1.
BY CARL FRIESEN
thought leadership resources
How to answer your
client’s question: “Will
your solutions work in my
world?”
Presentation by
Carl Friesen

2.
In professional services,
the goal of thought
leadership content is to
persuade the reader that
the author can help solve
the reader’s problems.

3.
The reader may be thinking,
“Sure, you’ve got some good
ideas. But how do I know that
those ideas will work in [my]
situation?”
???

4.
Convince your readers that
you understand their world,
through a kind of content
called “Trendspotting.”

5.
Trendspotting content discusses
a slow-moving trend or
development – maybe:
• The migration towards software-
as-a-service
• Climate change
• The growth of robots and
artificial intelligence

6.
Which of those trends affect the
people you want to serve?

7.
What other trends can you
think of, for which you have
some answers to offer?

8.
To be effective in moving
your clients to take action,
trendspotting content
must meet ALL THREE
of the following criteria:

9.
1. It’s a trend that will affect
your client’s industry,
profession, or geographic
area, either in a good way
or a bad way

10.
2. It’s something you’re
qualified to discuss, due
to your experience or
professional/academic
qualifications

11.
3. Because it’s a slow-moving
development rather than hard
news, they may have missed it
– it’s not generating headlines
or hashtags

12.
Here’s a simple, four-step
process for generating
trendspotting content.

13.
1. Pick a trend that will have
seriousrepercussions for the
people in your market. It has to
be big – otherwise they’ll ignore
you.

14.
2. Explain the background, and
how the trend will affect them.

15.
3. Project what you think will
happen in future, giving
evidence for your opinion.

16.
4.Giveyourrecommendationson
how to avoid a problem or gain
a benefit as a result of the trend.

17.
Remember: NO SELLING! Don’t make it
a sales pitch. It’s not necessary. If you’ve
shown that it’s something they need to pay
attention to, and demonstrated you have
some ideas to offer, that’s all you need.
$
$

18.
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