Dorie Clark Interview: How to Build Your Personal Brand (Interview)
HTML0 CEO Greg Smith interviews marketing strategist and author Dorie Clark about how you can make your image more appealing to you.
About Dorie Clark:
Dorie Clark is a market expert and professional speaker who is a professor in Duke's Fuqua School of Business. Dorie Clark is co-author of Redefining Yourself as well as Standing Out. Download her absolutely free 42-page Self-Assessment workbook called Stand Out..
To contact Dorie for a chat with Dorie visit: www.dorieclark.com
To watch the entire interview, click on the link below:
The complete transcript is available below:
Greg: Dorie, it's very nice to get to know you. I'm certain that you're an expert in the field of marketing. What I've been particularly fascinated by is the two books that have been published - "Stand Out,"" described as the most popular management book by Inc. magazine, and "Reinventing You," an ebook about personal branding. I'm very fond of aspects of branding, but especially personal branding. We know our target viewers are extremely interested in this. It's a pleasure to have you here this morning. Another thing that I'm sure the people in our audience are interested in is that you're a teacher. You you've been involved in a great deal of teaching through being an adjunct professor at Duke University in the school of business. Additionally, you've been a teacher in the business school at Duke University, even guest lecturing at institutions like Harvard and the Business school. So it's very a wonderful for us to be here with you and it's a joy being able to chat with you.>
Dorie:Dorie: Hey, thank for your assistance, Greg. I'm really glad to have the chance.
Greg: Great, excellent. That's why I have so many questions which I believe the readers who visit your blog would be interested by. Another thing I find fascinating regarding your work is that you have done it a lot of instances. Do you want to talk a bit to some of the things you've done before? People are looking at you and think you're in this wonderful well-off position, where you're the best within your field and you've built this amazing personal image. What are some of the various re-inventions you made in the journey to get to the point you are at?
"p>Dorie thank you! It's been quite a while since I've had a chance to say thank you. Actually, that was the basis and basis of my first novel "Reinventing Yourself". In the end, I was a student of philosophy in my undergraduate years and then went to graduate theology school. Once I earned my master's degree, I believed I would be able to pursue a doctorate in literature however I was refused off by the various doctoral programs I attempted to apply to, so I didn't think it would take place. So my initial reinventing was simply having to come up with a totally different strategy. Therefore, I made the decision to be a reporter for a newspaper which was a great idea. I felt fairly confident in this decision, but it was the toughest time in history to be an editor in a newspaper. It was an era of crisis thanks to Craigslist as well as the web, right when I joined, and so a one year later, I got fired. After that, I switched from covering politics to becoming active in the political campaign. I was spokespersons for two prominent campaigns. One of them was an election for governor in the US as well as the other was of the Presidential campaign. Both were unsuccessful which is why I was in a position to implement a big change in my role as an executive director. It was while managing this non-profit for a couple of years that I realized running a non-profit is similar the running of a small company and I thought "aha! It's time to do this independently, I could become an entrepreneurial. It was my major reinvention.>
"p>Greg There were lots of assessments throughout the course and learning from each one of these steps also. You then put out an assortment of ideas for books before you actually took off. How long was that lingering phase that involved trial-and-error until you found your groove?
Dorie I'm certain it'll require a bit of time. I just had a phone call with a client this morning and she was truly sad because she's been trying to carry out this sort of branding and marketing for the past few months, and felt that the results weren't there. In the next couple of months, you're not going to be any better. It will take for a while before you see results but the good thing is that when you see results a lot of individuals are already quitting because they're discouraged so they're not making the effort. In my case, I began in 2009 and realized that I was going to write an ebook and wanted to make it happen. In the meantime, I had written three book proposals and trying to put them out and about, trying to locate editors who would be who were interested. There was no interest since I wasn't well-known and I had to begin from scratch and I tried for a full year fairly but failed to even get through the process and get writing assignments for large magazines. After that, it was probably 2 or 3 years of regular writing before I was getting inquiries regarding consulting, speaking or coaching based on my content, the name I've created and other such. However, what did happen faster that I was extremely happy with was the fact that it happened in 2011, when, just two years later, that I realized that I needed to start writing blogs to establish my brand. 2011 was when I entered into the contract to publish my first book. It took me a bit of time and it took several years before the book was ready for published. What I've discovered is that If you approach things in the correct way you will see progress in the end, but you'll get there and it's always longer than you'd like it to.>
Greg George: I've seen this through the experiences that I've had. If you were able to get that publication deal, it's likely that it was part of the article you published for Harvard Business Review. The one thing I'm always curious about is when you're in the market and you're just building a reputation and writing. Are you in the middle of the debate? is it appropriate to write on your own platform or your blog, writing on others blog sites, or posting content to those sites? This is a matter of perception depending on your time. some specific amount of this since you're beginning this in the background, where is your focus on?
