The document industry is flush with innovative products. There are plenty of creative businesses who have figured out better ways for companies to communicate with their customers via physical mail, email, or other channels. They employ talented people who really understand what it takes to accurately create and deliver the right message to the right customers at the right time. You may work for one of these businesses yourself. Or you may be one of those experts who has amassed a ton of knowledge in your particular area of the industry.

But do your current and prospective customers really know how talented you are? What about your peers in the document industry? Do they understand the benefits they may realize by reaching out to you or keeping in contact?

Give others the chance to learn from you!

Most of the brilliant people I know in the document business keep a pretty low profile. I wish they would share some of their knowledge more often. In a way, are cheating the rest of us by not sharing. And they cheat the company that employs them too, by keeping their knowledge in house. But most of all, they are cheating themselves. They could be restricting their career growth or missing opportunities for future partnerships or events they may find to be exciting, prosperous, and fulfilling.

If this description fits you or someone with whom you work, I recommend that you start doing some things to raise the awareness level of your personal contribution.

If you are in business for yourself or you own the company, being visible and being recognized as an authority is pretty much required. If you work for someone else, spreading the word about what you know helps your company retain current customers and attract new ones - even if sales are not your responsibility. And it does wonders for your career!

Sharing your knowledge is different from marketing

Too many companies rely exclusively on traditional marketing to get the word out about their products. There is nothing wrong with product marketing. But your prospects who are considering purchases of hardware, software, materials, or services to meet their document printing and mailing challenges need assurances that there are knowledgeable people behind the products. This is especially important as our business becomes more complex and subject to rapid change.

During the sales process, assurances of expert assistance after the sale are always given of course. But because the motivation at that point is in closing the sale, buyers may be wary of the promises. The best way to establish trust and confidence on the part of the buyer is to regularly communicate information when there is no ulterior motive. That is where your expertise comes in.

Find ways to let the marketplace know that you understand their challenges and that you're willing to share your knowledge without requiring them to buy anything. Publish articles in trade magazines, distribute a newsletter, post original content in blogs or on business networking web sites, etc. There are a number of channels and methods you could use. If you don't feel comfortable with the writing aspect or you can't dedicate the time on a regular basis, get some outside help.

The rest of us in the document business want to hear from you! We want to know who we can call if we have a question, need to refer an associate, or have an interesting business opportunity to propose. So please, stop cheating us and start generating content!