Turn on the television these days and it won’t take long for you to see a growing trend in commercials.
Of course, humor is common — showing up in advertisements for all types of products and services. But another theme is gaining popularity.
Authority.
From Best Buy’s Twelpforce touting tech advice on Twitter to the Sears Blue Crew giving guidance about appliances and electronics, sharing knowledge has become a powerful means for getting consumers to loosen the grip on their wallets.
(Here’s a recent commercial for Best Buy: http://www.youtube.com/watch?v=PM44iGHuTMw … and one from Sears: http://www.youtube.com/watch?v=b9enj55iSwk.)
As a general rule, we follow advice from individuals we perceive as experts or authority figures. It wasn’t long ago that being an expert required publishing a best-seller, giving presentations in front of thousands or spending decades in school.
Today, thanks to the Internet and technology advancements, establishing your position as an authority takes far less time and effort.
The mistake most business owners make is they claim their status as an authority without demonstrating it. For example, you’ve probably seen statements similar to the following:
We have been in business since 1998, but were designing websites as early as 1996. That being said, we have seen what works on the web and what doesn’t. We have helped hundreds of companies figure out the best website solution for their businesses.
In this case, I’m picking on a web design firm, but you’ll find all types of businesses using comparable phrasing that does little to demonstrate authority in their marketing materials.
Would you alter your view of this company if you were given some tips on “what works on the web and what doesn’t”? Or what if they revealed one of their best website solutions and had a client explain how it was used to pull in profits?
Your perception of this company as an authority would likely change.
The secret to becoming an authority fast is shifting your focus from selling to teaching. You must then distribute your educational material so it reaches as many prospects as possible.
As you put out more content, you deliver more value … you build trust … your message gets shared … your audience expands … and you become a leader.
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