which authors, podcasts and publications do they like?
● Which photos, discussions or offbeat topics do they repost?
● Which companies, websites and media outlets have they tagged?
Unearth all of it, finding a way to quickly refer back to this information at a later date. Either
copy/paste related links into a spreadsheet, favorite these items or bookmark related
pages.
Research relevant hashtags, too!
Strictly for internal use, convert a few key client attributes into hashtags. Not all of them will
be useful or appropriate—but they’ll give you a starting point to work from. If you happen to
be using an Excel or other electronic worksheet to track prospective client data, capture
this information there. For the fictitious couple I cited in Chapter 1, hashtags might include:
● #UpperMiddleClassCouple
● #IvyLeagueAlumni
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● #UpperWestSideNYC
● #NYCFinancialAdvisor
● #FinancialConsultantNYC
● #AnnuitiesNewYork
● #InsuranceProductNYC
Google search each proposed hashtag. This will likely generate links to content on
Facebook, LinkedIn and Twitter. Alternately, search the one platform favored by your ideal
client. Assess how well the results align with prospect interests, revising and retrying or
deleting hashtags which perform poorly. You’ll later use the top performers in content you
post to social media.
Take one step closer to getting to know them.
Research allows you to get familiar with prospective clients before engaging them. At the
very least, conduct Google and LinkedIn searches ahead of picking up the phone or
replying to an email. Doing so usually results in a more informed and productive initial
meeting, offering you vital clues about prospect needs. Plus? The more you know, the
more enthused they’ll be!
Preliminary fact finding is a must, allowing you to get familiar with who you’re dealing with.
It also reinforces your reputation as a professional who comes prepared to address any
issues or questions which might arise, impressing potential clients. Finally, knowing
them—their pain points, communication style, history, interests—gives you a crucial edge
at “closing” time.
While you’re at it, research their reputation. Use granular research to forge a reputation as
a keen problem solver. Look for hints of recent achievements and ongoing concerns you
might help remedy. Beyond company website, search annual reports, articles and
presentations for other biographical or professional details. As desired, stay up-to-date by
setting Google Alerts.
Turn to key influencers for help.
If your research into a prospective client’s online reputation leads you nowhere, hang in
there. One area of research that’s notoriously overlooked is the influencer pool. Make a
habit of leveraging influencers’ success at grabbing attention by noting which ones your
composite ideal client happens to be following.
These thought leaders often have far-reaching appeal you’d be hard pressed to replicate
due to a combination of industry expertise and a track record of sharing insightful posts,
blog articles, helpful links and other content on social media. Influencers’ pioneering spirits
and natural abilities to sustain a mass following are what account for their rarity.
Learning which ones your prospects have in common can tell you a lot about who your
ideal client is, including what they read and where they turn for information. These experts
remain ahead of the curve, often forecasting trends in ways which make them essential to
follow. Sharing their content boosts your reputation while making it easier to connect with
prospects.
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Short on Time? Conduct Simple Searches!

If you happen to be so busy attending to existing client needs that time is of the essence, launch
your research effort by examining one prospective client’s online reputation—focusing solely on
figuring out where they’re at in the buying process and whether they’re a good fit:
● Are they just fishing for information?

● Can they comfortably afford your services?
● Is their online reputation subpar or largely negative?
In a nutshell, conduct a quick search using their name and see what appears. Suppose the first
page of returned searches is positive and filled with numerous links to self-authored articles. In
that case, you could be dealing with an industry leader you’ll certainly want to do business with.
On the other hand, lots of “spammy” links indicate that they fly under the radar and may need a lot
of hand holding.
If nothing comes up or you only encounter links to negative content, this could mean bigger
problems down the road. In all cases, trust your instincts. Avoid working with any prospective
customer whose professional or personal reputation makes you think twice. They could be
operating illegitimately or be so ensconced in controversy that partnering would only result in
headaches, lawsuits or worse.
On that note, what follows are other simple measures you can take to protect your business
interests.
Be willing to look beneath the surface—offline.
If the scope of a potential project is broad, spend time conducting research offline. With
help from a local or university librarian, look into the prospect’s professional history,
credentials, activities, partnerships, etc. Print off copies of related newspaper or magazine
articles. Comb through their recent annual report. Use what you learn to make an indelible
impression when you ultimately reach out or meet up. Plan to spend 1-2 hrs. on this
endeavor. It’ll be time well spent if it makes you a more knowledgeable and astute
candidate for their project.
Check out the competition now and then.
Frequently survey competitors’ online reputations to improve your own, investing in

research and keeping tabs on them. Make note of which services they offer, what they
charge, who they cater to, where overlaps exist and where you differ. Surveying the
industry landscape provides insight into ways you can solidify your own reputation or
expand your business offerings. Do the same for high-profile prospects. Research their
competition with an eye toward giving them a competitive advantage by way of your
services.
Identify potential red flags early on.
Just as prospective clients look for evidence of your online reputation, it’s essential that
you do the same for them. In deciding who your ideal client is, you’ll get familiar with traits
which make a prospect or project incompatible with your business model. Create a short
list of problematic circumstances and refer to it while vetting opportunities, giving yourself
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the freedom to turn away which aren’t a good fit. Identifying poor quality prospective clients
and projects prior to engagement is crucial. Even if you can use the income, resist taking
on “red flag” projects.
Protect Your Reputation from Bad WoM

Before we end Chapter 3, I want to caution you that “bad clients” can severely damage even the
most airtight reputations. This is especially true online, where word of mouth (WoM) sometimes
spreads faster than wildfire. Choosing to work with a toxic client (i.e., already hard to handle,
openly negative, secretive) despite early warning signs can damage your reputation and cost you
high-caliber clients.
Imagine what’d happen if, as evidenced by upfront complaints about others they’ve unsuccessfully
“worked with” in the past, they post a negative review or condemning comment about: YOU. While
some e-commerce and social media platforms allow you to flag or delete unwarranted rants, some
don’t. Leverage your instincts, experience and research skills to determine who to quickly turn
away.
CH. 3 Activity
While building a reputation, position yourself as the remedy.
You’ve armed yourself with extensive research. Now? It’s time to craft a positive online reputation
that draws in prospective clients. Nearly all of your content-generation efforts moving forward
should be geared specifically toward applying what you’ve learned thus far. Be sure to focus your
blog posts, articles, videos, presentations and more on at least one client attribute you’ve
identified as vital.
If you’re writing a blog article, for instance, some portion of it should reference your ideal
customer’s: industry, specialty, career milestones (whether achieved or anticipated), income
range, education level and/or location. The list could go on. Take special care to ensure that any
content you generate speaks directly to that client, reflecting who they are and what headaches
they’re hoping to offload.
Only then will you have constructed a compelling online reputation that proves: You have the
remedy!
● Be sure that all of your content shows in-depth understanding of the problem.
● Use your online content to clarify that you grasp the severity of such issues.
● Include relevant case studies, data and/or stats along with any proposals.
● Include “Before and After” files, too, when they help demonstrate results.
● In follow-up, send over new evidence which reinforces your expertise.
● Reinforce that you’ve got a remedy to offer every step along the way.
CH. 4
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Deploy a Search Engine Optimization strategy.

Search engine optimization helps get you discovered online. Used in tandem with superior content
generation tactics, SEO’s primarily technical approach makes it an ongoing component of online
reputation management when the goal is to convey trust and drive traffic back to your website(s).
This is what makes getting to the top of highly competitive Google search results a worthwhile
undertaking.
Since nearly all (about 95%) of online consumer clicks occur on the first page of search returns,
having and maintaining a prominent presence is vitally important—translating directly into relevant
business opportunities for you. SEO helps foster a credible online reputation in several ways. First
off, prominent rankings help prospective clients quickly find articles, blog posts and videos you’ve
created.
If this information answers their initial questions, they’ll view you as both helpful and able to add
real value to their lives. In turn, they’re more likely to take additional steps to seek you out.
Secondly, the more they click on your content? The more quickly your work will rise higher and
higher in search engine results generated by Google, etc. Consumers associate high rankings
with trustworthiness.
How to Understand Page Rankings

Google, for one, uses a variety of factors to determine where to rank a particular web page or
website. While this could serve as a separate treatise, to be found on Google requires exceptional
work in the form of quality blog posts, technical fine tuning, etc. Fundamental SEO techniques like
backlink creation and title metadata development often require professional intervention to be
implemented correctly. There are other tasks, however, which you can tackle for yourself. Some
include:
● Consistently uploading targeted content (i.e., blogs, articles)

● Thoughtfully researching relevant keywords and phrases
● Leveraging influencer content to drive engagement
SEO tasks specific to website development which ultimately contribute to online visibility and trust
building include: adding behind-the-scenes metadata, assigning appropriate file names to images,
being mindful to link between pages and linking to external web pages. Depending on the
complexity of your website hosting service interface, you may be able to complete some of that
independently.
One SEO wild card remains Google itself. The organization, which maintains the lion’s share of
the search engine market, is known for making both wholesale changes to its algorithms on
occasion and minor tweaks much more frequently. So, what worked last year (or perhaps last
month) might not serve you well today. And what works today might not be so effective six months
from now.
The best you can do is to focus on turning out exceptional quality content while remaining nimble
in how you apply reputation- and content-building strategies. In this chapter, we’ll leverage some
SEO best practices to help you build an online reputation which strongly increases your own
chance of appearing at (or near) the top of Google search results by:
● Writing exceptional content
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● Refining your key search terms

● Optimizing and updating a few details
● Making sure your site is SEO-friendly
● Weighing technical considerations
Doing all five is sure to greatly enhance your online visibility, opportunities and presence.
Writing Exceptional Content

Most people assume that technical factors alone drive SEO. In my opinion, this is only partially
true.
One of the strongest “secret weapons” in a business owner’s SEO and online reputation
management toolbox is common sense: Produce well written blog posts, articles and web content.
Quality work is something both Google and prospects seek out and value highly. It’s what pushes
content to the top. Successful blogs often focus on prospect needs. Create content that resonates
with your ideal client by offering solutions to pressing problems.
Hallmarks of exceptional blog content include:
● 500-1,000 words total

● Concise yet descriptive title
● At least one compelling image
● Distinct headers between topics
● A strong intro, conclusion and theme
● Links to external sites (i.e., yours, sources cited)
By contrast, white papers are longer, more complex and highly problem-/solution-oriented. When
selecting images to accompany content, avoid “stealing” or simply grabbing them off the web.
Search for images which are clearly labeled royalty-free for a range of commercial uses.
Pixabay.com is one platform worth investigating. As a courtesy, link back to the source and credit
the artist by name.
Refining Your Key Search Terms

While not as powerful as they once were, key search terms can still be helpful at boosting content
performance. Whether individual words or phrases, these amount to commonly used descriptors
which mimic everyday language—thereby helping prospective clients (via Google or other search
engines) find and index content you’ve uploaded to your website or other online platforms.
The Evolution of Search Terms
In a professional context, the best search terms are rooted in business goals reasonably
expected to resonate with customers. They must be centered on what consumers are most
likely to search for. The caveat? Google has discontinued its practice of utilizing search
terms in the way it once did: to thoroughly index and categorize content per user search
activity.
Though not the SEO triggers they once were, there’s value in honing an ability to identify
truly worthwhile keywords. Being exacting in how you phrase outgoing messages ensures
clarity when reaching out to prospects. Researching the market using notable search
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terms can offer insights which help pinpoint who your next prospect might by and how you
can reach them.
Vitally, key search terms lend precision to the writing of hashtags, posts and website
content.
Long-Tail Keywords & Full Phrases
Finding the right choice of keywords to associate your business with can take some
tinkering. While a generic phrase might be entirely accurate, it could be near impossible for
others to find your business via a Google search if it’s far too broad or popular. For
example, “Financial Advisor” or “Real Estate Lawyer” can return thousands of results.
As a consequence, any entries related to your offerings or accomplishments involving the

terms Financial Advisor or Real Estate Lawyer may be buried pages deep and render you
essentially invisible online. A more effective and modern approach is to identify a handful
of “long-tail keywords” or phrases which clearly define your unique business type.
WordStream defines long-tails as: “specific keyword phrases that visitors are more likely to
use when they’re closer to a point of purchase or when they’re using voice search
(technology). Most long-tail keywords have lower search volume than short or ‘head’
keywords. They’re a little bit counterintuitive, at first, but they can be hugely valuable if you
know how to use them.”
Precisely because they’re searched for less often, businesses using long-tail keywords or
longer search terms are more likely to be found in first-page search results. For the
examples cited earlier, good choices would be “Financial Advisor Upper West Side NYC”
or “Los Angeles Real Estate Home Lawyer.” Once identified, integrate appropriate long-tail
keywords into:
● Your URL(s)
● Your domain(s)
● Your web content
● Your website headers
● Your web page title metadata
● Your Google Alerts account name
● Your social media profiles, hashtags, etc.
With effort, you can determine which keywords and phrases clients are likely to search by.
Optimizing & Updating a Few Details

Embedding SEO techniques into your business and personal websites and then routinely making
updates is a great way to optimize them. Several content-related and technical fixes can be
invaluable but do keep in mind that sites must be built so that prospects find them appealing. Pay
particular attention to “look and feel,” user experience (UX), site navigation tools and other
optimization tasks.
More technical SEO solutions might require enlisting the help of an experienced web developer.
Key tactics would include: adding in key search terms and section headers; embedding code, or
metadata, into web pages; making links to images more descriptive; adding content; linking
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between pages or websites; speeding up performance; and, securing your site so that it’s more
easily discoverable.
Focus on essential tasks.
With time and aptitude, it can still be possible to make modifications to your website
yourself. When you do, focus on completing essential optimization tasks like those
outlined here:
● Be sure content is written exceptionally well.

● Use section headers in standard sizes (i.e., H1, H2).
● Include several pages, ex.: Home, Solutions, Bio, Blog, Contact.
● Label pages by name: john-smith-financial-advisor-nyc.html (vs. bio.html).
● Label images by name: john-smith-financial-advisor-nyc.jpg (vs. face.jpg).
● Link mention of you and your business name to external pages, articles, etc.
● Upgrade to the current hyper-text transfer protocol secure, or HTTPS, standard.
● Educate yourself about achieving faster load times and increasing
mobile-friendliness.
Familiarize yourself with metadata.
Other tasks you can learn to master involve metadata. Though often confusingly described
as “data about data,” the National Information Standards Organization (NISO) more
thoroughly defines the term this way: “Metadata is structured information that describes,
explains, locates or otherwise makes it easier to retrieve, use or manage an information
resource.”
We’ll discuss metadata in greater detail below. But it helps to know that, in connection with
any websites you operate, you’ll want to incorporate “title metadata” and “description
metadata” for each page being hosted. They’ll derive from key search phrases and
researched topics you’ve identified as critical to prospects—and, where appropriate, your
name and business name.
Be sure to create a personal website, too!
If you don’t already operate a personal website, make one. Running a business with its
own site may seem adequate. However, a personal website helps your online reputation
by giving prospective clients a better feel for you as a well-rounded individual and by
instilling confidence that you’re a business professional. Keep it simple but do craft it
around excellent content.
I suggest using a WordPress template, since hundreds if not thousands exist which are
relatively easy to use and are either free or cost roughly $50. Again, include several pages
such as: Home, Solutions, Bio, Blog and Contact. For each, link appropriately to other
internal and/or external pages. Include links to your primary social media profiles on the
Contact page.
Keep reading for additional information about a number of the tasks mentioned within this section.
Making Sure Your Site Is SEO-Friendly
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Make your website SEO-friendly by selectively peppering your web content (or text) with key
search phrases which are likely to be used by prospects. As you do, avoid “stuffing,” or
crowbarring, in keywords unnecessarily. Instead, incorporate terms you’ve researched into
sentences where it seems the most natural to do so. Do the same for your name and business
name, being equally selective.
On Bio and Contact pages, write out your full first and last name once or twice rather than
generically reference: “he/she” or “Mr./Ms.” Within both, link to one or more external sites,
including social media accounts (i.e., your LinkedIn profile, your Facebook business page, a great
article or white paper you wrote). Keep the momentum going by making headings and metadata
SEO-friendly, too.
SEO-friendly headings
Headings are website section titles. Once a highly reliable tool, they still play a role in
SEO. The concept is to break content into segments, using headings and subheadings, so
that it’s easier for readers to digest. Although there are several standard sizes (H1 to H6),
only the first few are pertinent. H1 acts as a title or main element and is the largest. H2 is
for chapter titles or subheadings. It’s suitable for identifying a new section. Even smaller,
H3 is for occasional use. Don’t get lost in the weeds when adding them. Just be sure your
site makes use of them.
SEO-friendly “title” metadata
Here’s where things get slightly more technical: metadata. As part of behind-the-scenes
SEO techniques, applying the correct metadata can be extremely helpful to being
discovered in Google searches—thus aiding in reputation construction. Behind each
webpage is HTML code, or metadata, which tells Google and other search engines what
that page is about.
You’ve seen the results of this but may not have thought much about it or known how it
was generated. Metadata is the text displayed as a link in search results which is
embedded in each page as information that tells a search engine key information.
Unsurprisingly, this process is crucial to SEO by helping generate a positive reputation that
draws in clients.
Title metadata specifically should reflect a page’s subject from a client’s perspective. Each
of your title metadata entries should be unique, brief and leverage vital search phrases
parsed out above. Strong title metadata for a Contact page might be (italicized here for
emphasis): Financial Advisor for New York and London, contact John Smith. Limit yours to
60 characters.
Where do you put title metadata? Well, that will differ slightly depending on the template or
platform used to build your website. A title metadata field usually appears in the admin
section or settings area of a given web page.
SEO-friendly “description” metadata
Description metadata should also be built into every site page. This informative text
describes the page in greater detail than its associated title metadata (or at-a-glance page
link) does. Google displays this paragraph-sized wording right below the link in search
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results. From a reputation building perspective, this is your chance to explain the page in
greater detail.
Strongly descriptive metadata for the Contact page mentioned above might be (italicized
here, once again, for emphasis only): Financial Advisor focusing on solving small business
problems for firms in New York and London, contact John Smith of John Smith Financial
Consulting. Limit yours to 160 characters.
Weighing Technical Considerations

The following tasks can be either slightly or significantly more technical in nature. Owing to that,
weigh whether it makes sense to address them independently or whether to have an
on-site/on-call technical support team or site administrator tackle one or more of them for you.
Website domain naming
A website domain name influences SEO clout by playing the dual role of being a branding
tool for visitors and showing Google or other search engines where to find your site on the
internet. Often the first things prospective customers see, the best domain names create a
lasting first impression—making this initial interaction a great way to propel your business
reputation.
Either select or update your domain name for optimal results. Unique and memorable
names clearly address customer needs, whereas ill-fitting domains can be a turn-off. As
you consider what your online handle should be, brainstorm words which are an ideal
match for you or your business. If the current one’s not a good fit, consider changing it.
Important, too, is the suffix which follows a domain. The most common choice is .com but
there might be reason to use alternatives like .net or .org but only if you run, respectively, a
large networking firm or a nonprofit. Generally avoid these, since related URLs appear less
prominently in search results. Furthermore, avoid unusual options like: .biz, .us, .tv, etc.
Google tends to rank such sites very low and prospects tend to view them as less
trustworthy.
Web page URL naming
It’s equally important to review and update web page URL names. While seemingly
superficial, web page URLs help search engines find pages more efficiently. A particular
web page’s URL path, therefore, is vital to both SEO and reputation management. Similar
to metadata, these URLs should at these partially reflect what each of your web pages is
about.
Amend the URL for every page so that it includes a researched key phrases identified
earlier. If space permits, include your name and your business name in each one. Most
standard Bio, or biographical, page URLs are labeled “bio.html” by default. Aim for a more
descriptive choice. One strong example (italicized for emphasis) is:
john-smith-financial-advisor-nyc.html.
URL updates may cause site links to break. See “Broken links” (below) for help with this.
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Image file naming
Few business owners recognize the impact image file names have on online searches. An
adequately identified image can help tremendously in making sure your business is
discovered by prospects who use Google, Bing, Yahoo, etc. Each image file on your
website should be named to include a key search term, a succinct description and mention
of you/your business.
Check the file name of each image on your site, adjusting as needed. A file named
face.jpg, for example, should be changed to read more like:
john-smith-financial-advisor-nyc.jpg. This name then serves as an important clue when it
comes to indexing and searching. Be sure to add or update image metadata, too, for
enhanced discoverability via: Alt. Text, Title and Description.
Site security
Your business and personal websites must have basic security features in place. This is an
essential consideration for any site owner, though Google considers it necessary and
usually ranks “secure” sites higher than unprotected ones. Technologically-sophisticated
prospective clients are apt to note any gaps in security. As a result, they could hesitate to
visit your site.
Worse still, coming across as a less than competent professional will negatively impact
your overall reputation. Until a few years ago, most website URLs began: http. Today, most
begin: https. The “s” on denotes that a site is backed by Secure Sockets Layer (SSL)
encryption technology which safeguards sensitive data. Immediately migrate to SSL
encryption.
Speed & performance
The only thing quick about slow-loading pages is their ability to drive away visitors and
reduce SEO. Consumers expect web content to appear lightning quick, even if sped up by
only one or two seconds. In a bid to emphasize user experience (UX), Google considers
site speed vital when ranking sites. Speedier pages tend to top its rankings. Improve site
speed by: reducing image file sizes, deleting inactive pages and incorporating plugins
which accelerate load times.
Mobile-friendliness
It’s crucial that your website displays correctly on a number of devices. Optimize yours so
that it “plays nicely” with a variety of them: smartphones, tablets, laptops, desktops. The
aim is to leverage responsive design features which ensure that the site always renders
correctly. Non-responsive pages can be impossibly difficult to read. Often, related menus
function improperly.
These setbacks can severely limit your number of site visits. Prospective clients who find a
website difficult to view or navigate will be instantly turned off and look elsewhere. In
addition, your online reputation will suffer. Notably, Google ranks non-responsive sites
lower in their search rankings. If this happens to you, your site and business will be much
less visible.
Social media buttons
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Make it easy for clients to follow your online activity and to share your content so that you
gain referral traffic. Social media sharing buttons are built into most new website themes.
Plenty of free plugins exist, too, which can be installed and configured quickly. At a
minimum, add social media buttons to your Bio and Contact pages. Provide links to your
social media accounts with every blog article you post. In short, encourage site visitors to
proselytize your work. The more they share, the more quickly you’ll rise in search rankings
and be viewed as a thought leader.
Broken links
A “dead” or otherwise faulty web page is one of the surest ways to get a prospect to exit
your site and never return. Pages to nowhere not only damage your reputation by making
you appear unprofessional. If it contains enough bad links, Google will penalize your site
by ranking it lower in search results. Identify broken links (often populated as “404” errors)
by visiting each page. Be sure that all such errors are fixed or redirected to appropriate
pages.
WordPress & Other Website Templates

While discussing the need for a personal website as a companion to your business website earlier
on in this chapter, I encouraged you to consider using a mostly pre-designed template. That’s
because it takes more than great content to: Build/boost an airtight reputation and assure
prospects that you’re the most trustworthy, capable and knowledgeable professional in your field
of expertise.
Exceptional content and site design work—in tandem with SEO and other strategies we’ve
discussed here—send that message loudly and clearly. From an SEO perspective, WordPress
site templates are extremely valuable at getting you discovered online. So, while platforms like
Squarespace, Weebly and Wix may seem to make initial setup easier, WordPress’s advantages
make it singularly helpful.
Widespread acceptance by millions of users and numerous free components make it a compelling
choice to work with that’s easily updated thanks to ongoing rollout of innovative features. Any
number of free add-ons and plugins exist for: improving site speed, managing metadata fields,
embedding presentations and doing nearly anything else you can think of. All are imperative tools
for SEO.
I’m not a WordPress sponsor or affiliate, either. I’m simply stating the facts as I’ve come to know
them. Whatever you choose to do, favor the use of a premade web template over the often costly
and unwieldy task of designing a custom website from scratch. That is, unless yours is a Fortune
1000 company that has narrowly specific needs and a robust tech support team in place.
Opt for the flexibility, ease and appealing design of a template already tailored to your business
type.
CH. 4 Activity
Use SEO to establish trust and be found online.
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The SEO measures you’ve learned about in Chapter 4 go a long way to establishing your
business as a trusted professional resource. By ensuring that you take simple steps to be more
discoverable, you make it easier for high quality prospective clients—including your ideal
client—to find and connect with you online. The checklist below recaps key steps and contains a
few extra steps worth taking.
Website Content
○ Identify keywords and long-tail phrases used by prospects.

○ Create targeted content that includes those words and phrases.
○ Pepper them into content in ways which are natural or conversational.
○ Ensure that all content is relevant, exceptionally written and of real value.
○ Boost traffic, visibility and trust by cross-linking content to reliable sources.
○ Avoid redirecting clients away from your site: Set links to open in new browsers.
Website Design & Formatting
○ Begin with a WordPress or other template.

○ Select appropriate domain and page names.
○ Separate content with H1, H2 and H3 headers.
○ Build out your site’s title and description metadata.
○ Name all image files so that they’re highly descriptive.
○ Incorporate your/your business name whenever possible.
○ Include social media buttons on at least a few web pages.
Website Security & Performance
○ Ensure proper rendering across all devices.

