Expert Branding

Inc. Contributor Articles

As a contributor to Inc., Greenleaf Book Group CEO, Tanya Hall, provides expert guidance on creating compelling content and marketing tactics that will help authors establish themselves as thought leaders in their industries. Drawing upon over a decade of experience in media and book publishing, Tanya advises on the role a book plays in a larger brand and provides custom content strategies for long-term business growth and audience building.

The goal is to empower entrepreneurs and thought leaders to leverage their ideas into influence and income. Click the links below to read full articles.

The Most Important Content Trend for 2017
Here are 4 tips to make sure your content resonates with readers.

Why The End-of-Year Evaluation Isn't Dead 
Performance evaluations can add value. But you need to start planning on January 1.

This is How Great Leaders Spend Their Holidays
Effective leaders set high standards for how they spend their time, even during the holidays.

How to Build Your Business Through Community
It takes a village to grow your company. Surround yourself with the right people.

Leaders, Facebook Wants to Know What You're Reading
Next time you sit down to watch another re-run, try spending that time with a novel instead.

How to Make Your Audience Love You
3 tips for building brand loyalty through social media.

How to Grow Your Business Through Strong Partnerships
A business development team focused on strategic partnerships plants seeds that can bear fruit for years to come.

How to Design an Office That Ignores Age
Not all millennials want a warehouse space, and not all baby boomers want their own office. Get a feel for the space your employees want to see your investment pay off.

How to Get the Right Kind of Feedback for Your Writing
Learning how to share your writing early can save you time later.

How to Get Rid of the Stupidest and Hardest Tasks in Your Day
All companies have inefficiency blind spots. Ask these two questions consistently to build a more efficient organization.

To Be More Successful Tomorrow, Sleep Tonight
A good night's rest can be your greatest resource. Here are 4 tips to improve your sleep routine.

The Power of Great Content to Boost Your Brand

What is a Content Entry Point?

Authors naturally love to write, so getting ideas down on the printed page is a process that often flows easily. While writing a manuscript, it’s common for authors to enjoy exploring all angles of their subject and to offer readers different ways to engage with their content. “Content Entry Points,” as I like to call them, are places in a text where a reader connects with an idea and jumps in to learn more. These entry points can be quite diverse and include devices such as anecdotes, statistics, historical information, quotes, illustrations, graphics, maps, checklists, and worksheets.

How to Launch Your Big Idea

It’s important to dream big, and when you hit on the big idea that you want to run with, it’s even more important to think through how you want to launch.

Last week I talked about the importance of thinking through the Vision, Promise, and Pillars when planning your brand positioning. Equally important? Getting real with yourself about your strengths and weaknesses, what opportunities to pursue, and which resources you have versus which you need to acquire.

Building Your Brand Part 1: Ideas and Identity

The term “platform” is ubiquitous these days. We see it in the business world, hear it bandied about among authors, experts, and speakers, and we experience it in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. Your platform lives at the intersection of ideas, influence, and income—and your book’s success depends on it. In this three-part series, we’ll share valuable information and resources to help you create, maintain and boost your platform.

Platform, Part 1: Ideas

Entrepreneur Gary Vanerchuck has appeared on everything from Ellen and CNN to NPR. He’s written two New York Times and Wall Street Journal bestsellers. And he has amassed almost one million Twitter followers. One million! He grew his family wine business from $3 million in annual revenue to more than $45 million in eight short years. At age thirty-five, Vaynerchuk operates a slew of businesses and even boasts a gaggle of fans that refer to themselves as “Vayniacks.” In short, he’s a walking billboard for what a concentrated platform can do for you.

Building Your Brand Part 2: Engage Your Audience

The term “platform” is ubiquitous these days. We see it in the business world, hear it bandied about among authors, experts, and speakers, and we experience it in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. Your platform lives at the intersection of ideas, influence, and income—and your book’s success depends on it. In this three-part series, we’ll share valuable information and resources to help you create, maintain and boost your platform.

Platform, Part 2: Influence

Money is personal. Spilling your economic guts to anyone other than your spouse, partner, or family members is unheard of to most people. But not to Suze Orman. Orman, a financial advisor-turned-television host and bestselling author, listens to personal financial pain on a daily basis and gives empowering solutions for people in tough situations. It's especially helpful in today's economic climate. Her advice is often abrasive. She challenges her fans to make immediate, proactive changes in their financial lives. And as creatures of habit, it's never easy for us to make changes like these.

Building Your Brand Part 3: Monetize It

Got Platform?

The term “platform” is ubiquitous these days. We see it in the business world, we hear it bandied about among authors, experts, and speakers, and we experience it in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. Your platform lives at the intersection of ideas, influence, and income—and your book’s success depends on it.

Platform, Part 3: Income

Income is the ultimate product of great ideas, great content, and strong influence in the form of interaction and conversation among your audience. Income means monetizing your ideas and converting customers into closed leads. Great ideas combined with a powerful interaction strategy can lead to great business if handled correctly, as Bethenny Frankel of The Real Housewives of New York City fame has showed us over the past few years.

How to Manage Author Platform-Building Opportunities

As an author, you’re constantly chasing down opportunities to share your book, speak to a crowd, serve as a resource, and perform other platform-building activities. People will often say no to your first request—but don’t let that discourage you or stop you from pursuing a lead after the first contact!

It takes at least six points of contact for a message to sink in—six—yet more than 75% of the time people stop pursuing leads after the first point of contact (Good Day 2009). Sometimes authors stop pursuing because they receive a no on the first try, other times it's because the number of leads to manage is overwhelming. Cultivating relationships is crucial to your career, but it doesn’t need to take up all of your time.