subject: Authority Marketing: The Key To Attaining Eminence In Your Field [print this page] Lately I've been musing over the concept of Authority Marketing. After a recent article where I discussed the benefits of creating authority, one reader properly posed the query : what's the difference between authority and expertise?
It's a good question. We all feel instinctively that authority implies something more than expertise but it's sometimes difficult to put your finger on exactly what it is. Is authority just the higher echelons of expertise? Or is there something more to it?
Authority is Expertise + Influence
For me, the key is that while an expert is defined by what they know ; an authority is defined by who listens to them.
In other words, you can be an expert by knowing a lot. But to be an authority, people have to listen to your expertise and act on it.
An authority is the expert folk turn to for guidance. When they speak, folks listen.
So to become an authority, you need to not only build your expertise, you must build your influence.
I am awfully tempted to do a2 by 2 matrix here with expertise on one axis and influence on the other. But I'll refrain from consulting cliches on this occasion.
To be influential, you must communicate, and you need to be convincing.
And here's where many marketers fall down. They've a high degree of expertise, but they're unable to convey it in a persuasive manner to their target clientele.
Some don't communicate at all. They're either uncomfortable selling or they've fallen into that atrocious mental trap of believing they are entitled to be given respect and listened to because they are experts.
Others communicate badly they stumble, or confuse and complicate.
Others communicate, but don't convince. Their communication is educational nonetheless it doesn't guide listeners to action.
Authorities strip down ( without oversimplifying ) the complicated. They give clear recommendations and paths to take. They communicate often and effectively. And they're listened to.
What will it take for you to become an authority in your field?
