For any type of business advisor, whether an accountant, coach or consultant, reputation is everything. A number of factors are crucial to this, but one of the most important is how you demonstrate your expertise to buyers of your advice.
There are many ways this can be done including presentations, online or in live events and publications where you can showcase your expertise. Unfortunately it can take some time to accumulate your own intellectual property, but there are ways to fast track this.
One option is to license intellectual property from others. An example of this is through some kind of franchising arrangement. This is generally quite expensive, and requires recurring payments.
Another option is to get a licence to utilise someone else’s branded content on a per use basis. Of course clients know that it’s not yours, but it’s certainly cheaper than a franchise with locked in contracts.
One other option, not utilised by many, possibly because they’re not aware of it, or also because the reputation for such content is poor, is purchasing White Label product content. The advantage of such content is you can:
• Brand these products as your own
• Customise them to suit your market niche
• Repurpose them for different media
• Set your own prices
• Use them to build your own reputation
The disadvantage is that much of the White Label content is low quality and generic and likely to do more to damage your reputation than help it.
Occasionally though, premium quality White Label intellectual property does become available. In fact, I’m making it available.
This is content developed over 15 years of providing advice to hundreds of small business owners. Some of this content has won international awards and other parts presented at national conferences or published in national journals.
Why am I doing this? Because I’m transitioning to retirement and while it’s difficult to sell a business based on your own reputation, I can sell the intellectual property, or as I like to call them, my crown jewels, including books, implementation tools and DIY programs.
Find out how you can fast track your reputation strategy here and build your reputation on mine when you rebrand it as yours and become reassuringly expensive.
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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