Then there is theDorie It everything is contingent upon the goals you set in your mind. The goal I had set from the beginning is to publish the book. I knew that whatever I did to gain outside recognition and social evidence could be beneficial to me when it came to convincing publishers that I had a readership and that I was a respected person to be able to publish an actual book. My initial goal in the beginning was to try to write for the larger publications in the beginning. Therefore, I concentrated on that. If you've got a different goal in mind, such as the desire to create a blog and monetize your blog, it's a good idea, like a Seth Godin or Chris Brogan, to focus on creating blog posts on your site. One hybrid approach that works quite well is one that James Clear has done in where he posts his blog content on his blog first then he releases the content to various publications. There aren't many publications who would accept this type of material. Most publications demand that it is original but he's found sites willing to accept it. Then, He links to them and encourages people to subscribe to my monthly newsletter. And so he's been able to build up a pretty significant number of fans by this method.
Greg The answer is yes most strategies are based on what you want to achieve. This is a good way to look at it. Start by setting your goals and then outline how you're going to go toward this. I'm aware that in "Stand in the Path', your latest book which you've written, you've offered a range of suggestions for those looking to come up with an innovative idea and I know you, along with teachers and coaches and entrepreneurs in our community, they are looking to create online courses that can be developed. They are mostly in the field of their specialization or have personal experiences that they began from along with some thought about the kind of course they'd like to design but a majority individuals I've met don't have a clear idea of which they'd like to focus their efforts around. What are the key ideas or methods you've analyzed or discovered to help to locate that key idea?
It's a common scenario.Dorie It's also a common situation. It appears that there's an untruth in the way the best ideas get created and this is because a lot of believe that lightning strikes, and then it enters your mind and you develop the most amazing concept that's changing. However, having interviewed more than fifty of the world's highest-ranking executives and have tried to understand how they came up with and gained fame for their innovative ideas The thing I discovered was that the reverse is true. Instead of having a bolt from the blue, the reality is that you need to have a job in such a way that you're working in this space in order for the idea to come to you iteratively. Because the truth is you just need to take off your apron and start doing something while doing your research. You will find yourself tangled within this area, engaging with others about the way that holes are created and how they appear so that they are suddenly visible. So, I'd say the first step to take is an attitude change that. That's my opinion. The first thing. Watch out for lightning strikes. The cause is the soil's tilling. However, what are the best ways you can go about doing this? The most effective is to conduct your own investigation. Some may think it's difficult or that you need to earn a PhD or some other degree. Really what I mean by the term "original research" is that in the world there are lots of individuals with opinions. When you conduct studies, and produce content that is based on evidence rather than opinion, it is being a part of the debate. This could include taking part in a survey, conducting interviews for blogs to podcasts or anything else with expert experts. It could also include reviews of products whatever you're adding value in a very regular manner. If you are consistent in doing this, it's an easy way to become quickly regarded as an expert, since you will have access to more information and more information than the vast majority of other people in the market.>
"p>Greg This seems like an excellent idea. In many instances when I've attempted the same idea, it was successful. I've also seen people who are taking a different path in which they're less efficient in the sense that they're copying ideas which are out there and rewriting a lot of problems. If you wanna build your own identity and stand out then creating something unique is essential.
"Dorie Dorie, I'd say yes I would say yes, especially for those who haven't yet formed their own viewpoint in the moment. Maybe they're not familiar with a subject and may think that this is an issue. However, the reality is that at the start, there's no need to. If you say to yourself, 'I'm conscious of the ways I can become an expert in this field by chatting with hundreds of experts on this subject', by the time you're on the verge of your hundredth interview, you'll already have an idea. There's been enough conversations, you've seen enough things you've spent enough time in putting your '10,000 hours' into action that you're bound to be able to better understand the nuances of the subject as well as its challenges or difficulties just to do that. And as a result, you'll have developed into an expert by speaking to the specialists in the field and doing your part in shining a light on the concepts.>
Greg You are Greg: What advice would you say to people who are worried about the competition out in the market? They're looking around and they're contemplating "well I'm a fan of entrepreneurial endeavors and for me it's an enormous love. Maybe I'll ask people to talk regarding this, but I'm seeing that Andrew already has conducted many interviews on the site. Should I stay away ? ">
*Dorie Dorie *Dorie Dorie: Truthfully, there's no new concepts out there. On the other hand, you could claim that someone already has tried this. But the real issue is: you're not denying that they're speaking about your subject with a broad view but they're talking about it from your point of view. What's unique about you and what do you have to offer to the table?
Greg I'm convinced that this is an ideal way to think about it. I believe that when you start to see many other people in that area, it is actually an indication there's a demand for this area. Once you're there and you're a bit more specific, you could gain more from that need. However, it's been proved by those who have been doing it. It makes me a bit nervous when I'm thinking about taking a decision, and then I notice nobody doing this. The sound of crickets and you're like, why is that? There's a chance that no one would like to know about it. This kind of subject.
