Appendix B

The EBM Guide

How to Get Started on an EBM Campaign

While starting an EBM program may sound a little intimidating at first, in reality it's incredibly simple (and that's not hyperbole). Let me show you how simple it is. Take a minute to answer the following questions:

Would you consider yourself expert enough in one single topic to speak authoritatively to a group of friends at dinner?   Yes   No

What would that topic be? _______________________________

Would this topic be of compelling interest to a significant portion of your target market?   Yes   No

Could you fill three notebook pages with notes—straight out of your head, right now—on this topic (e.g., key points, causes, trends, common mistakes, tips and developmental ideas)?   Yes   No

That's it! If you answered yes to the questions above (and identified a topic) then you have everything you need to kick off an EBM program and start positioning yourself as the expert you are...today.

Action Steps:

1. Market—Select your market (who needs your expertise—make it “niched”):

2. Message—Select your topic (what can you speak as an expert on, and what does your target market want to learn more about? Hint: make the topic relevant to a significant problem in the chosen market):

3. Vehicle—Select your medium (where will your message be seen?—the more the merrier):

a. Newspaper article

b. Write a book (full length or e-book)

c. Your newsletter

d. Case study/white paper

e. Journal article

f. Website (blog, videos, podcasts)

g. Online article submission sites

h. Social media (Twitter, Facebook, LinkedIn)

i. Teleseminar

j. Webinar

k. Live seminar/speaking (free or fee)

Choose your timeframe:

i. Ready to roll: ____ / ____

ii. Start marketing the event: ____ / ____

(live, virtual, or written, you should build excitement for the event/publication in advance)

iii. Actual launch date: ____ / ____

4. Advertise your program (how will they know to come/read/watch):

a. E-mail invite (broadcast e-mails to your opt-in network)

b. Partners

c. Marketing affiliates (others who can advertise in their networks):

i. Chambers of Commerce (geographically close):

ii. Associations (who has members hungry for your content?):

d. Website promotions

e. Social media (Twitter, Facebook, LinkedIn, etc.)

5. Execute—you have to actually DO IT!

6. Repeat (go back to step 1 and pick a new topic, new market, new vehicle).

Remember, EBM is about EDUCATING...prolifically!

Figure B.1 Diagnostic Sales Cheat Sheet