The Business of Authority (youtube feed)

Talking Points How do you know if you’re limiting yourself? What are skills which aren’t risky and are easily priced? The difference between someone who does something or someone who knows something Addiction to “saving the day” Gouging versus getting money for your services How the “hero’s journey” works with our clients’ stories The importance of delegation Guide versus “Doing It for Them” Why d...

Do you know how to pivot? Talking Points Taking a new direction while keeping your core business running well Taking a half-pivot Tying a new idea with a different message into your core business Getting people on your side Helping people Having confidence in your idea Marketing your new idea without losing current clients What clients do notice and what they don’t notice Quotable Quotes “You don’...

The authority marketing roundup. Talking Points Speaking and writing as an authority Who your content is for What promises you’re making What’s good about starting a podcast Picking something from the speaking category that you’re comfortable with How you can make your audience feel The power of webinars Running a workshop Livestreaming Email lists Video compared to audio Writing for other publica...

Are you making enough time for marketing? Talking Points How many hours a week to spend marketing How marketing can be devalued because it’s not billable Making the time for marketing How to block out marketing time Thinking of marketing as a deadline Reaching the point where marketing becomes an automatic thing Making public commitments How daily marketing can add up Farming vs. hunting Being hon...

Are you on the path to authority? Talking Points How pricing relates to where you are on the path to authority Different types of specialization The line between freelancer and consultant Consultant, or expert? Creating and selling a process Saying no and asking why more often Identifying the client Clarifying the end goal Moving from expert or consultant to authority Consulting as an authority Di...

Why would you want to become an authority? Talking Points Main reasons to become an authority Making more money Choice of opportunities Clearly defined thought leadership Building a business model that suits the way you think and work Shorter sales cycle Simplified selling Power to influence More effectiveness The difference between an expert and a thought leader Energizing others to further the m...

How can you align client experience with your brand? Talking Points How client experience relates to brand How appealing to potential clients differs from the actual client experience Disconnects in marketing What bad client experiences feel like Aligning experience with intent How technology contributes to your customers’ experiences and your brand Your responsibility to clients Customer satisfac...

Thinking through the ramifications of the experience economy. Talking Points How the economy has changed over time The journey from providing services to providing experiences and then transformations Customization Clients or customers as guests or aspirants How language can change the way you think about your work Creating memorable experiences Work as theater The backstage part of the theater Av...

How do you keep your network in motion? Talking Points What it means to keep your network moving How to keep reaching out on your radar Scheduling Sensitivity to organic opportunities to reach out Maintaining relationships Keeping tabs on what’s happening in your industry and who needs to know about it Working with people you like Helping people Making introductions Quotable Quotes “We’re in the r...

Is It Marketing BS Or Genius? Talking Points The $36 jump rope Sometimes you pay a premium for things outside of the thing you’re actually buying, like an experience or a lifetime guarantee Why it’s important to understand why people are willing to pay more money for a thing or a service Understanding how your audience likes to get information Getting past the demographics Being clear about your v...

What is the best home for your content? Talking Points Controlling your content Are you building someone else’s platform with your content? How search engine and social media platforms get in between creators and their audience Putting the same content in more than one place Knowing how much traffic you’re getting when you post on a platform Guesting on someone else’s podcast Sharing audiences Yel...

How can you keep producing killer content? Talking Points How to measure engagement What’s repeatable about going viral Knowing your audience Understanding your audience’s baseline knowledge Terminology How often you should put out content Why you should write every day How often podcasts and videos should come out Separating what you have to do from what adds value but isn’t strictly necessary Pe...

Are you ready to take your summer back? Talking Points How client work downshifts in the summer What you can do instead of client work during the slow season Planning marketing for the fall Taking care of things that you’ve been putting off or that weren’t high enough priority to get done at other times of the year What energizes you during the summer months Using the block of time to get yourself...

Do you have an unconventional niche? Talking Points How to choose a specialization What you can find out when you go deep into a specific area Picking a niche that’s intriguing to you How much choice people really want The Why Conversation Focusing your limited resources onto a specific point Why you should do a search to see what clients will see when they search for businesses like yours Incorpo...

How do you handle the twilight zone between when a client buys your stuff and you actually start delivering it? Why the time between purchase and delivery is the twilight zone Different twilight zones for different products Explaining the onboarding process Giving buyers something to do while they wait for what they ordered Setting expectations Helping clients trust the process Envisioning what yo...

What to do when you screw up. Talking Points How you can turn a screw-up situation around Thinking about how the story is going to be told How empathy can help you understand how the story will be told and how you can turn it around Asking clients to trust you after screwing up Avoiding defensiveness Helping clients dealing with difficult situations Responding to unsolicited criticism Remaining re...

What do you need to do to build trust as an authority? Talking Points Charlie Green’s mathematical equation for determining trustworthiness Getting feedback about what you need to work on How your website or marketing materials could reveal gaps in credibility Seeing your credibility indicators through the eyes of your ideal client Demeanor as a credibility factor Making and keeping promises Consi...

Charles Green, legendary author of The Trusted Advisor, shares years of wisdom on building trust with clients. Talking Points What a trusted advisor is Why people in the authority space want/need to be trusted advisors The trust equation How people view women and men in terms of trust Most trusted profession How taking risks builds trust Strength of ego The trust-building process Cues clients give...

How do you define your competition? Talking Points Why you need to define your competition Brand neighborhoods Communicating with competitors Being choosy about who you work with Empathizing with potential clients An authority versus_ the_ authority What you can learn from sales interviews Defining yourself as well as the competition Researching the competition Quotable Quotes “I think it’s import...

The benefits of packaging up your expertise in novel ways. Talking Points The Lambda School Changes in Schwab’s financial planning model Value pricing Packaging your expertise Making your knowledge affordable to the people who you want to help Prioritizing money Connecting the dots for clients Diversifying your income stream Starting smaller at the beginning Knowing how your product can transform...

Do you know how to build trust? Talking Points Defining trust Pre-sale trust and post-sale trust Domain-specific trust How to project an image that elicits trust from the right kind of audience How consistency builds trust Why clarity is important Who should extend their trust first Building trust during sales calls Making an impression that inspires trust Designing a website that builds trust Mak...

Do you know when to say yes – or no? Talking Points Mile markers for when you want to say yes or no Knowing the difference between opportunity and distraction Creating a strategy for choosing yes or no Conscious yes How saying yes to the wrong things can spiral Outsourcing when you need to say no Recognizing the kinds of people you want to say yes to Recognizing what is and isn’t a good fit The ef...