Welcome to episode 50 of the Unstoppable Profit Podcast, this is Mike Stromsoe coming to you live from the living agency laboratory. Today we’re going to be talking about you owning the position as the trusted authority in your customer’s marketplace.
In our referral programs we talk about earning and asking, which is fine, but we must continually deliver value and add and provide clarity, certainty, and simplicity for our customers. It’s not overly complicated, you MUST DELIVER!
Today I want to talk a little bit about you. Yeah you, you have greatness within you, you can do this, but we want you to own the position as the trusted authority in your customer’s marketplace. So how do you do that? If you don’t have something to write with and something to write on, I strongly encourage you to pause right now, get something to write with, get something to write on and let’s get going.
How do you own the position as the trusted authority
in your customer’s marketplace?
No. 1 – What exactly are you selling?
I learned this when I was 13 years old when I was working for my dad in the restaurant business. He said to me one day, “Hey Mike, you’ve only got one thing to sell, one thing that nobody can trump, one thing that nobody can make better than you can. It has absolutely no limits and you are a complete control of it… Son, it’s you!” What are you selling? It’s you, and I need you to be the number one cheerleader, the number one coach, the number one influence in their lives, their business lives at least, and personal lives, why not you? And why not now? For all of your teammates as well, we’ve only got one thing to sell. That’s you. That’s what we’re selling.
No. 2 – Humans connect with Humans
We are in a human relationship. I get the fact that the internet is out there. I get the fact that AI is out there. I get the fact that this massive onslaught of data is out there as well. But ultimately I believe in my heart of hearts, and more than likely for the rest of my time here on earth, there’s going to be a percentage, and 70% of people want that human relationship, maybe more. Based on the millions of people that there are out there in the world, you have unlimited opportunity every single day. So go attract some of it.
Humans connect with humans. They don’t first connect with brands, with companies, with products, with books, with websites, with magazines. They connect with other human beings. You attract humans simply by being human. Be yourself, be you. Be the most incredible version of yourself that you could ever possibly be and get better every single day. Next, make sure that you put a face on your business and your brand. Make sure that you put a face on your business and your brand. So the question is, and we’re not going to go into though a branding conversation today, but what does that brand look like and what does the face look like? It should be different for every organization. You should be uniquely you and who you are.
No. 3 – Your Medium and Your Content
I want you to think about, marketers out there, and sometimes the not so great marketers, that are really connecting with a largest segment of a marketing place, many marketers believe that content matters more than the medium. That’s not necessarily accurate. In my humble opinion, content doesn’t matter more than the medium. I’m not saying the content doesn’t matter. It does matter, but not more than the medium. The medium, or the highway that we’re connecting people with, or the funnel that we’re connecting with people within is what matters most. Then the content follows after that. The ideal or the object that seduces a marketplace, it puts the people and the community together where the buying transaction takes place.
I know that was a big mouthful, so understand that clearly. Okay. We’ve got to connect first. We’ve got to connect that human relationship with the human relationship and then supply the content and everything else that follows after that. Because at the end of the day, my friends, what you’re doing through all of this, you are exercising the fact, proving the fact that you are the authority. You are the authority.
No. 4 – Facts Tell and Stories Sell
Think about all the schooling, all the education, all the years of experience. If you have years of experience, and if you don’t, you’re about to get them. If you will stay strong through all of them. Think about everything that you’ve gone through. There were wins, there were lessons, and don’t forget this. Facts tell and stories sell. Facts tell and stories sell. So through your explaining to people how you’re the authority, tell the story of something that happens. Your clients and your prospects, they’re begging you to take the lead. Take the lead as the authority. People are silently waiting to be led. Take the position as their most trusted advisor for life. Give them mental and emotional comfort that you will be there for them all of the time, in every way and every single day.
We live in a 24/7 world. Don’t lose sight of that. We’ve got to be there for them and there’s lots of ways you can do that without it being you who’s working around the clock. You know my friends, what people want, like I said earlier, they want clarity, they want simplicity and they want certainty. They don’t want a lot. The power of three, they want clarity, they want simplicity, and they want certainty. They want a strong, powerful leader to lead them into managing their insurance program. You’ve got to act like the leader that you have become and you have to help your teammates act like the leaders that they have become as well. Let them know you understand the issues and the problems and all of that, and remind them and prove to them that you have and that you are the solution. They don’t need to look anywhere else.
It’s when we fall short of that, that we sometimes lose clients. I mean, obviously we can’t do anything about people moving out of state, God forbid somebody passes away and that kind of stuff, but the majority, we can, by letting them know that we understand empathy, not sympathy, empathy. Empathize with them, let them know that you understand their problem and that you are the solution. That’s the power of being independent. We work for you, the customer. We’re not beholden to any one company. We’ve got lots of choices to help you with a solution.
