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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
Examine this page and imagine USA Today is featuring you, doing what you do. Think that would confer some authority on your bad self? Now picture it posted on all your social profiles. Shoot, even your kids will look at you differently. Maybe the venerable USA Today brand hasn’t lost its mojo after all.
Why should you become a recognized authority? Only three reasons I can think of: More Clients Shorter Sales Cycles Easier, More Profitable Customers More Clients? Your authority status is a clear competitive differentiator, an obvious reason to do business with you instead of any of your Me Too competitors. Authority makes the phone ring. Shorter
Social Scientists spend a lot of time thinking about Marketing. One example of their fascination is a book I recently read entitled Influence: Science and Practice by Dr. Robert Cialdini, a professor of psychology at Arizona State University. In the book, Cialdini goes into mind-numbing detail explaining every aspect of how marketers (whom he refers
Back in October I sent out an email and published a blog post about Russ Crager, my friend and client who is a master dog trainer down in the Low Country of Georgia and South Carolina. Back then I said: “You’ve probably never heard of Russ, but you will.” Well, that time has come. Russ
Dan S. Kennedy is a marketing legend and the author of over a dozen books including The Ultimate Marketing Plan and How To Succeed In Business By Breaking All The Rules. One thing he’s known for is “No BS.” In fact he has an entire No BS book series! Which is why so many successful
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