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The Question That Creates Instant Authority. What do you want to be known for in your business?

We operate in an economy today where you likely have more competitors than you can count.

Think about it … How many people share your job title? For instance, if you’re a personal injury attorney, how many others can make this same statement?

Whether you’re a lawyer, banker, accountant, farmer, massage therapist, real estate agent or whatever, you’re likely not the only one with your title. And this presents a problem when marketing.

You see, if your message only focuses on what you do (i.e., your occupation or product/service), instead of specific outcomes you provide, then you’re seen as no different than your competitors. But if you differentiate by demonstrating yourself as an authority on a specific outcome, you not only communicate credibility, you often inspire action.

Look again at the question I asked—it’s the key to your power position.

Keep in mind, authority is granted to those who prove their capabilities. So, create content around the outcome you want to be known for.

Let me give you an example …

My outsourced CFO client uncovers hidden cash flow opportunities at energy and environmental companies. So, we immediately positioned him as an authority on this outcome by developing an executive awareness guide titled, How to Uncover the Cash Flow Killers Crippling Your Company … and Fix Them Before It’s Too Late.

This simple step gives him an immediate advantage over outsourced CFOs who only rely on marketing their occupation.

Of course, my client delivers several other desired results. So, we’re proving his capabilities by creating and distributing content (e.g., articles, blog posts, videos, etc.) around each outcome.

In addition, we’re sharing ideas on these topics with the media. Why not follow this same approach and grab your authority status?

Don’t be just another real estate agent. Create content that proves you’re the real estate agent who quickly sells seven-figure, waterfront homes in a specific community.

Don’t be just another banker. Create content that proves you’re the banker who funds business loans for students starting technology companies.

Don’t be just another farmer. Create content that proves you’re the farmer who grows the tastiest pumpkins for baking world-class pies.

Get the idea? Again, you’re not limited to one outcome. So, pick outcomes that bring you the most beneficial clients.

Take a stand. Reveal myths, declare your beliefs or go against common claims in your industry.

You might create a few critics—and that’s fine. Critics are a sure sign you’re doing something right.

Showcase your skills. Few actions create credibility faster than live demonstrations of your abilities.

Hold events that highlight your prospects’ desired outcome(s). Or, to heighten your authority status even more, present these topics to other people’s audiences.

Develop a signature strategy. I bet you have a unique way to produce results. Why not share the details and give your approach or system a name?

Check out the iRobot Roomba vacuum and you’ll see it doesn’t just remove dirt from floors/carpets (like all other competitors). Instead, it uses “the revolutionary AeroForce™ Performance Cleaning System to clean floors like no vacuum has ever cleaned before.”

The distinctive name implies deep knowledge, extensive research and, most importantly, results.

So, there are a few ideas to get you started. Don’t forget to keep me updated on your progress.

Tom Trush

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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Filed Under: Business ManagementFeatured Stories

About the Author: Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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