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

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

Your agency has a point of view, even if you can’t articulate it yet. You may not think of it in clear terms or define it as such currently, but somewhere underneath the daily grind at the agency, you have some core beliefs that are woven through your recommendations and the guidance you provide to clients.

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

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?

Our point of view is what we know to be true, and it’s this truth that defines how we approach the work and how we add value.

You have to be brave enough to plant your flag. This is where many agencies get stuck. You may have a strong opinion about the work you do. You may have a depth of expertise in a particular industry, with a specific audience or example after example of how you’ve solved the same challenge for many clients. But you don’t boldly declare it because it

In other words, when consumers could see themselves in an influencer, they were far more likely to follow and trust that influencer. It’s not about having millions of followers; it’s about being someone you can relate to and connect with.

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

A strong point of view can absolutely be a specific belief about some aspect of your niche. It can absolutely be a belief about the clients or the industry you serve.