How to Establish Authority, Gain Influence & More as Presented at GrowFL

1© ADVICE INTERACTIVE GROUP, LLC | 2016 | All Rights Reserved
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How To Establish Authority, Gain Influence,
Grow Your Career, Business and Your Wealth
GrowFL.com
May 20, 2016

2
Who Am I
Bernadette Coleman, CEO of Advice Local
I am a Marketing Expert who helps businesses rank higher in the
search engines. My specialty is local search and helping
businesses get found online.
I am Originally From Pittsburgh (Go Steelers). I have been
featured in Inc Magazine, Fortune, CIO Review , Money
Magazine and Huffington post.
You can tryout my local search technology for FREE at
www.advicelocal.com

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Connect With Me

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What You Don’t Know About Me
• I wrote my first blog in April 2013

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Why Am I Telling You This? – 6 Months

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6
Does This Mean I Am Amazing?
NO!
It means I figured out how to use
High Quality Content to attract High
Quality Traffic, which lead to High
Quality Customers!

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HOW TO ESTABLISH YOURSELF AS A
(CREDIBLE) AUTHORITY.
(HINT: IT’S NOT (JUST) ABOUT THE
TESTIMONIALS OR CREDENTIALS
ANYMORE)
7

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Meet Bill

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Bill Wasn’t A Bad Person…
…in fact he thought of himself
as a fairly decent human
being…
• he was kind to animals,
• set aside money for charity
• was environmentally
conscious
heck he even gave his brand
new Sears suit to Goodwill last
winter.

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Bill just started a new job…
He now sat at the shock
generator and a man in a white
coat instructed him to test the
man in the other room on his
ability to memorize a list of
words…
…to administer an “electric
shock” when the learner made a
mistake, increasing the intensity
with each mistake.

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The guy kept making mistakes…
…so Bill kept increasing the intensity of the
shocks….
• his heart pounding,
• his conscience screaming at him to stop
the insanity…
• It was harsh,
• It was cruel,
…but the lab coat guy told him to keep going
and he did…he pressed the switch again and
again and again….he kept doing it till the
man in the other room fainted.

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OK, None of this is true
It was a dramatic narrative of
the Milgram experiment which
tested the propensity of human
beings to obey authority, even
when it conflicts with their
conscience.
The experiment concluded that when people are ordered to do
something by someone they view in authority; most will obey
even when doing so is against their ethics, values and beliefs.

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Fast Forward a Gazillion Years…
…and we see an epidemic of such authorities in the
internet (and real) world.
• People boasting 25 years of experience
• holding 12 PhDs….in 20 different disciplines.
They HAVE to know what they are talking about,
right?
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With so many “experts” out there…
…and the general distrust for authority, people are
looking for markers of trust and credibility.
So yes, the testimonials and the credentials still
have their place but because the bullshit detectors
are working in overdrive now, you need to establish
believability and trustworthiness rather than just
authority.
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HOW TO INTRODUCE YOURSELF SO
THEY SEE YOU AS THE AUTHORITY
YOU REALLY ARE!
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Do you know anyone who has the word
expert or specialist or God help
me…”guru” in their intros?
The word GURU makes me want to bang
my head against the wall…repeatedly and
with enough force to either knock out those
words or my prized dental crowns out of
my head!
Let’s just be honest here and say it like it is:
“When you call yourself a guru or expert,
you most definitely are not one. You can’t
be a guru and say it..It just does not work
this way”
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An intro is useless unless it is an Authority
Intro.
So what is an authority intro?
• An intro that sells you before you make an offer
• An intro that gets your prospect excited and a little awed
at your talent & authority
• An intro should that primes them for the next step and
urges them to take that next step
And if your intro does not do that, well my friend I have
some bad news for you.
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It means…
• You have to work twice as hard to earn the trust
of people
• You have to work twice as hard to get them to
take the action you want them to take
• You have nothing to sell YOU when you aren’t
there to sell you.
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Let’s Talk About First Impressions
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Meat & Potatoes Baby!
________________________
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Psychological Hooks
+ Your Unique Magic
A Killer Authority Intro