○ Improve site speed by way of a caching plugin.
○ Switch off all plugins or add-ons not being utilized.
○ Update header settings to leverage browser caching.
○ Compress images (via Smush, etc.) for faster load times.
○ Test and monitor keyword/key phrase ranking using SERP Racer.
○ Test and monitor site speed using GT Metrix, Google Page Speed, etc.
○ Identify and reduce redirect errors (i.e., 301, 404) using WhereGoes.com, etc.
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CH. 5
Leverage positivity to gain clients on social
media.
Frequently connecting with others while using critical social media sites helps build a positive
online reputation. Contributing valuable knowledge across platforms not only shows prospective
clients that you’re an experienced and engaging business specialist. In addition, sharing quality
work is a great way to naturally draw ideal clients into your circle of expertise.
As we discussed in Chapter 4, SEO helps get you discovered online. When used alongside
superior content-generation tactics, its primarily technical approach makes it an ongoing
component of online reputation management—if your goal is to convey trust and drive traffic back
to your website(s). This is what makes rising to the top of highly competitive Google search results
a worthwhile undertaking.
Once prospects discover you and any remedies you’ve shared for solving common problems,
they’re more likely to turn to you when they need extensive help. Be mindful to continually add
value and avoid overtly selling. Instead, demonstrate keen knowledge by frequently participating
in social media discussions which contribute to a positive online reputation and foster recognition
as a problem solver.
The keys to building a positive online presence on social media platforms are to constantly
contribute helpful content, continually engage with others and establish connections with relevant
influencers. Excellent ways to do this include:
● Produce and share original content regularly.

● Maintain a consistent online voice/web persona.
● Become known for sharing breaking industry news.
● Write witty commentary, analyze important trends, etc.
● Share, comment on, follow and hashtag others’ best content.
Treat It like a Virtual Cocktail Party

Think of social media as a virtual cocktail party. When you meet someone for the first time at an
in-person event, would you immediately blurt out: “I sell widgets. Wanna buy some? Here’s the
link!” If you did, the conversation wouldn’t last long. The same is true online. People are
sophisticated enough to recognize thinly veiled sales pitches. When they see one coming, they
simply move on.
Importantly, rushing to a sale can quickly manifest in a poor reputation versus a positive one. In
addition, just as you would at that in-person cocktail party, be mindful of the company you keep
online. Align yourself with fellow “posters” who are respectful rather than reckless. I often hear
others complain about being inundated with poor quality feeds and rightfully so.
Seek to deliver quality every time you engage with others online. The idea behind social media
sharing is to build relationships as you would with anyone else anywhere else: Listen, ask
questions, be helpful and act professionally. Remember, too, that a natural living being is always
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on the receiving end (whether behind a computer screen or staring at their phone) and should be
treated as such.
Aim to Impress on Social Media

As prospective clients encounter you on social media, they should be impressed. This why we
focused on the task of discovering and developing your online voice/web persona early on in the
process. The overall best strategy is to be yourself, keeping the process of interacting online—to
include interacting with others on social media—as simple as possible.
When building your online voice, or web persona, consider which personal and professional
attributes make you both unique and uniquely qualified. Leverage remarkable traits you possess
in real life, modeling your online presence around authentic characteristics already engrained in
your personality. Projecting the right voice or persona is an ongoing process you’ll want to review
and revise frequently.
A good place to start is to select a few social media networks where you can reasonably expect to
find the sorts of prospects and clients you enjoy working with. Get and remain active on those
platforms first, fleshing out and refining your approach to engaging them over time based on what
you learn through those initial interactions. Ways to grab the attention of your ideal client include:
● Add value to existing conversations.

● Respond to others in search of advice.
● Launch a dialogue by leaving comments.
● Post frequently, addressing known pain points.
● Selectively connect with, engage and follow others.
● Repost, retweet or share relevant data, videos, images, etc.
● Less frequently, share examples of your work and successes.
Through my experience and that of others I’ve helped with online and offline reputation building
and management, I’ve found that the best clients are naturally drawn to business professionals
they’ve come to trust. This is why I encourage you to consistently join in on conversations, share
content (or insights) of added value and engage meaningfully with others you meet on social
media.
Be Yourself Online—100% of the Time

While it may not come naturally to you 100% of the time, your goal is to let people know who you
are and what you’re great at. Share your passions and, importantly, always be authentic.
Connecting with prospects online is a continual, long-term tactic. It won’t happen overnight.
Moreover, inconsistent or ineffective posting can dilute credibility and trustworthiness, rendering
your business virtually invisible.
On the flipside, “lurking” or waiting to pounce from the social media sidelines is best described as
wholly counterproductive. Be consistent about using social media but don’t overdo it. After all,
what busy professional has time to be logged in 24/7? Be mindful of the company you keep, too,
connecting only after reviewing their online reputations. If not, you risk damaging your own
through association.
Make sure that anyone you connect with, follow, etc., is a real person—not a bot or someone
hiding behind a fake account. Similarly, ensure that they’re views aren’t too political or radical
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unless that happens to be your target audience. Lastly, confirm that they generate good content
versus spam: Review their profile for inconsistencies, read a range of prior posts and then reach a
decision.
Connect with and share content by legitimate sources. Ignoring this can impair your online
reputation.
Tailor Your Social Media Activity

Each social media platform delivers content differently, requiring you to customize your approach
accordingly. Though you’ll constantly keep your ideal client in mind, you’ll need to tailor your
outreach efforts. Avoid copying/pasting the same posts across all social media sites, for example,
since prospective clients view duplicate communications as spammy, sloppy and unprofessional.
Instead, personalize each post depending on where it’s being shared. If practical and possible,
also personalize associated hashtags, backlinks, etc. However, do maintain a presence on
several key social media platforms simultaneously. Additional tips for tailoring your efforts and
messaging follow.
Use key social media platforms.
The social media platforms below are generalized enough to work for most business types.
To connect with a great number of prospects, it’s advisable to set up or fine-tune business
profiles on several of them at once. That’s because each has a slightly different audience
and utilizes its own content delivery methods. With time and effort, you’ll learn to navigate
their differences:
● Facebook.com – snippets of info, tips and comments

● Instagram.com – photos of people, places and products
● LinkedIn.com – business, alumni and other networking
● Pinterest.com – hobbyist or general interest images
● SlideShare.net – helpful presentations and tutorials
● Twitter.com – brief, real-time newsworthy highlights
● YouTube.com – concise, instructive video content
While not considered a social media network specifically, setting up a Google Alerts
account is another way to identify and distribute content that’s tailored around prospects’
interests. We’ll delve deeper into using Google Alerts and each leading platform later on,
outlining:
● Strategies for tracking topics of interest

● Optimal profile characteristics
● Appropriate content topics
● Daily action steps, etc.
Grow your knowledge with your following.
Before we go any further, let’s discuss tracking, connecting with and engaging prospective
clients. This is perhaps one of the most important considerations when leveraging social
media platforms to build an online reputation. The best way to begin is by identifying a
handful of key people within your industry and a few past or potential customers.
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Strategically identifying and reading others’ social media feeds gives you valuable insights
into what prospects are interested in and have a need for. It also helps generate ideas for
genuinely connecting with them. Further, “following” others on social media makes it more
likely that they’ll follow us in return and take a vested interest in our content, projects, etc.
Taking these steps provides opportunities to showcase your expertise in targeted ways
and to demonstrate affiliation with industry experts and notable thought leaders you’ve
selectively chosen to follow. Visit each platform you’ve identified as important to your ideal
client, search for like minds and add them to your feed—connecting with them after vetting
them.
Some social media apps make doing this easier and less time-consuming than others,
such as by recommending profiles or content based on your own activity. As a
supplemental step, I suggest getting in the habit of following an individual right after
sharing a phone conversation, virtual meeting, in person discussion or presentation with
them. Then? Vet and connect!
Note that social media sites use various synonyms to similarly identify people who support,
admire and track the activity or content feeds tied to particular site users or sets of ideals.
On Twitter, Instagram, Pinterest and SlideShare they’re called “Followers.” On LinkedIn
they’re known as “Connections.” On Facebook, they’re “Friends.” On YouTube it’s
“Subscribers.”
Identify and track key thought leaders.
Make it a habit to discover thought leaders, or recognized industry authorities, whom it

may be worth hitching your social media wagon to. Identify, research, list and track
business experts who speak to the needs of your self-identified niche clientele. Google
search topics important to your prospects, noting who authored the best blogs, white
papers, articles or posts.
Add these individuals to your list of thought leaders to eventually follow and perhaps
connect with. Then begin tracking their activity online. Identify their Twitter handles, find
them on LinkedIn, “Like” them on Facebook and visit their websites for evidence of other
platforms they use. Get on their radar by occasionally tagging them and commenting on
their posts.
Other Steps to Take on Social Media

There are other steps worth taking. First among them is to complete all sections of your social
media profiles across sites and platforms. It could be that you perceive profiles or profile “About”
details to be superficial or to go largely unread. These sections are surprisingly important, though,
giving prospects a sense for whether you run a verifiable business, do so honesty and come
across as trustworthy.
They also signal to Google that the person behind your profile is authentic and worth being
indexed. This makes it more likely that your site will appear in search results. Significantly, adding
backlinks is beneficial for SEO purposes. So, link back to your website somewhere in each of your
social media profiles. Complete all contact-related fields (i.e., phone, address) and upload a great
head shot. Be sure it’s just you, head and shoulders set against an unfussy background.
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Other steps include:
Use related hashtags in your posts.
Select and use relevant, hashtagged [#...] words or phrases in your posts. These
eye-catching buzzwords make it more likely for your content to be discovered in other
people’s social media searches by clearly identifying your topic and associating it with your
profile. Hashtag any words that reflect your ideal client’s interests, concerns, industry, etc.
Draw more attention to your posts by appending hashtags which indicate location, ex.:
#MoneyNYC, #DesignLondon.
Use tags or links to engage others.
Grow your own network by mentioning others when sharing content on social media.
Rather than reserve this tactic for use with thought leaders (see prior section), deploy it
with critical influencers, industry players, content authors, clients and prospects. Catching
their attention helps you foster great relationships. Do so sparingly to avoid being viewed
as a spam artist.
Connect naturally—via @[UserName] or a link to their website, etc.—with people who can
honestly benefit from or bolster the credibility of the content you share. If they like what
you produce and post on your profile, they may one day pass it along or share it with their
own followers. This will help you generate additional traffic and build a more trusted
reputation.
Use Google Alerts strategically.
Once you’ve sorted out who and what to follow on social media, track them with Google
Alerts. Distributed in real time, these alerts notify you when something of interest to you
and/or your ideal prospective client has been published online. Set alerts according to:
topic, keyword, search phrase, business name (i.e., a client’s, a mentor’s, a competitor’s),
author name, etc.
Request alerts associated with breaking news items, too, so that you’ll be fed a nearly
constant stream of targeted content worth sharing online. If a news item seems attractive,
give it a quick glance. If you determine it’s pertinent, post both a recap and a link to it on at
least one of your social media profiles. Remember to make each social media post distinct
versus copy/paste.
Adding content as it becomes available shows you to be an authoritative source who’s on

top of the latest developments. Use Google Alerts to stay at the top of your game in other
ways:
● Sign up for Google Alerts associated with your industry.

● When a shift takes place, alert clients via social media posts.
● Before writing content, search Google Alerts for topics of interest.
● Use what you learn from Google Alerts to identify/connect with influencers.
● If someone “likes” your Google Alert post, offer to email them additional data.
Combined, these habits and strategies are important to building a great reputation online.
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Key Strategies for Key Platforms

In this section, I’ll share details for strategically using all seven social media platforms identified as
“key” players to your best advantage. The platforms we’ll discuss appear in the following order:
● LinkedIn.com
● Twitter.com
● YouTube.com
● Instagram.com
● Pinterest.com
● Facebook.com
● SlideShare.net
I’ve intentionally arranged them according to professional appeal and client success rates when
using them. Whether daily or weekly, you’ll also want to take a number of key actions which help
maximize your return on time invested in building and maintaining associated profiles. In the
closing “CH. 5 Activity,” we’ll wrap up with an outline of related, strategic actions you can take on
an ongoing basis.
LinkedIn – best for business, alumni and other networking activity
LinkedIn remains the king of professional networking, making it one of the most potent
sites for garnering notice from prospective clients and other people you’d like to partner
with. Since Google highly trusts the platform, LinkedIn entries often appear prominently in
search results. For our purposes, this is ideal. And that’s why it tops our list!
At its core, LinkedIn is great at delivering trust. While shameless promotion does clog up
its feeds, it’s still considered authoritative and mostly spam-free due to its relative
complexity and a need to engage authentically. There are many ways to use LinkedIn to
both forge a positive online reputation and connect meaningfully with others.
Maintain a current LinkedIn profile.
First and foremost, create and continually update your LinkedIn profile. Review it regularly
to be sure that no field is left incomplete. If gaps exist, fill them. If you fail to, your profile
will appear to be unprofessional or fraudulent. Write all text entries (including your
biographical info) so that they’re clear, compelling and apt to convey expertise in your
selected niche area.
A high res photo is a must, as are up-to-date contact details (even if hidden from public
view) and website URLs. Your opening tagline should briefly identify what you do and who
you help. Check to be sure that your introductory text is also current and written well. In the
“About” section, be sure to list articles you wrote and are featured in as an individual or
business entity.
Post links to positive press coverage as they’re available and link to strong, external
content.
Customize your LinkedIn URL.
One important tip is to tailor your LinkedIn profile link by customizing it to reflect your
business name. If not, your individual LinkedIn URL will include a series of unintelligible
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and random-looking characters. Updating your link with your or your business name helps
you get found more easily by prospects and by Google, substantially improving your online
presence.
Plus? Creating a custom URL is easy. If you own the financial firm “John Smith Consulting”
based in Manhattan, try: LinkedIn.com/in/John-Smith-Financial-Consulting-NYC-Equities.
To achieve this: Login to LinkedIn, go to Settings and click on the pencil icon appearing in
the upper right corner. Edit your old gobbledygook URL to your liking.
As my example suggests, include your business name, location and area of specialization.
View LinkedIn as a content resource.
Did you know that LinkedIn is an excellent place to source content? Use the LinkedIn Feed
to discover industry news worth sharing across platforms, expanding your reach as well as
your network. Posts by trusted businesses and influencers often align well with prospect
interests. As they appear, share them on other social media sites. A great business
barometer, this one tool can help you gauge customer sentiment, spot trends and find
inspiration for blog topics.
Use LinkedIn to grow your network.
LinkedIn is a rich resource for nurturing new client relationships and for identifying
potential business partners or affiliates. A robust presence of your own gives potential
buyers a complete business history in snapshot format (i.e., resume, experience, reviews,
articles), which amounts to a very convincing first impression.
To grow your client pool, begin by uploading your contacts so that they can connect with
you on LinkedIn. In addition, post great content to your profile feed. Show how friendly you
are by adding upbeat, engaging comments to other people’s posts. Send prospects a brief
but custom message after sharing or commenting on their posts. Then follow up by phone
or direct mail.
You can never go wrong by consistently publishing exceptional content and by making
time to connect with groups or communities in need of your products, services or
expertise. After exchanging several messages with a fellow LinkedIn user and getting to
know them via their posts, consider meeting up. Suggest sharing a phone call, video
conference or coffee break.
If you hit it off, it could lead to not only an exchange of ideas but referrals, leads and
business.
Twitter – best for sharing brief, real-time newsworthy highlights
Get and remain active on Twitter with a focus on distributing quality content that resonates
with your target market. Generate and post (or share) exceptional content on a consistent
basis, building your reputation as an expert among followers and prospects. In these ways,
Twitter then becomes a robust distribution network for sharing your links, articles,
comments, etc.
All of this will help you expand your contact list and showcase your expertise. While Twitter
is relatively simple to use, it can be complicated to implement correctly. It may help to think
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of it as primarily a headline-generating machine or a funnel through which, in real time, you

send out brief but highly pertinent news items and trend alerts of interest to prospects.
Develop good tweeting habits.
Though the emphasis here is on breaking news, it remains imperative to adopt some sort
of content strategy for your tweets. Plan ahead with an aim to: Share important news items
in a timely way, supplement other people’s tweets with relevant comments, answer
questions in real time, reveal inside secrets when appropriate and build trust in your ability
to “show up.”
As you partake on Twitter, be your true human self. Speak in a tone that’s natural to you
and in sync with your web persona. Avoid a scattershot approach by resisting the urge to
write about all things at all times. Stick to what you know, unpacking subjects your ideal
client is keen to understand. Tweet quality—not quantity—on a handful of researched and
considered topics.
I advise posting at least one original (perhaps slightly controversial) tweet per day. Remain
authentic and people will respond, especially if you include appropriate hashtags and
critical influencer Twitter handles. Throughout the day, retweet and comment. Compile
evergreen, or perpetually relevant, content you can schedule to run any time via Sprout
Social or Hootsuite.
Be judicious about how you tweet.
With so much happening on Twitter, you need to be on the lookout for great content and
links to share. When you’re not on Twitter, make time to read through a few industry blogs
or articles so that you can tap outside sources to produce high quality content worth
tweeting about. Keep prospects and existing followers in mind. What kind of data are they
in search of?
Grow your following and your good reputation by making time to answer questions on
Twitter. Search for inquiries using hashtags you might easily expect that prospective
customers will be including with their questions: #[keyword] or #[key phrase]. When you do
encounter questions, offer useful solutions which can be implemented fairly simply by the
requestor.
One thing to stay clear of is controversy. While it’s tempting to respond to negative
comments on Twitter, it will only inflame “trolls” and damage your online reputation. At the
same time, avoid using the platform as a place to air grievances or post comments which,
in hindsight, are in poor taste. Tweets can show up in search results and leave an
embarrassing trail behind.
Expand your influencer circle on Twitter.
Use data readily available (i.e., # of followers) to identify and engage influential Twitter
users. If your own online brand and voice are intriguing enough, fast moving reputation
ambassadors may be only too happy to share your message with the masses. If they
follow you, retweet you or aim a comment @[You], word spreads to their contacts. This
gives you an automatic edge.
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It does that by casting you as a leader in your own right or as someone who’s similarly “in
the know.” Key influencers can also be a source of highly relevant and previously vetted
contacts. Knowing who their followers are and who they’re following is another means for
expanding your Twitter circle, as any you follow will likely follow you in return and help
grow your network.
Experiment with search words and phrases, seeing which lead you to the best influencers,
prospective clients and projects: [#keyword] consultant, hiring [#keyword], seeking
[#keyword].
Engage Twitter prospects skillfully.
Twitter can be a useful place to find and connect with potential clients. Use its search
feature—in combination with Google Alerts and your contact or connection lists from
LinkedIn and other social media sites—to discover relevant tweets and Twitter discussion
you can join in on. This is a simple way to jumpstart your efforts toward compiling a list of
great contributors to follow.
In doing this, take advantage of a lesser known Twitter tool: Lists. Lists help handily
organize followers into categories you can quickly reference in connection with whatever
type of content or campaign you may be launching. Since it’s easy to get lost in
information overload, having a way to sort critical followers allows you to focus solely on
who your message matters to most.
Some people use Twitter “on the fly” as a type of instantaneous customer service or help
desk resource. So, respond quickly to any posts directed at you and, especially, to your
business. Both random site users and potential clients may be prone to complain, list a
series problems or identify legitimate issues publicly. So, read your feed and respond
immediately.
Not taking swift action has the potential to hurt your online reputation. When you do
address such issues, remember to be professional and honest. Finally, make time to
review Twitter Analytics. From the home page, click on “…” and then Analytics to see
which posts enjoy the most traffic or engagement. Retweet the best. Later? Try to
determine why they succeeded.
YouTube – best used as a repository for concise, instructive video content
YouTube is an excellent platform to be active on! As it’s part of the Google universe, the
right video can ensure that your personal or professional content and channels appear
prominently in search results. When seen by prospective clients, that video will boost your
online reputation as a leading professional. Focus on sharing insights of value and
pertinence to future clients.
Your goal should be to either help solve a problem, address FAQs or unpack a newsworthy
industry occurrence. Avoid self-promotion or launching into a direct sales pitch, as it may
lead to negative feedback in the comments section. Authenticity goes a long way and is
received on par with a well-polished, scripted video. Keep your videos to just a few
minutes each.
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Note, however, that there are times when a longer video may be necessary. This can be
true when there’s a need to address an in-depth topic, carefully outline several remedies,
etc.
Set up your YouTube account.
Be sure to set up a YouTube account. If you have one already, log in and be sure to review
it for completeness. At a minimum:
● Are you and your business clearly identified by name?

