Your prospect is drowning in a sea of information, and of options.
You can’t be just relevant, and you can’t just be an authority. You have to be both. If you aren’t both, you’re only contributing to the cacophony instead of offering the clarity that the prospect is so desperate for.
Being an expert is not the same thing as being an authority. Experts are a dime a dozen. It’s not a differentiator anymore. You’ll have to rebrand yourself as a visionary. You’ll also need what Jay Abraham refers to as preeminence. In other words, you are THE trusted advisor that will even steer the prospect away from your solution to another product or service if it is in the prospect’s best interest.
Relevance is about solving the prospect’s underlying problem, the unspoken problem. In other words, the disease rather than the symptom. For that, you must understand what drives your prospect, what their pain points are, and what their worldview is. The four forces that drive your prospect are: fears, frustrations, wants, and aspirations. Attend this Saturday and you’ll learn how to map these four forces to your messaging, along with how to cut through the noise in the marketplace and establish super-credibility to your target audience.
Considered on the world’s top authority Stephan Spencer will share his insight on relevance & authority with both the real & digital world. Stephan is the creator of the 3-day immersive SEO seminar Traffic Control; an author of the O’Reilly books The Art of SEO, Google Power Search, and Social eCommerce; founder of the SEO agency Netconcepts; inventor of the SEO proxy technology GravityStream; and the host of two podcast shows The Optimized Geek and Marketing Speak.
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From October 27, 2018 12:41 pm to 02:41 pm Save to calendar