Today, we’re going to talk about the 5 benefits of becoming an authority in your field. If you don’t figure this out, the challenge that often comes up I hear with clients over and over again, is that it’s always kind of a manual tough process to get a lot of leads, so there’s not a whole lot of people banging on your door. Number 2 is if you get some leads and you’re not seen as an authority, ultimately you’re always struggling with the rates that you charge. Then, number 3, probably the reason why you’re not getting higher rates is that you’re always competing with somebody else. You’re not an authority, so ultimately, you’re always fighting to get some business, but it doesn’t have to be that way.
The good news is if we’re able to figure this out, ultimately people are searching for us. We have way more opportunities for leads because we’re seen as an authority in the area. Number 2 is we actually are able to charge higher rates. When you’re seen as a person that has more experience, more expertise, just by default, we’re often able to charge higher rates. Then, number 3 is instead of competing and fighting with other people, we’re really typically the only one that’s quoting on a particular opportunity or we’re the first and last person that they talk to. All in all, we’re the go-to person in our chosen field.
Factor 1: Being Found
Let’s talk about the 5 factors to becoming an authority in your field. The first factor is just being found. That’s the word I want to use here, you’ve got to be able to be found. If nobody can find you, it doesn’t matter how good you are, nobody knows about it. I’ve heard stats where it says 80% of the challenges companies have in business for marketing are still that people don’t know about them. That means getting a website. It means being found on the web, being found in your trade magazines or where your ideal clients hang out, but number one, to become an authority, you have to be seen, you have to be heard, and you have to be found.
Factor 2: Being Friendly
Factor number two in becoming an authority is being friendly. I like to use the word friendly, you’re not somebody that is stingy or grumpy, you are somebody that’s actually friendly and are willing to help, are willing to give information, are willing to publish and share, and so you have a friendly attitude with your colleagues, with your clients, with your perspective clients, just with people in general. As funny as it may seem, being friendly still is a requirement to be seen as a popular authority in your chosen field.
Factor 3: Focus
Factor number three, is focus. Oftentimes, I see this over and over again where people are trying to do things to everybody in every single way. Ultimately, to become an authority, at least at the beginning, you’ve got to have some focus. Focus in the particular service, particular area, particular niche, so that you can actually develop an authority in it. Now, that might be a geographic area. It might be a type of client that you serve. It might be the type of message or procedure or service that you offer, but ultimately, you need to get focused to be seen as an authority.
Factor Number 4: Free Value
Factor number four is that you’ve got to have some free value. You can’t become an authority in secret, and so this becomes difficult with professional services because often we’re looked at and paid based on our knowledge, our education, our expertise, and so the idea that we would actually give something of value for free freaks out people a lot of the time, but in fact it’s the other way around. If we’re out there giving interviews, creating content, speaking, training, doing videos just like this, it actually places us as an authority because people can see what we do and what we know, and so giving that free value actually adds more value and adds credibility to our authority.
Factor Number 5: We Are Featured
Finally, factor number five is that we’re featured. We’ve gone out there and we’re found, we’re friendly, we’re focused, and we create free value for others. It’s no surprise that other experts, other PRs, other contacts, other authorities will actually feature us. I know that sounds funny, but if we haven’t done the first four, it’s really rare where we’re going to be featured by others. Nobody that’s influential or of any authority to our ideal client or our colleagues, is going to feature us.
Today, we covered the 5 factors that contribute to becoming an authority in your field.
- You have to be found.
- You have to be friendly. People have got to be able to connect with you and like you.
- You’ve got to have a focus.
- You have to create and provide free value.
- You have to be featured.
I would love your comments. Throw them in the chat box below. Let’s continue the conversation that way.
Until next time, Rich Scott