● Are your industry and specialties also mentioned?
● Will followers know how to contact you?
● Is your contact information current?
● Is your bio on YouTube current?
Next, create a few YouTube Playlists associated with your profile which relate either
directly or indirectly to your specific business. For instance, if you run a financial consulting
firm based in Manhattan that’s named John Smith Consulting, create playlists called: John
Smith Consulting, John Smith Financial Planner NYC, Financial Consulting NYC and
Financial Planning NYC.
Upload content to attract YouTube users.
With playlists in place, search for videos using keywords or key phrases which describe
your interests, your existing clients’ interests and your ideal client’s interests. Add the best
entries to the appropriate playlist within your profile. When you do, be sure to include the
keywords or key phrases which helped you find them in any comments you use to
describe their value.
When posting an original video of your own to YouTube, include keywords or search terms
formerly researched and identified as being of likely interest to potential clients. During
upload, include them in your video title, description, tags, etc. For example, a strong title
field might read: “5 Financial Planning Mistakes to Avoid by NYC Financial Consultant
John Smith.”
All of this boosts your online reputation by drawing in visitors and driving up your page
ranking.
Know that any smartphone will do.
Contrary to what you might think, neither fancy equipment nor a special camera is
necessary. Using your smartphone is probably fine as long as the info you’re sharing, the
presentation you’re making and your personality come across as “real.” One of the most
instructive YouTube videos I ever watched was from a casually dressed man recording in a
parked car.
Because he wasn’t pretending to be a “talking head,” his message was clear, informative
and highly believable. Trust always matters. If you’re hindered by where to start, look at a
previous popular blog post you wrote and consider turning it into a video by expanding on
some salient points. Be genuine and honest. And, as always, give away great information.
Instagram – best suited to posting photos of people, places and products
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Instagram was designed intentionally for sharing images. Posting photos to the platform
can result in truly genuine connections with your prospective clients. But is Instagram right
for you? Yes! Even if you believe you’re in a seemingly unsuitable field (i.e., banking, law,
finance, health care, engineering), it’s an excellent platform on which to maintain a
presence.
The reason? Instagram offers you a unique opportunity to reveal insights into who you
actually are, what your business looks or “feels” like, which activities you engage in, how
you interact with community, etc. These behind-the-scenes, visual, “day in the life”
glimpses both project and establish trust on a level other social media sites or apps simply
can’t quite compete with.
Explore your many options on Instagram.
As mentioned, Instagram is for sharing images. While this is still a core element of its
design, the platform offers a few other important features: “Stories” comprised of media
which expire after 24 hrs., “Reels” which essentially amount to short videos and a “Live”
streaming feature for instantaneous broadcasts. If these three features sound familiar, it’s
because they are!
Seemingly a collection of the best bits of other apps (i.e., Snapchat, TikTok, Facebook),
each component has a slightly different use and, therefore, requires the production of
somewhat different content. For standard or polished images, use the regular feed. For
more casual or quick interactions, use Stories—adding links and applying optional filters
for a “snapshot” feel.
Particularly interesting images from your regular feed can and should be repurposed for
use in Stories. For less than in-depth discussions, use Reels. These brief, 30-second
videos aren’t intended for long-form pieces. For spontaneous broadcasts captured in real
time, use Live. Unlike Zoom or its counterparts, Instagram Live stream viewers can easily
drop in and watch. That’s because the feature doesn’t require logins, passwords or
pre-scheduling.
Play around with a mix of components until you arrive at a blend that’s tailored to your
target audience. After uploading original content to the platform, cross-share it on other
social media sites. Instagram makes it very easy to distribute a variety of media this way.
Link any updates you make to your Instagram profile to Twitter and Facebook via your
profile’s admin settings.
In all cases, use Instagram as intended. Build a sense of trust by being willing to reveal
what matters to you. Such an opportunity is rare on social media platforms today.
Be selective about sharing—but be real.
Instagram posts can provide others with an inside look at your business process. Circulate
photos from business trips, conferences and events. Post images from functions or events
you’ve either hosted or attended. Offer a view into your workspace, break room, lunchtime
routine, etc. Upload pictures of recent awards, community-based activities and more.
Even prosaic or decidedly unromantic shots of your desk, office, meeting rooms and
cafeteria can be relatable. Photos often better suited to Stories can take the form of: vistas
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encountered on your walk to work, images of your favorite lunch spot, pictures of
recommended books and snaps from perhaps a weekend retreat, a recent vacation or
other travels and hobbies.
Yes, even photos of your office cat or household puppy have a place here. Although some
of these things might not directly paint a picture of your business life, sharing them builds
trust. Perhaps more than any other social media site, Instagram gives you the freedom to
reflect on what truly makes your business—and your personality—distinct and unique.
Leverage that to your advantage! Unleash your inner shutterbug, since sharing stock
photos or any other images you didn’t take yourself is unofficially frowned upon. (Those
you can reserve for Pinterest.) Avoid trying to “game the system” and guesstimate what
prospects or clients will like. Simply be open, authentic and honest while being you.
Always be descriptive and engaging.
Add descriptive information to each of your Instagram posts. One way to do that is to write
concise narrative text which explains the photo itself: How it was made, why do you find
the subject exciting and what’s going on here? It’s okay to get personal. For greater
visibility, add specific hashtags and tag others [@...] who appear in the image or might take
an interest in it.
Say an existing client who’s always sent great referrals your way had to move away from
New York City to be closer to family. Tagging them in photos labeled
#MorningWalksTribeca might make them smile as they think of you. Similarly, adding
#FinancialPlanningFridayNYC to images from a weekly soiree a prospect couldn’t attend
will let them know they were missed.
These are a few ways you can begin to engage others on Instagram. Another includes
making time to search for photos by other Instagram users which are hashtagged
according to your own interests or those of your ideal client. Like your favorites by clicking
on the heart icon, perhaps commenting in addition and tagging prospects who might enjoy
seeing them.
Follow Instagram profiles you find genuinely intriguing and like associated posts which
appeal to you. When others like your content or follow you, visit their profiles and then
choose whether to return the favor. No matter what, leaving comments and launching
dialogues peppered with carefully chosen hashtag phrases will draw attention to your own
Instagram profile(s).
Speaking of engagement, be sure to identify a few key influencers on Instagram who travel
in circles similar to you. Based on research you conducted earlier, use select search terms
to identify and then follow any you’d like to get to know better. In doing this, you may
discover other parties of interest among their followers.
When following, remember to opt for quality connections. Plus? Anytime another site
member leaves a message for you, respond both quickly and professionally.
Pinterest – best platform for reaching hobbyist with a range of interests
Similar to Instagram, Pinterest is a highly visual social networking site designed for quickly
sharing images or offering a snapshot view of life within your business. Occasionally
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derided, it remains wildly popular and is worth maintaining a presence on. That’s because
Pinterest provides ample opportunities to connect, engage and build rapport with
prospective clients.
Unlike Instagram, Pinterest members focus less on sharing original images and more on
sharing images of general interest which cater to a broad audience. While at first glance it
can seem best suited to fashionistas and home decorators, nearly every industry is at least
somewhat represented on Pinterest. Its continual rise has garnered attention and usage.
Its surprisingly broad range and enduring appeal make it a great option for any
professional who understands that their ideal client is likely a hobbyist of some kind. Do
your research, learn which prospects might gravitate toward it and avoid turning away from
this massive driver of referral traffic as it’s been known to offer results on par with LinkedIn,
Reddit, etc.
Prepare your boards and begin to pin.
The first step in using Pinterest is to create boards of interest. After either setting up an
account or updating an existing one, be sure to put a handful of boards in place. You’ll then
begin to develop each one around a specific, niche topic that’s likely to resonate with
prospective clients. Pin, or add, pictures to each of those boards frequently.
What tends to work best is sharing clear, colorful and compelling photos centered on a
specific topic or theme. Continue to pin to your boards by pulling content from a variety of
sources and websites, including your own. Knowing when to post can be just as important.
Generally, the most effective times to upload work to Pinterest are evenings later in the
week and weekends.
Engage and connect on Pinterest.
Engage with potential customers by leaving quick, pertinent comments about their boards
or their choice of pins. To further facilitate the forging of connections, make sure that a
Pinterest social media sharing button appears on at least a few pages of your personal
and/or business website(s). The same goes for your other social media profiles and when
uploading blog posts.
This will make it easier for those who like your Pinterest activity to share their interest in it
with others who have similar interests and may wish to follow you. The ability to garner
highly selective, word-of-mouth recognition is part of what makes Pinterest so appealing.
Just as with other social media platforms we’ve discussed, be sure to fully complete your
Pinterest profile.
Importantly, your username should incorporate your personal and/or business name.
When choosing yours, make sure it one that’s highly discoverable and memorable. In the
appropriate fields, include your website URLs and social media handles. Doing so will
make it easier for visitors to your Pinterest boards to connect with you in a variety of ways.
Master imagery and analytics on Pinterest.
Pique prospective clients’ interest on Pinterest by presenting images you love, including
photographs of your work whenever it seems appropriate. Leverage the power of Pinterest
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even further by frequently pinning content that appears on your website, on other relevant
websites and within the image sharing platform itself.
Remember that you’re dealing largely with hobbyists or others who take a keen interest in
any number of specific subjects. This is why the best times to be active are often evenings
and weekends, when they’re more likely to be enjoying some downtime or pouring time
and effort into what brings them joy. Pin and re-pin at least a dozen relevant images per
week.
Use the Pinterest Analytics tool to discover which recent pins are the most popular or
currently trending. Identify a few which truly appeal to you from the “Top pin impressions”
list and then click on them one at a time. As you do, you’ll notice that you can scroll down
to see even “More like this.” Share your favorites by re-pinning them to one of your
Pinterest boards.
Facebook – best option for sharing snippets of info, tips and comments
Facebook has lost some of its luster. After its algorithms were adjusted, it became more
difficult to determine which posts might show up in Friends’ or followers’ news feeds
without having to pay to run them as advertisements. This alone made Facebook seem
less valuable than other platforms, since we want a maximum number of people to engage
with our posts.
Still, it remains one way to get discovered and then be viewed as a credible social media
resource by prospective clients. Remain active by posting, as always, exceptional content.
Post updates which aren’t promotional but instead seek to engage clients and prospects,
converting them into eager followers. Add images, ask questions and reply to comments.
Focus largely on Facebook Groups.
In addition to routine posting, updating and commenting, make time to get familiar with
Facebook Groups. You’ll want to join a few, participate in discussions and launch at least
one such group of your own. As you tackle each of these tasks, focus on aligning yourself
very purposefully with the kinds of groups which are most likely to appeal to your ideal
client.
Search other groups for questions you can supply answers to. Post relevant self-authored
articles, third-party data, links and images with frequency. When it comes to your
Facebook Group, add value beyond what you uncovered elsewhere. For example, invite
members of your group to participate in targeted, online workshops you’ll be hosting.
In addition, offer a free consultation to anyone you can tell is in need of targeted support.
On the whole, build warm relationships which boost your online reputation and lead to
referrals.
SlideShare – best repository for business presentations and tutorials
Owing to its initial affiliation with LinkedIn, SlideShare is still the place to distribute original
presentations and tutorials. Posting to the site is one way to demonstrate in-depth
knowledge and aptitude in a range of related business topics. SlideShare posts are
indexed highly in Google searches, making it easier for prospective clients to discover your
work.
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The strongest presentations are themed around specific problems. Use what you know
about your ideal client’s primary pain points to clearly but succinctly outline solutions
proven to help address them. If you already have a SlideShare account, conduct a quick
review to determine which of your prior presentations performed the best. Use it as a
template moving forward.
Make the most of your SlideShare account.
As with any social media platform, be sure that all information contained in your
SlideShare profile is complete. This includes providing a link to your business website in
the contact and other account detail sections. Once that’s done, begin posting original
content that’s engaging and eye-catching. You can either start from scratch here or
repurpose existing content.
The most common tool for developing presentations is PowerPoint, though Google Slides
work just as well. Identify a topic of known interest to prospects. Build out one slide at a
time. Begin with a catchy headline on the opening page and add a series of topic-specific
slide headers. For each slide, use meaningful bullet point lists or brief text passages to get
your point across.
Use prior content, too, and promote it across platforms.
You can use the presentation-building strategy outlined above in connection with new
content or prior content. For example, pull up a blog post followers responded well to on
another social media platform and rework it accordingly. Or revisit a SlideShare
presentation that didn’t perform so well and breathe new life into it by adding headlines,
bullet points, etc.
Rather than continually reinvent the wheel (aka your brand message), repurpose what you
can. This serves the dual purpose of saving you time and effort while ensuring that your
online voice is consistent. You can easily take an old slideshow and make it fresh by
adding links, new data, contact info, etc. Once a presentation is posted, promote it on
Twitter, LinkedIn, etc.
CH. 5 Activity
Take ongoing, strategic actions on key platforms.
What follows are ways to take ongoing, strategic actions on key social media platforms. In all
cases, I’d like to say: “Add new followers!” In reality, your actions are what will grow your following
on each site. Whenever you feel especially motivated, I suppose you could: Follow others who
interest you, initiate messages which help you get to know them and (at a future date) ask if
they’d follow you.
DAILY:
LinkedIn.com
○ Like several people’s posts.

○ Share at least one person’s post.
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○ Comment on at least one person’s post.

○ Send a request to connect to a prospective client.
○ Schedule a networking call with a connection you’ve made.
Twitter.com
○ Retweet a follower’s post.

○ Retweet other people’s posts.
○ Post a link to a pertinent article.
○ Comment on someone else’s tweet.
○ Follow one influencer and one potential client.
○ Review and refine your list of current Twitter followers.
○ Tweet on a crucial topic of proven interest to prospects.
○ Research a key influencer’s followers and follow some of them.
YouTube.com
○ Comment on a relevant video.

○ Plan creation of your own next video.
○ Subscribe to a few vital influencer channels.
○ Share a great video to one or more social media platforms.
Facebook.com
○ Add a post or story to your page.

○ Like several people’s posts or stories.
○ Publicly share a post you find relevant.
○ Comment on someone else’s post or story.
○ Follow several potential customers and groups.
WEEKLY:
Instagram.com
○ Post at least one photo.

○ Like several people’s images.
○ Share images to another platform.
○ Follow an influencer or a potential client.
○ Create a video and stories to post in “Reels.”
○ Brainstorm topics for a future “Live” broadcast.
Pinterest.com
○ Post at least one image of your own.

○ Share a few images you like to another platform.
○ Pin other people’s images to your own board or profile.
○ Create/update a board using images of interest to prospects.
SlideShare.net
○ Ideally, post during a workday.
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○ Like other people’s presentations.

○ Work on a presentation, posting one per month.
○ Share other people’s best presentations with your network.
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CH. 6
Blog like crazy, making sure to optimize everything.
What’s one of the best ways to assemble or enhance your online reputation? Write your own story! I
can tell you from experience—both firsthand and based on client feedback—that one highly valuable
but often overlooked reputation building tool is one you already possess. When it comes to attracting
eyeballs online, all you have to do is channel your inner expert and write exceptional blog content.
If you ask me, the majority of top performing blogs circulating today are written in a truly natural voice
by experts who speak directly yet informally to prospective customers. They highlight expertise and
industry knowledge without distancing author from audience. They do that by conveying that, while
you possess a wealth of skills and knowledge, you’re happy to make time to share both freely.
Blog Like Crazy & You Can’t Lose

Everyone searches Google looking for solutions to their problems. (I’m willing to admit that I do.) In
order to be discovered in the realm of highly competitive search results, however, requires constant
emphasis on content creation. In addition to that, what you create and then post online must be of
exceptional quality. That’s how you build both a presence and a reputation which set you apart.
Writing excellent blogs increases your chance of being found quickly in search results. This leads to
greater visibility, increased opportunities to connect and reputation enhancement. For example, say a
prospective client finds positive articles which link back to you on the first page of search engine
results. They’re likely to pick you over a competitor for whom minimal or unfavorable results appear.
Why? Well, those of us who maintain a robust web presence are expected to—and, on the whole,
actually do—supply the most authoritative and actionable solutions to consumer issues. The key to
content creation, remember, is to craft the best possible blog posts. Be mindful here that a blog post
can contain nearly any form of content reasonably expected to appeal to prospects, such as a:
● Meme
● Photograph
● Link to a PDF
● Chart or graph
● Research article
● Series of useful links
● White paper summary
● Snippet of a presentation
● Recording (i.e., audio, video)
Anything you can think of can comprise a blog post. Another powerful feature is the ability to include
backlinks which connect to existing content. Google views these as essential signals when ranking
pages. Each time a new blog post is published, a recent searchable article backlink is referenced on
the site utilized. That’s why I suggest that your blog find a home on your business website.
Posting a new blog piece every few weeks exponentially increases the potential for your business to
be found in dozens of new, unique and interesting ways on an ongoing basis. This then leads to new
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sales opportunities and makes it more likely that you’ll be viewed as an expert in your chosen field.
But, while publishing frequently is essential, producing high quality content is paramount.
At the end of the day, your aim is to build a reputation which radiates confidence and instills trust.
What’s a Blog? (Plus, Getting Started!)

In a nutshell, a blog is original, targeted and easily-digestible content that’s posted online. It’s primarily
associated with written content but can be comprised of nearly anything. Most importantly, each of
your blog post entries should address or provide answers to issues prospective clients truly care
about. If you prefer a traditional approach to blogging, begin by drafting a 500-1,500-word piece.
What you’ll end up with, when using a Word document to capture your thoughts, is two to three pages
of typed text. Take a cue from journalists here and don’t just offer your opinion. Cite reputable outside
sources (remembering to link to them) and/or otherwise present data and statistics (remembering to
link to those, too). Work in specific details and actionable items it’ll be easy for readers to grasp.
For each blog entry, be sure to include:
● A pertinent, descriptive title

● A keyword-rich summary subtitle
● A number of clear section headers
● Images which help illustrate key points
● Links to other sites and profiles you manage
● Links to third-party sources, data and resources
We already established that a blog post can contain nearly anything: a video, a collection of photos,
infographics, written text, etc. However, yours could—and should—incorporate more than one of these
elements. Pairing text with an embedded video demonstration (or a brief discussion with a
presentation) makes for a richer experience which helps prospects grasp your most salient points.
Starting a blog can seem daunting: What to write? Where to post? At the start of this chapter, I urged
you to: “Write your own story!” That still holds. The best approach is to write what you know. Answer
questions typically posed by prospective clients. Address issues of common concern to existing
clients. Don’t overthink it. Simply write about topics which come naturally, going for low-hanging fruit.
Gradually, blog topics will begin to emerge. Keep track of these in a spreadsheet or other document
that serves as a sort of “tickler” file. Ideas can come from what you’re doing today, such as helping a
client overcome a particularly sticky issue, or they can be inspired by a trend you notice seems to be
emerging across your industry. Be on the lookout for things to write about and they’ll find you!
Always make the resulting content something worth sharing with others. Step back and assess what
impact a proposed topic will have on your ideal client, existing clients, prospects and/or influencers.
Where to Host Your Blog

The best place for your blog to reside is on your business website. This then becomes the central
repository for insights and solutions offered by you; one prospects and others can easily sift through in
a single sitting. Frequent new entries and updates, such as helpful links added in comments, increase
the likelihood that a highly relevant topic will stand out as others peruse your website’s Blog page.
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Helping site visitors hone in on topics they can relate to, by making updates and grouping blog entries
according to major theme identified using researched keywords, makes individuals more eager to
work with you by proving that you’re a trusted thought leader who isn’t content to rest on their laurels.
Importantly, housing a blog on your site draws traffic to your site—rather than someone else’s.
This one step alone can boost your website’s search engine rankings, substantially improving your
chances of being found online. And, again, appearing at the top of Google search results will make it
easier for others to trust you right out of the gate. This leads to more inquiries, calls and sales. Plus?
Each new blog post that’s uploaded works to suppress any former, negative search engine links.
When just starting to build a Blog page on your website, consider also posting that blog content to
other platforms. Be sure, too, to share blog alerts and links on social media. These strategies also
apply if you lack an established web presence, are looking to build a positive reputation or need to
jumpstart the process of fixing a poor reputation.
Medium.com is a worthwhile platform on which to post a wide range of material. LinkedIn hosts a
separate section for blog posts which can serve as a powerful lever. Several beneficial niche sites
welcome guest blogging, which is something we’ll discuss later in this chapter.
How to Write Blog Posts

I laid out a basic approach to getting started in an earlier section. Here, we’ll cover generating blog
content in much greater detail. The tips included will help you streamline and simplify the process.
First and foremost, write frequently and consistently. That level of dedication shows potential clients
that you can be relied on to serve as a trusted source. Second, if you want your name and online
reputation to be associated with excellence, keep your entries brief but don’t settle for less than stellar
content. Third, note that frequency and consistency provide reason to visit your site over and over.
Compose and upload at least one new blog post per month. However, aim to produce and publish
great blog content on a weekly basis. The result will be added exposure, increased positive links and
accelerated suppression of prior damage to your online reputation. Drafting articles on specialized
topics takes time, so schedule posts a few weeks in advance.
Allow adequate time for research, editing and gathering related elements (i.e., associated images,
related statistics, third-party insights). For many, a self-imposed deadline works as good incentive.
Write with your ideal client in mind.
Establish direction upfront. Commit to writing solely about topics which appeal directly to the
wants and needs of your prospects. Find a way to naturally tie in your services but focus on
offering helpful solutions. Don’t oversell it by having a blog post serve as a thinly disguised
infomercial. Others will find it annoying. Perhaps address frequently asked questions—FAQs.
Strong blog entry topics include:
● Ways prospects can improve efficiency or performance

● Industry discoveries and why they matter to prospects
● Timely thought leader insights (i.e., quotes, videos)
● New and emerging trends others have overlooked
● Solutions currently in place for an existing client
● Challenges prospects might not be aware of
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● Lists like: Top 5 …, 10 Ways …, 3 Best …

● Notable third-party books, articles, etc.
● Self-published books, articles, etc.
● Trending mems or images
Draw inspiration from late breaking news sources, social media feeds, Google Alerts, etc.
Expand on someone else’s work by taking a different angle. Customize your blog entry by
writing it “as if” it comes from your ideal client’s point of view. Increase both the credibility and
gravity of your blog posts by citing and linking back to other reputable sources.
Write irresistible, enticing headlines.
The title of your blog should be descriptive, concise and clearly understood. Include at least
one keyword or key phrase that will grab your ideal client’s attention, driving home the nature
of your post and its importance. A compelling headline gets prospective clients and others to
read your story. It generates clicks to your site and helps get it shared on social media.
However, err on the side of caution. Don’t be tempted to create what amounts to “click-bait,” or
a ridiculously enticing but misleading title which encourages blog views for the sole purpose of
manipulating statistics. Tactics like this are never a good idea. In fact, they can easily backfire
and damage your online reputation by eroding trust in both the message and the messenger.
Add crosslinks to each blog entry.
When done seamlessly and naturally, it’s advisable to add crosslinks to each blog entry. These
user-friendly links help readers quickly jump from key points in your blog to supplemental
content. Set each link to open in a new browser window versus lead readers away from your
Blog page. Jump-to material should provide context for your blog, reinforce main points, etc.
Natural linking opportunities include:
● Your Bio web page

● Your Contact web page
● Your Blog “landing” page
● Your social media profiles
● Your writing on other platforms
● Your recordings: audio, video, podcast
Be sure to also crosslink embedded media (i.e., images, videos, infographics, presentations),
as well as to trusted sources prospective clients will appreciate being introduced to: relevant
third parties, Wikipedia pages, websites, etc. Gather and track the placement of all such links
in a handy list you can reference quickly when finalizing upload of your blog post.
The best links to share aid in building your reputation as an excellent resource. Always ensure
that your blog post byline—By John/Jill Smith, for example—is linked to either the Bio page of
your website or your LinkedIn profile. If your post mentions a prior article by you, link directly to
it. For uncommon words, link to sources which help readers understand their meaning.
If it makes sense to, find a way to link to an influencer or a site familiar to your ideal client.
Offering to connect them with sources they already trust reinforces that you “get” who they are
and what matters to them in business partnerships. This has the added benefit of ensuring that
the source you cite becomes aware of you (via a single link) and can maybe return the favor.
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Caution: Link your blogs to quality content only. And, if not in moderation, it’ll appear spammy.
Backlink your blog content.
Linking makes your content more likely to be discovered in online searches. A backlink or, in
this case, a link from a third-party website to your Blog page, is used by Google and other
search engines to determine ranking. Being at the top of a first page is exponentially better
than being at the top of a 2nd page—where < 5% of readers might just see your content.
Securing a backlink from a high quality site (i.e., NYTimes.com, WSJ.com, Wikipedia.org) is
critical, since backlinks drive traffic and boost search engine ranking. When posting blog
content, the main priority is to turn out exceptional work. A second priority needs to be
leveraging that blog content to create a mini-network of backlinks, boosting SEO performance.
Say you link your newest blog to one of your social media profiles. You can easily create traffic
both ways by posting a link to that new blog entry on your social media profile.
Other things you can do:
● Write a guest post on another site that comes with a backlink.

● Convert that blog into a YouTube video and add a backlink.
● Ask colleagues with relevant offerings to link back.
● Ask your alma mater for an alumni backlink.
Other Content Options

Ways to get your business name circulating, as you continue to build or repair an online brand that
compels others to connect with you, include contributing content that’s rich in opportunities for
backlinks. What follows are detailed tips for gaining increased recognition and traction via original
content or industry insights distributed in four distinct ways:
● Wikipedia
● White Papers
● Other People’s Websites
● Notable/Prominent Websites
Create or contribute to a Wiki page.
Wikipedia can be singly paramount in building an online reputation. Its

power comes from being highly trusted—and, therefore, highly valued by
Google—and being ranked consistently among the top few entries to
appear in nearly all search engine results. Prospective clients generally
give great weight to a business being mentioned in (or the subject of) a
Wiki article.
Thus, affiliation with Wikipedia engenders trust. Creating entries can be extremely challenging,
however, since the content must be truly noteworthy and backed by objective and verifiable
sources. This cannot be fudged and there are no shortcuts I can offer. You can’t rewrite an
entry at a later date once it’s posted to Wikipedia, though you can submit suggested edits.
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First, you’ll want to identify a person or business of keen interest. Who might your ideal client
want to know more about? Site rules make it a violation to write about yourself, so leave that to
someone else. (Perhaps recruit a colleague who can paint and post an accurate picture of
you.) Next, research your subject while keeping a running list of links to resources utilized.
While writing that Wiki entry, emphasize: significant contributions to industry, professional and
personal histories which are thoroughly documented, achievements and/or other key events
(i.e., career turning points, notable lectures, awards, texts authored). Objectively explain what
makes this subject outstanding or noteworthy. Cross-reference trusted sources only.
Resist making this entry about you in any way. Linking any such details to yourself, your
business, your own website(s) or low-quality websites is unacceptable. Wikipedia will check
your IP address prior to allowing the piece to go “live.” Violating any of its rules can result in a
swift takedown of the post and wholesale banishment from the site.
What may be possible is to submit updates or edits to a current Wiki entry about you so that
what appears is accurate and includes key milestones. If your alma mater is incorrectly cited,
submit an edit. If you recently won an industry award or made a significate discovery, do
likewise. Pull out your CV, check for discrepancies and request changes to errors in:
● Graduate, undergraduate or even high school education

● Current or prior employers and partner organizations
● Primary business titles, roles and assigned tasks
● Awards, speeches and published articles/books
● Notable affiliations (i.e., nonprofits, for profits)
Go further. For each item, search Wikipedia to see if an entry exists already. If so, can it be
modified to contain a legitimate link to a key reference, citation or source of information? If not,
can it be updated for the same purpose? Having your name associated with its own Wikipedia
page almost guarantees top placement in Google search results.
Though, getting your or your business name to appear in a Wiki entry may generate enough of
a spike to boost search engine rankings for you. Comb relevant articles for opportunities.
Compose a compelling white paper.
Much more detailed than a blog, a white paper offers readers a comprehensive look into a
complex issue. Writing a strong one shows that you’re an authority by helping prospective
clients better understand: a specific challenge they face, potential solutions to that problem,
decisions you helped others make, the rationale behind your advice and positive outcomes.
White papers range in length but are typically 5-10 pages long. Because they require both
extensive effort and client involvement, they can take a while to write. Even if composing a
worthwhile white paper seems challenging early on (Frankly? I never published the first few I
wrote.), one great way to start is by expanding on a previously written blog post.
To this add mention of other proposed solutions and explain why they wouldn’t work for a
particular client. Build out any mention of strategy by incorporating details the original blog
didn’t leave room to include. Identify other case studies you may have referenced. In short,
reveal your process. Alternately? Combine several blog posts into a single, targeted paper.
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Beyond simply publishing the results on your website or as a downloadable PDF accessible on
your website, consider distributing the paper on other platforms. Those geared to long-form
content include Academia.edu and Scribd.com. Almost on par with an e-book, a white paper
can cement an image of you as a “thought leader.” This makes the time invested worthwhile.
In addition to improving his online reputation dramatically, a CEO whom I know personally
gained direct business worth hundreds of thousands of dollars by writing a single white paper.
Compile a guest post for someone else.
Guest blogging remains an effective way to build quality links, solidify your reputation and drive
targeted traffic back to your own website. Get started by identifying a few platforms or sites
popular among prospective clients. Check to see if they accept guest submissions. (Most often
do.) Guest blogging introduces you to new audiences while giving others fresh content to post.
Guest blogging is a great way to:
● Gain visibility in new ways.

● Grow your social media following.
● Convey a sense of trust and expertise.
● Improve your online reputation within a niche.
● Improve your online reputation within an industry.
● Tap prospective client pools of a more diverse nature.
● Earn backlinks to your site, increasing SEO and traffic.
The next question is: What will your guest blog be about? Refer back to that list of platforms or
sites popular among prospective clients. Which blogs, platforms or publications are already
read by your ideal client? Target those which convey authority and have an engaged audience
that’s likely to not only amplify (via likes or comments) but share your content far and wide.
Visit any on your shortlist, reviewing them to get a feel for hot topics. Pay attention to general
tone and writing style, as well. Is it serious, thoughtful, flippant, academic or bold and witty? Or
is the writing of poorer quality than you expected. See if and how your own contribution might
fit in. Once you’ve narrowed your choices, consider a unique topic you can cover for them.
Select an issue you know will resonate with previously identified prospects. Then pitch your
idea to the editor who manages that particular section (i.e., “News,” “Trends”). Once assigned,
write the best post possible and submit it on time. Pack it with actionable and valuable advice.
Tell the publisher how to link back to your site, ensuring that your blog post can be found.
Expand your options. Search Google for topics like:
● “guest post”
● “guest blog”
● “write for us”
● “guest article”
● “be an author”
● “become an author”
Contribute content to a major website.
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Up both your street and online cred by writing articles for prominent websites. Examples
include Forbes.com, HuffPost.com, any relevant to your ideal client’s industry and those which
impact prospects’ industries. Having a piece published on a known site gives you exposure
among the masses and aligns your reputation with a trusted name, drawing clients to you.
It’s not easy, however. Getting something accepted and then published by sites like these
requires writing of the highest quality. Taking a unique angle that’s timely and relevant may
help. If early attempts don’t pan out, keep trying. In addition, slightly less visible platforms may
be an excellent place to begin. Another option is to consider hiring a qualified ghostwriter.
BONUS: Even More Content Options!