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Who Am I
Bernadette Coleman, CEO of Advice Local
I am a Marketing Expert who helps businesses rank higher in the
search engines. My specialty is local search and helping
businesses get found online.
I am Originally From Pittsburgh (Go Steelers). I have been
featured in Inc Magazine, Fortune, CIO Review , Money
Magazine and Huffington post.
You can tryout my local search technology for FREE at
www.advicelocal.com

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TRIED & TRUE GENIUS METHODS TO
AMP-UP YOUR CREDIBILITY
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Indirect Authority:
• Show logos of
businesses using your
products or services.
• List the states or
countries in which you
do business
• List the industries you
serve,
• The Inc500 companies
your serve…
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Legal Financial/Insurance OtherPlumbing, HVACManufacturing
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The Facebook Grab Method:
Has someone ever said
anything nice about you or
your wisdom on Facebook or
Twitter? Grab a screenshot of
the post and use it on your
sales page (with or without
the name blanked out
depending on the permission
from the poster)
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Visual Credibility:
Show pictures of people
using your product or
service. Sometimes people
are too busy for
testimonials but no one is
too busy to snap a selfie
next to your book, e-course
or painting.
And it makes you stand out
among all the other text-
heavy testimonials.
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Case studies:
• Case studies of actual people
described in detail with or
without the identity disclosed
can be much more effective
than random claims.
• Show how someone:
– solved a problem with your
solution
– derived a big benefit using
your program
Before/afters are particularly
effective when using this method.
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Plumber Case Study

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Credibility By Volume:
This showcases
expertise and
establishes authority by
the sheer volume of
sales (1,000+ people
can’t possibly be
wrong!)
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Sample of Clients Served
3,895
Plumbers
11,669
Dentists
7,372
Attorney
6,961
Restaurants
6,695
Auto
Insurance
8,379
Auto Repair
4,278
Real Estate
Agents
11,320
Insurance
Companies
3,961
Pizza

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Speed of Sales Method:
This method combines
popularity with urgency. If
you sold 200 programs in 3
days, say it and give proof if
possible. It’s the whole idea
of “selling out fast” that
makes people see you as
popular and massively
desirable (not THAT way
gutterbrain!)
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Authority By Association:
• In social psychology there is a concept called the
“halo” affect which means that when people see
popular people use, do or say something, they
perceive it as good. Maybe spend some of the
marketing budget on getting celebrity
endorsements (you don’t need to get Beyonce to
tout your gold-plated elephant…any known
person in your industry would work great)
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Media Mentions:
Got some more
marketing budget?
Send out a few press
releases or have a PR
person pitch your story
to a few magazines.
Broke like a china vase
caught in A toddler
tantrum? Do guest
posts and use that to
get featured into big
publications.
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Now For My Favorite
Part!
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Post good content
and the followers
will come.
It's an edict of
nature.

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Learn Human Engagement
• Capture their imaginations
• Speak directly to their hearts
• Talk about things that they love and are
interested in
• Share ideas
• Listen to their concerns and;
• Consider their feedback.

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We had To Define The Message
Craft a message that will
contribute to a larger story.
Begin with the end in mind.

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Define The Response
What’s the action that I want
people to take once the story
has inspired them?
What are they going to do
once the message sticks?

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Give The Best That You Can Give…
Take a few minutes every day to post
stimulating, engaging content that:
• provokes
• questions,
• humors,
• and causes engagement.

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If You Have Nothing Grand To Share
Then share someone
else's!

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Learn how to Speak Out
• Make a bold comment on a social issue that is in
the back of everyone's mind.
• Take a stand.
• Give inspiration
• Demand feedback and award original suggestions.
• Do not forget to make a clear call-to-action for your
followers as they would be too dazzled by your
brilliance to know or do otherwise.

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Why Is Great Content Important?
Quality content is much more sharable.
Social Media is now the number one reason why
people use the internet,
So creating content people enjoy enough to
share with their friends presents an enormous
potential.
Remember, Quality content is much more
sharable.
Social Media is now the number one reason
why people use the internet,
Creating content people enjoy enough to share
with their friends presents an enormous
potential.

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Why Is Great Content Important?Your readers will
come back if your
content interesting
or entertaining.
The search engines
reward content
which provides
value to people.

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How , Do I Find The Time To Do It?
I am going to tell you my number 1 secret!
First of all, follow these steps to write a high quality
article that solves a problem for your target
audience.

