“Don’t throw the baby out with the bathwater!”
~ Proverb
Australians are generally suspicious of hype and posturing in all its manifestations. Sometimes we may be too suspicious for our own good and reject opportunity simply because it doesn’t fit in with our current prejudices and opinions. We also have difficulty placing our trust in anything which means that any sign of failure is seen as a reason to jump ship rather than an opportunity for learning.
We usually mock and judge ourselves as harshly as we mock and judge others so how do you earn the authority you need to influence others and help them to open up to your assertion of expertise?
The Path to Authority: #1 Disarm Your Inner Cynic
Your path to authority starts in your head and heart. If you don’t believe that you have anything to offer then no-one else will. So, what do you have to offer clients?
You probably have more to give than you think you have and realising this is the key to building your authority. Most entrepreneurs and high achievers are so busy chasing their next goal or idea that they fail to really celebrate and pay attention to their achievements. The problem with this is that if you don’t notice these things, then you are probably wondering whether you have any authority or expertise… you may even attribute your real achievements to luck… and if you don’t believe in yourself, why should anyone else?
Exercise: Let’s think back a little… divide your life into 4-6 year blocks and think of at least 10 things you accomplished in each one. I like to think of logical blocks like:
- Pre-school
- Primary school
- High school (or junior/senior high)
- University
- Post University (in 5 year blocks)
You might add shorter elements like a gap year, undergraduate studies, postgraduate… but don’t make your blocks longer than 6 years and you must list at least 10 things for each block. If you think of more, then put them in.
The purpose of this exercise is to remind you of all that you have accomplished for yourself and for others.
The Path to Authority: #2 Disarm the Cynics Around You
Your next step is to pick out your achievements in your area of authority. These may or may not include your credentials. I find that most people are more interested in the results I deliver for clients than in my education… possibly another sign of Australian’s general scepticism.
If you only talk about your successes it creates resistance. Failures create learning and growth and when prospects understand that you are human and don’t always get things right first time then (in most arenas) the ones you want to work with will be more inclined to listen and trust you. I don’t like creating unrealistic expectations in prospects or clients because there are always variables I can’t control… including my clients’ implementation practices. Acknowledging this upfront can save a lot of heartache down the track.
At the same time, you want to be both internally confident of your expertise and able to explain your achievements to others in terms they can grasp.
The Path to Authority: #3 Create Assets That Showcase Your Achievements
There is nothing like a book to showcase your authority and make it easy for clients to hire you. It doesn’t have to be long, it probably won’t be 100% unique, but it is uniquely yours. If you don’t have a book that talks about your way of solving clients’ problems and celebrates some of your successes and failures then you are standing in the way of your goal and writing and publishing it should be your #1 priority.
If you need help with this, then schedule a call with me now to discuss my ghostwriting package options.
In addition to a book (or books), other assets you should create include:
- Lead Magnets for each facet of your authority
- Questionnaires to helps prospects understand what they don’t yet know/have
- Follow-up sequences that take prospects on a long journey of discovery
- Case Studies that demonstrate the results you deliver
- Products and courses that guide prospects through your expertise
The Path to Authority: #4 Use Your Assets so Others Know What You Offer
If you are ‘the best kept secret’ then you are depriving prospects of the opportunity to make an informed choice. It’s one thing to be modest and not blow your own trumpet, it’s quite a different thing to make people suffer because they don’t realise that you have a solution to their painful problem.
“Build it and they will come” is terrible advice for businesses! Not only does it stop you from making the money you need to serve your family and charitable concerns, it also means that your prospects are facing problems that could be solved.
Once you have your assets built, it is your responsibility to get them in front of your ideal clients so that they can also positively influence those around them.
If you’re in Melbourne, why not visit our Magnetic Marketing Mastermind which meets monthly in Box Hill. To learn more and sign up for notifications visit https://memg.com.au
