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Ever realized why do some businesses outshine while the rest don’t? Why customers buy a product or opt for services of a particular brand and not from the rest? Why the crowd listens to the opinions and views of a particular brand over someone else in the same field? Well, the simple answer to these questions is that those particular brands have established themselves as an authority in the market. Authority marketing is thus, leveraging your knowledge and experience to gain leadership status in your marketplace. Dan S. Kennedy, the Godfather of Direct Marketing, once said, “The simple truth is, if you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fuelling the entire economy around you, neglecting the development of a measurably valuable asset.”
In other words, authority marketing means that you are an expert in a particular field and provide consistent essential information to your existing and potential clients that can solve their problems, address their concerns and offer solutions. However, if you are wondering that you are a new business with a powerhouse of information and the best quality of products and services that will give you an authority in the market? Well, unfortunately, it is not that simple and does not work that way. For you to achieve authority in the market – as an individual or as a business, it is achieved through achievements, years of relevant and concrete experience and a need to provide valuable information to your audience. In simple words – Authority is a manufacturing process and not a ready-made one.
Let us now look at some of the ways you can achieve authority marketing –
1. Publish your knowledge
Want to become an authority? Well, the best way is to author a book or maybe publish journals on the expert knowledge that you possess. The audience, when they get to know about your written publications, will automatically get influenced by your views and opinions and will look up to you for solutions.
2. Extend a Helping Hand
Right outside there is a market full of queries, uncertainty, and problems. Grab this opportunity and offer them a solution to their problem. Strive to be that figure where the audience will have no option but to come to you for any suggestion or help. Always be ready to extend a helping hand to cater to their concerns.
3. Attract Media
Getting yourself in the media is another attractive way to establish authority. Although it is not that easy to be in the eye of media for the right reasons, one thing you can do is write the publications yourself and pitch the ideas to the publication house until you get the break. Network well with journalists and other writers who can cover your noteworthy work.
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