Let me be brutally honest…
It’s ridiculously difficult to build your business if nobody knows who you are – especially online.
It’s impossible to get prospects to return your calls…
…or get people to opt in and become a lead, if they don’t perceive you as any kind of authority.
So what’s a new Internet marketer to do?
Well, whatever slice of the ‘world’ you’re operating within, whether it’s the…
You need to become an authority in your space!
With that in mind, I’m going to share with you four proven ways to build your authority, starting right now, today.
These actions will not only help you boost your authority, they’ll cause your audience, prospects, and leads to perceive you as a trusted authority.
And when they do, they’ll be more likely to want to do business with you.
Alright, let’s dive into method number one…
Create highly informative, easy-to-consume content.
First, we need to ask: what is “content?”
Content is anything online that’s informative, educational, or entertaining.
A blog post (like this one) is content, obviously.
Facebook Lives are a form of content.
Videos are content.
So are podcasts, webinars, PowerPoint presentations, emails you send to your list, status updates on social media, tweets, images, and infographics.
That’s all content.
Whenever you create content, you’re sharing your opinions, thoughts, and ideas about a particular subject.
And since you are the person creating the content, YOU are the authority.
If you don’t believe me, consider this…
You perceive the person delivering the news as an authority.
That person is in front of the camera speaking to us, telling us what happened in the world today.
But here’s the thing: that newsperson doesn’t necessarily know any more than you or I do.
They’re not necessarily smarter.
They’re not necessarily experts on whatever subject they’re talking about.
They’re just the person delivering the news to us.
Yet, we perceive them as an authority because they’re the ones in front of the camera delivering the news to us.
So, if you’re sitting there thinking…
“Oh gosh, Ruth, what if what I have to say isn’t important enough?”
“Am I smart enough?”
“How can I possibly have enough experience?”
“Am I professional enough to talk about X,Y, or Z?”
The answer is yes!
Yes you are.
Just putting yourself in the position to be that conduit, that megaphone – that person delivering the information on the topic – makes YOU the authority.
Because you’re in front of the camera and the people watching are not.
Now, I’m not saying that just being a loud mouth, who blurts out any old thing that pops into your head, is going to get people to perceive you as an authority.
What I am saying, though, is…
That’s good news for you!
If you are one of the few that are willing to put yourself out there, you will get authority status.
And I’m telling you it will be much easier once you attain that authority status to get people to…
Once you create and share your content, people will feel comfortable because they think they know you.
They will feel they can trust you.
And if you create content that is educational, informative, and entertaining, they’ll start to like you to boot.
This leads us to method #2…
Create your own personal brand.
To create your own personal brand, the very first – and easiest – thing to do is use your NAME whenever you create content.
Yep, I’m talking about your John Hancock.
Don’t hide behind some pitchy, cheesy, or obvious little moniker like “Mommy’prenuer” or “Freedom’prenuer.”
Those titles don’t tell people WHO you are.
Your name tells people who you are.
Thus, every time you put your REAL name and face out there, you’re advancing your own personal brand.
Which encourages people to join you, or buy from you, or become a lead or customer.
Besides using your name, you need to do three things to build your personal brand.
I call them the “three C’s” of personal branding:
And who you’re not.
Are you a surfer dude who shows up shirtless, wearing flip flops in all your videos?
Is that the audience you’re looking to attract?
If so, respect.
In contrast, are you more the business professional type, maybe looking to attract retiring baby boomers, so you always wear a blazer in your videos?
If so, that’s fine too.
Go for it!
Whatever your image is, be very clear about who you are, the audience you’re trying to attract, and the message you’re trying to convey.
Always stay true to that image.
In other words, don’t waffle or “flip flop” on issues.
Don’t talk about something one way this week and another way next week.
Consistent messaging will help you win and maintain an audience.
Being inconsistent, waffling, or flip-flopping will cause you to lose the very people you’re working so hard to attract.
Think about politicians who “flip flop” on issues important to their constituents.
Don’t be like that (or you won’t get “reelected.”)
Budweiser is the best example of constancy on television.
Their commercials have nothing to do with beer.
They’re not about good times in a bar or people at a sporting event.
They’re emotional stories like the one about the Clydesdale and the puppy – and how the puppy and the horse are reunited at the barn after thinking they were separated forever.
Those commercials make us feel warm and fuzzy.
They have nothing to do with beer – and everything to do with Budweiser just putting itself in front of us.
Because of those puppies and Clydesdales (which have nothing to do with beer), because we feel good, we associate Budweiser with those warm fuzzy feelings, and Budweiser is imprinted on our brains.
(Now want to drink a Budweiser, right?)
That’s what they’re going for.
Constantly remind your audience of who you are and what you do, and make them feel good about doing business with you.
