For most of my adult life, I’ve been in the “professional services” business.
For several years, I always marveled at how experts and authorities are create in a marketplace.
I’m sure you’ve taken a look at one expert or another and said something like, “Well there’s nothing special about him/her. And he/she isn’t all that talented.”
I know I’ve thought that.
I used to think that in the music business…
I used to think that in the technology business…
And I used to think that in the marketing business…
I used to wonder how “they” ended up being an authority on something and not someone else.
Now I have a better idea about why that happens.
From what I’ve seen, it looks like “becoming an expert” doesn’t have much to do with the expert at all.
It has to do with everyone else.
In the end, becoming an “authority” in your marketplace is probably about 20% the result of what you do.
It’s about 80% about how you are perceived.
It’s kind of like search engine optimization (SEO).
You can optimize your web pages all you want, but when it really comes down to it, a big part of your ranking in Google® is determined by the perceived authority of your website.
In other words, how many good/great links are pointing to YOU?
To become the authority, you can’t keep all of your value locked away in your head. You have to have something people can “link” to.
This can be a business, an idea, a process, a perspective or something else.
But you have to have something that’s yours, and people have to know how to point to it.
You can be the greatest expert in the world on [insert your subject here], but if NO ONE knows it and if they don’t see you as the authority, then, my friend, you are NOT the authority.
So here’s the point. Authority in a marketplace is largely crafted by other people.
How do you control other people and make yourself the authority?
I used to ask that question myself. But now I know that’s a terrible question to ask. Asking questions that start you down the path of how to control someone else I think is not too bright and extremely shortsighted.
You might get some success in the short term. But in the end, people eventually resent being controlled. Wouldn’t you?
So instead of hatching some devious marketing scheme to fabricate and control how others perceive you, why not just straight up do the hard work from the beginning?
Be the authority by BEING the authority. Make your focus on being a better (more valuable) authority tomorrow than you were today.
Adopt the traits of authorities you respect. Here are some of the things I would consider:
- Getting some real experience so you have a real foundation for your ideas.
- Talk and keep talking about those ideas. Make sure they get out into the world.
- Be prepared to talk with people who don’t agree with or like your ideas.
- Do it because you love it. That’s contagious… and it attracts people to you. And that way, if it doesn’t work out as you planned… or as quickly as you’d like, you’ll still enjoy it.
If you’re REAL, there’s no story to hide behind. You don’t have to manage and control your “perception in the marketplace” hoping to keep your whole world from crashing down when someone realizes you’re just a human being.
Here’s the best way I know to become an authority in your marketplace:
- Stop trying to “be the authority” and just BE yourself. No one can copy that. So you’ve already established one of the most important pillars: BEING UNIQUE. Unique is more valuable.
- Have a message that’s your own.
- Show up everyday and spread your message.
- (Note to self:) You have to actually talk. People can’t peer inside your head and discover how brilliant/important you are. Talking can cause conflict and confrontation. Other people won’t agree. Keep talking anyway.
- Don’t be afraid to get dirty. It’s not going to kill you.
DISCLAIMER: Despite what the books and courses say, I’m pretty sure that becoming a true authority in any marketplace takes time. Anything real takes time. So why not just enjoy the ride?
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