Dorie Dorie may be a very ominous warning.
"Greg: In all of the podcasts that I've listened to about you, and in a large portion of the content I've read it shows that you concentrate on the storytelling aspect of the things. The book you wrote, Stand Out is based upon a compilation of amazing interviews with extraordinary people such as Seth Godin and you've got remarkable stories and metaphors. It's not just about you declaring 'Hi I'm Dorie I've got some ideas regarding this'. You've actually gone out there and spoken to experts. Can you provide us with specific instances of how these ideas work in your own experience?
Dorie: Yeah. It's interesting because my experiences as a journalist to an extent, provides excellent, however I must be able to overcome some aspects of it since everyone has these prejudices. As a journalist generally speaking, you should not discuss your own private life. Your story isn't yours so keep your name from being part of it. That means I'll have to work on learning to add the details of my life story because people are asking for it and are interested in topics similar to that. I've come to realize that this is a great method of sharing information. It's beneficial to share the experiences of others, however my initial bias and throughout my education is to use the stories of others and shine the spotlight on them and what the experiences they have. Since that's what makes an excellent instructor. I mean you know almost every business book that you can effectively reduce down up to 300 pages in one page. Like be nice to people in order to keep them in touch, things similar to that. It's absurd. We all know it. The issue isn't the fact that business books aren't filled with information, they typically have information. But if it's a list of rules like the ten commandments that nobody will remember, nobody's likely to be interested as the book will most likely to be viewed as a bit shallow. One thing that can alter people's lives is when they're told stories they are able to relate to. they say yes that finally is absorbed and finally strikes me. For me the only one I'm going employ. If you've got that, then it's everything.
Greg George: I'm glad to know that you think about all the wonderful writings I've read especially on how to build businesses, when you read them, You'll say, "Yes I've heard many of these ideas." That makes perfect sense, but this book is truly resonating with me because it has some fantastic stories, great illustrations and practical examples in the book. There is a huge following for you. Many of the individuals we collaborate with that are developing courses for us, have amazing knowledge and a following. They may have the following and are seeking to create the course or share their knowledge and some have the expertise however, they have only a tiny following. Do you have any advice to people who are only beginning their journey or looking to increase their audience? Sure, we've discussed creating content that is great, but are there any extra things you'd advise making, or channels you'd suggest you use?
Dorie I think a number of the things have been a big help for me and I'm trying to double down by launching the giveaway for free. If you ask subscribers to sign up to my email newsletter it's not very interesting. Because there is no value there, so why would we be with it? If you can say to people, "I've got this product that is extremely valuable and beneficial for the user, will you be willing to give it a try?" The reason is that it gives them the incentive to sign up, to offer you the chance to try it, and also to try it out and get the chance to remain in touch with them, as long as you're providing information that's valuable and worthy of their time. Personally, I'm beginning with the launch of my new book "Stand Out," I developed this free 42-page guidebook for people to download from my site, it walks them through the steps to come up with a breakthrough idea. Then, an outcome of the process of making this workbook that didn't take too time, the idea was reprinted directly from the book. This has allowed me to increase my list of subscribers from 10,000 to over 25000. It is available for download through my site DorieClark.com
And then, Greg G.: Thanks, I'll send you an URL for it as well. I've viewed it and can see that you've put in an enormous amount of time into it and I've looked at some downloads for free where I've completed them and they're sort like an individual pager. It's forty-two pages. It's quite a bit and useful. Do you see a line of balance in giving away an enormous amount worth of stuff for free, versus giving away a little to distribute? What is the reason you take for so long of giving value for no gain?
*Dorie (Dorie) *Dorie (Dorie) not worry about it, because I spent 300 hours, it's an unprofitable exchange but I've completed the book. However, I realized that if the reader is reading the book at a speed which is in real-time, they're not likely to respond to the prompts that appear in the margin. I think it's better to let them download it in a form of a workbook that they can utilize and then print? This is a fantastic instrument. The only thing I had to do was take questions which were located placed at the bottom of each section. There were many of them, there were over a hundred and nineteen questions. I compiled it and then had my designers put it together into a pretty document. in total it probably took about an hour and a half. If you can achieve the balance of the importance to your audience, however in certain methods, the reuse or reworking of content so that you don't need to create an entire separate piece of work in the amount of time for it, can be a ideal incentive.
Greg I'm sure we've spoken at length about it but your site is DorieClark.com. I truly appreciate your presence on the site. I feel like I've learnt something and really want to ensure that your readers gained some knowledge about the process of building an audience and developing great ideas. I believe that a large portion of the information you publish on your site can be useful when talking to people about building their own personal brand and also creating their unique concept, so thank you for sharing, Dorie!
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