No. 5 – How do you distribute your authority?
Well, there’s lots of ways. In fact, the sky’s the limit. You can produce white papers, summaries, blogs, blogs, articles. You can put on seminars. You can do webinars, you can do Zoom segments, you can do radio segments, you can do a podcast. You can do press releases, you can create your own YouTube TV channel. The sky is the limit. Just do it. My greatest encouragement is, choose three or less. The best three ways to reach a particular marketplace. We have done a segment on the client avatar and the client profile summary, which helps you understand the conversation that’s already going on in the mind to that particular marketplace.
The next thing about your authority, it doesn’t even have to be you. Yes, it can be your face in your likeness, but it doesn’t have to be you actually doing it all the time. It doesn’t even have to be a real human. There’s people out there that have visuals, animals, and various other things that represent their business and their brand that are out there. It doesn’t even have to be a human because people connect with things that are sometimes not human. The aforementioned lizard. I mean, think about the empire that’s been built. Not that it’s our favorite competitor, but I mean, think about that for a minute. They’re connected to it. All right, so question for you. Who or what will be the face of your business, your product, your service out to your particular marketplace? Do you know? Do you have that ingrained? Do you have a game plan? Do you have a marketing blueprint for the next 12 months and beyond to make sure that you understand how that face, that connection, is going to be out there?
One of the godfathers of personal development was Napoleon Hill. His position was to begin with a book as a branding, positioning, and promotional tool. A book is a branding, and positioning, and a promotional tool, and it doesn’t have to be 200 pages. I will tell you I’ve had a hand in authoring six books and it’s amazing to me. It’s amazing to me what one little book, when you present it to somebody in a certain relationship building environment, whether it be one on one, a face to face meeting, a trade show and various other forums, if you will, how it just changes your authority instantly, it’s just amazing to me.
I got to, I get to, don’t lose that. Let’s pause for a minute. We don’t have to. We get to, I got to go down and speak to a group of industry professionals last month and they offered to set up a table to be a part of the trade show. I always love to do that because I love to connect one-on-one with people in that particular environment. So I always ship down two or three cases of books, and I just have them there. They’re a tool. They’re a marketing tool. So I have them there and I’ll sign them and all that kind of stuff. It’s amazing to me, I was looking at the booth next to me and there wasn’t anybody at their booth and there was this long line of people at my booth just waiting to get a hold of the copy of the book.
Okay, so you are the expert. All right? Turn your expertise into your marketing advantage and positioning. So what are you going to do to publish yourself now? Remember it’s a marketing tool. It’s not a business. It’s not the core of your business, it’s just a marketing tool. My encouragement though, however, is to build your back-end first. Because at the end of the day, if you put yourself out there to build this incredible authority that you are, it’s going to start to come. So you have to have the back-end built first so that you can handle the onslaught because it will come. Remember, like I said earlier, you must deliver. You must deliver all of the time.
The minute you stop delivering in every way, they’re going to go find somebody else. They don’t need you. They don’t have to do business with you. In today’s world of technology, they can move on a dime and they will. So you better deliver all of the time. Most importantly, don’t write the publication, whether it book, article, blog, vlog, where you’re speaking verbally or otherwise. Don’t write something or talk about something that you want to talk about. Write or speak about the things that the target audience wants to read or hear. It’s all about them and never about you. It’s all about them and never about you.
In the words of Les Brown, one of my greatest speaking mentors that I’ve learned from, Les Brown said, “You’ve got greatness within you so long as you’re greatness within the marketplace.” You do, you’ve got greatness within you. You have incredible value. You’ve just got to share your greatness in the marketplace. Remember, you’re not the hero, you are the solution, you are the authority. Share your authority with the marketplace in a way that speaks to them. It’s not about you, it’s all about them. My friends, we want you to own the position as the trusted authority in your consumer marketplace. You must continually deliver value and add and provide clarity, certainty, and simplicity for your customers and my friends, everything that you would ever want hope for will be yours. My friends, I’ve been doing this for over three decades and simply implementing, executing, and taking action on these strategies has changed my life and it’s changed the life of our family generationally, and it can happen for you.
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I hope this helped you today. Remember, continually deliver value and provide clarity, certainty, and simplicity for your customers and for your marketplace and it will all be yours.
Get out there and make a difference, be unstoppable, and leave no regrets. I’ll see you on the next episode!
The Unstoppable Profit Producer