Sell with Authority: Own and Monetize Your Agency's Authority Position

Every agency needs to have an opinion about the work they do on behalf of their clients. We need a strong point of view about the marketplace, our audience, or our product or service.

A narrow niche, a strong point of view, and being findable in multiple places are the hallmarks of an authority position.

Your authority position has to be channel-agnostic to survive the test of time.

We’re able to help our clients because we know what truths about their industry?

The idea is, you use your cornerstone content channel to create a relationship with your prospects by featuring them as your guests.

The next characteristic of cornerstone content is that it can be the epicenter of your efforts.

Cornerstone content is: • meaty enough to produce lots of smaller pieces of content. • significant enough to serve as the epicenter of your promotion, activity, and eventual fame—in your circle of influence, of course; we aren’t suggesting you’ll become the next Beyoncé! • consistent in how often you create content and how much you stay focused on

Top that off with the human truth that you’ll get bored with the topic long before your audience does.

After several rounds of why, you will get to some facts or insights that will require some diagnosis on your part. If all of these things are true, what does it suggest or tell you? What can you conclude, learn, or change to break this pattern? Where is the faulty logic or assumption that puts you and your clients into this spot?