When you’re conducting a brand audit, one of the things you really want to consider is which results you own and which you do not.

We always say that Authority is all based on what industry, business, marketplace, and community you are in. Those factors and the goals you have for your business and industry are going to determine what pillars of the Authority Marketing framework you should be concentrating on.

When you teach people and educate without it being a sales pitch, where there is nothing expected in return, that’s when people are more motivated to want to work with you. This is why Authority Marketing is hands down the most rewarding way to build a business, a reputation, and a legacy.

we want to share content that is smart, vulnerable, funny, or educational, and the more you develop such content, the more people want to share it.

conversion is much more about positioning than prospecting.

“What is the yearning, burning problem that my target customer is grappling with?” Then write a book that addresses that.

going around the media to build affinity and generate attention from his audience

“You’re either growing or you’re dying.”

Authority reduces the sales cycle.