Monday, August 12, 2013

The Three P’s of Establishing Yourself as an Authority

Dominate a small pond

The Three P’s of Establishing Yourself as an Authority

Why be perceived as an authority?

When you are perceived as an authority in your field you’ll gain an unfair advantage over the competition. You will naturally attract more leads, opportunities and business. The leads you attract will tend to be better qualified leads who expect to pay more for your expertise. Doors will open easier for you. Your reputation will serve as an introduction for you. You can be more selective about the clients you work with. Your brand story will grow stronger and spread easier. The media will help to tell your story.


Pick the pond that you want to dominate. The point to becoming an authority is to dominate your market. A small fish in a big pond is seen as a commodity. Strive to be the big fish in a small pond.

Start with a small pond. This means that you need to clearly define your pond (market). The size of the pond might change over time as you adjust your focus or increase your authority.

The pond describes your target market. It shows who and where your key customers are. You might describe your pond in terms of industry, geography, economics, demographics, priorities, connection and/or timing. A good description would include at least a few of those parameters.

The most useful descriptor that you need to know is the mindset of your target market. Why might people buy from you? What are their main concerns? What are their emotional needs? What pain or fear motivates them to buy?


Position is about HOW you do business. While the Pond was about the mindset of your best prospects, Position is about your mindset.

Your mindset determines what you say and how you act and how the members of your staff speak and act on your behalf.

In establishing your authority this is perhaps the most important of the three. How do you want to be perceived? What position do you want to claim? What vacant position in the market space can you claim?

Claim a position that is vacant and memorable. You must be comfortable with that position because it can stick for a long time.

You could position your product or service in an unoccupied space. Offer options that the others don’t. Package or unbundle your service that blindsides the competition.

A powerful way to stake a position is to disagree with the crowd. Be controversial. Reveal industry dirty secrets. Pose disturbing questions about the status quo. Change the entrenched pricing structure. Offer something for free that everyone else charges a fee. Embarrass your competition.  Speak and act noticeably different from the rest of the industry.


Authority isn’t what you claim. It’s what others grant to you. Therefore they must know and respect you and your Position.

Clients and colleagues might spread the word but you can’t count on that alone. You need to actively publish your message.

How do you publish?

You consistently put your message and name into the online and traditional media. The best types of messages that work with the media are opinion, advice and information.

Online media offers you blog posts, videos, and other social media outlets. The traditional media includes newspapers, magazines, radio and TV. You might send them news releases, articles and checklists. You can offer them your expert opinion for interviews. You can orchestrate community events that attract the media.

Establish and nurture your image as an authority by following the three P’s – identify your Pond, claim your Position and Publish your message.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter Share/Save/Bookmark

No comments: