Why Your Positioning As An Authority Matters Now More Than Ever

As we kick off a new year, it’s easy to get seduced by the tactics of growing your authority business: building out a new offering, writing a book, tackling a new podcast.

But tactics won’t move the needle if your positioning is off.

It’s like perfecting a new lasagna dish for your Chinese restaurant—it might be the best lasagna in the world, but people coming for Chinese food aren’t interested.

Because that lasagna doesn’t solve the problem—being hungry for Chinese food—they came to you for.

Unlike choosing a restaurant, buying your expertise is rarely a spur-of-the-moment decision.

Depending on your business model, your people may follow, watch or listen to you for weeks, months—years even—before they decide to buy.

So your success with selling hangs heavily on your positioning: How you’ve deliberately defined your expertise and distinguished it from others in your space in the minds of your ideal clients and buyers.

Not sure if you’ve positioned yourself properly? Here are a few signs that might mean you need a tweak (or even a pivot):

Your marketing isn’t drumming up quality leads.

You’re getting pushback on prices from your ideal clients and buyers.

You get blank stares (or email to crickets) when introducing your services and products.

Nobody dislikes you (strong positioning means some potential clients really won’t like you).

Now those aren’t necessarily signs of bad positioning—it’s possible you’ve picked a viable focus, but haven’t yet designed the right services and products at the right price points for your ideal clients and buyers.

But here’s the thing: until you position your expertise so you’re the best choice for your ideal audience, your authority business will never reach its full potential.

Isn’t it worth spending a little strategic time now to position your authority so those tactics work their magic this year?

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.

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