Before we move on to Chapter 7, I can’t overstate this one message strongly enough. Blogging boosts
your chance of being found quickly in search engine results by rewarding you with: greater visibility,
increased opportunities to connect with your ideal client and overall reputation enhancement (via
backlinks, etc.). Expanding your blogging efforts makes it easier for others to literally link up with you.
One way to maintain a robust web presence is to serve as an authoritative breaking news source. Be
the first to write about new developments or trends. Be ready to swiftly write about or comment on
topics while posting relevant images, statistics, etc. Shift time away from other tasks to write
something newsworthy, proving that you’re one step ahead of the curve and the competition.
Earlier I told you that a blog post can contain nearly any form of content reasonably expected to
appeal to prospects: a meme, a photograph, a PDF, a chart or graph, a recording. It can even be a
handful of useful links which help them make sense of what’s going on. Still other blogging strategies
are worth exploring which can provide you with additional options for churning out original blog posts:
● Repurpose content.
● Get influencers involved.
● Write an e-newsletter or e-book.
● Turn it into a case study, infographic, etc.
Repurpose your own content.
In the section above, we talked about taking a blog and expanding it into a white paper. This is
what it looks like to repurpose content. There are many other ways to repurpose what you’ve
written already. For example, take that white paper and turn it into a magazine article for an
industry journal. Distill main points from that piece into a presentation you post to SlideShare.
Gather data from multiple tweets into an infographic. Expand a series of Facebook posts into a
blog article. Make an audio recording out of that original white paper. Create a YouTube video
which summarizes key points made in your most “liked” online blog article. There are nearly
endless variations on using existing sources to create new content for yourself.
Each of these variations can then serve as the topic of a blog you post on your own site or
another website. Announce the release of that white-paper-turned-journal-article in a blog
posted to your website. Follow that up by posting a link to it on each of your social media
profiles. Or unveil that new YouTube video by explaining why you created it.
Do you see what I’m getting at? The possibilities are everywhere.
Repurpose others’ content, too: Comment!

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Can you possibly repurpose “other people’s” content? Sure! Comment on a third-party blog
post, breathing new life into a past entry while subtly drawing attention to your expertise. When
choosing content to leave feedback on, look for qualities which convey authority and be sure
that the person’s other content is written well. Gravitate to content and authors prospects favor.
Leave thoughtful comments, ideally in ways which allow you to link back to your website or cite
a smidgen of your own biographical or background info without being spammy about it. Even if
Google doesn’t index your comments (highly unlikely), commenting is a valuable way to
showcase both what you know and your willingness to share that knowledge freely with others.
In order to comment, you’ll likely need a user account. When signing up on platforms, use your
real name or business name—no nicknames—in order to maximize visibility. Spend time each
week roaming the following mostly “benign” versus controversial websites for places to leave
meaningful comments. Avoid replies to past comments, as they’ll only get buried.
● Inc.com
● Slate.com
● Forbes.com
● NYTimes.com
● Bloomberg.com
● Technorati.com
● GuardianOnline.com
● WashingtonPost.com
I once left an online comment in connection with a New York Times article. A prospective client
I’d been speaking with saw it and hired me soon afterward. Of course, his decision wasn’t
solely motivated by me posting a response. Along with everything else, however, I think it
definitely helped to elevate my visibility and, perhaps in his mind, status to seal the deal.
Get influencers involved.
What if you could ask others to do the writing for you? Actually, you can! Reach out to industry
influencers, colleagues or business partners, asking each one to write a guest post that then
appears on your website. Since they’re likely to share a link to it with their own audience, you
get the added benefit of building relationships and gaining recognition as a side effect.
Even better? If possible, ask an existing client or a qualified prospect to write a blog post from
their unique perspective. Not only will they be flattered. They’ll be more likely to hire you in the
future and/or refer others to you. Just be sure that the topic they choose to write about aligns
nicely with your business interests and your website’s intent.
Another way to engage influencers—or industry leaders of any kind—in the blogging process
is to request to interview them. Publish the results of that interview in the form of a blog article
and (with their buy-in) maybe even a follow-up video. Take a cue from journalists and ask them
for a few photos you can upload with that story, noting: Images courtesy of [Subject’s Name].
Connecting via interview can be much simpler than asking others to write guest blogs for you.
Ask questions which illuminate their area of expertise, background, accomplishments and
achievements while keeping in mind what would be of interest to your ideal client. Post the
results in all the usual places: on your website, on your Blog page, on social media, etc.
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IdeaMensch.com and Inspirery.com are websites dedicated to sharing interview content that
involves executives, entrepreneurs, doers and creators. Both are ranked highly. If you post to
either or both, be sure to link back to the subject’s respective site(s). In all likelihood, they’ll do
the same. Interviewing several people in one article can hasten reputation building online.
Write an e-newsletter or e-book.
Once a common way to stay in touch with readers, newsletters (including the “e-“ variety) have
been on the wane. A published, well-maintained Blog page is generally preferable since it’s
discoverable in Google searches launched by potential clients. Still, a truly informative bulletin
delivered to prospects via email can be a powerful way to convey industry and niche expertise.
Within the body of an e-newsletter, be sure to link back to your website and to a few online
articles you’ve published already. For even more exposure, embed the content of your
e-newsletter into the body of a blog post. As a value-add, include a “Subscribe!” or similar
button on your Home, Blog and/or Contact web pages. It’s certainly one way to build your
contact list.
What about e-books? While writing an electronic book is a considerable undertaking, it’s a
great way to share knowledge and demonstrate expertise. Write it yourself, co-author it or
work with a team of others. Your e-book goals should be to help prospects better address and
understand known challenges while delivering added value for existing clients.
Gather previously written blog posts, assembling them into a starter file you can build upon. Or
jot down FAQs typically posed by prospects who are still navigating the business cycle,
crafting your replies to each one until they take the form of individual chapters. Once complete,
print a limited run on paper. Post a link, excerpts and feedback to your blog, social media, etc.
Turn it into a case study, infographic, etc.
In talking about how you might repurpose content, we touched on turning blog posts into case
studies, infographics, presentations and more. Here, I offer a few more tips for doing that. A
case study, in particular, offers prospects a new view into problems and solutions. It does that
by emphasizing successful results and outcomes you achieved in partnership with a client.
Bring to mind a successful project you worked on. What one issue was it centered around? In
other words, what was the core problem presented by your client? How did you then go about
solving it? And why was that particular approach so helpful? Expand your answers to each of
these. Plus, in a few paragraphs, outline associated solutions and real-world implications.
Save the results as a “Case Study” template. On occasion, you’ll want to update that file and
save it separately to reflect work done more recently. When you’re satisfied that you’ve
covered all the bases, publish your case study as a blog post. Share links to it on LinkedIn,
Twitter, etc. Integrate a PDF or print version of it into your proposal and marketing packets.
Leverage the staying power of visual media by creating infographics and other eye-catching
blog post source materials. As the name implies, an infographic is a quickly referenced and
clear display of stats, informational bullet points, etc. Imagine a single, souped-up PowerPoint
slide. Craft a visually appealing infographic online using a template from Canva or elsewhere.
Upload it to your Blog page or a site that specializes in infographics. Visualize.me is one such
option. Using a similarly visual approach, compile a presentation which makes sense of the
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various solutions you offer prospects. In a few dozen slides, present compelling ideas nested
under headers and complemented by bullet points.
PowerPoint and Google Slides provide templates which can make their construction easy.
Repurpose a blog by converting it into a presentation, rewriting and reformatting it. Or develop
a new presentation from scratch. Once complete, upload yours to SlideShare. Embed it in a
blog post on your website, too. Share links on Twitter, LinkedIn and other platforms.
While not precisely writing, another content option to consider is converting an original video or
audio recording made by you into a companion text version. Once you’ve fine-tuned it, this
transcription can be posted to various online platforms. Upload it as a blog on your website.
Build it into a white paper worth sharing on LinkedIn. Highlight key points in an infographic.
CH. 6 Activity
Optimize your repurposing strategy.
I launched this chapter by encouraging you to blog like crazy, making sure to optimize everything. The
same goes for all of the other content strategies I’ve shared. You have to keep at it to see results.
Your reputation depends on it! What follows are five easy ways to gain new followers and grow a
positive online reputation while repurposing otherwise “old” content.
1. Be a guest.
Identify a blog or news site prospects are responding to favorably. Once determining that it’s in
keeping with your own brand, engage its publisher and offer to write a guest post in your area
of expertise. Use their power and reputation to drive quality traffic and leads your way.
2. Showcase a client.
Rather than go it solo, create a folder of blog content to pull from by asking one or a few clients
to write a guest blog for your site. If that seems unwieldy, ask to interview a client who’s sent
referrals your way. Showcase them while giving prospects more reason to choose you.
3. Leverage those FAQs.
Demonstrate your deep knowledge and expertise, solidifying your reputation as an industry
leader. How? Each week, publicly answer one frequently asked and often repeated question.
Present actionable tips in a quick social media post or video. (Yes, a smartphone will do!)
4. Appeal to audiophiles.
Any number of prospects may favor audio recordings to endless scrolling, video buffering, etc.
So, give it to them. Repurpose a prior blog by recording it—in its entirety or just an excerpt—to
audio. Upload that file to SoundCloud and elsewhere, sharing links to it across social media.
5. Create a stunning infographic.
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Think back to a blog post containing a lot of data; so much data that you worried whether
others could make sense of it. Zero in on its golden nuggets and craft a stunning infographic
around them. Post it in a newer, simpler blog post plus to a specialty site like Visualize.me.
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CH. 7
Make friends, help others and improve your
reputation.
Your ultimate goal is to build online and offline reputations which do the heavy lifting for you.
Making friends by helping others is how you’ll achieve it. Constantly connect and post content on
targeted platforms beyond those already discussed. Publish helpful information across niche sites,
building your reputation as an “in the know” business professional. Freely sharing high quality insights
draws in prospects organically. It’s only natural that they’d then reach out to you when they need help.
Getting there requires asking a few questions:
● What content should I share?

● Which platforms will I share it on?
● Who should I strive to connect with?
● How can I share what I know with them?
That’s what we’ll cover next.
What, Which, Who & How

What content will you share? You already know this answer: Think back to prior chapters. Always
make sure your focus is on generating exceptional content that’s thoughtfully written and/or carefully
designed to attract specific prospects. Continually add value to your ideal customer’s life by
addressing topics they care about. Offer solutions—while being friendly but professional—in every
single article, video, etc.
As for which platforms you’ll use, keep getting to know all you can about your target audience. Do
some detailed research into prospective client interests, figuring out where they’re likely to search for
solutions online. Seek out those platforms and begin actively sharing content they’ll find compelling.
Look past ubiquitous social media platforms, getting and staying active on others which may not come
to mind initially (i.e., alumni groups, Quora, Wikipedia).
When it comes to who, branch out. In addition to prospects, connect with leading experts in your (or a
companion) industry who have a similar mindset and also freely share useful insights. Align closely
with these thought leaders or key industry players. Follow them, comment on their posts and share
what they’ve published. Like what they and ancillary professionals “Like.” After a time, when you feel
comfortable doing so, move your conversations with them over to email or phone.
Finally, how will you share what you know?
Rule No. 1 is to tailor your message to the platform you use. Creating a Wikipedia page differs vastly
from making a TikTok video. Consider length, tone and other factors for every piece of content before
finalizing and uploading it. A financial advisor is more likely to use LinkedIn, Twitter and SlideShare
than Pinterest or TikTok—whereas an interior designer is more likely to use Instagram, Pinterest and
Facebook but not Quora or Crunchbase.
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Rule No. 2 is to get and remain active on niche sites, too. Focus on mastering your ideal client’s
platforms of choice. Still, get active on a few platforms which cater to specific industries, business
types and/or regions. Building a presence on unexpected sites can lead you to a new and diverse
client pool. Plus? If prospects see that you post a range of content across platforms, you’ll appear
more authoritative. This gives your reputation a competitive edge.
Two Industry-Specific Steps

While we’re still on the topic of both targeted and niche industries, I’d like to outline two simple steps
you can take to quickly build a friendly, helpful and authoritative reputation online. One involves vetting
and aligning yourself with industry-specific platforms. The other involves making your business more
easily discoverable through the use of industry-specific job boards.
Industry-Specific Platforms
There are numerous industry-specific platforms out there. Research several which seem
promising, joining any which are appropriate for your and your ideal client’s business interests,
geographic locations and preferred languages. Activity on sites aligned with your core niche is
something Google generally values, so get and remain active on related platforms.
Don’t overlook reputable sites which may have a large following overseas: TheGuardian.com,
Xing.com, etc. If foreign language skills are a must, a free online tool like Google Translate can
be a big help. Choose which industry-specific platforms to join and engage with based on your
business model, ideal client and reputation goals. Keep all three in mind.
For good measure, consider the following example. A financial firm that maintains a presence
on an arts-related platform gains minimal reputation boost from it. Conversely, being on that
extraneous site may damage their web presence. The same goes for you. In addition, avoid
joining poor quality or unprofessional platforms or you’ll appear untrustworthy to prospects.
Interestingly, Crunchbase can be of value to nearly any business professional. Its entries rank
high in Google searches—likely because the platform is a repository for detailed business
data.
Industry-specific platforms to consider joining:
Business, domestic
● 500 Startups
● Corporation Wiki
● Crunchbase
● F6S
Business, international
● Viadeo (French)
● VK (Russian)
● Xing (German)
Legal/Other Professional
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● Avvo
● Bark
● Martindale
Technology
● Discord
● Slack
● Twitch
Creative
● Behance
● Tumblr
● Vimeo
Industry-specific job boards
Another step worth taking is to upload your current resume, CV or professional bio to
industry-specific job boards. First, of course, this is one way to land a job. Second, it can
expand your web presence and improve your online reputation. It does that by making it
discoverable when a prospect conducts a Google search. (If they’re impressed, they may just
reach out directly!)
Media & Publishing
● JournalismJobs
● MediaBistro
Healthcare & Pharmaceuticals
● AllPharmacyJobs
● HealthcareJobSite
Not-for-Profit
● CommonGoodCareers
● Encore
● Idealist
Technology
● Angel
● iCrunchData
● YCombinator
Creative
● 99Designs
● Dribbble
● Folyo
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General
● AuthenticJobs
● Indeed
● LinkedIn
● Toptal
Let Clients Do the Talking

An amazing way to let others know how friendly and helpful you are is to encourage happy customers
to write reviews. Prospective clients who are shopping for solutions find bona fide recommendations
extremely compelling. Business owners mistakenly think, however, that reviews alone comprise their
online reputations. In actually, they’re only a subset. Still, they can lead to work or recommendations.
Choose reviewers and platforms wisely.
Some business professionals find it tricky to request reviews—but don’t let that stop you!
Former and current clients you enjoy working with are the best people to approach. Avoid a
potential backfire (or unexpectedly negative post) by asking only those who’ve thanked you
profusely. Never exchange money, discounts or services as that would be illegal and unethical.
Request recommendations on the following business or professional platforms:
● Four Square
● Glassdoor
● Google My Business
● LinkedIn
● Yelp
Mix it up based on business type. If you cater to retail, restaurant or travel savvy clients, think:
● Consumer Reports
● Facebook
● Hotels
● Tripadvisor
● Zagat
Again, choose reviewers wisely. One negative review can cause rippling reputation damage by
giving trolls and competitors an opening to chime in. As with all platforms, find ways to become
active on review sites. You can easily garner attention online by writing honest, informative
reviews of other businesses. This signals that you’re engaging, helpful and community-minded.
Understand “review” vs. “reputation” management.
Online “review” and “reputation” management are not the same. Though I’ve heard them used
interchangeably, reviews are a minor subset of online reputation building. The latter more
broadly includes: content creation, SEO, social media engagement and other trust-building
activities. Constructing a reputation solely around online comments or feedback is highly
problematic. If a prospect uncovers reviews and little else, you and those reviews will seem
untrustworthy.
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Literally get on the map with a Google My Business page.
Join Google My Business. If you’re unfamiliar, it’s a vital and powerful tool because it hosts
reviews within Google’s ecosystem. A related page can position your business prominently in a
given prospect’s search results, making it easier for them to find you and to, importantly, judge
your working ethic through a lens comprised of positive reviews posted by happy customers.
There are two other clear benefits to having such a page. For one, it helps prospects quickly
spot your business’ contact information and physical location. For another, being “sanctioned”
by Google instills high levels of confidence and conveys a strong reputation. So, build a
presence on Google My Business.
Complete the profile section, add images, link back to your website and request reviews. From
time to time, keep things fresh by adding new images and client reviews.
Post Prospect-Friendly Content

All content that’s written or produced by you (i.e., articles, presentations, videos) and then published
online for the sole purpose of helping others solve problems must avoid requesting anything in return.
This approach has been restated several times, because it’s a great way to establish relationships
which are built on trust before all else—and trust is what makes that content prospect-friendly.
Make Wikipedia one to write for.
Wikipedia, as we’ve discussed already, can be singularly paramount in building an online

reputation that attracts the right kinds of customers. Highly trusted in general, it’s also highly
valued by Google. So much so that its entries rank consistently high in results associated with
nearly all search engine activity. As a result, Wiki pieces are respected by prospective clients.
Being mentioned or published on Wikipedia is a convincing achievement. Remember that any

content you post there must be noteworthy and backed up by genuine, verifiable sources. You
can’t use your own website as a resource. Nor can you write a Wikipedia page documenting
your own career, background, professional achievements, etc.
What you can write about are known thought leaders. This can have the twofold benefit of
giving you reason to reach out to them personally—for an interview, a list of sources you can
contact, etc.—and of providing you with content worth posting publicly which aligns you with a
known head of industry. At a minimum, you can suggest edits to an existing Wikipedia entry.
Blog for a premier platform like Medium.
One of today’s premier blogging platforms is Medium. Since it’s well-trafficked and (nearly)
spam-free, Medium can quickly appear prominently in Google searches. Sharing a well written
article here can boost your online reputation by helping a greater number of people discover
your original content and begin following you elsewhere on the web.
In addition to writing content for Medium or sites like it, use such platforms the way they’re
intended: Search for, discover and share relevant content written by other authors. Follow your
favorites, including content prospective clients might appreciate being “introduced” to by you.
Leave comments, as well, since they get noticed and help generate traffic.
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Consider cross-referencing a blog on a related topic you may have published already. But do
make sure that the blog you post at Medium is unique. Google doesn’t index duplicate content.
Post multimedia content, too.
Another thing to remember is that content generation isn’t solely about writing. Sometimes,
taking a visual or multimedia approach is the smartest choice. Build a strong presence for your
business across specialized platforms by consistently creating and posting photos, videos,
audio recordings and infographics separately or together. Specialty sites include:
Audio/Podcast
● BlogTalkRadio
● Buzzsprout
● Podbean
● Simplecast
● SoundCloud
● Transistor
Images & Infographics
● Behance
● Flickr
● Imgur
● NerdGraph
● Piktochart
● Visual.ly
Video
● DailyMotion
● Instagram
● Twitch
● Vimeo
● Wistia
Go Where Prospects Lead
Join alumni groups.
An active presence on an alumni platform can be powerful. Domains ending in ".edu" have a
perceived level of trust by Google and thus are ranked highly. The same goes for “.gov” sites.
Importantly, college or university alumni have a built-in kinship that makes connecting both
comfortable and persuasive. As a result, great leads are more likely to come from these
groups. Join your own undergraduate, graduate and high school alumni sites. Within your
profile, include pertinent business information and link back to your website. If appropriate, cite
recent milestones, accomplishments and awards. Remember to keep your profile up to date.
Join TikTok.
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TikTok’s overwhelming popularity and explosive growth make the addictive video app a
platform to consider, especially with younger prospects. Even if its brand doesn’t align
precisely with your business model, give it a try. After signing up, search and watch videos to
let the algorithm kick in. You’ll then be served a series of brief and possibly entertaining clips.
If you like what you see, go a step farther. Add your own 10- to 20-second video to the platform
and be sure to include appropriate hashtags. Pop music sound clips can be added, too, but I
find this annoying. The more people view or “like” your video, the more popular it becomes.
Share the piece on other profiles you manage (i.e., Facebook, Instagram, Twitter).
Carefully weigh prospect needs when choosing whether, what and how to share on TikTok.
Join Snapchat.
Consider joining and becoming active on Snapchat. The platform has grown up in recent
years, now used by more than simply teens and young adults. Tech-savvy users are especially
active on the platform. While Google doesn’t index Snapchat activity, the site offers a uniquely
direct way to connect with prospects and clients.
If you’re not familiar, here’s how it works: You post a photo or video you’ve taken and share it
with your Snapchat Friends. Since it disappears 24 hrs. later, this creates a sense of urgency
that differs. Hence its popularity. Others have copied the feature: Facebook Story, Instagram
Story, etc. Another difference? You can’t search for people to add to your Friends list.
Instead, you need to know their profile name in advance. So, why use Snapchat at all? While
this part of the process might seem cumbersome, it does keep messages more authentic and
less spammy: two things which engender trust. The trust factor alone makes it an engaging
and worthwhile way to connect on a personal level with prospective clients and existing clients.
Other Prospect-Friendly Options
Create and post to a Blogger site.
Blogger is a Google-owned simple website platform. While it might feel anachronistic and
unwieldy, Blogger has the power to generate visibility in search results—mostly because it’s
under Google’s umbrella. Similar to website creation, follow these steps:
● Remember to always write exceptional content for your Blogger site.

● Create five pages minimum, ex.: Home, Bio, Business, Blog and Contact.
● Add title metadata for each page. Include key phrases and, if possible, your name.
● Label each page URL by name: john-smith-financial-advisor-nyc.html (vs. bio.html).
● Label each image by name, too: john-smith-financial-advisor-nyc.jpg (vs. face.jpg).
● Link references to your business name to content you have posted elsewhere.
● Add to your Blogger site continually, writing and posting new blogs monthly.
Post to other blogging sites.
The priority should be to write blog posts for your own website. Still, consider circulating that
work on various other platforms. LinkedIn might not come to mind as a place for blog articles
but it does maintain a section dedicated to them. Just follow the link immediately below “Start a
Post” on its home page. Other places to upload content include lesser known sites such as:
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BlogLovin.com, EzineArticles.com, Freedly.com and HubPages.com. Check all guidelines to

see if they prohibit the posting of previously published work.
Post to long-form content sites.
Long-form content includes white papers. These reports aim to help readers (aka your ideal
client) understand a detailed issue in depth, solve a problem or decide what steps to take next.
Platforms like Academia and Scribd are great places to publish long-form, authoritative white
papers and articles. Publish several on these platforms and search for related content to share
with others across platforms. Activity here builds trust and a reputation for being an expert.
Attract Clients by Answering Questions

Freely supplying thoughtfully crafted answers to potential clients’ inquiries immediately establishes
credibility for your online reputation. After all, it’s a great way to get in front of potential customers who
are already interested in the types of services you provide. As prior solutions you’ve offered begin to
appear in search results, prospective clients will seek you out and view you as a trusted professional.
Be on the lookout for Q&A boards on websites you visit frequently, posting solutions whenever
possible. Browse relevant websites, blog posts and articles for comments sections, chiming in
whenever appropriate. The bulk of Q&A activity takes place on Quora and Reddit; some on Facebook
Questions. Answer people’s queries on at least one of them to further position yourself as an expert.
When contributing answers or making suggestions, be sure to reference your website and related blog
posts authored by you. Use powerful backlinks to increase traffic for your own web presence.
If you choose Quora, …
Utilize this platform to search for questions to reply to or threads to participate in. Begin by
compiling a list of queries which align with your expertise and your ideal client’s pain points,
drawing from your keyword and key phrase research. When posting a reply, don’t sell. Let a
clear and thoughtful response do the talking for you! As with any platform or web property, be
sure that your Quora profile contains identifying details about you and your business. Link
externally to your website, your Blog page and your social profiles.
If you choose Reddit, …
Frankly, this can be a slightly unforgiving and somewhat harsh platform. On the other hand,
that no-nonsense approach has earned it legions of dedicated fans. Several “subreddits,” or
specific communities on Reddit, may cater directly to your prospects’ needs. Identify and then
join a few, sharing quality content and leaving comments.
Having an article authored by you appear on a first page of Reddit results can turn you into a
viral reputation sensation. However, it’s unnecessary to make it to the coveted (and hard to
get) first page to gain visibility. Have a solid presence spurred by sparking conversation,
pushing traffic back to your site which eventually leads to new prospects.
“Redditors” are exceptionally keen at spotting spam and marketing attempts, so just be helpful
and post great content. Other tips include:
● Post original, relevant and helpful articles.
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● Post original, unique and exciting comments.

