Here’s the second takeaway that I want to share with you from the 2019 “Traffic & Conversion” Marketing Conference …
…It’s from the Day 2 keynote delivered, once again, by Ryan Deiss of Digital Marketer.
(If you missed my Takeaway #1 about Ryan’s opening keynote you can read that here.)
The title of the day 2 keynote was: “Instant Authority: 5 Steps To Crafting a “Micro Brand” That Captures the Heart, Mind and Wallet of Your Audience”
Ryan ended the Day 1 keynote by saying this, “If you want to matter, start a movement.”
Which then became the theme for Day 2.
If you want to start a movement, you need to be seen as an authority.
Here are 5 things you can do to make that happen:
#1 – Have a plan.
To start a movement you need a clear and concise plan about how you help your clients achieve success. (You’ll know it’s working when you have a plan that people can tell others about.)
Example: Dave Ramsey created a movement by teaching people baby steps to get out of debt and into a life of saving and giving. In a nutshell Dave Ramsey’s plan is get out of debt, then save, then invest.
CAN YOU synthesize how you help your clients achieve results in 3 or 4 simple steps?
#2 – Give specific answers to specific questions.
People who are seeking specific results, change or transformation want answers to their specific questions. To be seen as an authority, keep answering your potential clients questions.
Going back to the Dave Ramsey example, 25 years ago he started answering people’s questions about how to get out of debt and save money on a local radio show. Today The Dave Ramsey Show is broadcast on 500+ stations and has 12 million weekly listeners. How did that happen? He kept answering the same questions over and over and over again.
ACTION STRATEGY for YOU: Go to answerthepublic.com or Quora.com and answer 10-20 ultra specific questions that your ideal clients are asking.
#3 – Maintain Absolutes.
People seek confidence. To be seen as the leader of a movement you must speak in absolutes. Tell people what to do. Don’t be wishy-washy. Don’t say “it depends.” Accuracy doesn’t equal Authority. Don’t pursue accuracy. Take a stand, have an opinion and be willing to be called on it. Criticism is easily avoided by saying nothing, doing nothing and being nothing.
ON A SCALE OF 1-10, how would you say you are at maintaining absolutes? (This is one I personally need to work on!)
#4 – Know and Share Your Core Belief
What do you fundamentally believe about the universe and your place in it?
Example: The 1984 Apple Superbowl commercial that introduced the Macintosh computer.
Apple didn’t focus on the features and benefits. Apple showed the world what they believe: Passionate people will change the world.
On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like “1984.”
The best marketers sell us our own identities. Stop talking about your programs and services and start talking about the things you believe.
DO YOU SHARE your core beliefs with your audience?
#5 – Have Rites or Ritual
Get people to do something they would ordinarily never do.
Examples: Tony Robbins gets people to walk on fire. Dave Ramsey has people yell the debt free scream.
ACTION ITEM: Brainstorm ideas of how you could incorporate rites or rituals into your business.
So what do you think? Are you on a mission to start a movement? Do you see how if you implemented these 5 steps you’d get on the fast track to being seen as an authority?
And are you finding these takeaways I’m sharing with you useful and would you like me to continue?
Let me know in the comments below.