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

make them say, “Thank you. Every time I turn around, I see something helpful from you. Now that we’ve had a chance to interact, you’re just what I expected you to be.”

This combination of your POV and narrowly defined areas of expertise is the nucleus of your authority position. It’s the foundation upon which you build your content strategy with the clearly defined goal of attracting the prospects you most want to serve.

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

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

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

an opinion or interpretation of those facts. What do the facts mean? What truth is underlying the industry, audience, or problem-solving knowledge?

It helps to collect what I call your agency’s “legendary stories”—those stories of glory you love to tell when you want to illustrate a point, demonstrate your value, or celebrate a victory on behalf of a client.

foundational belief that supports your approach to the work you do for clients.

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.