Recently, Petra Coach presented a webinar, “Authority Media: Why Your Own Thought Leadership is the Key to Success” with Adam Witty. You can find the full recording HERE.
The above Illustrated Model is from The Vivid Ink Company. Kristin McLane and her team transform the spoken word into lasting and actionable works of art. Check them out on Facebook, LinkedIn, Instagram or their website.
What You Will Learn
- What Authority Marketing Is – with real-life examples, and how to apply it to your business
- How To Create an “Authority Coliseum” – to generate leads, close more sales, and receive more referrals
- How to Build the Foundation – of your Coliseum by first writing and publishing a book that builds authority and grows your business
The business we are really in? Opening Doors.
Your #1 job is to open more doors for your business. This could be in the form of customer relationships, hiring and recruiting, etc. You should be asking yourself, as the CEO, how can I open more doors? That is what authority is all about.
Authority: the strategic process of systematically positioning a person or an organization as the leader and expert in their industry, community, or marketplace to command outsize influence over all competitors.
Writing and publishing the definitive book on your expertise can do more to build your authority more quickly than anything else.
2 Sides to Authority Marketing
- Marketing: Position, promote and market you as the authority in your field
- Publishing: Create, publish and market a book to grow your business
“Now here comes a crucial point: authority cannot be achieved quietly. If you want to be seen as a thought leader in your field – a person of outstanding authority whose observations are accorded instant respect, whose pieces of advice are almost treated as commands – then you need to make it clearly known. And one of the most powerful ways to achieve this rare stature is through book authorship.” -Steve Forbes on Authority
Bottom line: people have to know you’re there and your book is the way to do it.
Pillars of Authority
1. Branding + Omnipresence
“The higher up in income you go, the more you are paid for who you are rather than for what you do.” -Dan S. Kennedy
In the 80s and 90s, the size of your business/brand/office would signal your success. In the early 2000s, it was your website. Now, it’s not just about your website – it’s more about: if I were to Google your name, what would I find? Omnipresence is: when I Google your name, there should be so much content I’m going to get hungry sorting through it.
2. PR & Media
People don’t care what you say about yourself, but they care what others say about you – especially the media.
The media are interested in only 3 things: Are you the…
A – Authority
C – Celebrity
E – Expert
3. Content Marketing
You have information that can be shared – can be podcast, blog, videos, articles, etc. – that your target market wants to consume.
Being a book author can get you into group you would not be granted access to for more overtly promotional or sales purposes.
Before You Start
If you want to build authority that grows your business, there are 3 things you must do before you get started.
- Authority Blueprint
What authority levers should be used to achieve your desired outcomes?
- Master Book Plan
What book needs to be written to achieve your desired outcomes?
- Understand the Process
Of writing, publishing, and marketing to determine what path is best for you.
Like what you see? Register for our upcoming workshops & webinars today!