Sneak Peak At Authority Marketing
With all the hype surrounding Adam Witty and Rusty Shelton’s hotly anticipated new book, Authority Marketing, we conceded to give readers a sneak peak of this riveting new title from ForbesBooks! The definitive volume on its subject matter, the book serves as your one-stop for everything you need to know about the new frontier of marketing. Now, without further ado, here is your exclusive sneak peak of Authority Marketing!
Charlie Epstein went over his notes carefully as the car proceeded down Avenue of the Americas in New York City. He had been studying and rehearsing the entire way from Springfield, Massachusetts. As the car pulled up to the offices of Fox News, Charlie took a deep breath. He was about to appear live on Fox Business’s Closing Bell with Liz Claman and was determined not to screw it up. A few weeks earlier, he had been given the opportunity to appear on the show remotely, but things had not gone well—his location was too dark and his responses not as sharp as he would have liked. Luckily, his team had convinced the show’s producers that he would be a much better guest in person. Now it was time to do or die.
For Charlie, it was an incredible moment. As he waited in the green room among familiar TV news personalities, he couldn’t help but consider how far he’d come. He had gone from being a normal life insurance and 401(k) salesman, waiting on his next prospect meeting, to a leading Authority in the financial field waiting in the 4 green room to address millions of Americans on one of the highest-rated cable finance shows.
How had things changed so much for Charlie?
His transition from commoditized financial advisor to leading Authority in the financial space began with a decision he made years earlier, to play a game no one else knew was being played. He recognized that he was fighting an uphill battle competing in a crowded space and knew he had to do something to differentiate himself from his competitors.
. . .
Entrepreneur Ben Compaine once said, “The marketplace is not a podium in a quiet lecture hall where everyone gets a turn to speak. It’s more like a crowded bazaar in Casablanca. You must distract people from their main occupation—living—and show them that they can’t live a minute longer without one of your beautiful rugs.” When you and your business are the Authority, you have a powerful microphone and platform in that crowded bazaar, and that wonderfully unfair advantage makes all the difference, because it allows you to stand out above your competition. Done properly, Authority Marketing isn’t about ego or attention—it’s about affinity, which equals trust, and it turns you and your business into a magnet for potential clients, customers, or prospects, rather than you needing to go out and sell yourself to them one at a time. This book is about showing you how to do just that.
The wait is almost over. Adam Witty and Rusty Shelton’s Authority Marketing is available on Amazon and in stores May 9th. The key to your success as a business leader is one compelling read away. Thousands of copies have already been pre-ordered! Don’t wait to pick up your copy!