TOP OF MIND:Use Content to Unleash Your Influence and Engage Those Who Matter To You
by John Hall. One of the best things to hear is “I was just thinking about you!” John’s purpose of the book is to teach us how to create these opportunities to be top of mind status to those that matter to us.
Part 1 is about the change in the consumer landscape and why it is so important to be ‘top of mind’ to our customers.
Part 2 is about how to build a brand that supports this. It has to be genuine and authentic or it doesn’t work and can be a hindrance.
Part 3 is about to create digital content that connects your brand and the world. Digital content helps you scale to reach an even larger audience.
Credibility is the key. You need to connect the people behind your brand to the people you are trying to reach.
We must know what the customers’ need is, what is important to them, etc.

Interesting flow of the potential customer to a brand promoter:
Attract – getting potential customers
Convert – convert potential customers by getting their information
Close – turn them in to customers
Delight – turn customers into promotors of your brand or product - I think this is the action we most often miss. Ask for help in promoting your brand.
Scary statistics showed that it takes between 7-13 ‘touches’ to convert and close.

Two important factors for a successful brand are likability and familiarity. They recommend “How to be Exceptionally Likable: 11 Things the Most Charming People Always Do” by Jeff Haden. John shares 11 tips from Jeff Haden from his book.
One key is to share information that is helpful to them. When you give them information you empower them.
Something we all know but is still hard for many of us is to remember someone’s name when you meet them. Their name is very important to them. Also try to remember something unique about them. Touch base with these people.
“People don’t buy what you do; people buy why you do it”
Critical to start with why.
John provides an excellent resource library at the end of the book.

This book is for you, if you want to build thought leadership for yourself or your business. John has clearly articulated, both the need to use content to create thought leadership and also lays out a clear path to achieving thought leadership..