How to build an authority brand that steers prospective clients away from the fakes and the hucksters

As owners of expertise-based businesses, we operate daily in a noisy, digital-first world in which every second man, woman and their dog is staking their virtual claim online.

Not only are we competing for people’s attention against a frenzied backdrop of content overload and never-ending social media feeds, we are also in a constant battle with the hucksters, wannabes and pretenders - wolves in sheep’s clothing! - who are presenting themselves as a viable option for your potential clients.

Some of those pitching their credentials/products/services in your space are genuine experts who are at the top of their game.

However, at the other end of the spectrum, we have the dubious operators who present themselves well - they tell a good story and hit all the right marketing ‘triggers’ - so much so that it can sometimes be difficult for your clients and customers to tell the difference between the ‘real deal’ operators and the fakes.

(That said, I think people are becoming more savvy when it comes to spotting the sharks and pretenders 👏)

HERE’S THE THING: It’s up to us to help the marketplace - our potential clients and referrers of business - to better recognise, understand and appreciate those of us who are the genuine article - reputable operators who have been neck-deep in the trenches for decades, honing our craft and building our own unique set of skills and experiences.

The bro’ marketers are going to do their thing, there’s not a lot we can do about that.

BUT we can - and should - do our bit to help those in our audience become more confident and discerning in their decision-making process.

People are tired and confused; they’re battling decision fatigue; they need a solution to the challenges, problems and issues they face, but often they don’t know which way to turn given the noise, lies and bullshit that permeate the online space.

It’s one thing for them to pass on doing business with us - that’s okay, it happens. But it’s another thing entirely if they fall for a braggart’s trick bag of promises, only to be let down financially, emotionally, or otherwise.

[ As an aside, I saw someone proclaim the other day how they could help you build "Automatic Authority" using seven email templates, WTF?! 😆 ]

For us to stand up and be counted, to offer ourselves as a genuine and credible alternative to the dubious operators out there, we need to articulate and communicate our philosophy, our principles and values, as well as the depth of our insights, our ideas, our knowledge, and our expertise.

This won’t happen by chance. Wishful thinking ain’t gonna cut it. Nope. It’s going to require us to become super-focused and active in how we present ourselves and our business to the marketplace, and the broader world in general.

Here are 11 thought-starters … 👇

Okay, with this in mind, here are some ideas to get you started:

✊ Stand for something.

💪 Live by your values and principles.

🤜 Develop a philosophy around your industry, profession, or area of expertise.

🙌 Articulate strong points of view in line with your values and philosophy.

👍 Create compelling content around those points of view.

✍️ Form concepts and ideas, and create frameworks that challenge conventional wisdom.

🧠 Provoke thought, inspire people to think bigger.

👉 Be consistent with your story and your message across multiple channels.

👌 Show up and deliver value for your audience time and time again without the expectation of getting anything in return.

👨‍👨‍👧‍👦 Deepen the level of connection you have with your audience (fans, followers and subscribers), ensuring you bring them along for the journey as you all learn together.

⏰ Invest the necessary time and effort required to create top-notch content, read and comment on other people’s LinkedIn posts and tweets, reply to those who comment on your posts or share your social media posts, prepare presentations for webinars and keynote speaking engagements, attend events, meet up with industry influencers, etc.

The above are all hallmarks of what it takes to build a differentiated authority-driven personal brand today, one that stands apart from the fakes, braggarts and wannabes who, let’s face it, don’t like scrutiny (whereas you and I welcome the opportunity to be put under the microscope by a potential client) .

Actions such as those listed, in aggregate, will help give you a credible point of difference in the marketplace, as well as help people - potential clients - to (a) identify and align with your cause or mission, and (b) better understand the strengths, and level of skills and expertise you bring to the table.

If it’s meant to be, it’s up to me!

Let’s do this 😄 

Onwards,

TY

In case we haven’t met yet …

Hi, I’m Trevor. I help purpose-led business owners become clear and confident in how they leverage PR, content and digital communications for profit, impact and legacy.

Would you like to discuss how I can help you in a coaching capacity to build your profile and reputation as a trusted and credible expert or thought leader in your industry?  CLICK HERE TO BOOK A NO-OBLIGATION 30-MINUTE ZOOM CALL