How to Stand Out in a Very Crowded Marketplace
Why do a few businesses grow while the majority do not? What do the top few have in common? They focus on Authority Marketing®. They recognize a fundamental principle: the more doors their business opens, the more people will walk through that door to become a customer.
How Do You Stand Out?
Only 4% of the 28 million U.S. businesses exceed $1 million in sales. Only 0.4% exceed $10 million, and only 17,000 surpass $50 million. These ratios are similar in other developed countries.
a : power to influence or command thought, opinion, or behavior
b : freedom granted by one in authority
Authority Marketing Defined
How do you open more doors? Allow us to introduce you to Authority Marketing, a marketing discipline that you may or may not be familiar with.
Authority Marketing is the strategic process of systematically positioning a person or an organization as the leader and expert in their industry, community, and marketplace to command outsized influence over all competitors.
Let’s dissect the definition. Strategic process means creating a deliberate plan executed over time. Therefore, Authority Marketing requires a carefully defined blueprint implemented methodically over time. Authority is gained patiently and with deliberate intention.
Systematic positioning means implementing your plan to provide the most effective return on investment. That means focusing your efforts in your business’ prime radius, ensuring you are known in that radius’ media channels.
Command outsized influence over all competitors means you and your company are the first name that come to mind with prospects. If prospects trust you more than the competition, you win the business. If prospects think you know more than the competition, you win the business.
When competing in a crowded marketplace, industry, or community, it’s all about the influence that you and your business have over your competition to magnetically pull prospects.
Becoming an authority in your field provides an unfair advantage by immediately positioning your business above competitors. Authority opens doors, the most important responsibility of any CEO.
“The simple truth is, if you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a authority, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset.”
The Big Secret: Authority Can Be Manufactured
Every entrepreneur, CEO, and professional must understand that authority does not happen blindly. It does not happen will-lessly. It is deliberately created. Some authority is established via achievements, awards, professional designation, and experience.
Of course, you may spend half a lifetime building this line of authority for yourself when out of the blue, another person in your profession with less than half of your experience may skyrocket past you in authority ranking.
This “Super Authority” may seem sudden to others, but it’s the product of deliberate actions, of positioning yourself in a broad range of effective marketing campaigns, and using unfair advantages to outflank and distance yourself from the competition.
Simply put, authority can be—and often is—manufactured.
The Pillars of Authority Marketing
Branding & Omnipresence
To be seen as authority, you must have a larger-than-life brand and be everywhere. Branding is your logo, look and feel, color palette, website, collateral materials. Omnipresence is deploying those assets to show up in many places.
Authorities constantly publish useful content for their consumer public. The content should come in multiple forms and multiple sizes. Content marketing includes articles, books, blogs, podcasts, whitepapers, and more.
Authorities command influence and have a following of true fans. Authorities leverage their loyal following to host online and offline events. Examples include teleseminars, webinars, in-person seminars, bootcamps, and workshops.
To grow you must either attract new customers and/or do more business with the customers you already have. Authorities leverage their expert position to become a magnet and generate qualified leads online and offline.
PR & Media
Being interviewed and featured in the news - radio, television, print, and online is the fastest way to build credibility for an individual or an organization. When consumers see “As Seen On/In”, it immediately builds confidence and trust.
Referral marketing is strategically leveraging your authority position to engage satisfied customers to facilitate introductions to their friends. People don’t believe what you say about yourself, they believe what others say about you!
When speaking you are automatically seen as an authority by the audience. Speaking can create income streams through speaking fees, product sales, and leads generated from the audience you spoke to.
GROW YOUR BUSINESS WITH AUTHORITY MARKETING
We Wrote The Book On It
Do you and your organization have what it takes to be the “go-to” solution in your field? Please answer these questions to unlock your complimentary copy of Lead The Field and learn how we can help you take your business to the next level.
As the leader in your industry, community, or marketplace you can position yourself and your business as the undisputed expert, influential authority, and in-demand celebrity. This authority position moves you to new heights and makes marketing, selling, and building trust with customers dramatically easier and quicker than ever before.