Episode 50: Building an Authority Brand with Curt Mercadante - Part 2
This week we dive a bit deeper into the four pillars of building an authority brand with Curt Mercadante. When it comes to the right ways to gain attention for your business or brand, Curt says that it is important to have a LinkedIn presence and consistently publish content there. But this will not be effective unless you have a concrete understanding of who your ideal client is. The accuracy pillar addresses this, nudging you towards creating those personas that you will keep in mind as you go about every brainstorming and strategy conversation. Be confident enough to cast a small net into that small pond, making the message relevant to your niche and talking directly to them. Curt calls every person who engages with his LinkedIn posts to make that connection.
This flows right into the next pillar, which is alignment. The right message conveyed to the right audience should draw people to you rather than you feeling like you have to lure them in with pitches or sales techniques. Your impact story will resonate with them and you will be able to speak to their wants without forcing or manipulating them because you are genuinely trying to provide them with something of value that will improve their lives. Finally, authenticity means providing a quality product or service consistently. When people see and hear you through avenues like video content, they will feel like they know you long before they reach out to you about your services and these types of clients are more likely to be loyal and tell others about you. Don’t try to be someone you are not and play to your strengths in every scenario.
Your action item after this episode is to call at least one potential client tomorrow. Curt says that talking with people is the best way to hone your message.
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