What's the difference between blowing smoke and being the voice of reason in your marketplace? It's the difference between being in danger of a smack down and on the verge of becoming a thought leader.

Brag and boast, and your prospect audience will tune you out as soon as they figure out you're full of hot air. Lead by sharing your expertise, and you'll find people eager to follow, learn, refer, and connect.  

You don't have to be the leading authority in your niche to be an expert - you just need to know considerably more than your buyers do, and be willing to share valuable information in a way they can benefit from it. Thought leadership isn't about selling - it's about sharing what you've learned in a way that helps others.

Here are three primary ways you can launch your thought leadership campaign:

Take Opportunities to Talk

Whether you get paid or speak gratis, any time you can get in front of an audience that's eager to learn some of what you know, you boost your prospects' perception of you as a thought leader and nudge their awareness of your business to the forefront of their minds. Deliver meaningful, valuable, actionable content that steers far clear of pitching your audience, and they're likely to line up to speak with you after the event.  

Pick Up a Pen

Or a keyboard, of course. You can write your way to top of mind positioning as an expert by expressing your thoughts on your industry. Consider producing content for newsletters, trade journals, local publications, your blog, and even a book you can publish in print and online. Write in your own voice, answering the most frequently asked questions you get from customers and prospects (and don't forget to answer the questions prospects and customers should ask but don't).

Your market is hungry for information, and wants to do business with someone they know, like, and trust. Sharing what you know helps your audience make the best decisions along their buying journey, which creates a win for all.