Oliver Aust

The 3 things every communicator needs to know

COVID has destabilised economies, governments, public finances and healthcare systems. Weakened systems are more crisis-prone, so when it comes to crisis communications, complacency is not an option in 2021.  Here are the 3 things every communicator should consider right now:  1) False sense of security in organisations  Understandably, many companies are still preoccupied with the crisis. However, we also detect an attitude of „We managed COVID-19 well, so we are OK“ in some organisations.  This is a false conclusion: Yes, COVID is mother of all crises, but since it affects everyone, it is not hard to explain.  It is our role as communicators …

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How long does it take to build a personal brand?

How long does it take to build a personal brand? The answer is 30 days… then forever. Let me explain. Working with CEOs and founders in the past 20 years, I developed a method to get rapid results when building a personal brand. (CEOs are not patient, generally speaking). This success-formula is not about overnight fame on social media. It is about building a brand for the very people who matter most to your business. Find these key people and build a brand that provides value to them. Build a brand for the few, not the many. Why 30 days? As I said, CEOs and …

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How to build a brand on social media

We all want results fast when building our personal brands. But…  we are all so busy already. So how do we square this circle? Building a personal brand is not supposed to be a time-consuming endeavour. It is there to make your life easier and your business more profitable. But input equals outcome, right? The more effort you put in, the better the results. Wrong. It is all about how strategic and systematic you are, not the number of hours you dedicate to your brand. Zero effort = zero results. However, many people spend a significant amount of time on their digital presence with little to show for it. They put …

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Trust doesn’t matter

No visibility equals no trust. And no trust means no business.  It comes back to the adage in business that goes “know me, like me, trust me, pay me.“ We only go into business or buy from people and organisations we trust. To trust someone, we need to know and like them first.  Once I really came to grips with this fact ten years ago, I started to look at personal branding in a different way.  I realised that if I am not visible, what I am actually saying is that trust doesn’t matter.  In the digital age, being good at your job is …

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How To Become #1 On The Podcast Charts

If you want to be seen as a thought-leader in your industry or niche, podcasting is a must. And great fun. Recording episodes of Speak Like A CEO and The Unignorable Podcast is one of my favourite things. And we are not alone: my team is busy helping clients successfully launch their own podcasts. If you want to launch a #1 podcast, here’s how you go about it:  The three Ps of podcasting: People, Production, Promotion.Great guests make life a lot easier. And the good news is that people love to be invited on podcasts, so you can aim high with your invitations.In terms of …

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How To Sell Your Book Like Crazy

When I set out to write Unignorable I wanted to reach at least 10,000 people affected by the pandemic and its consequences and help them thrive. A few months later, I found myself at the #1 spot in 6 countries on Amazon. The journey to self-publishing a bestseller has been demanding, but it has also been highly rewarding personally and for my business. Now I want to share my key learnings with you. Here’s how my book sold like crazy Ask the 3 key questions at the beginning Before you start, take a step back and ask yourself the 3 big questions: …

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Not Enough Customers? It’s Your Message

First things first: What is message-market fit and why is it so important? Your message-market fit is determined by how appealing the messaging sounds to your customer.  If you are a founder, CEO or business leader you really want to nail this. With the right messaging, everything is made easier. It will attract the right people to your product, who want to be part of your journey and your brand. To be successful in business you need both product-market fit and message-market fit. If your product is not selling, it could be down to two things:#1 Your product or service …

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How To Become Unignorable In The Media

Are the media still relevant? You bet, at least if you want credibility and reach a big audience. And if you do it right (i.e you give them an interesting story), it is essentially free. Having worked with the media for the past 20 years, let me share 4 tips on how to become unignorable in the media:  Choose the right targets The most effective media outreach is targeted to publications in your field because their audience will already be interested in your key topic. These trade publications are read by the decision-makers in your industry; in other words, the influential …

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100 Visionary CEOs, 100 More To Come

Could you get Bill Gates to speak at your event? Can a search engine plant a billion trees? Are CEOs born or are they made? These questions and many more have been answered in our podcast Speak Like A CEO in the past three seasons. Celebrating three years, a hundred visionary guests, and thousands of listeners, Speak Like A CEO has reached 100 episodes!  Lena, my co-host, and I have enjoyed every step of the road – and we look forward to the next 100 episodes. In these past three seasons, a few guests particularly attracted our listeners‘ attention. So, if you too are …

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The best thing you can do this summer (ok, almost)

Just last week we ran our first online Personal Branding Bootcamp. It was a fun, insightful and educational experience. As on participant said: “You would not imagine how valuable the session was … and just at the right moment.” I am passionate about helping people to share their unique voice with the world and it was great to start clarifying the why, what and how of building a personal brand with such a motivated group. That is exactly what these bootcamps are for. During the intensive one-day bootcamp, participants had the opportunity to build their personal brand statement, develop their strategy and clearly …

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