The Smart Way to Find Quality Clients Who Pay You More Money (and Put the Fun Back Into Your Business)
Sick of deadbeat clients, small margins, and poor cash flow?
Or perhaps you’re fed up with working long hours without much to show for it.
It doesn’t have to be that way.
If you can create the perception that you are a cut above the rest, people will seek you out.
More than this:
You will attract better quality customers/clients who pay you more money.
More money per client gives you lots of options.
Perhaps you can scale back on work a bit.
Or keep working at the same level and use the surplus income for investments – more passive income for you.
Like that idea?
So how can you do it? Well, you do it with an authority positioning strategy. Done correctly it really will give you a huge advantage in your marketplace.
Like that idea too?
Good, so dive into this post – I want you to lap it up.
Who Will Gain Most From This Post?
This post is for you if you run a business that offers expertise in one form or another. You could be a one man band, or maybe you run an office and employ staff.
It doesn’t matter. What does matter is that you and your team (if you employ people) have skills that deliver tangible benefits for customers and clients.
So if you run a professional practice (e.g., legal, accounting, dental, etc. absolutely ), or are an expert on other topics, this is for you. Even if you primarily sell products rather than services, if there is an expertise element in the buying process, you should also read this post.
So let’s get started.
What Is Authority Positioning?
Short Definition: You as a leader in your niche
Authority Positioning is about creating the perception that you are the trusted and valued expert in your business niche. Your positioning determines how your clients ‘see’ you.
Notice I used the word ‘perception’. It suggests you have to be ‘the best’ or even a guru. Far from it. All you need to do is create an impression that you know what you’re talking about, and can help people solve a problem and improve their lives or their businesses.
At the end of the day that’s all people are looking for, right?
A big name in the direct marketing industry is Dan Kennedy. You could say he is a living legend. This is what he said about the topic:
“The simple truth is, if you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset.”
Ouch! Strong stuff but I think he’s ‘on the money.’ The world is fast changing, and unless we lift our game, we’ll be left behind like an old maid at a wedding.
Another big name in the internet marketing industry is Frank Kern. Perhaps you’ve heard of him. He’s sold $100 million worth of products so knows a thing or two about marketing. This is what he said:
“Positioning, most importantly positioning yourself as an authority, is the single most important thing you can do to increase your perceived value to the marketplace.”
If you incorporate some authority building activities into your customer acquisition process, sooner or later you’ll gain authority status. So, you’ll be leveraging the knowledge you have now into a ‘brand’ which bestows an aura of respect and competence onto the recipient.
Do you think you can handle that? Good.
The bottom line is that your new brand will attract a new audience and convert some of them into higher paying customers and clients.
Why You Should Embrace An Authority Positioning Strategy
Finding customers and clients is a time consuming and sometimes frustrating activity, particularly when a business is in launch mode.
Some of the typical activities business owners engage in are attending networking events, calling existing contacts and new leads, cultivating referral sources and of course, advertising.
However, things are different when you position yourself as an authority.
People will seek you out. They will recognize that you and your business will be their first choice.
So that’s the first benefit. The second one is pricing. People instinctively know that niche leaders always charge more. So it will be no problem for you to up your rates.
More moolah for you
Another benefit is the love of work. I don’t know about you, but when I’m working with interesting clients my work satisfaction skyrockets. One thing I hate is dealing with deadbeat customers – that’s why I always try and screen them out beforehand. So by positioning yourself as an authority, you’ll tend to attract better quality people. And it’s likely they’ll pay you more money, and are easier to deal with.
Extending the idea of work happiness further, I’ve found that I enjoy my work, even more, when clients and customers do what I ask them to do.
They tend to have a bias for action, and because they automatically respect you (thanks to your authority positioning), they will be much more likely to act on your recommendations, which might include purchasing more products or services from you.
Respect is imperative. You want customers to respect you – you don’t want them to be always questioning the wisdom and value of your advice and recommendations.
Another benefit is this:
If you currently spend money on ads, you may find that you no longer need to spend as much – or any. And dollars saved will, of course, go straight to your bottom line.
Finally, because of your higher profile, more doors will likely open for you.