● Opt for either a text post or a comment to an article.
● When posting to Reddit, add links to pertinent resources.
● Upload images so long as they aren’t “run of the mill” stock images.
Grow a Following Locally

Although the allure of the “worldwide web” has yet to diminish, learning to grow a following
locally can open up any number of opportunities for a skilled business professional. Engaging
with your local community expands the possibility of literally getting a chance to stand before
decision makers and prove that behind your online voice or web persona exists a friendly,
helpful and trustworthy expert in their field. What follows are three ways to grab their attention.
Get listed on a local directory.
Think about listing your business on a select local directory. Like the once printed version of
yellow pages, these list-style repositories put basic business contact information within easy
reach. Manta, Merchant Circle, My Life: At one time, there seemed to be a mini “cottage
industry” built around these and similar online business directories. My advice is to limit usage
of them as they can be somewhat spammy, minimizing their effectiveness in Google rankings.
Join your local community site.
Hyper-local community websites can help you reach specific clients via blog content, forum
posts and news items. Patch has a presence across hundreds of U.S. towns and cities. Its
categories are wide-ranging. FourSquare, a review site similar to Yelp, focuses on local bars,
restaurants and parks. Building a reputation on these sites helps pinpoint prospects’ home or
work locations. Publish content of your own to at least one neighborhood-centric platform.
Offer to truly “meet up.”
Consider using online platforms that make meeting up in person easier. While not as popular
as they once were, sites like Meetup are still helpful for forging neighborhood connections.
Whatever your business interests, there are probably several relevant groups worth joining
nearby. Their members are apt to be seeking both help and recommendations. Offer to meet
one-on-one or to present a talk on a specific subject to interested groups.
CH. 7 Activity
Have fun while being helpful and friendly.
While some of the steps we’ve covered in this chapter can sound like a lot of work, my hope is that
any you’ve chosen to implement yourself have gotten you excited about the prospect of expanding
and fine-tuning your online reputation. What follows are five additional steps you can take to improve
your online reputation while helping others and making meaningful connections. Have fun with them!
1. Host an online fundraiser.
Select a nonprofit that aligns with your business and launch an online fundraising campaign on
its behalf. Do this for legitimate reasons only, please. I can’t express how deflating it feels to
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know that a person or firm is attempting to make false claims about “helping others” just to
generate press or web traffic. Upon discovery, this unscrupulous behavior severely damages a
reputation. Use a platform like GoFundMe, My Life or Patreon.
2. Get in on video conferencing.
If you find video intriguing, establish a presence on video conferencing sites and try live
streaming. This feature is available on Zoom, Instagram Live, Facebook Live, YouTube and
Reddit. Schedule events around themed discussions, answer FAQs, interview a thought leader
or share behind-the-scenes footage. All are powerful ways to interact with prospective clients.
Once recorded, share your videos across other platforms.
3. Post comments wherever you go.
Write brief but thoughtful responses to germane pieces wherever you go online. Search
engines don’t index most comments but they are one way to build a positive reputation and
make powerful, direct connections. Note that major journalism sites and online publications
have extremely popular, widely read comments sections. Seek out and gravitate toward a few
of those: CNN.com, NYTimes.com, TheGuardian.com, etc.
4. Done reading? Write a book review online.
Reading and then reviewing books important to your business niche helps build a reputation
as a well-versed expert. Focus on titles which are key to your industry and include critical
search terms identified in your researched. Others which may prove to be a good fit include
historical biographies, inspirational literature or locally-themed books. Create a presence on
Google Books, GoodReads (entries on both sites have appeared in search engine results) and
on individual book pages on Amazon.
5. Share content on a forum—or build your own!
Forums may seem to be old-fashioned or less trafficked than in the past. Not only that but
launching and managing a forum can eat up a lot of administrative time. On the other hand,
one that’s hosted on your own website can be of real value. For one thing, you’d own the
forum. For another? Your site would reap: reputation points, increased SEO and links back to
your site. While self-hosting can be a significant driver of traffic (Google indexes most forums),
seek professional input when weighing related pros and cons.
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CH. 8
Ask for referrals rather than sit back and wait for
them.
The simple fact is that, beyond online reviews: Referrals boost trust!
The valued opinion of a colleague, friend or business partner weighs heavily on a prospect’s decision
to work with you—or not. Endorsements from others we know, like and have confidence in are a
singularly powerful way to gain clients and close business deals. This is where we veer slightly away
from direct online reputation management toward a more holistic approach to reputation building.
If we trust a friend, we’re likely to trust any person they recommend. Right after (or in the midst of) that
information exchange, we reflexively search Google looking to corroborate that recommendation and
confirm that it’s a right fit based on the third party’s online reputation. Prospects do this, too! They
seek out pertinent case studies, blog posts, white papers, presentations, videos and more.
If any of this evidence is lacking, even a formidable personal recommendation may be rendered
negligible or meaningless. Naturally, a negative online reputation halts the referral process entirely.
Both elements are necessary for hiring: a recommendation needs to be backed up by a strong web
presence and vice versa. So, while it sounds obvious, always do exceptional work.
If not, a positive online reputation is nearly impossible to achieve since dissatisfied customers are
compelled to air their grievances online. For a refresher on building a strong web presence, see
Chapters 1 through 7.
You Can’t Beat Referrals

Previous clients are central to the referral and recommendation process. Sharing news of their
positive experiences with your business provides evidence of success by showcasing your prior
achievements in ways that reassure prospective clients. As only satisfied clients can offer strong
recommendations, build everything you do around completing exemplary work for them.
This inevitably leads to more business which then further cultivates a positive online reputation others
can quickly refer to and find evidence of. Many of my clients—especially, I think it’s highly critical to
note here, the most exceptional among them—have come to me through recommendations by either
a colleague, a business I’ve done work with in the past or someone else I’ve known.
To avoid disappointment, set realistic expectations from the start. Unless you tell them otherwise,
clients may expect immediate results from your collaboration. Set practical milestones and clearly
define outcomes. Agree on common goals and well-defined steps, being completely transparent. This
builds trust. Lastly, know that referrals help everyone involved.
You gain new business and a vital reputation boost by being connected via a trusted source. The
client gets the solution they need. Plus the referring party solidifies their reputation for having answers.
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Ask and You Shall Receive

One way to gather a list of referrals is to simply ask. The best time to seek referrals is immediately
after completing a project for a client who’s happy, satisfied and loves the work you did. When they
thank you, mention that you have openings for new clients and ask if they know anyone who might be
a great fit. Or send personalized emails to both former and current clients, getting right to the point.
Do they know anyone whose needs are a good fit? Could they recommend you? Or (even better)
facilitate an introduction? Remain in contact with previous clients so that your requests don’t come out
of left field. While working on a project, check in frequently and make sure the client is happy. This
helps you avoid reputation issues later. If they’re dissatisfied, try to fix the problem immediately.
Other tips include:
Tell referring parties what you need.
Don’t be afraid to ask for what you need. To attract the most qualified prospective clients,
anyone endorsing your business should know exactly who would be the best candidate.
Explain that you’re growing your business and have additional capacity to take on more work.
State that you’d appreciate a referral to anyone who might be in need of what you offer.
Be exact in defining who your ideal customer is. Then? Outline those details in a way that
makes it easy for referring parties to share them via their social media networks. At first, it may
feel uncomfortable to ask for referrals. (It did for me.) But think of it this way: Satisfied clients
want to share their successes and help those they know benefit from worthwhile solutions.
It boosts their own reputation as someone who’s friendly, helpful and trustworthy. If they have a
referral for you, save time by offering to reach out directly versus wait for them to follow up.
Make endorsing you quick and easy.
Make it quick and easy for others to endorse you, providing suggested language or templates
which can be distributed via email, social media, etc. Design a marketing blurb or infographic
others can quickly refer to or share. You message could be as simple as: “My ideal client is a
[Business Type] professional working in [city or region].”
A second approach is to draft a brief letter on behalf of an existing client who: is happy to
vouch for you, can respond promptly to related inquiries and permits you to use prior praise
from them to compile an all-in-one letter of endorsement. A third is to offer up “guest” content
appropriate for use in their own popular blog, e-newsletter and/or social media feed(s).
Thank repeat sources more than once.
When someone makes a new client referral, make them feel appreciated and valued. Certainly
send an email, though consider a handwritten note. This simple gesture goes a long way in
forging a personal connection. Whenever I receive a thank you card, I remember it. A repeat
source is a significant connection—so, go out of your way to thank them more than once.
Offer to take this person out to lunch. Or send them a small, thoughtful gift. Stay in touch with
them during holidays and at their birthdays by always sending a card. Show your appreciation
online by sharing a public thank you on social media or in a blog post. Cite their handle,
hashtag and website in order to build both of your online reputations.
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These steps not only keep you top-of-mind. They show that you genuinely care about building
relationships. This alone may result in you receiving unsolicited leads in the future.
Tap Synergistic Business Relationships

Existing clients and other professionals can make introductions which expand your own business
prospects. In the case of existing clients, we’ll discuss how you can leverage project milestones for
this purpose. In the case of other professionals, these referral sources may send clients your way if:
● They don’t have time to take on new clients.

● They find that the profit margin is too small for them.
● They appreciate your business model and encourage its growth.
● They want to be friendly and build a relationship with you that’s reciprocal.
Don’t think you have to wait around for these sorts of referrals, either. Reach out to firms or individual
professionals offering services which are different from your own but synergistic, suggesting ways you
might work together to grow your distinct client bases. A financial advisor, for instance, might swap
referrals with mortgage brokers, accountants, business planners, CEOs, etc.
Leverage project milestones.
It’s often best to reach out to clients at project’s end, once the dust has settled and you know
they’re happy with the results you generated for them. Still, it’s possible to gain referrals from
clients while a project is in-process or ongoing. Review your own business development
workflow in search of referral opportunities. In summary, consider:
1. Initial Contact – If what you offer isn’t a good fit for a prospect’s needs, ask them to
keep you in mind for the future and to refer others for whom it would be a good fit.
2. Exploratory Call – In follow-up to an initial contact, you answer a prospect’s questions
by phone and they choose to hire you. If you have another opening, mention it here.
3. Work-in-Progress – As tasks are completed on a client’s behalf, note that you enjoy
doing similar work for a similar clientele. Ask if they “know anyone with similar needs.”
4. Post-Completion – Confidently request a referral upon project completion. Afterward,
remember to occasionally but consistently stay in touch to remain top-of-mind.
Build a referral network from low-hanging fruit.
Build a network of referring parties that centralizes low-hanging fruit in one place. Keep a
systematic record of anyone (i.e., client, colleague, friend) you’ve reached out to for referrals
by adding their contact details to a customer relationship management (CRM) database like
SalesForce or a simple Google Sheet or Excel document. Include basics like: Name, Job Title,
Company Name, emails, phone numbers and social media account details. With every
interaction, take relevant notes and schedule subsequent follow-up tasks.
Request referrals from various synergistic sources.
All current and former clients—plus any prospects you maintain contact with—should appear
first on your list of leads for referral business. You can also reach out to colleagues, friends,
family members and acquaintances. But why stop there? Ask prior business partners and
potential business partners to refer others who’d benefit from your services specifically.
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Outside referral sources include those working either in a similar industry, with a focus on a
compatible specialty, in another region or as an outright competitor. Finding the right
connection is often crucial. If this is a casual acquaintance, reach out with a phone call or
email. If the relationship is brand new, start with an introductory email in hopes of learning
more about them.
Better yet? Follow these potential referral sources on social media, commenting on their posts
for a while. Connect with the head of business development, since their focus is on building
relationships with outside parties. For smaller firms, reach out directly to their CEOs and offer
to take up any work they might happen to pass on.
The better your online reputation, the more likely it is that you’ll be able to garner referrals from
a wide range of synergistic sources. One final tip? Don’t assume that anyone knows you’re
actively seeking referrals. Instead, make a point of asking from time to time. Know, too, that
great client referrals sometimes result from generating “referral network buzz” alone.
Make everyone referred feel like a priority.
Treat everyone who’s referred your way like the priority they are. Someone who connects you
with a potential client is referring a friend, family member, peer or acquaintance. They’ve put
their own reputation and trustworthiness on the line. Take this gesture seriously, responding
immediately to a referred party’s inquiry. Suggest a time when you can discuss their concerns
more thoughtfully. When you do connect, be genuinely helpful. If they’re not a good fit, refer
them elsewhere. Make those endorsing you look good and feel as if referring you was the right
move.
Less Obvious Referral Sources

This one strategy is so important that I can’t stress it enough: Ask friends, family members, fellow
alum, associates and colleagues to refer potential clients. They’re always in your corner and ready to
help, so let them! As you get together in person or talk by phone to catch up, share what you’re doing
and remind them that you welcome their referrals.
By developing a reliable scouting team, you ensure that word about your business continues to
spread. There are also other, less obvious sources and strategies for referral business which are
worth considering. And, like pretty much everything else suggested in this chapter, none will cost you
more than perhaps a bit of time and ingenuity to pull off.
Capture incoming leads on your website.
In building your online reputation, you’ll need to set up a website. So, why not begin there?
Either revise your existing site’s Home page or create a special landing page that allows you to
capture incoming leads. In the web content itself, highlight at least one significant challenge
that’s common among all prospects, explaining how you go about solving it. Add a “Learn
more!” or similar button that jumps to a simple form for gathering: name, email, phone number.
Keep referral sources “in the know.”
Clients, colleagues, friends and others all represent potential referral sources for you. Make
these people feel extra special by sharing alerts about new offerings with them—and, by
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extension, others they know—first and foremost. Send out a friendly email or tag them in a
post that outlines a new resource or achievement. Do this as developments arise, proving that
your reputation as a “go-to professional who skillfully and helpfully solves problems” is spot-on.
Engage your business associates.
We all have at least a small network of business associates we engage with regularly.
Leverage those coworkers’ and colleagues’ inside knowledge of your work ethic to tap their
networks when it comes to seeking client referrals. Consider offering them or anyone they refer
a special discount on your services. Encourage them to talk about your business by keeping
them in the loop and by providing them with business cards they can hand out on your behalf.
Offer clients a “referral discount.”
Who better to ask for referrals than happy customers? Make them happier still by offering a
discount or commission when they refer someone who hires you to collaborate on a project.
Offer your existing client 15% savings on a future project or a 15% commission for every lead
they provide which results in new business for you. While this is something I don’t do, others I
know have had success with it. Be mindful that these strategies aren’t suited to all industries. (I
believe regulations for the financial planning and similar sectors may prohibit such activity.)
CH. 8 Activity
Request referrals by email—templates included!
Maybe you’d like an existing client to recommend or facilitate an introduction to a new prospective
client. A quick, personal email is one way to get that need met. In addition, email is a great way to
alert clients to new offerings and to request recommendations in areas of need recently uncovered in
your own business. The templates below will help get you started.
Email Template 1: Request referrals from a happy customer.
Subj: [Project Name] Follow-up and Referrals?
Dear [Name],
How are things going? I enjoyed working with you on [Past Project Name] and
would love to hear how things worked out for you.
Also, I’m taking on new clients. Can you connect me with a few individuals or
organizations in your network who’d benefit from my services?
Thanks in advance!
Regards,
Email Template 2: Introduce a former client to a new offering.
Subj: [Project Name] Follow-up and New Product Launch!
Dear [Name],
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I hope you’re well and loved working together on [Past Project Name] a while
back.
We’re launching a new [business niche] service to address the main challenge
facing [industry]. This service, [New Offering Name], will help.
Do you or someone you know have a related need?
Best regards,
Email Template 3: Request a third-party recommendation.
Subj: Help with [Business Type] Recommendations
Dear [Name],
I hope you’re doing well.
Do you know a reliable [Business Type] that focuses on [main issue] which you
would recommend? I need assistance with [briefly cite areas of concern].
Thanks!
Best,
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CH. 9
Keep them happy: Overdeliver for your best clients!
Truly happy and satisfied clients are prone to generate positive feedback which then influences and
encourages others to avail themselves of your services or business offerings. They’re more likely to
both sing your praises and help you land contracts with some of their favorite business partners,
family members, friends and neighbors—in addition to other professionals (i.e., dentists, accountants).
Nearly 80% of most business income is derived from 20% of clients. As a result, client satisfaction
must factor into your online reputation building strategy. Naturally, of course, you want to do great
work. This will always be a cornerstone of building a distinguished reputation that attracts your ideal
client both online and offline. As you do that, be sure to always:
● Offer insights of real value.

● Provide worthwhile analyses.
● Present highly effective solutions.
● Apply and suggest proven strategies.
● Answer questions quickly but honestly.
● -&- Remain highly professional at all times.
Deliver Big on the Basics

Keeping clients delighted matters greatly when it comes to enhancing your web presence. While it’s
admirable to want to excel in all of your dealings with all customers at all times, it’s neither realistic nor
productive. Instead, overdeliver for the 20% mentioned above: Provide extraordinary service to those
who play the largest role in increasing retention rates, in attracting quality referrals and in boosting
your reputation. What follows are basic steps worth taking.
Do great work—always!
Earn an excellent reputation by doing a tremendous job for your clients. Successful outcomes
make customers: happy, easier to retain and more likely to voluntarily spread the word that
you’re an excellent resource. This buzz then attracts like-minded customers and enhances
your reputation further. Beyond doing great work, always follow through on what you agree to.
Not holding up your end of a bargain could result in an unhappy client and reputation damage.
Do exactly what the contract calls for while keeping the customer’s best interests in mind. If
any adjustments are necessary, communicate them immediately. Though perhaps evident,
complete each project successfully: Get it done on time and within budget.
Failing to do either could damage your reputation, sour your client/business relationship and
negatively impact your future business prospects.
Set realistic expectations.
This one goes along with holding up your end of a bargain. It’s best to set realistic expectations
upfront, since many clients might expect to see immediate results or a quick return on their
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investment. Outline clear outcomes along with realistic milestones to avoid disappointment
later. Agree on common goals and define necessary steps, explaining how and when each one
is to be achieved. Being fully transparent throughout—from project conception to
completion—cements trust between you.
Keep engaging with clients.
In the absence of clear communication, even the best solution can mistakenly come across as
a sign of negligence, indifference or shoddy work. Check in frequently with clients, continually
sharing project updates and evidence of results. Keep an eye on any potential problems,
dealing with them immediately. Stay in contact via email, monthly reports and scheduled calls.
In addition, share breaking news articles or helpful tips with clients when they least expect it.
Show that you understand their problems and respect their needs. In a nutshell, avoid having
your invoice be the only form of communication you send. When a client reaches out, be highly
responsive. If not, seeming distracted or disinterested can result in online reputation damage.
Complaints posted on Twitter, Facebook, Yelp, blogs or elsewhere can quickly appear in
Google searches. Just as quickly, they can severely and negatively impact your business.
Systematize Client Follow-Up

Make swiftly replying to emails, voicemail messages, meetings and client notes a top priority. Fast
responses show clients that you value their queries or problems, immediately earning you a reputation
as an attentive professional. On the other hand, an easy way to sabotage success is to wait days to
respond to someone—until they think you just don't care. Create a system for follow-up that’s
seamless and immediate. The information shared here will help with that.
Prepare ahead of time.
Use automated reminders to schedule follow-ups with leads, customers and others. Apps,
software and websites exist that can quickly streamline a range of appointment setting and
task management activities. Or simply set up triggers in your CRM system. If needed, assign
actions (based on client/prospect needs) to specific team members who offer “boilerplate”
responses pre-approved by you and are trained to alert you when a matter requires finessed
handling. Purchase notecards, envelopes and stamps in advance—prewriting “Thank you!”
“Nice to meet you.” and, “How’s it going?” notes which can be customized and mailed later.
Get on the phone—or on the road!
Occasionally pick up the phone to touch base with a current client. Have no other agenda than
to see how they’re doing and say, “Hello!” If you know you’ll be running errands in their part of
town, offer to stop by to see them for a personal office visit. You could even plan a purposeful
in-person visit with them. Use your time together to uncover whether there's anything you can
do for them in relation to their current project or a future one. Every once in a while, schedule
time for a lunch or coffee meeting with a client. Given the time and effort such meetings might
require, reserve the bulk of those invitations for follow-ups involving your top 20%.
Track and schedule your follow-up activity.
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Use a systemized approach to facilitate responding to clients. This needn’t be a tedious chore.
Rather, it should be easy to figure out who you need to contact, on what date and at what time.
When I connect with someone, I immediately add their contact information to a CRM database.
I also make note of our discussion details and, importantly, schedule our next discussion. This
keeps me on track and helps me avoid unnecessary mix-ups.
Again? Prepare ahead so you can follow up thoughtfully. Create email and letter templates you
can quickly customize before sending. This will both save time and give you an opportunity to
choose your words carefully in advance. Equally important, plan follow-up tasks and next steps
well in advance: a routine phone call, the sharing of a white paper, monthly report writing, etc.
Answer your phone or risk losing their business.
Most business owners focus heavily on marketing activities, as they should, but are then
unavailable to answer phone calls in real time. Some 80% of callers who are sent to voicemail,
though, HANG UP without ever leaving a message. Among them, only 15% will bother trying
again. If you value leads, answer your phone immediately. If you’re frequently annoyed by
SPAM calls, you can always download an app that helps filter out only those call types.
Other Ways to Overdeliver

If you haven’t already guessed it, what we’re doing in this chapter—while setting you up to impress the
20% of your customer base which accounts for 80% of your business income—is setting you apart
from the competition. Remember, happy and satisfied clients generate positive feedback which then
influences others and encourages them to check out your services or business offerings for
themselves. To get that 20% singing your praises more often, take the steps below.
Introduce new services.
When clients are happy, they’ll consider working with you again and again. From time to time,
introduce them to “new” solutions they might find beneficial. Reach out with word of a new
strategy or solution you’ve found which holds value for them. Savvy clients can tell when
they’re being sold to, so avoid “upselling.” It’ll only make them feel uncomfortable and tarnish
your reputation as an otherwise trustworthy professional.
Keep a pulse on their industry.
Stay on top of advancements or changes in your ideal client’s industry or niche. Follow new
developments by subscribing to publications and blogs written by critical influencers. Keeping
tabs on areas of interest to your top 20% will help you to both anticipate issues as they arise
and resolve existing problems more efficiently. Email clients and prospects links to pertinent
resources as a way to keep in touch and stay top-of-mind. Share related insights online to
build your web presence.
Offer them something of value for free.
Give away something for free while working with a client or after the job is complete. This could
be as simple as a white paper or presentation. Provide instant access to a resource, such as a
free e-newsletter, which builds trust and credibility between you and a prospective client.
Advertise a web-only discount social media followers can opt-in for. If you just had a book
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published, send your 20% an autographed courtesy copy and maybe share a “free download”
link for the e-book version with prospects.
Share positive referral feedback with clients.
Your best clients are often your best source of referral leads. Yet, rather than simply ask for
referrals, offer something in return which makes them feel good about sending people your
way. When a referred client praises your work with them, request their permission to share that
feedback with the referring party. This is a great way to reinforce that their trust in you was
warranted and that you take their referrals seriously.
CH. 9 Activity
Simple ways to keep saying, “Thank you!”
If you want to earn more income, improve your follow-up process by simply saying, “Thank you!” Here
are four additional ways to connect with clients, express your gratitude, give prospects increased
reason to trust you and convey your expertise. Give at least one of them a try, remembering that it
always pays to be nice.
1. Offer a guarantee or a trial period.
More people will be willing to either try out your business for themselves or recommend
you if you offer a guarantee of some sort. As an alternative, consider offering a “limited
trial” in a specific area of your business.
2. Reach out with a few tips.
Search the web for prospects to whom you might send a few tips or suggestions
informed by your expertise. This is one way to demonstrate the quality of both your
insights and your knowledge while getting them interested in hiring you.
3. Hone that elevator pitch.
Practice communicating the most important details about your business in < 30 sec.
Distill core aspects and benefits of your business into a one-liner you can comfortably
deliver on command. Build your online reputation around it.
4. Pursue accreditation.
If applicable to your field, do what it takes to get accredited, licensed or otherwise

sanctioned by a widely-known and respected organization within your industry. Doing
so may have a cost attached but it will also earn you prospects’ trust.
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PART II:
REPAIRING YOUR
REPUTATION OFFLINE
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CH. 10
Go where your ideal clients are.
“Professionals and businesses alike can certainly attract amazing opportunities.

