Marketing never had a greater ally than Authority, and here’s why. In my new book, Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant, myself and Rusty Shelton take a deep dive into the concept of Authority Marketing, how it works, and why it provides immeasurable benefit to business leaders. The book guides readers through the Seven Pillars of Authority Marketing, explaining how Authority is built and leveraged. A simple ‘equation,’ presented in the book, can be used to understand how the process works.
Expertise x Celebrity = Authority
When a business leader takes their expertise and ‘multiplies’ it by “celebrity-style visibility,” they put themselves in a position of power and Authority, which in turn drives leads and generates profit. You don’t need visibility or ‘celebrity-status’ at the national level. Rather, business leaders are encouraged to locate their niche – their specific target market – and increase their visibility specifically in that market.
For example: if Dr. Chatelain, a dentist, practices in Kokomo, Indiana – Authority Marketing can ensure that when anyone in Kokomo thinks ‘dentist,’ they immediately think, “Dr. Chatelain.” Not only this, but there is a general understanding that Dr. Chatelain is THE expert on dentistry in the area, more so than any of his competitors.
Thus, the big idea of Authority Marketing is: you can achieve wild success in your field when you intentionally, systematically position yourself as THE Authority in your field. In doing so, you give yourself an unfair advantage over your competition, allowing you to command outsized influence in your target market – leaving your competitors in the dust. The book explains how to court leads, taking them from curious audience members to loyal fans, buyers, and clients.
Despite only being elucidated as a concept recently, Authority Marketing itself is “as old as civilization,” with three distinct historical eras. The book explores these eras in rich detail. The Institutional Authority era has no true start date, seen simply as “pre-1875.” During this time, Authority was something bestowed upon others by institutions, like the Church or the state, through formal titles and posts. These institutions acted as the gatekeepers of Authority. The second era, 1875-2000 was coined the The Media Driven Authority era, wherein this power was transferred to the press and media. Those who could properly leverage the media to generate enough buzz around their name could reach Authority status in their industry. The modern, Market Driven Authority era saw the democratization of the media. In turn, the power to create and confer Authority is now in the professional’s own hands – whether or not they achieve Authority status depends entirely on how they market themselves. Hence, Authority Marketing.
Perhaps the most valuable lessons to be gleaned from the book lay in its second part, where they lift the curtain on how a business leader can become a magnet for leads and prospects, rather than having to hunt them down. Dissecting the Seven Pillars of Authority Marketing, Witty and Shelton provide powerful insights into the world of marketing, pointing out to professionals all the unused tools at their disposal.
Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant is due to hit shelves May 9th, 2018! Pre-order your copy now!