Welcome to the Influence &IMPACT email letter, and a big thanks for subscribing. I really appreciate it! Focus of this fortnightly communique is on building, in a thoughtful way, a personal brand that people recognise, respect and trust. How can we establish our public voice, build credibility for that voice, extend the reach of our voice, and finally, extract value from the recognition and reputation we build? We cover that, and a wee bit more. Onwards!

Cranking out the content!


Sunday, March 14, 2021 | Melbourne, Australia


Greetings friends!

I've been busy pumping out interviews for my podcast (and now video) show - Reputation Revolution.

I've had a bit of a theme developing: how to get more done, with less effort. And by more, I mean big chunky content projects that often can - and do! - take heaps of time to ship.

But it doesn't have to be that way!

Now, I'm not talking about cutting corners, or 'hacking' your way to instant success. That's bullshit, despite how many 'gurus' out there peddle the notion of creating quality original content without much effort.

If you want to be seen as an insightful content creator, a leader of thought sand ideas - if you want to develop a professional personal brand that's known and respected, it's gonna hurt! It's going to take time and brain power. There's no two ways around it.

But, that's not to say we can't be smart about it.

Here are a couple of examples:

From brain to book in 90 days: cementing your authority – with book coach, Kath Walters

  • Kath, an experienced business journalist, works with leaders and experts to write a book ready for editing in just 90 days (I mentioned Kath in the last newsletter)
  • You can check out the episode here

How to create and launch a course, membership or group coaching program in under 60 days - with Jenna Soard

  • Jenna is the founder of You Can Launch, a five-part system that teaches creatives, consultants, coaches, and aspiring course creators how to launch their very first course, membership or group coaching program in under 60 days
  • You can check out the episode here

In both examples, we have two women who know their stuff, who have found a way to work around a huge roadblock of would-be authors and course/program creators - time!

And not just time, but the complexities involved in doing things properly.

In a similar vein, I work with super-smart clients who have no shortage of ideas and insights to share - it's my job to 'suck' the knowledge from their brains and turn their thoughts into interesting and informative long-form articles.

If these entrepreneurs and experts are to sit down and write articles from scratch - (a) it probably will never get done because of (b) the investment of time required.

(If you want to better understand how this service works, please feel free to book into a free 20-minute discovery call here).

It's amazing how, if you stop and think things through, you can create heaps of content from just one 'sitting'. It could be three articles from one interview, and the myriad social content opportunities that flows from that ... 

... or take things up a notch: record interviews on video (posted to YouTube), audio turned into a podcast, get the interviews transcribed and written as articles (case in point) - which not only gets you some meaty long-form content, but it's content that can literally be turned into dozens of social posts.

In coming weeks, I will be publishing an interview with Lacy Boggs, a savvy writer and content strategist, who also uses this technique to get brilliant ideas and stories out of the heads of her thought leading clients.

Lacy says you can’t outsource the actual 'thought' part of thought leadership.

"You still have to be the one to create the time and space and quality of thought to come up with the big picture ideas," she writes in this article.

So, the upshot of all of this is:

If you want to build a professional personal brand around your knowledge, experience, insights and ideas ... you still need to 'hurt your brain' a bit in order to extract the best of your thinking - but, by collaborating with experts such as Kath or Jenna - you can fast-track the process: get more done well, with less investment of time.

I hope this makes sense, please feel free to ping me if you'd like to discuss further.


READ THIS: What is thought leadership marketing? A new definition for marketers based on research

If you want to delve deeper into the concept of thought leadership marketing, I highly recommend this article by Andy Crestodina.

Andy is a genuine digital marketing guru, one of the best! I recently interviewed him about this topic for Reputation Revolution - the episode is scheduled for release later this afternoon (Sun, March 14 AEST). If you want to get the jump on the podcast, the YouTube replay of our chat can be found here.


This quote got my attention

The renowned speaker and author Charlie "Tremendous" Jones reportedly was a fan of saying, “five years from now, you’ll be the same as you are today except for the books you read and the people you meet.”


Hit “reply”

I'm excited to be writing to you in this format. Let’s keep it personal!  I encourage you to hit “reply” and let me know what’s on your mind:

  • Got any thoughts regarding the content I’ve just sent you? Let me hear it!
  • Have a question? Ping it through!
  • Got a recommendation for an article, podcast, video or person-to-follow that you’d like to share, bring it on :)

Thanks for reading! Until next time ...




Bring it on!


Trevor Young | PR Warrior | Level 22 / 120 Spencer Street, Melbourne
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