A surefire way to do that is to build, boost and repair your web presence or
online reputation. If done consistently, you’ll one day find that you ‘suddenly’
gain unparalleled access to the best possible clients and circumstances. That’s
my wish for you! But don’t stop there: Improve your prospects offline, too.”
Steve W. Giovinco (December 2021)
Up to this point, we’ve focused on helping you attract amazing opportunities online. Now I urge you to
seek out your ideal clients and to literally go there—wherever they are. This and upcoming chapters
venture slightly beyond online reputation to “analog,” or offline, reputation building techniques. As
you’ll see by reading on, these activities have important implications for your web presence.
Strive to be visible and to network wherever your prospects are “IRL” (in real life) or through the next
best thing: video conferencing. Meeting with potential clients should be a comfortable exchange
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through which they’re able to ask questions, evaluate your expertise and observe your demeanor to
determine whether or not they like and, therefore, can envision working with you.
Expand & Improve Your Offline Reputation

Just as online, your offline interactions should build trust. When a prospect then reviews your online
reputation after meeting you in person, what they find should mirror the personal interaction you just
had. It should demonstrate the same levels of experience and expertise. While face-to-face mingling
may seem old-fashioned these days, it’s still an essential strategy for fostering business connections.
Networking gives everyone a chance to: Step away from the office or desk, learn more about each
other and see if you share common interests both personal and professional. While you’re at such an
event, start up a friendly chat with someone who seems interesting and casually exchange thoughts.
That one chat could turn into a mini-brainstorming session where you share ideas and/or leads.
Video conferencing, through Zoom or a similar platform, is another helpful way to network. Although
not the same as an in-person discussion, it's the best substitute for forging critical connections which
emails and phone calls simply can’t compete with. Whether it’s in person or via a video screen, don’t
restrict networking activity to scheduled, formal occasions.
Parties, social events or even bumping into acquaintances on the street all present opportunities for
expanding and improving your offline reputation. Use these encounters as chances to discuss what
you’re working on currently and to inquire about what your colleague is doing these days. This alone
may lead to an introduction to someone who’s in need of your specific services.
When they later go online to verify or remind themselves of your credentials, all of the work you’ve
done on your web persona might just prompt them to send several new clients or referrals your way.
To make this easier, arm yourself with business cards at all times. Conversely, a prospect may first
discover you through a Google search and be impressed by your online reputation.
In reviewing your social media posts, blog articles or recent presentations, the goal is for them to want
to meet with you in person (or via video conference) to get a feel for who you truly are. Make this
easier for them, providing contact information with every post and explicitly encouraging them to use
it. For prospective clients who initially find you online, offline meetings help confirm whether you’re:
● Trustworthy
● Easy to work with
● Eager to collaborate
● Able to listen/communicate
● Punctual, prepared & flexible
● Understanding, informed & sympathetic
● A real person vs. a bot or a “business catfish”
Get up from behind that computer and venture out into the real world. Meet your ideal client at events,
over coffee or for a light lunch—and make sure that you both have fun doing it!
Know the Value of Networking

Networking isn’t complex but there is an art to it. Like other aspects of building a reputation, it’s not a
time for overt selling. It’s a way to instill confidence and trust by connecting in authentic ways, keeping
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things casual while being friendly and helpful. As you network, give advice and offer feedback.
Introduce others to one another. Or introduce others to a bit of compelling industry news.
Approach networking as if it’s a small task, since it truly is a first step in building relationships. Opt to
simply listen and then follow up later on what you heard. Foster personal connections of long-term
benefit to both parties: you and them. Follow up with an email which thanks your conversation partner
for an interesting exchange, adding a relevant attachment, recommendation or link to your blog.
Using a database or simple spreadsheet, make notes about your interaction and schedule a follow-up
meeting or phone call down the road. The value of and uses for networking don’t end there.
Confirm that trust is warranted.
In-person networking affirms trust by giving others “a gut feel” for who you are and a chance to
size up your competence. In general, prospects want to get along with us. If they don’t, despite
any number of accolades or positive online cues, there’s little chance that we’ll work together.
Bear this in mind when networking. Be friendly but not overly ingratiating or obsequious. Seek
to understand an ideal client’s problem but leave in-depth conversation for another time. Above
all, be your natural self. As needed, update your web persona to convey trust and authenticity.
Expand your online connections.
In-person networking is another way to build online relationships with other professionals in
your niche area and maximize your connections so that you eventually meet a greater number
of people in real life. Identify thought leaders, reaching out to them directly just as you would
prospective clients. Connect on LinkedIn or Twitter. Then email them content that showcases
own your expertise. After exchanging a few friendly messages, invite them out for coffee.
Follow where your ideal client leads.
The focus of this chapter is on helping you: “Go where your ideal clients are.” In turn, this will
help expand your offline business prospects. Do a little research into where your ideal client
likes to learn, grow their own skill set and network:
● Where do they congregate online? And in person?

● Which virtual and live events do they attend?
● How do they seem to spend their free time?
Once you know where your target market is, head there! Create a list of possible networking
opportunities and give them a try: business seminars, tradeshows, referral group meetings,
conferences, chamber of commerce meetings, book launches, etc. Say you offer “white label”
(self-branded) services to PR firms. Attend their events and join local or national chapters of
related industry associations.
Move online conversations offline.
Always be networking, moving online conversations offline and vice versa. Opportunity might
present itself at a scheduled event or a pop-up—or during a chance meeting at your local
grocery or hardware store! When it does, be ready to share insights into what you do in an
upbeat, casual way that expands your positive reputation and entire network of connections.
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Leverage Your Existing Network

You’ve already established trust with your supporters. Leverage that fact to keep growing your
prospect list. Identify a core group of clients who can make referrals to you, as these can result in solid
leads. Focus on low-hanging fruit first: past clients, former employers and people you know in real life.
Circulate frequently within each network, looking for hints of who may be your best source of referrals.
Tell friends and family the entire story.
Keep spreading the word by letting family members, friends and others you see regularly—this
includes accountants, financial advisors, doctors, door attendants, etc.—know that you
welcome new clients and are grateful for their referrals. Although key when first starting out,
word of mouth is vital to maintaining an established business. You’ll be surprised by how much
support and how many introductions your immediate network can provide. As time allows, fill
them in on your backstory: why you’re in business, who you help and how that energizes you.
Talk about your business—every day!
Get dressed and get out of the house or apartment, attending at least one networking event
per week. When meeting others, be friendly and hear what they have to say. Talk about your
own business as you: Offer suggestions, discuss ways of working together and share potential
leads. This combined approach will keep you from overselling yourself. If it feels awkward,
keep in mind that you’re being of service by being willing to help others. Moreover, talk about
your business in at least some way every day. As needed, do it by phone or video conference.
Follow up frequently.
Network with existing contacts, frequently browsing through your CRM platform, similar tool or
previous emails for names of people you can personally follow up with. Each connection and
colleague you’ve spoken with in the past qualifies as a potential lead or source of referrals.
Reach out once yearly or more frequently. Invite at least one of them to meet in person next
week. Even if they said, “No,” to a past project with you, they might now be a, “Yes!” If they’re
not an immediate fit, they may still know someone who is. That’s how networking works.
Offer your assistance.
While networking, be open to offering a few ideas for free by giving away valuable information.
Besides chatting directly about the issue, this can lead to sharing of: a great white paper, an
article expertly written by someone else or a phone consultation. Point these people to your
web presence so that they can learn more about you. Consider selectively offering to work pro
bono or set up a fundraiser which benefits a prospect-affiliated school or charity. This may
seem like an unlikely way to garner clients but it has resulted in a reputation boost for some.
Continue with Network Expansion

Always be on the lookout for ways to expand your network. Relying on your regular group of contacts
is great—but it can pay off BIG to continually broaden your community to include others outside of it.
Attend relevant networking events, join suitable organizations, get involved in forum discussions,
connect on LinkedIn, partner with other sorts of professionals and connect with friendly competitors.
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Upon making these outside connections, be sure to follow up: Send out emails or make phone calls
which allow you to request a one-on-one meeting or chat session with each individual of interest.
Consider joining a fee-based group or forum.
While not for everyone, consider joining a paid professional forum. One example is Business
Networking Int’l. (BNI). Its membership fees run several hundred dollars per year but you can
request to attend as a Guest for a nominal fee. One reason to consider a membership-based
networking group is that participants tend to be highly committed professionals.
Connections of this sort engender high levels of trust between members and can result in a
great number of deals closed quickly. Group members actively and continually refer quality
clients to one another, strengthening each other’s prospects. Research and identify a few
groups which seem suited to your specific niche. Attend meetings as a Guest. If you find a
good fit, consider joining that particular group!
Join social or business organizations.
Participating in a business or social organization can also help forge in-person connections.
This networking method can yield fruitful links to prospective clients given a success rate that
is nearly on par with direct referrals. Still, it’s a numbers game. Don’t feel compelled to rush out
and join 10 such groups, expecting calls from new prospects to pour in. Choose a few select
groups to participate in which allow you to legitimately network, share information and provide
referrals. Be patient as you get to know others. Over time, they'll start sending work your way.
Join community organizations.
Giving of yourself is a good thing! Be open to joining a nonprofit or charitable organization for
networking purposes, sharing your expertise as a way to contribute to the growth of a service
organization you genuinely believe in and feel merits your assistance. Development (aka
fundraising) committees are ideal places to meet and connect with other executives. The
bonds you develop will contribute to your reputation as a caring and upstanding professional.
Attend networking events.
Get out and begin meeting people in person by leveraging online platforms like:
● Meetup – This is perhaps still the most prominent site for uncovering friendly, in-person
opportunities to take part in a range of networking meetings and events.
● Eventbrite – This site is a repository for an array of gatherings of potential interest. For
the best possible search results, apply a “networking” event filter upfront.
● LinkedIn Groups – While not a meeting resource directly, this area of LinkedIn is one
place worth visiting when you’re looking to network with similarly savvy professionals.
● Facebook Groups – No matter what the industry, you’ll find like-minded people on
Facebook who are hosting or promoting upcoming events you might want to attend.
● Instagram Stories – Individuals and businesses alike frequently announce upcoming

events using the temporary, 24-hr. Instagram Stories feature.
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Network elsewhere.
Where you choose to network is up to you but will no doubt be affected by cost, time, benefits,
anticipated commitment and other factors. In addition to the platforms mentioned above,
consider these suggestions:
● Entrepreneurs’ Organization, formerly Young Entrepreneurs’ Organization

● Networking groups such as Leads Club and LeTip International
● Targeted or otherwise niche-specific industry associations
● Service organizations like Rotary, Lion’s, etc.
● Local chamber(s) of commerce
CH. 10 Activity
Keep networking—always!
Don’t make the mistake of overlooking in-person networking opportunities. While you never know who
or where the next great lead will come from, here are three ways to take matters into your own hands:
1. Hand everyone a business card.
It may seem quaint to exchange business cards in the digital age, but that’s exactly
why handing a business card to everyone you meet makes such a tangible impression.
Get people in your existing network to do some of the work for you—since it’s their
endorsements which can seriously help grow your leads—by handing each a stack of
cards and requesting that they pass them along. If applicable, do the same for them.
2. Consider a co-working arrangement.
As for co-working, this arrangement has a community built right into it. While sharing
office space, you’re likely to meet equally entrepreneurial professionals who are eager
to help spread word about one another’s offerings. Even better, their offices are next to
yours or just down the hall! When a client comes to visit and needs your help, they can
walk them over. Google “coworking + [your zip code]” for a local directory.
3. Share a few offline successes online.
Lastly, remember to share offline successes and stories online. Use social media to
post about meetings or events in real time or afterward, crafting an online reputation as
a busy but helpful professional. Mention what you’re up to, where you’re at and why.
Get the OK to tag the person you’re with. Include relevant hashtags, too. Tweet, for
example: “Great lunch in [#Neighborhood] with [@Companion] focused on improving
[#SpecificConcern].” Post a similar message—plus a great photo—on Instagram.
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CH. 11
Partner with like-minded professionals.
In the world of offline reputation building, one way to encourage maximum return on investment, or
ROI, of your time and effort is to: Create and build partnerships with like-minded professionals. Make
it a goal to develop partnerships with others. Team up with a few allies, gaining access to additional
prospects while expanding your reputation “footprint” through increased visibility offline and online.
Don’t partner with just anyone, though. Be sure to seek out individuals and firms with mutual
synergies who offer products or services which complement your own. Whether your business is
established or newly launched, avoid being shy about joining forces. If entered into thoughtfully,
partnerships can be a great resource for qualified referrals. Ultimately, that’s a win for everyone:
● Clients benefit from the best solutions.

● The referring party/partner looks like a hero.
● The recipient of a referral reciprocates down the road.
● Both parties expand their prospects by championing one another.
Significantly, affiliating with another business substantially improves both partners’ reputations. If you
partner with a known and beloved professional, client trust goes through the roof! Whatever the case,
be sure that both partner organizations’ online reputations get a boost: Frequently upload co-branded
posts and celebrate joint accomplishments “publicly” on social media platforms, your blog pages, etc.
Identify Potential Business Partners

From pretty much the beginning of this book, I’ve urged you to make friends and to always be helpful
for no other reason than to become known for being friendly and helpful. That’s because, in business,
you never know when it’ll pay off. Even if someone appears to have no connection to an immediate
sale or appropriate lead for your business, forming friendly bonds with them pays dividends long term.
Various people—whether across the country or the street—from various industries and walks of life all
make for good sources of referrals and potential partnerships, though it may not be instantly evident.
You never know where a potential client will come from. Maybe they find you via Google. Or via word
of mouth shared by a friend, a friend-of-a-friend from high school or an acquaintance twice removed.
If you prefer to wield some control over where you get your leads from, you can always take an active
approach: Form business partnerships with people you identify as being similarly friendly and helpful.
Partner with existing or former clients.
Work from behind the scenes, as a vendor of an existing or a former client’s great product or
service, in what was mentioned earlier as a White Label contract. Forge strategic partnerships
through which you privately offer self-branded (“white label”) versions of their top sellers. Large
agencies, organizations and business groups often have programs like these down pat.
This arrangement makes it easier for you to generate new business based on what you view
as a proven winner. By contrast, it’d take massive effort to develop a winning product of your
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own. Unlike an affiliate program, in a White-Label Reseller partnership: You retain control over
your brand, how your business operates, your entire book of business and your earnings
potential. This allows you to focus more attention on doing the work you love day to day.
Partner with non-competing firms.
Another option is to collaborate with others at trusted, non-competing firms who then offer your
services as an extension of their own product mix. In short, they extend your reach. These
individuals and companies might: serve entirely different geographic regions, be smaller or
larger in scale than your own enterprise and potentially offer additional pertinent services.
Reach out to related businesses by explaining what you offer and how you can help them
grow. A law practice in London, for example, might align with a hedge fund in New York City to
provide synergistic services for any of the second firm’s clients who may benefit from having a
contact in the U.K. Thus, both organizations’ business prospects are expanded.
Once partnered, be sure to host joint events, webinars and/or presentations. Actively work
together to spread word about your collective offerings. List each other’s services on your
respective websites. In tandem, gain additional clients and visibility in real life which you can
then proudly showcase online.
Partner with the competition.
Some might be reluctant to build relationships with potential or perceived “frenemies.” Yet,
you’d be surprised by the joint business opportunities this can present. If you choose to try
working with a competitor, be smart about how you approach it. First, conduct a review of their
strengths and weaknesses. Second, outline how a friendly alliance will ideally help you both.
Ensure that all back-and-forth client referrals play to your respective strengths and fit within
your own niches. This sort of arrangement also paves the way for an open sharing of ideas,
knowledge and strategies. Present a united front online, linking to each other’s websites and
tagging one another in social media activity. Fortify your offline and online reputations together.
Other Valuable Approaches

Continue to find value in strategic business partnerships by expanding your view of how they form.
Cross-Promotion
Identify businesses with great reputations for which you share a customer base and suggest
that you begin actively promoting one another. Swap recommendations on social media. Link
to and/or mention one another on your websites. Add a note to invoices or initial proposals
which explains your partnership. Cross-promotion can help you: Attract entirely new clients,
showcase a sterling reputation and boost your visibility both offline and online.
Preferred Vendor Status
Become the preferred vendor for a select business group, perhaps offering their members
special discounts. Emphasize your special knowledge and skills as you reach out to: industry
leaders, organizations, nonprofits, clubs, federations, guilds and others. Offer to be the go-to
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source for their consumers. Becoming a vendor to “a major client” with a built-in network can
result in a constant stream of leads, helping you efficiently grow your business and reputation.
Incubator Program Participation
Partner with a startup/business incubator program as a way to offer presentations which show
evidence of your expertise and help you land new clients. Entrepreneurs being led through
development and initial funding can comprise a great client pool since the majority need help
with everything from building infrastructure and marketing campaigns to structuring their
businesses and finances. Search online for programs near you—run by SCORE, SBA, noted
learning institutions, etc.—and reach out to ask which partnership opportunities exist for you.
CH. 11 Activity
Stuck? Launch an outreach campaign or two.
If the strategies above don’t result in the kinds of partnerships you’d initially hoped for, reassess your
approach. Could it be that you’re unclear about what it is you have to offer? Or which unique strengths
you bring to the table? Before reaching out, decide how you can best be of help to potential partner
organizations. Then send a friendly email that’s short and to the point. These templates may help:
Email Template 1: Outreach, Business Contract
Subj: Quick Question
Hi, [First Name],
A longtime fan of [Company Name], I love [Specific Product/Service]. I run a

[Business Type] consultancy that works with many [business stage (i.e., startup,
established, evolving)] companies and wonder if we can assist [Company Name]
on projects which require an extra resource. What do you think?
Do you care to chat next [Weekday]?
Email Template 2: Outreach, Collaboration
Subj: Ways to Work Together?
Hi, [First Name],
I’ve heard about the great work you’re doing in [Industry] for [Their Niche] clients.
I wonder if you’ve had any requests to provide [Your Niche], too. I’d love to see if
we can partner up to create and offer a package which combines both.
Are you free to speak for 15-min. on [Weekday]?
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CH. 12
Maintain email contact with prospects and clients.
Make a point to message prospective clients and previous customers. While it may seem like a
superficial or unnecessary approach, especially since it doesn’t involve placing emphasis on social
media and content creation activity, email continues to play a pivotal role in reputation management.
When it serves as a first impression, in particular, it’s important that you craft an email correctly.
Properly used, email provides additional opportunities to showcase expertise and professionalism. It
can also help you accomplish myriad other tasks. A single email might very well serve as an initial
and, therefore, essential kickoff to an exchange with a prospective client. Aimed at an existing client,
it’s a gateway to sharing milestone updates or a friendly check-in.
One simple typo could turn off a client, making them wonder if your business is inattentive to details.
On the other hand, a well-informed and thoughtful message could be what helps you close the deal.
But to whom will you send what sort of email—and when?
Email: Who, What & When

Each email you send should convey confidence, helping to foster trust in your business, brand and
proposed solutions without explicitly promoting them. Do that by developing and pursuing a
thought-out email strategy. For one thing, ensure that each message you send briefly addresses the
receiving client’s or prospect’s most pressing issue. Brevity conveys consideration for their time and
needs.
Equally important, respond promptly to each email you receive. Use a personal and friendly but still
professional tone, replying with helpful information. Let your prior work and research do a bit of talking
for you, too: Include links to relevant articles, point out blog posts you recently authored on the topic or
attach pertinent presentations. All such supplements should further instill confidence in your abilities.
Avoid outright sales pitches and blatant self-promotion, both of which can quickly turn off clients and
prospects. Note that impersonal email blasts and similarly spammy techniques rarely work. (In fact, if
anything, they work well at damaging reputations.) Never underestimate the value of a timely,
well-crafted message. It might be just the nudge a prospective client needs. Additional tips follow.
Email periodically.
Stay in touch by sharing valuable updates. Prospective customers who are still undecided
about working with you should be alerted about new services or solutions, as should existing
and former clients. Use some judgment here but do reach out every once in a while. So long
as you’re disseminating details of interest to the individual recipient, you’ll be safeguarding
yourself against dreaded reputation harm.
Be understanding.
When reaching out or responding by email (especially during the early stages of a business
relationship), communicate that you grasp and understand the client’s unique set of problems.
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Use language they’re familiar with, being sure to speak directly to them. Spend some time
explaining how you can solve their issue(s). Or, if you can’t, point them in the right direction.
Be altruistically helpful.
Be helpful and friendly for their own sake. Keep in touch with clients and prospects by sharing
valuable and trustworthy information. Do not resort to a sales pitch! Share relevant news or
data. Link to a newly penned article, blog post or case study. Invite them to online workshops.
Share anything newsworthy that keeps them in the loop. Or simply write: “Hi. How are you?”
Reach out either quarterly or every six months. These casual connections are meant to subtly
elaborate on your solutions, values and approach. When that person then decides to work with
you, they’ll feel more confident in their investment. If you’ve worked together before, these
efforts are a way to stay top-of-mind for the next engagement or recommendation.
They also boost your reputation as an accomplished yet altruistic business professional.
Recognize their accomplishments.
Leverage your social media activity to acknowledge others. Make note of posts and alerts
which signal that a prospect or client has done or achieved something noteworthy. Applaud
their accomplishment or achievement briefly in an email. Mention this new award, accolade,
publishing contract, interview, website update, etc. They’ll be amazed by your thoughtfulness.
Personalize your outreach even further.
Reach out to wish a client or prospect a happy birthday. Ask how their family is doing. Or thank
them for a helpful suggestion or referral they made, telling them how it improved your process
or prospects. Again, monitor social media platforms for timely topics you can use as
jumping-off points. With so much personal and professional information circulating online,
there’s no shortage of fodder you can draw from when crafting personalized, congratulatory
emails.
Deploy the Synergistic Email

As used here, synergy relates to human interaction and teamwork. It denotes the combined value and
enhanced performance that come from pooling individual talents to achieve a common or similar goal
more effectively and efficiently. Through such arrangements, the sum outcome is always greater than
its parts. Use the synergistic email to forge connections with compatible strangers or competitors.
The premise is to conduct basic research which lets you identify others worth sending a “cold” email
to. The plan is to email each one a thoughtful introductory message that briefly explains who you are,
what you do and how you do it. The elevator pitch you created earlier will do nicely! Then? Get to the
point: “Let’s brainstorm ways to work together, exchange tips or otherwise help each other out.”
Reaching out to people you don’t know personally is less scary these days thanks to contacts fostered
over time in the form of followers and people whom you or those you highly respect are following. For
example, make a list of contacts gathered from your LinkedIn Connections, prior Google research and
any news- or business-related media (i.e., blogs, podcasts) you keep tabs on or follow. You can even
add competitors to your list of synergistic email recipients.
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Why not send a brief email to a business or independent professional in your niche area or a related
industry niche? Of course, when you do, be friendly! Ask if they’re open to swapping insights and
following one another’s social media activity more closely. Eventually, you can ask if they’d like to:
Work together, share projects or introduce one another to new contacts.
Refine Your Email Strategy

What follows are suggested guidelines for strategically scheduling the sending of email messages to
prospective clients:
Initial Contact
Timing: Immediately
● Reach out with an overview of how you plan to help and/or to clarify pricing.
● Schedule a phone conversation, following through promptly and professionally.
1st Follow-up
Timing: Day 3
● If you’ve heard back, thank the recipient for their time and interest.
● If you’ve not heard back, follow up by providing additional information.
● In BOTH cases, include a link to a pertinent blog post authored by you.
2nd Follow-up
Timing: Day 10 (one week after “1st Follow-up”)
● If communication is ongoing, ask if the recipient has specific questions for you.
● If you’ve received no communication, perhaps the recipient found a different solution.
● If it’s the latter, send an email with a link to a case study. Keep the recipient on your list.
Quarterly Connection
Timing: Month 2 or 3
● Look for an article or key data of potential interest to the recipient.

● Send an email that provides context for the article or data you’re sharing.
Bi-Annual Connection
Timing: Month 6+
● Stay in touch and check in by saying, “Hi!”

● Include up-to-date materials or data of interest.
● Repeat this process every six months going forward.
Other Reasons to Reach Out
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Former prospects aren’t necessarily “dead” prospects. Even if a potential customer has chosen to
partner with a different business for the time being, there may come a time when your expertise is the
best fit for their emerging or future needs. There are other reasons, too, for maintaining contact with
current and former prospects. What follows are some examples of why and how to reach out by email.
Engage a former prospect.
Subj: Recent Developments
Hi, [First Name]!
I hope this email finds you well.
It’s been a while, so I thought I’d reach out to see if I can help. I notice that [CITE: 1-3
of the prospect’s pain points] are appearing [in the news, online, etc.]. Given my
background in [related expertise], I find these developments particularly pertinent.
Please visit my site for more information:

[LINK to a relevant blog or page of your website]
Would you also like to talk about it?
Best regards,
Follow up on a proposal sent.
Subj: Recent Proposal
Hi, [First Name]!
I’m following up on my recent proposal. I thought of you and want to pass on a case
study detailing successes achieved for a client who faced a similar challenge:
[LINK to case study]
Feel free to contact me for further explanation. Thanks so much for your interest.
Best regards,
Schedule a quick, casual meeting.
Subj: Meet for coffee?
Hi, [First Name]!
I hope you’re doing well. You might recall that we met several months ago at [Event or
Place Name]. I wonder if you’d like to grab a coffee with me. I’d love to sit down
together and learn more about what you do!
Perhaps [Date, roughly 5 days out] works—in/at [Neighborhood or Venue]?
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Thanks!
Best,
Share a few helpful tips.
Subj: Helpful Tips
Hi, [First Name]!
It’s been a while. I wanted to pass on these tips related to [prospect’s primary pain
point], thinking they’d be of real interest to you:
[LINK to helpful blog post or article]
As always, reach out with any questions.
Best regards,
Jot down a list of other reasons you might want to reach out by email. Then create templates like the
ones above which you can use to maintain contact with current or former prospects. When it comes to
doing business and doing it well, we’re often limited only by our imaginations. Let yours run wild.
CH. 12 Activity
Avoid getting cold feet. Practice “cold” emailing!
We all know that practice makes perfect. What those who aren’t in business for themselves don’t
know is that it takes tremendous time, effort and energy to keep a business running smoothly—and
that self-confidence is a big part of the equation. When prospects turn cold, our confidence can take a
hit. Keep yours running high by practicing low-stakes “cold” emailing from time to time.
“Cold” Email Template 1: Competitor
Subj: Referrals
Hi, [First Name],
I thought I'd reach out to discuss mutual synergies—and I’d love to learn more
about what you do. Perhaps there are ways we can swap referrals?
There are times when I receive [Competitor Niche] requests which I can’t handle
or aren’t a good fit for me. I’d love to pass them on to someone trustworthy. My
primary focus is on [brief description of your niche area].
For more info, visit:

[LINK to your website]
Do you have time for a quick chat or in-person meeting in [Neighborhood]?
If so, I look forward to it!
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Best regards,
“Cold” Email Template 2: Industry Contact
Subj: Ways to work together?
Dear [First Name],
I noticed that you offer [Industry Contact’s Specialty] solutions and would love to
explore ways to share business with [Industry Contact’s Business Name]. Seeing
some mutual synergies, I’m open to discussing partnership, referrals or white
label services.
Additionally, there are times when I receive [Industry Contact’s Niche] requests.
I’m eager to find a trustworthy business I can refer my own clients to. [Your
Business] is a [one-line description of your business (or your elevator pitch)].
You can learn more at:

[LINK to your website]
Perhaps you have time for a quick chat in the next few days? Thanks—and I look
forward to connecting.
Best regards,
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CH. 13
Put your expertise on display through speaking.
Standing before an audience sharing real-world insights is a powerful reputation building tool. So, be
sure to spread word about your expertise through public speaking engagements. Talks, presentations
and video conferences all help cement your standing as the go-to industry expert. Importantly, these
high-visibility opportunities give prospects a sense for who you are within a professional setting.
Whether you feel slightly uncomfortable in the limelight or are already a dynamic speaker, in-person or
virtual discussions reveal insights and cues beyond simply what’s presented. These then help
prospective clients decide whether they want to work with you or recommend you to others. Expect
them to observe your level of engagement, ability to articulate key points and degree of patience.
And, of course, they’ll be looking to see how helpful and friendly you are. In particular, live talks or
presentations are the perfect place to showcase professional expertise and a friendly demeanor.
Focus your topics around industry issues or headaches those in attendance can relate to. Present
clear solutions which help solve their existing problems, concentrating on helping rather than selling.
Giving away information positions you as a valuable resource for potential customers. Structure the
event as a solo endeavor or join forces with a panel of experts whose own expertise complements
yours. Partnering with others provides additional exposure as various participants promote the event.
Note, too, that each audience member is a potential reputation ambassador.
If they find your talk helpful, they’re likely to:
● Mention, tag and/or follow you on social media.

