Discussed in this episode
Rusty Shelton has written 2 books, and his latest one, Authority Marketing: How to Leverage the 7 Pillars of Thought Leadership to Make Competition Irrelevant, is about using books to help spread your message and grow your business.
I sat down with Rusty in his Hill Country office to talk about media, authority, marketing, and more. In this interview, learn...
How Rusty got into the publishing world, and how he got started on his first book.
The "why?" behind writing a book-- it's not about getting rich from selling a lot of copies. ("The worst way to make money from a book is buy selling it.")
Why every company is a media company.
Why books are different than other forms of media, and why writing one is different for your brand than other forms of content.
3 types of media channels
Rented media (Facebook, etc)
Earned media (PR, speaking, referrals, etc)
Owned media (this is the new channel that didn't exist for most of human history, at least not a global scale)
3 types of audiences-- the stadium analogy
your customer and partners
people who have a seat in the stadium, but haven't bought yet.
outside the stadium
The big marketing mistake companies make with the stadium
How to set up compelling Lead Magnets.
How to convert earned media to owned media.
Content strategy as your personal newspaper
Don't fill it with ads or op-eds
Think like the media, not a marketer-- focus on the needs of the audience
Why personal brands can be more powerful than big corporate brands
How to use visuals to promote your personal brand
How your personal brand is important, even for referral-based work
3 ways to publish
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