Becoming An Authority Is About More Than Just Specializing
- January 12, 2022
- Posted by: Rochelle
- Category: Marketing + Selling, Positioning
Specializing—building a niche for yourself in white space that only you own—is an essential step on the road to authority.
But becoming an authority is about more than just specializing.
Authority comes from deep investment in your specialty: the thinking, writing, speaking, consulting and sharing you do with your audience that ultimately transforms them.
As a specialist you might consult in a narrow practice area—say brand strategy for CPAs. Over time, you become an expert, making a nice living through client and center of influence referrals.
But you won’t become an authority—much less begin collecting the benefits of authority—until you are consistently adding something deep and rich to the conversation around your expertise and client base.
That means investing in developing and SHARING articles, blog posts, white papers, podcast or video series, speaking, and/or book(s).
Thankfully you don’t have to do them all—just pick one and start creating and sharing your ideas and insights.
The lens you want to use for this is what I call your point of view (learn more about how to develop yours here).
Once you’ve articulated your unique point of view AND made the decision to build authority in your niche, a few things start to change…
You see everything that happens in your day as grist for the mill, like when that one-off client question becomes a jumping off point for a stream of content.
You attract the like-minded who resonate with your POV and—as they read, watch or listen to your stuff—they start aligning with you.
You keep honing your knowledge (remember nobody starts out with all the answers) and become ever more valuable to your audience.
Selling shifts to the gentle art of persuasion—because the more your sweet-spot clients and buyers view you as an/the authority, the more “pre-sold” they are when they reach you.
You can more easily leverage your time to do what you love, which might look like developing products (books, courses and the like) and/or hiring a support team.
Your bottom line is flush—whether it’s more consistent revenue, higher fees per service or products that mostly sell themselves, you feel good about how you’re being compensated for your work.
Yes, you want to specialize and develop a clear expertise, but it isn’t until you decide to consciously build authority that you’ll start reaping its benefits.
p.s. Ready to rev up your 2022 and want some partners-in-crime to share the journey? Check out my group coaching program AuthorityNation here.