Think Authority Positioning could never affect your purchase decisions? Hmm…
Well, let’s say you have two options when choosing a contractor to remodel your bathroom.
Contractor Number One is a nice guy. He goes to church, is active in the community and seems to know what he’s doing.
Contractor Number Two has published several books with titles like, “Getting the Most From Your Bathroom Remodel” and “Should You Remodel Your Bathroom Before Selling Your Home?”
Contractor Number Two also conducts free workshops at big box retailers and frequently appears on the local news as the remodeling expert.
So, which one would you choose?
Contractor Number One is probably a great guy, but you don’t know much about him.
Contractor Number Two is a recognized authority in the remodeling industry whose name and face you seem to see on almost a daily basis.
I can’t speak for you but I know which choice most homeowners will make.
Most people will go with the Contractor Number Two. They will also be willing to pay him more.
And yes, the same holds true for you and your industry.