You’ll make new connections with influencers and multipliers. A virtuous circle, for sure.
Don’t Even Think About Authority Positioning Till You Do This
There are two foundational things you MUST do before embarking on an authority positioning program:
Understand the Pain Points and Hot Buttons Of Your Audience.
Think of your ideal client. What are the defining characteristics? What keeps them awake at night? What itch do they have that needs to be scratched? Can you identify problems they don’t even know they have (this last one might be a game changer)?
Articulate How You Can Make Their Lives Better
So what makes you unique? Sure you’ve got skills and knowledge. And yes you’ve probably got a university degree or three. But most of your competitors have the same thing. And your audience knows it.
So how do you stand apart? How are you going to set the cat amongst the pigeons and create the perception that potential clients should hand their hard earned money to you (or your business)?
Positioning Strategies – The Secret Sauce
The key to authority positioning is education. You must educate your audience about your points of difference – your unique selling proposition (USP). Even if your points of difference are minimal, if you articulate them well, you will create a perception of uniqueness that your audience will find attractive.
Jack Mize, is a host of Authority Alchemy. His take on the topic is as follows:
“You begin to position yourself as an authority by consistently providing useful information to your audience — information which solves problems, offers solutions and addresses needs. Your audience finds you, in great part, simply as a result of you positioning yourself as an educator and advocate for their success.”
That is one heck of an observation. I thought of repeating it, but I will resist the temptation, except to highlight the last sentence:
“Your audience finds you, in great part, simply as a result of you positioning yourself as an educator and advocate for their success.”
So that’s it. You must become an educator and an ADVOCATE FOR THEIR SUCCESS.
This is powerful stuff and if you ‘get it’ the keys to the ‘Prosperity Kingdom’ have now been handed to you.
So how do you educate? Here are some ideas:
Examples of various positioning tools are as follows:
- Speaking Engagements
You can extend the concept further. Some people have even written a book and had it published.
Keep in mind that a tool such as a newsletter is only useful if the messaging is spot on. Messaging is not only about the subject matter but also about good writing. When you write, you should write with posture and confidence. People will pick up on that and give the writer more respect, which is the essence of authority positioning. By the way, check my blog post on the topic of posture:
About subject matter. Consider including case histories and customer stories. These should include examples of how you (or other team members) helped customers solve a problem and produce a better result.
The same thinking that applies to the offline strategies also applies to the online way of doing things. Examples include:
- Article Marketing
- Guest Blogging
- Video Marketing
- Your Blog
- Free Report
Because messaging is such an important topic I wrote a full-on blog post on the subject. Check it here:
Why You Need a Blog
If you don’t have a blog for your business, you need to get one – like yesterday.
If you want more credibility and have decided to use the internet to help give it to you, a blog is the best way to do it.
Not only can a blog give you more authority it can ultimately help position you as an authority in your niche.
Whilst other platforms (such as social media sites such as Facebook, and video platforms like YouTube can help, the blog is your property – you own it, you control it. It is your digital asset.
Think of your blog as the center of your online marketing universe. In my opinion, it is the premier online way to boost credibility and authority positioning.
Posting regular content on your blog will educate readers about your expertise, and your ability to solve problems and improve outcomes. You can also use it as a relationship building tool. (Building relationships is another prerequisite for a successful client attraction strategy.)
People often ask me about the perceived traffic getting benefits of a blog. My answer is always the same – a blog can be an excellent way to get traffic, but it is not always a quick strategy. But certainly from an SEO point of view, a blog is a superb way to get ranked for keywords that are relevant to your niche.
Your Turn – Time to Comment!
What was your biggest takeout from this post?
After reading this post are there any ideas that you will now embrace?
Make a comment below!
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I will give you 30 minutes of my time (by phone or Skype) for brainstorming, including specific strategies on your USP, customer messaging, and narrative development. That’s a $300 value. I’ll always focus on skyrocketing your income by showing you how to attract clients who pay you top dollar.
All at no cost to you. All I ask for in return is a testimonial and the opportunity to build a valuable relationship.
Results matter, so that will be my focus for you – to give you useful ideas you can use straight away.