What I’m hearing with the word ‘thought leadership.’ I’m trying to spin it into marketing. Which is why I’m a plumber listening to this I’m thinking, “Dude how can I write a blog, or an article, or put out some sort of podcast, or some intel, and some good information?” Let’s just say knowledge. How do I put out some knowledge? Some knowledge that a lot of people wouldn’t know but if they saw it and they started recognizing that I’m the plumber that’s that’s telling all these tidbits.
So maybe the example again I don’t know a hell of a lot about the plumbing business other than you know I use my toilet and it tends to work. But it could be… So let’s say the knowledge or thought leadership could be, “Hey the average toilet in an average home in my community that I serve is 20 years old 25 years old. I don’t know. Whatever. It’s old. And there’s new technology toilets out there that cost X that use half the water.” So now it’s about I want you to make an investment in something you’re not thinking about that isn’t broken but here’s the ROI on that. Within two years of replacing toilet X with toilet Y, you know you’re an environmentalist so your water usage is gonna go down, your water bill is gonna go down, your whatever it is. So it might be an angle of, be you know, you’re driving a Tesla, you’re driving a Prius, you want to be pro-environment but you’re wasting all this water at home. That doesn’t align with who you are and who your values are. Let me, let me make sure your home aligns with the values that you represent yourself.
Yeah so that’s thought leadership?
Yeah. I got partnered with the Tesla dealer and every time you roll out with a Tesla or a Prius, you get a free…you know 20 bucks off a visit or something like that.
Yeah because again to me that would drive business back my back to my company.
If I read an article that said, “Hey! New toilets are better for this reason and that reason.” I’m like, hmm that’s interesting. I didn’t even think of that.
That’s thought leadership that would also drive back to your biz.