By Alan Graner
Difference between an expert and an authority
An expert knows. An authority influences.
When you’re an authority it’s easier to promote your business. People clamor to give testimonials. You get more leads. Customers and prospects begin coming to you because they trust you, making it easier and faster to sell your products/services.
How to become a trusted authority
- Be different. Stand out.
- Become an expert in your niche (because you can’t be an expert on everything).
- Know as much or more than other authorities in your niche.
- Create an authority website as a central repository of all your writings, activities, FAQs, opinions and insights that set you apart.
- Focus on the future, not the status quo.
- Address industry changes and detail your opinions online (e.g., your company blog, newsletter, articles, etc.)
- Appear on radio shows and podcasts. Find the host’s contact information and explain why you are ideal for their audience.
- Speak wherever possible: trade shows, seminars, forums, industry gatherings.
- Write as often as possible: blogs, articles, eBooks, guest blogs, white papers, newsletters, columns in industry publications. To become a true authority, write a book.
- Establish yourself as the go-to person with local, national and industry media for answering questions about industry problems, trends, innovations.
- Create a YouTube channel and produce videos: insights into industry problems, education courses, how-tos, trends.
- Teach workshops.
- Host seminars and webinars.
- Boldly voice your opinions.
- Help others succeed. Take on a mentor role.
- Keep learning. Establish your position as ahead of the curve.
What would you add to this list?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.