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 NoThat'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 ...
