Why become an Authority?

  • Easier to sell
  • Sell more at higher prices
    • People buy ‘who’ you are more than ‘what’ you sell
    • Story: My website goal = celebritize myself


It all starts with a claim…claim to be the Authority & believe it

  • “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light not our darkness that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented and fabulous? Actually, who are you not to be?” – Marianne Williamson


The Fountainhead

“Do you mean to tell me that you’re thinking seriously of building that way, when and if you are an architect? “Yes.” “My dear fellow, who will let you?” “That’s not the point. The point is, who will stop me?”


Overcome the imposter syndrome

  • Focus on them, not you
  • #1 reason people aren’t Authorities = they don’t believe themselves to be one


The Fountainhead

“You have a right to make people conscious of yourself”


Show the story as it’s happening – Make it a journey

  • Ex: Want to be Authority in poker but you’re not yet?
    • Show how you’re learning
    • Show how you’re playing
    • Eventually you become the ‘master’


You need to be good and get better

  • Stagnant = outdated
  • Re-Examine your strategies
  • Innovator’s Dilemma


Manage your time to do what matters most (at that stage of your business)

  • Must make time to dominate an industry
    • Don’t change daily activities = Don’t change your life
  • Your life changes the day you decide to change


What do Authorities do?

  • Omnipresent – Be seen everywhere
    • More known = easier to sell
    • This is why it’s important to build a brand
  • Repetition – Be consistent for DECADES


Authorities have something to sell

  • What EXACTLY are you selling?
  • Online? Coaching? Service?
    • Authorities don’t just sell products, they GET RESULTS (for people who bought)
      • Reputation is everything
      • “What do I want to be known for” = reputation in industry, not what industry you’re in


  • “Here’s the industry I’m in” vs “Here’s the reputation I have”


    • Greatness determines reputation
      • How good are you…really?
      • This isn’t something you decide, it’s something others decide


Selling a product keeps your business alive

  • You have something to strive for (more sales)
    • Only creating content leads to demotivation
  • Allows you to grow
    • Spend money to make money
    • Slow at first b/c you’re not spending money


What’s your SALES PROCESS for selling your product?


Finally…create content

What’s your STYLE? – You’re selling YOU

  • Direct? Cool? Storyteller? Good interviewer?
  • Must have a personality (TV Personality)
  • Ex: Joe Rogan = confrontational …not afraid to ask
  • Ex: Tom Bilyeu Impact Theory = Great Interviewer


Figure out your style as you go

  • Don’t need to get it right from the start…just start