● Share news of their positive experience.
● View you as an industry expert.
● Recommend you to others.
● Hire you themselves.
While not every speaking engagement results in an avalanche of incoming contracts, each naturally
attracts people with issues you have the potential to resolve. So, even a small-scale or obscure event
yields new opportunities, clients and leads. Wrap up your talk by offering to share what you presented
in PDF or PowerPoint slideshow format, collecting business cards or email addresses for this purpose.
Alternately or in addition, distribute self-published and -branded cheat sheets, articles, workbooks, etc.
Provide meaningful information participants can take away with them. While most will recognize the
value in them, they won’t have time to implement the strategies themselves. Thus, takeaways make it
easier for them to engage you later. Afterward, add new contacts to your list and follow up by email.
5 Steps to Engaging Qualified Prospects

On the whole, people who attend an event you’re speaking at will be genuinely drawn to your types of
services. If not, they would’ve stayed home. The built-in appeal is that closing a deal requires less in
the way of traditional selling and more of a nudge in the right direction. Keep this in mind when fielding
and following through on opportunities to craft or build a presence via online and offline presentations.
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Attendees will often be well-informed and at advanced stages in the search process. What they’re
looking for is confidence in you versus documentation which proves your professional abilities. Since
you’re on the lineup, your level of expertise is a given. Beyond crafting your presentation, engaging
these qualified prospects is pretty much a “5 Step” process that entails doing the following:
● Find the right speaking opportunities.

● Generate interest on social media.
● Deliver targeted presentations.
● Leverage participant lists.
● -&- Always follow up.
1. Find the right speaking opportunities.
Continually be on the lookout for speaking opportunities. Identify industry or related events and
conferences worth participating in. Ask colleagues and even clients for recommendations.
Search online for organizer contact details and pitch your presentation. Be visible and vocal in
local entrepreneur groups, mentioning your plans as you socialize. Have at the ready:
● A “one sheet” listing your skills, expertise, experience and contact information
● A professional web page and a few blog post(s) devoted to public speaking
● A set of past presentation videos or PDFs downloadable from one location
Before reaching out to event organizers, get clear on who your presentation benefits, how and
why. A financial advisor, for example, can offer to speak before fiscally savvy groups, investor
organizations or entrepreneur associations—yet realtors, lawyers and other professionals may
also benefit from their insights. When you do reach out, briefly outline: who, how and why.
2. Generate interest on social media.
Almost as important as giving a talk is announcing the event across various platforms. Share
news of upcoming events on social media, using relevant hashtags and organizer handles.
Promote your appearance by sharing tips, by linking to related sites and by mentioning partner
panelists or organizations. But don’t stop there. Show that you’re an accomplished consultant!
At the event and/or during your presentation, share updates in real time. Live tweet, post
images to Instagram and/or stream your talk online. Afterward, upload questions and answers
or additional tips. These activities can have immediate and long-term positive effects on online
reputation building and web presence, showing up as mentions in Google searches.
3. Deliver targeted presentations.
Presenting at business gatherings puts you in front of many individuals of a like mind at once.
This is the perfect place to share your expertise, since your audience is filled with a range of
potential clients. Share what you know best, seamlessly delivering targeted presentations via a
live conference/seminar, networking event, mastermind group, association meeting or video.
4. Leverage participant lists.
Speaking at an event is a fantastic way to generate prospects quickly since each participant
can be messaged later. Collect business cards or capture basic contact information on paper.
Shortly after the event, email attendees an invitation to receive a copy of your presentation or a
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related white paper. Include a link to your website, capturing additional prospect details in
exchange for the free download. Centralize attendee contact details by adding them to your
master list. Stay in touch, inviting them to future events and eventually requesting referrals.
5. Always follow up.
Reach out to participants with a quick note, thanking them for attending your event. Include a
link which directs them to your website, explaining that they can find additional information
there. Plus? Offer to address any new or lingering questions. From time to time, email them
with updates, tips and invitations to new engagements. Build a relationship of trust over time.
Grow Your Speaker’s Platform

Rather than wait, create your own speaking opportunities!
The popularity of Zoom, Skype and other video conferencing apps means you have plenty to choose
from. Instagram, YouTube, Reddit and Facebook provide live-stream capabilities, too, though they’re
less appropriate for business use. For one thing, they can’t be quickly scheduled. For another, they
don’t facilitate participant calendar entries and alerts—a significant advantage of using Zoom. Build on
a topic that resonates with clients, plan your event accordingly and encourage registration.
Pursue other growth opportunities, too:
Lead (or sponsor) a conference.
Consider hosting and leading a conference. Invite industry experts to give talks sponsored by
your business, thereby generating massive awareness for your own brand and reputation. It
does require logistical skill to: Locate a space, book speakers, market an event and deal with a
laundry list of issues related to getting a conference off the ground. Still, hosting a seminar or
symposium can help you develop strategic partnerships as you draw in potential clients.
Start small and, once again, avail yourself of helpful tools like Eventbrite and Meetup. If you
lack the bandwidth to host this kind of event, get involved by sponsoring one. Although it can
be costly, sponsorship is a great alternative in that provides access to the same group of
interested parties. Plus, related expenses may be tax-deductible. Increasing the reach of your
business as a sponsor can yield other perks, too: free passes, a dedicated booth, VIP access.
Book yourself as a speaker.
Networking organizations such as Eventbrite and Meetup offer ways to book your own event
with minimal effort. Use social media platforms to announce: Date, Time, Topics, Location, etc.
Host your event at your office, in a partner organization’s conference room or in a rent-free
public space. (Check with a local library.) To maximize participation, consider streaming it live.
Become a local celebrity!
Use the power of area media to become a BIG deal in your community. Being mentioned or
featured lends authority, since some clients want to work with those who command attention.
Reach out to a local radio station, offering to field caller questions. Connect with a local TV
station or anchor, lending insights or commentary. Contact cable networks’ local reporters,
becoming a go-to source nearby. Or launch your own public-access radio or TV show.
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Host an online workshop.
Offer to host or lead free/low-cost workshops in person or online. These can easily be kept
brief, perhaps an hour focused on covering essential topics. Or they can be longer, say 4-8
hrs. total, allowing for discussions through which you present real-world examples and outline
a few advanced solutions. Whatever the workshop length, be sure to freely share helpful
information and address participant questions.
Host a client workshop.
Rather than focus solely on hosting workshops for strangers, consider where you might have
opportunity to use workshops to educate prospective clients and interested parties they’re
encouraged to bring along. Consider building a half-day or daylong workshop in which you
unpack FAQs or address your ideal client’s most pressing issues. Present these solutions by
yourself or in strategic partnership with others whose areas of expertise complement your own.
Schedule an Open House.
Schedule and host an Open House at your workplace. These are a great way to get to know
existing clients, their friends and family members, prospective clients and potential business
partners—especially if you’re fond of entertaining. Start by posting word on social media sites,
sharing a few details and pictures of scheduled speakers, event spaces, snacks to be offered,
etc. These may be all it takes to get people in the door. At the start of your event, casually
state why you held it and what your business is about. Invite guests to spread the word.
Hold a small gathering.
Arrange to host a small-scale seminar or networking event. This could take shape as a
one-time event or a weekly, hour-long Meetup at a local coffee spot or in a shared office space.
Dispense helpful business advice and tips. Leave time for Q&A, offering to linger afterward and
answer specific questions. Encourage others to view you as an authority and to get in touch
with you as needed.
CH. 13 Activity
Put your expertise on display in other ways.
If you’re still unsure about standing before an audience, take small steps toward building a powerful
reputation by stretching yourself in other ways. Public speaking engagements aren’t the only place
you can put your expertise on display! Build your standing as a go-to industry expert by circulating
purposefully at industry events, honing your speaking ability and getting comfortable behind a mic.
Circulate purposefully at industry events.
Network with representatives from various niches within your target audience by going where
they lead versus the obvious places. Seek out and attend a range of industry trade shows and
events. Don’t just visit events immediately connected to your industry, either. Think outside of
the box. Visit business fairs which cater to startups, accounting firms, HR professionals, et al.
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Hone your ability and your elevator pitch.
When it comes to drumming up prospects, remember that it’s not always about who’s literally
in the room with you while you’re talking. Sometimes, who you’re targeting may be people they
know or a different demographic altogether. One benefit of speaking before an audience that
already has an interest in what you have to say is that it helps you hone your message—and
your elevator pitch—in a low-stakes environment. This then acts as a confidence booster
which translates well when it’s time to call on, connect with and instill trust in others.
Speak up—from behind the mic.
Find ways to be interviewed on podcasts of proven interest to your ideal client. If you prefer,
launch a podcast of your own. With an endless array of topics and program types, talking on a
popular channel is a great way to connect with thousands of audience members at once. In
addition, engaging discussions turn passive listeners into active leads. This results in an
immediate reputation boost for you. Seek out hosts who explore topics aligned with your
interests and niche. Let them know your availability. Once a podcast is complete, link to it on
social media and in a related blog post, making it easy to both listen to and share.
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CH. 14
Publicize your successes in print and online.
For any sized business, a press release helps generate awareness and attention. While not nearly as
valuable as in prior years, journalists and other “content gatekeepers” are still eager to know about
new or upcoming activities of note. A press release is an all-in-one document that outlines the Who,
What, When, Where and Why associated with products, services, people, policies and practices.
While publishing a press releases online or even mailing one out has value, this strategy isn’t as
powerful as it once was. Notably, Google considers self-published releases of low value or even
spammy. Still, writing press announcements aimed at bloggers, journalists, media outlets and others
who can provide coverage is one way to gain publicity for business achievements.
Occasions for press announcements include:
● Awards/accolades
● Notable partnerships
● Interviews & appearances
● Workshop/Seminar sponsorship
● Business milestones & anniversaries
● Keynote speeches & related presentations
● Topically relevant white papers, data or findings
● Upcoming podcasts, book releases or partnerships
● Expansion (i.e., new offices, new services, new hires)
Getting noticed isn’t an easy undertaking. It requires taking a genuinely unique angle of appeal to
editors and their audiences. It takes a bit of detective work, too, in order to track down the right
contacts. Foster relationships with editors and bloggers over time, since they’re often amenable to
being pitched just the right story at just the right moment.
It may be smart to focus your efforts on publications which offer web versions of print articles, doubling
your return by boosting your visibility and online reputation simultaneously.
Pitch Your Stories Correctly

Be sure to outlined the Who, What, When, Where and Why in a targeted press release that offers
genuine insights and information in a helpful and friendly but professional way. Make sure to identify
yourself as the person to call for more information—or an interview—and to include your most
up-to-date contact information.
Now? It’s time to pitch your story. When reaching out to publishers, editors, bloggers and other
content developers, it’s critical to provide stellar content. It’s equally important to attach your press
release to an email that’s sure to be opened and then read. What follows is a general format for
crafting a winning email pitch:
● Begin with a thought-provoking subject line

● Address the contact by name versus: Dear Editor,
● Lure them in with a compelling introductory sentence.
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● Briefly mention your article and explain why it’s timely or relevant.
● Mention which section of the publication or platform it may be suited to.
● Clearly state what you want (i.e., to have your data published, to be interviewed).
Attach your announcement to the email and consider pasting the first few lines of it below what you
just outlined above. This “teaser” should get them interested in reading more. In the signature area of
your email, include your name and professional title as they should appear in print. Include your phone
number, too, inviting the publication or platform to contact you. It’s also helpful to include or attach:
● A high res story-related video or pictures

● A high res head shot & brief bio (< 50 words)
● Your social media handles, website URL & blog page URL
These people receive an avalanche of incoming emails and have little time to read them. Respect this.
Be brief, concise and straightforward. If you don’t hear back, follow up once or move on. Avoid calling.
Free Publicity: What, Where & How

A targeted press release can be picked up by either a local, an industry or an online publication that’s
read by your ideal client or key influencers. Being on the receiving end of positive press coverage
establishes you as a trusted authority. When prospects see you quoted or mentioned by respected
sources, they’re more apt to visit your website, reach out directly and choose you over a competitor.
With that free publicity comes a few upfront considerations. Namely, what will you share? Where will
you share it? And how will you position it—and yourself—in the process? In this section, we’ll review
one possible approach to answering each of those questions. The ultimate size of the audience you
reach and impact of your message are only limited by your ability to brainstorm other approaches.
Start with your foundation story.
What about your business is noteworthy or inspiring? It’s often easiest to begin by writing
about its foundations, tracing your business origins. Describe, in detail, the initial “light bulb”
moment. Then walk readers through your next steps, explaining how you met that first client or
critical mentor. Tell readers what problems you now solve and how. Describe your typical
client, as well, and list out your core business values. Tweak the narrative until it’s sure to
resonate with your ideal client or prospect.
Begin with local distribution.
One path to becoming a BIG fish in a little pond is to reach out to local or regional publications
first. Neighborhood and other community-minded news outlets make it their business to focus
on what’s going on within a limited geographic territory. Write and distribute a press release
which highlights an intriguing aspect of your business by emphasizing a unique partnership,
product mix, approach to hiring, etc. Stress the impact your business has within the area.
Stir up controversy?
Rarely is this an appropriate option. However, there are times when you might consider stirring
up a bit of controversy by writing a contrary or contentious—though still well-researched and
carefully crafted—opinion piece which takes a firm stand on a specific topic of importance to
your industry or community. Warning: The notoriety that comes from doing this can easily
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backfire and damage your reputation. Proceed with extreme caution, perhaps doing so only
when your point of view and position on a matter are thought out and unlikely to change.
Build Ongoing Media Relationships

Earlier chapters emphasized identifying and tracking your ideal client’s interests. Through those
activities, you’ll become familiar with publications they consider vital. Your next step is to foster
ongoing relationships with associated bloggers, editors and publishers. Search those media outlets’
websites or print versions for essential contact names, following them on LinkedIn and Twitter.
When publishing a new blog post or article, share the online version with these individuals. Include a
brief note about why you wrote it and who found it helpful. Get and stay “on their radar” by doing this
consistently over the course of a few months. Hopefully, they’ll take notice. This opens the door to you
pitching them timely story ideas, press releases and offers to be interviewed.
Apply the same technique in order to align yourself with notable authors. Endorsement from an
influential writer can be a powerful lever that opens more doors to you being interviewed. Other
potentially worthwhile media relations activities include the following:
Leverage your web presence offline.
Try gaining press coverage in print publications when posting meaningful content online. If you
created an exceptionally well crafted and received video which covers issues clients have
expressed interest in, share it with print editors. Or try pitching the outline of an informative
white paper or case study. Note that certain aspects of your business can become front-page
worthy in the future, as industry or news developments prompt interest from publications.
Vet online distribution platforms.
Generally, I don’t recommend distributing press releases via online public relations platforms.
The free ones can have minimal impact, since they tend to circulate releases on sites which
are spammy or frowned upon. Unscrupulous reputation firms take advantage of them by
uploading poorly written copy, trying to “game the system.” Even paid sites appear to be not
worth the extra fees. They claim to reach a few hundred media outlets but the bulk of those
can be obscure, unimportant or irrelevant to your business niche. There’s no shortcut for
connecting with your ideal match except to carefully vet distribution platforms of interest to you.
CH. 14 Activity
Get published by pitching directly to the press.
Pitch your story ideas, press releases and offers to be interviewed directly to trusted press or media
outlets. A number of reputable websites which facilitate this exchange of ideas are listed below. All
that’s required to pitch a few media outlets daily, in some cases, is free or basic-level registration in
connection with a related site.
As HelpAReporter.com (HARO) explains it, in order to be quoted or considered, a story source must
demonstrate “clear, reasonable expertise in a topic relevant to the query they are responding to” plus
proven authority as a subject-matter expert. Freelancers, staff reporters and editors seek data, details
and quotable insights for stories they’re working on by posting alerts on websites like:
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● HelpAReporter.com
● MuckRack.com
● RolliApp.com
● Qwoted.com
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CH. 15
Educate others about what you do.
Teaching demonstrates to prospective customers that you’re highly knowledgeable and willing to
share your expertise, so carve out time to educate others. While it can be time-consuming to develop
and deliver online and/or in-person courses, offering them leads to a massive reputation lift. Sharing
your expertise also helps showcase your business and professional acumen.
Some participants will be impressed immediately and turn into paying clients. Others may circle back
with follow-up questions after doing a bit of independent research online. If done right, all of them
increase the chances that you’ll earn well-deserved praise and at least a few personally shared
recommendations.
Lesson Plan Basics

Start by choosing a topic of discussion. Make it one you know well. Even better, make it one you know
well and can reasonably expect will be important to your target audience. Next? Outline critical lesson
components. Given time constraints, what key points can and must you be sure to cover in order for
your lesson to both be effective and hold real value for those in attendance?
Begin by briefly introducing yourself and your topic, including your relationship to it. Have participants
introduce themselves and their individual reasons for attending. When it comes time to wrap up, share
your contact information and encourage participants to use it. Precede that, whenever possible, with a
short Q&A session. In between, share useful details about your topic.
On the topic of lesson planning, when planning to offer coursework in connection with an accredited
program (i.e., trade school, community college, university): Construct a syllabus, exploring templates
for this online. A syllabus is similar to an outline but offers additional insight into what you plan to
cover in each component. It’s also customary to cite third-party resources or recommended reading.
College-Level Coursework
Start by preparing a cover letter addressed to the dean who heads of the department most closely
aligned with your course topic. In a bullet list, outline reasons why your class will resonate with their
part-time, full-time and/or continuing education students. Outline, too, what makes your course a
natural fit for higher education. Send your query along with a suggested syllabus by post or email.
Note that developing a college course can be a colossal undertaking. Be sure to build your syllabus
around a clear, overarching concept. Then break it down into a series of topics to be addressed one at
a time, typically on a weekly basis. Include mention of how what is to be learned will be reinforced by
real-world examples or experiences.
When contacting schools, explain that you’re looking to share your professional insights—as an
adjunct (part-time) professor—via a 12-week course. If you land the class, be prepared to spend time
working on lesson plans, compiling reading lists, formulating assignments and grading. Expand the
reach of your academic work into white papers or even a book, bolstering your expert reputation.
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Spread word of your assignment and related updates on social media and in blog posts.
Other Teaching Venues & Strategies

Other venues for teaching you might explore include: webinar platforms, conferences/seminars, area
schools, co-shared spaces and libraries. Your topic and delivery should substantiate your reputation
as a friendly, knowledgeable and helpful expert who knows their audience well. Co-hosting a learning
event with a strategic partner can help you gain exposure to entirely new prospects. If successful,
each lecture you deliver can result in a further reputation boost for you—both offline and online.
Present a webinar or video workshop.
Create a webinar or video workshop. Highlight pragmatic solutions to known issues or

problems, allowing time for Q&A. (See prior chapters for more on that topic.) In addition to
prospects, encourage others to sign up. Clients, family, friends and colleagues can all learn
valuable lessons they later apply when referring others to your business. Keep in mind:
● Focus on a single topic or problem.

● Tailor course details to ideal client needs.
● Consider co-presenting with a strategic partner.
● Favor Zoom sign up, leveraging its calendar feature.
● Live stream and record your online lecture in real time.
● Upload your recording to Eventbrite, Udemy or a similar platform.
● Attract more views by offering related downloads with a link to the recording.
Present a brief or extended workshop.
Present targeted single day, weekend or weeklong workshops which allow you to explore
issues and solutions in greater detail. Hosting these sessions face-to-face is another way to
highlight your expertise but with less effort then presenting a college course. Build workshop
topics around common questions or draw content from presentations you’ve given already.
Gather participant emails, adding them to your contact list. Occasionally stay in touch, making
sure to invite them to future events of a similar nature.
Present an education session or masterclass.
If parking and other logistics aren’t an issue, it can often be easiest and most cost-effective to
host and present education sessions or masterclasses from the comfort of your own business
setting. If space is limited or other concerns make this option prohibitive, reach out to trusted
business partners, area schools and/or libraries when searching for an appropriate venue.
Your event can take shape as either a “one off” or a related training series that addresses
topics of concern to your ideal client. Make your event special by scheduling a guest speaker
or expert panelist, casting a net that returns a wider built-in audience. Before soliciting guests,
do some initial homework. Learn all you can about each potential presenter and their clientele.
Search for social media profiles, podcasts and blog posts which reveal what topics they focus
on or specialize in. Learn who their audience is and how they’d add value to your event. Back
to the topic of event hosting, dozens of libraries are scattered around each city, neighborhood
and town. Offer to present at one or more, explaining how you’ll be of direct help to area
patrons.
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CH. 15 Activity
Learn the benefits of teaching alongside others.
When it comes to educating prospects or clients, collaborating with others can be highly beneficial.
Imagine what your audience can learn about you from a trusted third party who articulates what’s
unique about your business or niche area. Or whose offerings dovetail nicely with your own. Or who
brings with them an entirely different audience and wealth of new leads. Consider these benefits, too:
● Events which are co-created, co-hosted and/or co-led by a range of experts give each of you
built-in downtime. Use yours to observe the responses and body language of audience
members. Which topics do they latch onto or seem eager to know more about? When planning
your next event, reflect on what you learned.
● Collaboration also means that the success or outcome of a particular learning session doesn’t
rest solely on your shoulders. Instead, myriad responsibilities and duties are distributed. With a
bit of weight lifted, you can concentrate more on what you’ll present.
● In most cases, you should find that being accountable to one another increases your individual
motivation to present well and to each do your fair share when developing, promoting and
hosting an education session, masterclass, etc.
● Finally, having more than one experienced professional involved is a great way to boost your
respective online reputations and lead generation opportunities.
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CH. 16
Resist thinking that print is dead.
Print is not dead: Use it. Words on paper open up pathways to building your reputation and connecting
with prospective clients. Publishing an article or a book is one way to generate exponential interest in
your business. With associated notoriety comes added online awareness, since by its nature being
published drives creation of social media shares, blog posts, positive reviews and other coverage.
Prospects who see your words in print or who know that you’re a published author are more likely to
view you as a trusted resource—and to then pick you to work with over a competitor. In addition, your
options for having your work appear or be available “in print” might be broader than you realize. In this
chapter, we’ll explore the most common (and a few less common) avenues worth pursuing:
● Newspaper Articles
● Magazine Articles
● Self-Published Book(s)
● Other Print Options
Newspaper Articles
Before you balk, let’s consider a few ways you can pull this off. You could write a newspaper article.
Or offer to write a business column. Or author a series of articles on a related topic. Or craft Op Ed
pieces on a topic of interest within your industry, submitting them as letters to the editor. While print
publications have suffered from massive readership declines, they’re still able to deliver visibility.
Abbreviated or expanded online versions of print articles are usually posted to publishers’ websites as
another means for generating traffic and interest. Since Google often ranks media outlets very highly,
an article with your name attached to its byline (i.e., By Joe Smith) could appear prominently in search
results. Additionally, having your name affiliated with a newspaper makes readers perk up.
Prospects bestow confidence on published professionals, viewing them as well-rounded business

