Here at Advantage|ForbesBooks, there’s a saying we can’t get enough of: You can’t spell “authority” without “author.” And it couldn’t be truer! Book authorship, beyond a shadow of a doubt, is the foundation upon which you will build your authority in your field. In other words – authority derives from authorship. (Funny enough, you can look at it the other way around, and you’ll discover a different yet fascinating angle of the same point!)* As the authorities on Authority Marketing, Adam Witty and Rusty Shelton naturally penned their own book on their expert topic.
In Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant, Witty and Shelton explore every corner of Authority Marketing, unpacking the concept for business leaders and outlining how to use it in their own companies. Part 1 of the book examines the history and definition of the concept, while making a compelling case as to why it should be industry-standard for any professional who is serious about growing their business. Part 2 explains how to build your Authority Marketing blueprint, which is a detailed marketing plan that leverages the Seven Pillars of Authority Marketing. The third and final part of the book centers on the implementation of your blueprint. The first step of putting any Authority Marketing blueprint in action? You guessed it – authorship! To get moving on establishing yourself as the Authority in your field – you have to write a book.
Witty and Shelton are two of the most accomplished experts in this space, and truly champion this concept. Any person who is serious about positioning themselves as the authority in their field will (have to) write a book to back up the assertion. Not only that, but a book serves as the base on which the Seven Pillars of Authority Marketing are mounted. A book is instrumental to the successful execution of each pillar – it drives referrals, serves as a content marketing tool, will allow you to book speaking engagements, builds an audience of readers to facilitate lead generation, assists with branding and omnipresence, creates a bridge to the media, and can be handed out at events where you discuss its contents. A book makes it all possible, and that is why the section of the book dedicated to the implementation of your Authority Marketing blueprint begins with a discussion of our favorite phrase – You can’t spell ‘authority’ without ‘author!’
Authority Marketing is available May 9th! Pick up your copy to learn how to dominate the competition as the authority in your field. Pre-order your copy here!
**You can’t spell authority without author – but perhaps that’s because the designation of ‘author’ was itself borrowed and extracted from the word authority. Because that’s the only proper designation for someone who pens the definitive treatise on a topic. (Even in the context of fiction, the author is the end-all be-all authority on the content of the book. If you have a question about the Harry Potter universe, for example, the only true arbiter is JK Rowling. She wrote the book on it – no one’s opinion can outrank or supplant hers. She’s the ‘field’ authority.) Any way you slice it, there is a distinct relationship between the words ‘authority’ and ‘author’ by which you will always find them intrinsically, linguistically, and idiomatically correlated. That much is certain. And since Authority Marketing – which melds authority and authorship to breed success – is our bread and butter, we think that’s really interesting!