In today’s IP landscape, being technically excellent is no longer enough. Expertise must be seen to be trusted. That’s the core insight behind the new email course on digital marketing for IP professionals — designed to help experts turn their invisible competence into strategic visibility.

Structured over six practical emails and anchored by a 7-step framework, this course supports patent attorneys, IP managers, and innovation advisors in building a clear and compelling online presence. Rather than adding “marketing” to your already full workload, it shows how to align digital communication with your actual value — efficiently and authentically.

Why This Email Course Is a Milestone for IP Professionals

The email course isn’t a theoretical lecture series. It’s a real-world toolkit tailored for the demands and mindsets of IP experts. The approach is pragmatic, ethical, and centered on your professional credibility.

Across six short, focused lessons, participants learn how to:

  • Identify their natural digital communication style using one of four marketing archetypes (Connector, Strategist, Explainer, Specialist)
  • Understand the psychological and professional barriers that make visibility feel difficult — and how to overcome them
  • Assess their current digital presence and identify gaps between real-world expertise and online perception
  • Apply a step-by-step strategy to build consistent, high-trust digital visibility
  • Learn from best practices of other IP professionals who successfully use platforms like LinkedIn and IPBA to grow

Instead of pushing generic marketing advice, the course helps experts translate their own logic, language, and experience into content that supports referrals, invitations, and reputation.

The Power of Archetypes: Tailoring Strategy to Personality

A unique feature of the course is the Digital Marketing Archetype Quiz, which reveals whether an IP expert is more naturally a Connector, Strategist, Explainer, or Specialist. This insight is crucial. Too many professionals copy generic advice that doesn’t match how they think or work.

  • Connectors build visibility through relationships and curated conversations
  • Strategists craft thought leadership and IP-business positioning
  • Explainers simplify complex IP topics to empower new clients
  • Specialists showcase authority in highly technical or legal niches

The course explains not only how each archetype works, but how to apply it to build trust, generate mandates, and shape a sustainable career. Most importantly, it helps professionals realize: you don’t have to be someone else. You just need to show who you already are — strategically.

Step by Step: A System That Respects Your Time and Values

Once participants understand their archetype and assess their current position, they’re introduced to a 7-step plan that brings structure and focus to their digital efforts:

1 . Clarify your positioning with a simple but sharp client-facing statement
2 . Optimize your LinkedIn profile to reflect that positioning
3 . Choose a clear content focus that aligns with your audience
4 . Set a realistic content routine (1–2 posts per week is enough)
5 . Engage strategically with peers, clients, and partners
6 . Create signature content assets — like guides, checklists, or explainers
7 . Review, learn, and adjust to keep improving over time

Each step is illustrated with examples, actionable tips, and realistic expectations. The system is not about producing flashy content — it’s about making expertise accessible and useful in the places where clients look for it.

Overcoming Real-World Challenges: Tailored to the IP Profession

What makes this course especially valuable is its focus on the real barriers that keep IP experts from being visible:

  • No time due to client work
  • Perfectionism and fear of making a mistake
  • Discomfort with self-promotion
  • Unclear messaging or too many different client types
  • Skepticism about the value of digital visibility

Each of these issues is tackled head-on. The course reframes digital marketing as positioning, not promotion. It shows how visibility builds trust in subtle but powerful ways — especially in trust-based, complex services like IP.

Free Support Beyond the Inbox: The 🌱Resource Hub for IP Professionals

To support long-term growth, the course points participants toward even more tools in the 🌱Resource Hub. These Smart Kits are tailored specifically for IP professionals and are freely available:

  • To understand how to optimize your LinkedIn profile, the LinkedIn Essential Kit breaks it down step-by-step
    👉 LinkedIn Essential: Boost Your Profile
  • To go further and leverage LinkedIn for client development, the Smart on LinkedIn Kit provides tactics, formats, and best practices
    👉 Smart on LinkedIn
  • To transform events and presentations into business opportunities, the Client Conversion Kit offers strategic planning tools
    👉 Client Conversion – A Guide

These kits work hand-in-hand with the email course. They make it easier for IP experts to turn their insights into content, conversations, and connection—with minimal time and no guesswork.

Why This Matters Now

The environment for IP professionals is changing rapidly. Clients search online before they reach out. Legal-tech platforms and international competitors are raising the bar for digital presence. In this landscape, being technically excellent but digitally absent is no longer an option.

This email course gives IP experts a structure to build trust online, without losing their professional integrity. It aligns personality, positioning, and platforms — so that expertise can finally be seen where it matters.

Whether you’re a managing partner in a boutique IP firm, a corporate patent manager, or an independent consultant, this course offers something fundamental: a way to turn years of competence into visibility that opens doors.