advocates. There are several considerations when writing such a piece. Perhaps write about a
hyper-local issue which affects your city, neighborhood or town. Or address a common problem faced
by prospects and present a few ways to resolve it. Articles don’t have to be long, either.
From 500 to 1,000 words are sufficient. Include a catchy title, an attention-grabbing first sentence (aka
“lede”) and details which are relatable to general readers. Still stumped for a topic? You could always:
Interview an influencer in your niche.
Arrange a meeting in which you ask questions of or launch a dialogue with an industry leader.
Once transcribed, pitch your interview to editors. This is a much easier way to have your name
appear in a byline than by writing a piece independently. The interviewee is usually flattered by
the opportunity and frequently agrees to participate. Another advantage of interviewing an
established influencer is that their positive reputation becomes associated with yours.
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Pitch a news story as you would a magazine article. Read on for details about doing that.
Magazine Articles
Publish an article with a goal of gaining reputation growth. While magazines are unquestionably on the
wane, an author’s byline attached to a print piece still demonstrates visibility and trust. As with all of
your written efforts, focus on crafting original, thoughtful, in-depth content. Consider the magazine’s
core audience and overall tone. Make sure your approach is a match.
Writing a magazine article is similar to writing a lengthy blog post or a detailed white paper, fitting
somewhere between the two. If you can write a guest blog, you can write a magazine article. All it
takes is a few modifications and additional effort. The key is to understand your audience and then
present what it is they want or need. Pitching that article and getting it accepted is more complicated.
Still, I’m confident you can do this. Here’s how:
Plan ahead by doing prep work.
A seemingly arduous but productive approach to getting published is to identify editors and/or
publishers worth following on social media and LinkedIn. After connecting and building trust via
a few professional interactions, reach out directly with a story pitch. Email them a compelling
but brief message which poses an intriguing question upfront—the one you answer with your
article. Summarize your key points and attach the article draft to your email before sending it.
This gives you the added benefit of being able to politely follow up once online. If a related
story grabs you, by the way, connect and build trust with its author. You’ll see why below.
Pitch your article like the pros do.
Pitching an article and getting it accepted isn’t easy, especially if you compare it to pitching a
guest blog submission to a fellow business professional. The first step? Identify who to send
the piece to, focusing on publications your prospects and clients are likely to read. Reach out
directly to the correct department (aka section) editor. Print publications run an interior imprint,
or masthead, which lists: departments, editors, contributors, etc. Worst case, conduct a Google
search or comb a site like Hunter.io to identify and confirm email addresses. Or ask the author
you reached out to above for help: When appropriate, request contact info or an introduction.
Make your pitch even more compelling.
When pitching a story idea by email, include a short bio about yourself and a sample blog post
that’s relevant. These things should clarify who you are, who your audience is, what accounts
for your expertise and how else you can benefit the publication. They also demonstrate range.
Another way to submit a draft is to post it online for editor or publisher review. If you don’t hear
back on your submission, it’s best to move on—rather than call or bother someone who’s not
interested. While getting an article published can be a long slog filled with disappointments,
getting future submissions published is more manageable after you get through your first.
Once an article written by you is published, share news of it with current and future clients!
Self-Published Book(s)
Page 125
Consider writing a book. This is an enormous undertaking but the result could be “the ultimate” in
reputation benefits. Many, including prospective clients, view authorship as a defining professional
experience. Writing a book is a challenging experience but printing one is now easier with the advent
of self-publishing options offered online by IngramSpark (aka Amazon) and others.
Most require a minimal upfront monetary investment, though they demand a lot of time to get right.
Landing a contract with a traditional publishing house—still considered the preferred option by
many—can take much longer if it happens at all. Another approach is to co-author a title with a trusted
colleague or team of others, sharing logistical burdens but gaining additional reputation rewards.
Write about what you know, as they say. If you have a clear vision for your book, start crafting a
chapter outline. If not, gather previously written blog posts and assemble them into a more significant
all-in-one manuscript. After several readings and revisions, a theme will naturally emerge. If your
book’s intent is still unclear, build FAQs into individual chapters which outline detailed solutions.
Some sections of your book may benefit from additional sources or interviews. Reach out to clients,
prospects and/or notable industry influencers for help. Most will be thrilled to assist, especially since
their names will appear in print and their reputations will be built alongside yours. Expertise, insights or
queries posed by others are often highly relatable, resulting in real-world application for readers.
Build your audience further by opting not only for only print-on-demand copies but digital ones, too.
Writing & Publishing an e-Book
Simpler than aiming solely for print is choosing to write an e-book. Digital-only versions can be
quicker to compile and distribute. Still, dutifully attend to details like formatting, marketing,
design and, of course, writing. Your own e-book can serve as one component of a larger
reputation building strategy that involves speaking engagements, interviews, presentations and
the like. Freely share that e-book with prospective clients in exchange for their contact
information. Or, perhaps, charge a nominal fee in connection with downloads from Kindle, etc.
In most cases, an e-book won’t be an income-generating venture. What it will do is build your
reputation, thereby leading to additional sales and income down the road.
Other Print Options

Not every step we take toward eventually getting noticed in print takes us down a traditional path. If
your business isn’t exactly traditional to begin with, you’ll want to pay extra attention to the techniques
outlined here. Still, if you run a business of any kind, you have to know one thing: As far as prospects
and clients are concerned, your brand is synonymous with how you present it online—and in print.
Design an eye-catching postcard.
One print-related alternative is to design or commission the design of an eye-catching

postcard. Rarely received these days, sending a postcard is one way to stand out. While
brainstorming images and text, keep the ideal client in mind. Would they expect a strictly
professional approach? Or can you be playful? Would they be drawn to black and white,
neutrals or bold colors? Ultimately, this must be something you’re eager to mail out. If being
informative, cite sources for hard data. If being direct, favor a brief quote from a key client.
Don’t overlook business cards.
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Does it seem odd to include business cards here? Given the gravity of the digital realm, it may.
Still, business cards can be immensely useful tools. If you might have cause to jot down a note
to the recipient, opt for a matter versus glossy finish. Large-type elements include: business
name, tagline, list of accolades and/or a client testimonial. The following details should appear
in a smaller but still clearly legible typeface: name, title, contact details (phone and email) and
social media handles. Keep business cards nearby at all times, ready to hand them out.
Give offline advertising a try.
Depending on your industry, a traditional print ad could work well. One way to approach this is
to create a diminutive ad that won’t cost much to run and then submit it for publication. Even as
a test case, it could be money well spent. If one publication doesn’t work out, try another which
directly caters to your ideal client. Enlist the help of a professional designer upfront, being
extremely clear about your marketing goals: to gain visibility, generate sales, build trust, etc.
CH. 16 Activity
Apply “5 Best Print Practices” frequently.
What follows are “5 Best Print Practices” I use time and again when conducting business. The
ongoing success I’ve had with each strategy proves that print is not (completely) dead. Reaching out
via print is now so unexpected that it can have a surprisingly powerful impact on others’ perception of
the extent of your professional acumen. As a bonus, these tactics are mainly free or inexpensive.
1. Land local news coverage.
Play up your locale as much as possible. Write news releases on topics of interest to
nearby prospects. Distribute them to local media outlets, which are often keen to follow
up on newsworthy stories from within the neighborhood.
2. Send each prospect a postcard.
Keep business postcards handy which feature a quote from you, a picture of your team,
etc. As you enter a prospect into your contact list, write and address a postcard to them
that touches on a point of mutual interest.
3. Make your business cards memorable.
When you hand out business cards which are printed on unusually thick paper stock or
which are otherwise unique, people take note. Order “letterpress” quality cards printed
on textured paper and make a great first impression.
4. Invest in a quality “pitch” packet.
List each piece of collateral needed to “pitch” a prospective customer or follow up with
a client: stationery, brochure, flyer, business card, case study. Make sure it’s all of the
highest quality, similarly branded and laser-printed.
5. Repurpose a post into a print article.
Page 127
Convert a blog article you wrote and posted previously into an expanded or revised
print piece of roughly 750 words. Proofread it. Then pitch it to a related industry journal,
regional newspaper and/or local magazine.
Page 128
CH. 17
Build a resource for big fish.
Keep giving some information away. It might sound radically counterintuitive to share your hard won
business insights and expertise on a complimentary basis—but, if used selectively, free help often
assists you in building a positive reputation that attracts truly big fish who appreciate you being a
trusted resource: transparent, comfortable sharing what you know and tremendously supportive.
The more answers you’re willing to offer, the more your social media and other endeavors will be
shared or talked about in general. Thus, they become more discoverable and more easily discovered
by others. This leads to a further boost in your web presence. It’s not uncommon for some prospective
clients to try carrying out your proposed solutions on their own, bypassing the act of paying you.
Still, most don’t have the time or interest. Additionally, they tend to know that they need expert help.
This is especially true of any really big fish worth connecting with. Freely sharing what you know is
also a way to candidly speak to the complexities of a given situation. Ultimately, your goal is to
become the go-to source for real and lasting solutions. Examples of how others do this include:
● A mortgage broker publishes a white paper and detailed interest-rate calculator online.
● A financial advisor offers a free 15-min. consultation in tandem with a “retirement” blog.
● A tax specialist at a law firm emails recent updates in tax laws to prospective clients.
● A marketing firm gives away a list of free tips outlined in a recent video workshop.
Take other no-cost actions, as well. Spend time each week posting reviews, answering questions and
leaving comments of help to prospective clients and others. It feels good to help and to gain visibility.
Offering Free Help & Advice

Be mindful of your time but do share tips or assistance with people in need. Give away ideas, make
introductions, offer feedback, endorse colleagues and make recommendations. These actions can be
of service to potential clients, friends, acquaintances or anyone who reaches out. The result could be
an increase in recommendations and leads for you—plus expansion of your web presence.
Earning a reputation for being knowledgeable and supportive is golden. Further, it feels good to be of
service to others. This alone can give you an extra boost when closing that next deal or pitching your
services. I go out of my way to help people who contact me by following up with them by email or
phone. Mindful of time, I make sure to limit each of these conversations to about 15 min.
When one person I spoke to wasn’t a match for my services, I introduced them to a colleague. This
resulted in a new client for my associate who then returned the favor by referring business to me.
When dealing with a new or existing client, perhaps offer to do a bit of work for free or at a discounted
rate. Do so selectively: It’s most useful when launching your business or pivoting to a new service.
Let others help you, too! Reach out to established businesses or professionals whom you believe may
be willing to mention you in their social media posts; to people who, ideally, might add a backlink to
your website from their own (boosting your Google rankings) or mention your URL in a blog post, etc.
Build your web presence and online reputation by being validated by known entities.
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And always be nice. It pays big dividends, especially when educating clients and prospects.
Educating Clients Always Pays Off

Be willing to educate potential clients about the difficulty or complexity involved in solving their
problems. This can be done through a brief phone consultation, presentation or detailed white paper.
The discussion should lay out all legitimate concerns, in terms of complexity, of the proposed solution.
This then reinforces the need for an expert touch at handling it. Address the solution’s difficulty in
self-penned blog articles, social media posts, sales or marketing materials, downloadable PDFs,
e-books, etc. Other ways you might educate your clients include the following.
Invite potential clients to a free training session.
Create and present a series of detailed webinars or training sessions which cater to prospects’
needs. (See Chapter 15 for detailed help with this.) Offer these free of charge or for a nominal
fee—especially when just starting out—though these courses could potentially turn into
income-generators at a later date. Zoom is an excellent platform to use.
Still, consider using YouTube, Instagram, Facebook or Reddit Live. Your choice depends on
your client base. Make it simple for people to view and share details of your event on all of the
usual social media platforms. Identify and connect with ideal participants by searching for and
responding to related questions online (i.e., Quora, LinkedIn, Twitter). Include an invitation link.
Each registrant then becomes a potential client. Record each of your training sessions and
upload them to YouTube. Repurpose them by embedding related links in your blogs, on social
media and in content you post elsewhere. As potential clients then search online for answers
to pressing problems, they’ll be impressed to discover multiple links to your business.
Freely share some content with the world.
These days, nearly everyone in the world looks for answers online. They search Google for
blogs, white papers and presentations which point them to worthwhile solutions. A traditional,
“old school” thinker might seek to monetize every moment of consultation or bit of advice they
offer. Do yourself a favor and resist that urge.
Today’s professionals have learned that giving away part of a solution earns trust. Don’t get in
a habit of giving away all of your expertise for free but do share some advice and offer a few
business tips as a way to cement trust in you as a valued industry resource. If you do, you’ll
have better luck converting curious prospects into paying clients.
Create a highly compelling free offer.
Create an offer that’s both compelling and free. Often called a “lead magnet” in marketing
circles, this is where prospective clients sign up for a helpful resource in exchange for their
contact information. Successful giveaways of this variety should deliver high value and move
prospects significantly closer to becoming paying clients.
This is also a great way to build a contact list which includes people who are genuinely
interested in what it is you have to offer. Staying in contact with these prospects is what then
Page 130
helps you remain top-of-mind. Compelling giveaways of perceived value to prospects include:
a detailed presentation, an informative white paper, a free brief consultation or an e-book.
Increase the ‘Fun’ Factor

No one enjoys engaging in a process that’s devoid of “fun.” This applies in the professional arena, as
well. Increase the fun others experience while they engage with you online and offline by getting them
excited to do business with you—and to sing your praises, partner up and send valuable referrals your
way. One way to make interactions entertaining is to host competitions for which you award prizes.
Generate buzz while having fun online!
Think about running competitions on Facebook, Instagram, Twitter and your own website in
order to generate interest in your business. This strategy may not be for everyone, so tread
lightly to avoid reputation (or legal) damage. For the right group, a contest might be perfect. Be
clear about rules, such as: how multiple entries will be handled, image rights, exact deadlines,
etc. Avoid cash prizes. In lieu of that, give away: a consultation, a few hours of service, an
audit or a gift certificate. Ask questions and offer randomly-selected correct answers a prize.
CH. 17 Activity
Enjoy these “7 Helpful Takeaways” on me!
Make it a point to invest in offering free advice to prospects who are seeking helpful, friendly guidance.
What follows are “7 Helpful Takeaways” based on what you learned in this and prior chapters. Each
strategy below is one I’ve used to grow and develop trusting relationships with my own clients. The
one commitment necessary to successfully carry out the bulk of them is time versus money.
1. Content Sharing
Send clients and prospects a copy of one of your blogs, white papers or presentations
that outlines a specific solution to their problems. This is a great way to stay in touch
every few months or so. Or run a related competition complete with giveaways. Use
your blog, social media and/or email platforms to announce a prize package: e-book,
limited-service audit, white paper, etc.
2. Compelling Freebies
Create a no-cost lead magnet, getting prospects to sign up for a helpful resource in
exchange for their email addresses. Alternately, generate a report for a potential client
which outlines the strengths and weaknesses their business or addresses a specific
pain point. Show that it’s possible to improve their situation but not necessarily how.
Leave that for a follow-up call or email, since you have the solution!
3. Client & Prospect Education
Offer ideal clients a free education! Call a potential customer to explain complex details
within your proposal. Reach out to your best or most frequent clients to share news of a
new or emerging approach. Invite prospects to a free training session you then present
in person or online. Give educational talks to generate leads and interest.
Page 131
4. Ongoing Advice & Outreach
Be willing to offer friendly advice and help to people as they reach out to you. In
addition, comb through your contact list every few months. In doing this, connect with
colleagues, former clients and prospects. They just might be ready to partner up!
5. Free Trails & Targeted Discounts
Offer your services at a substantial discount or on a pro bono basis. Do this for a select
few individuals or organizations, including nonprofits. As you carefully curate ways to
“give back,” you’ll gain greater visibility online. When it comes to free trials, do apply
some limits to your service or product offering. Each of these strategies can result in
new customers, excellent reviews and testimonials you can share online.
6. Reduced Commitments
Offer to audit or review a specific business process, product or service for either a
prospective or an existing client. In connection with that, identify one or two proven
solutions to their problem. Reduced or low-commitment offers are true “loss leaders”
only if they fail to generate interest and leads. When presenting a low-priced or free
product/service, limit its scope or set a tight and precise end date.
7. PDF Downloads
Offer at least one free PDF download on your website. This can be a copy of a prior
case study, white paper or blog post. While writing an e-book is a long-term endeavor
that takes time, note that it’s also a dramatic way to build your reputation as an expert
in your field. Begin by gathering a series of previous blog posts. Expand on these to
address topics of known interest to your clientele. Once complete, give your e-book
away to select prospects and/or make it freely available online for a limited time.
Page 132
IN CLOSING:
ETHICS OF REPUTATION
MANAGEMENT
Page 133
Author’s Note
Take the ethical approach.
Here we are, wrapping up Using Reputation Management to Gain (& Retain) Your Best Clients! As our
discussion draws to a close, I feel compelled to address the topic of ethics as they relate to reputation
management practices and policies. One message I want to be sure to leave you with is this: Always
be transparent and honest when crafting an online reputation.
Appearing at the top of Google or other search engine results can make or break a business, making
a stellar web presence paramount—yet, some cut corners on reputation management or (even worse)
knowingly engage in unethical behaviors. I firmly believe that moral integrity is crucial to reputation
building. If a firm repeats problems or is systematically harmful, it rightly deserves negative notoriety.
When evidence of less than stellar behavior appears prominently in searches, the activities engaged
in become highly visible and live online for all to see. However, what if one wrong business decision
can be rectified by giving someone a second chance? I often suggest to my business and professional
clients that they apologize for a poor decision and then move on by correcting the problem.
In such cases, adequate implementation of online reputation management repair tactics is the best
way to salvage a bad business-/career-related decision. The Dos and Don’ts which follow also help.
‘Do’ Reputation Management Right
Do aim for a second chance.
Everyone makes mistakes in business and in life. Online repair can mend damage done to
search results involving yours. A web presence can be rebuilt through excellent content and
dedication. Especially when there is contrition, or the most sincere expression of remorse,
reputation reconstruction is the best option.
For example, I had a case in which a business executive had misbehaved at a holiday party.
The indiscretion took place 19 years prior to our having met. When a competitor leaked this
information to The New York Times, the executive found himself unable to land a new job for
years on end. This meant several-hundred-thousand dollars in lost wages.
Since the executive was apologetic, I felt comfortable giving his career a second chance. Six
months after we joined forces, he scored a high-paying position.
Do address issues honestly.
Remedial online reputation management tactics are not a means for covering up systemic
business problems nor for burying evidence of poor customer service or other faulty practices.
They’re only to be used when necessary. While unpleasant, bona fide issues must be faced
head-on and thoroughly resolved. Savvy business owners view problems as opportunities to
improve and are willing to address reputation issues honesty.
Do hire an ethical reputation firm.

Page 134
Only work with ethical online reputation management firms. Since your reputation becomes an
extension of theirs, select a firm that’s honest and transparent. Unfortunately, I’ve come across
many disreputable firms. Such firms routinely:
● … steal other people’s online identities.

● … pay for fake product or service reviews.
● … assign critical tasks to unskilled workers.
● … set up fraudulent user/social media accounts.
● … claim to take action on a client’s behalf but don’t.
● … stir up fake “problems” to gain business or publicity.
At times, it makes me feel as if the online reputation management sector itself could use a
reputation management overhaul. Importantly, scams like the ones above—and the numerous
others perpetrated by bad actors—have the unhappy side effect of ruining your reputation as
collateral damage. Warning: A firm’s shoddy work will always reflect poorly on your reputation.
Do pay close attention to their pricing.
One way to spot a counterfeit firm is pricing: Fees will be woefully low or outrageously high.
Reputable pricing is based on careful custom analysis, not what someone thinks you can pay.
Let’s say two negative links associated with your business appear near the top of Google’s
first-page search results. If a firm quotes an initial “repair” price of $3,000, it’d seem like a
bargain (actual cost: roughly 10x that). Be wary, too, of requests for money prior to verification
of contract terms. Any deposit sought should be proportionate to project quote and scope.
Avoid Common ‘Don’t’ Scenarios
Don’t trust bad actors.
If I’m being truly honest, not everyone deserves a second chance. There are instances when
reputation management cannot and should not be used. However harsh it sounds, some
issues do not warrant repair. In my opinion, those include: clear proof of sexual harassment,
related conviction(s), swindling seniors, purposefully maligning others and any vengeful acts.
Don’t take aim at others.
Reputation management tactics should never be used to retaliate against or cause harm of
any nature to an individual or a business. I’ve seen vengeful ex-partners, disgruntled clients,
envious competitors and other parties maliciously attempt or achieve full-scale online smear
campaigns. To them, everything from basic badmouthing to revenge porn is up for grabs. Be
more purposeful and professional. Resist doing anything that might inflict damage. Not only is
it wrong. Once it’s discovered (and, yes, it will be) your own reputation will be badly ruined.
Don’t let yourself be tempted.
Desperation drives a few people to do anything to fix issues related to search engine results
and rankings. A handful of examples are outlined below. Since a lousy reputation means lost
business, they might actually: buy “customer reviews,” pay for illegitimate “clicks” and find
ways to hack reputable websites to gain an advantage. Of course, these activities are illegal.
Page 135
And they should never be attempted. A worthwhile online reputation management firm must do
honest work. Its staff must follow proper guidelines, be scrupulously fair and not cut corners;
not even if a client asks them to. If it sounds too good to be true—like a $3,000 solution that
never happens versus a transparent $20,000 service package—move on.
Knowingly overpromising and under-delivering is unethical, too.
Don’t post fake reviews.
Never write false or fake reviews. Don’t ask or allow others to do it for you, either. It may seem
tempting or “harmless” to write a review for yourself or your own business on: Yelp!, Google My
Business, Facebook, Tripadvisor, Avvo, etc. Well, it’s not. It’s unethical and most likely illegal.
IP addresses can be traced. When the natural source of a falsified review is discovered to be
you or someone hired by you, the results will be reputation devastation. While you’re at it,
avoid leaving contrived comments in connection with your own blog posts.
Don’t be a black-hatter.
Never use “black hat,” or shady, SEO and other techniques to try to game the system. I’m
talking about any activities which go against following online platforms’ implicit or explicit rules
and policies. This includes using link farms, software bots, article spinning and similar means
yourself or through third-party services to artificially increase likes, followers, etc. Additionally,
never do anything that borders on impersonating, plagiarizing or spam-bombing others.
Don’t resort to hacking, either.
Under no circumstances engage in hacking activity. Surprisingly, at least to me, I’ve gotten
several inquiries requesting that I “maybe just hack” a particular website or platform as a
means for: removing harmful content, stopping a problematic link from appearing or deleting a
review. Never try this yourself nor request it of a bona fide online reputation management
professional. Immediately run the other way if someone offers hacking among their services.
Read on!
Keep expanding your toolkit.
Your online reputation can be a dynamic lever. And managing it? Is a dynamic endeavor! Like
technology, it’s rare that either of the two remains the same. Continually expand your reputation toolkit
and hone your web persona by reading up on the topic. I’ll even get you started with links to a bit of
helpful content written by yours truly. – Steve W. Giovinco | Steve@RecoverReputation.com
● 25 Free Online Reputation Management Tips and Tools

● Each Negative Link or Review Loses Thirty Customers or $30,000
● Ten Ways to Fix Your Online Reputation
Page 136

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Holistic Reputation Management

Naturally attract better business and retain your best clients

Recover Reputation Press

ISBN: 979-8-218-00387-6 (e-book)

Front cover image by Steven W. Giovinco.

Printed by Recover Reputation Press, in the United States of America.

First printing edition 2022.

Recover Reputation Press

He is honored to be Interviewed by the New York Times, Tribune Media/WGN,

PART I: REPAIR YOUR REPUTATION ONLINE

CH. 1 Aim for consistent reputation building.

CH. 2 Win over prospects by first establishing trust.

CH. 3 Engage your clientele further through research.

CH. 4 Deploy a Search Engine Optimization strategy.

CH. 5 Leverage positivity to gain clients on social media.

CH. 6 Blog like crazy, making sure to optimize everything.

CH. 7 Make friends, help others and improve your reputation.

CH. 9 Keep them happy: Overdeliver for your best clients!

PART II: REPAIR YOUR REPUTATION OFFLINE

CH. 10 Go where your ideal clients are.

CH. 11 Partner with like-minded professionals.

CH. 12 Maintain email contact with prospects and clients.

CH. 13 Put your expertise on display through speaking.

CH. 14 Publicize your successes in print and online.

CH. 15 Educate others about what you do.

CH. 16 Resist thinking that print is dead.

CH. 17 Build a resource for big fish.

IN CLOSING: ETHICS OF REPUTATION MANAGEMENT

How is this book organized?

What will I learn and do with that knowledge?

Can I repair my reputation myself?

Here’s to your success!

Steven W. Giovinco, Founder & Principal

● Are these people trustworthy?

What Is Online Reputation Management?

Building Your Online Reputation

Ready? Let’s Get Started!

Building an online reputation takes ____. You guessed it: time.

What follows are key points to be aware of when doing that.

Referrals & reputation management

Poor quality online reputations

A poorly defined online reputation is universally viewed as untrustworthy, prompting

● “Do they even care?”

Negative search results

Reputation building strategy

To formulate your strategy, start by asking essential but crucial questions:

● Who am I trying to connect with?

Take Strategic Steps Forward

Clear & strategic vision

● I will work with targeted, niche clients.

● 10 targeted, niche clients w/in 3 mos.

Your online voice or web persona

Your prospects’ readiness

Decision flow & associated milestones:

● A prospect identifies a problem and begins seeking solutions.

Action Steps Involving Content

When choosing and implementing a content strategy, focus on:

● WHAT content you create

In addition, be keenly aware that:

● Knowing WHAT matters to prospects and delivering solutions is fundamental.

Build trust via exceptional content.

Expand your notion of content sources.

Get and remain consistently active online.