It’s a phenomenal way to boost your authority.
Share your knowledge.
Now you might be saying…
“Alright, share what I know. Thanks, Captain Obvious!”
But sharing your knowledge goes a little deeper than that.
Any time you learn something new, share it with people.
Any time someone invites you to be a guest blogger, or be interviewed, or participate in his or her podcast — take advantage of the opportunity.
Get yourself out there.
Go into different online forums and be helpful.
Think about the online groups you belong to.
Of course, you can!
You could spend three minutes – today – looking at some of the questions and the issues people are discussing in those groups.
Pick someone you think you might help.
Give them a three or four sentence answer.
Quora.com is another large online forum today.
There are people on Quora asking and answering questions about everything under the sun.
You’d probably have to go in there and niche it down.
Look for discussion threads about online marketing, home-base business, or whatever your particular thing is.
That might just be where your target market hangs out.
Start being useful and answering questions.
You can even link to a blog post that answers one of their questions.
Here’s an example:
“Hey, Joe, saw your question here.”
Then give him a couple of tips or a few sentences worth of answers.
And then say…
“And if you really want to get the full answer to this, I wrote a blog post about it. Click on the link below and check it out.”
Other people are going to see that question and your answer.
They’ll think to themselves…
“Oh wow, look at Susie’s answer to that question. She went even deeper to answer that specific question in her blog post. Let me go check that out.”
You’re being perceived as an authority, because you wrote that content.
You provided them some good value.
You’ve personally branded yourself.
So share your knowledge.
Do it consistently.
That will help establish you as an authority.
Finally, here’s my last authority-building tip…
Go deep, not wide.
You know how easy it could be for you to blog, right?
After all, there are lots of niches out there you could blog about.
Some are about gardening, and others are about how to cook road kill, or make candles, or collect wine.
And clearly, you’re not in most of those niches, you’re in your niche, your own space.
So…buy a domain name…install WordPress…hit “Publish”…and ta da! Look at me, ma! I’m a blogger!
But here’s the thing…
There’s over 350,000,000 blogs out there right now – with millions more added every day.
That’s a lot.
But most of them are bland, plain vanilla blogs that just scratch the surface of stuff.
They write a little bit of fluff about a whole lot of stuff.
It’s white noise.
And they get lost in the pile.
They “go wide” instead of “going deep.”
They’re like a “jack of all trades, and master of none.”
In other words…
Going deep means you dig – deep, deeper, deepest – sharing specific information about a particular topic or subject.
Going deep means showing your ability to dive deeper into your subject than anybody else.
Going deep demonstrates that you know what you’re talking about.
You are an expert.
Let me share an example….
I was looking at a video blog on YouTube recently about the top five ways to prospect.
When the person shared the third way to be a master prospector, they just said, “Ask more questions.”
They didn’t say…
“When I prospect, here are some of the best questions you should be asking,” or, “Here are some questions you might use in these particular scenarios.”
No, they just glossed right over it and said…
“The third tip to recruit more people is to ask more questions.”
Then they moved right on to the fourth tip.
I said to myself…
“I don’t think this person knows much about prospecting. I don’t think they’ve actually done much prospecting themselves. There’s nothing that they’ve demonstrated here that shows that they actually know anything more than surface-level stuff. I don’t think they’re really in the trenches doing their own prospecting.”
I know when I was in the trenches, calling 20, 30, 40 leads every single day, I knew exactly what questions I was asking.
I knew what worked, and what didn’t work.
If I was shooting that video myself, I would’ve gone much deeper.
I would’ve said…
“Here are five specific questions that you might ask.”
Boom, boom, boom, boom, boom.
That would PROVE to anyone watching I knew what I was talking about, because I shared my personal experience of what worked for me.
This person ended their video with…
“See you later, hope you liked the video.”
That’s just useless crap.
It proved to me that the person was not an authority.
It proved they didn’t know what they were talking about.
If you’re going to create that fluffy, wide, surface-level content, you won’t inspire any faith or trust.
You won’t prove your expertise in that particular subject.
You won’t do a thing to boost the kind of authority we’re talking about building here.
So, go deep in your niche – not wide.
Than creating five or six fluff pieces just to take up space.
The time you invest will be so much more valuable and useful for you.
It will pay off because you are helping people out, providing value, increasing your authority, and building trust with your audience.
You want your content to leave people thinking…
That’s how you boost your authority!
And that, my friends, is how you have a much easier time building your business online.
To learn more, I strongly encourage you to join my private Facebook Group where I GO DEEP on all things Mindset and Marketing including a live Q&A each and every week!
I’ll teach you how to build your business online using proven strategies that work so you can attract people to you and never have to chase down deadbeat prospects ever again.
And if you found this content helpful, I would love to read your comments below!
Ruth Anne Sheridan
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