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Attention Grabbing Headlines
Write an Engaging Heading That Readers
Will Quickly Understand:
How would you describe your article or
digital asset in seven to 10 words? Be clear
and succinct, and cover at least one of the
captivating ideas or features of your digital
asset.
• Customer Service Tips From The Pros
• SEO Tips From Todays SEO Gurus
• Wedding Planning Tips From Successful
Brides

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Curated Link Lists
• Top News Posts
Today
• Complete
resource list
• Funniest
• Most Useful
• Top 10
TIP: You can create value for
people who are interested in a
core subject or theme & they will
share them…

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Tips Are Good Share Bait
Offer tips and
helpful advice
using various
asset types, such
as text, apps,
video, images,
and so on…
TIP: Use tips if your goal is to
show thought leadership or
demonstrate commanding
knowledge in a particular area
of expertise

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Now What…
The Secret is Leverage
21 Ways To Be
BRILLIANT!
21 ways to be
Brilliant!

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Step 1: Publish The Article On Your Blog…
Your blog is your
business journal, The
HUB for everything you
do.

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Step 2: Publish It In Your Newsletter
Send and email or a
newsletter gets your
content directly to
your subscribers
email inbox.
If you are not
sending newsletters,
set one up for free at
mailchimp.com

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Step 3: Submit Industry Blogs &How To Articles
Submit you article to industry blogs or create your how-to
and step-by-step articles in text, images, video, or other
asset types. This allows other people to read, copy share
(as long as they promote you) and use it in their material.
• related searches
represent a major
segment of search-
query volume.

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Step 4: Post The Article On Google +
Google allows you to
post entire articles on
Google +.
Not to mention, Google
uses them in their
search results!
As a matter of fact..
Post to all of your social
media sites…Reddit,
Stumble it, Digg it…

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Step 5: Offer to post the article on somebody
else’s blog
Look for blogs that
reach the same
target market as
yours, but written
by non-competing
authors.

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Step 6: Print it on your letterhead
Mail it old school to
20 key people in
your network.
People do still
appreciate getting
material by mail.

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How to Create Engaging ContentDiversify your content
Cover a wider range of mediums.
Images, infographics, streaming videos and
auditory content can all help to make
your content more interesting.

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TIP: Offering up an application, screen savers,
plug-ins, ebooks, and other productivity
enhancements is another great way to solve a
problem for your audience and create a
shareable event.
Create Downloadable Assets are GREAT!
• Screen savers
• Plug-ins
• Ebooks
• Create a circle
• Excel spread sheet (with a formula)

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Step 7: Create an audio version
This is for people
who prefer to
listen ...
Read it out loud,
record it and post
the MP3 file on
your Web site as a
free download.

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Step 8: Podcasting is Crucial
Post the MP3 file to
your podcast (audio
newsletter)A podcast is
an audio newsletter –
delivered automatically
to listeners.
If you don’t have a
podcast, you can use
Hipcast.com to create
it

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Step 10: Presentation is the Key…
Turn it into a Power
Point presentation and
publish it to
Slideshare.com. Put it
on your site as a
resource for download.
Think of Slideshare as
“YouTube for
PowerPoint”

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Step 11: Spread the Wealth
Publish the same
PowerPoint
presentation to
AuthorStream.com
AuthorStream is not
as big as Slideshare,
but it still has a large
number of users.

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Let’s Get Even More Creative
Remember…Web content
is no longer primarily
about written content.
Although textual content
is still extremely
important, visual content
including images,
infographics, and videos
are also becoming
increasingly popular.

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Step 12: Graphics & Social Media
Save the PowerPoint
slides as individual
graphics, and use
them to create a
series of images and
printed postcards.
Share them one at a
time on your social
media.

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Step 13: Infographics Still Rule
Use Visual.ly to create
an infographic from
the article’s content.
Don’t forget to do
your linking.
Submit your
Infographic to
infographic sites.

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Step 14: YouTube Rocks
Record a YouTube video,
talking through the article
point by point. Upload and
optimize the video. Put a
link from the video to your
other assets including the
article on your site blog.

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Step 15: Animation
Save your PowerPoint
slides as individual
graphics, and use
Animoto.com to create an
animated slide show
Animoto turns a
collection of pictures into
an attractive slide show
with music and
animation.

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Expand the article to create even more substantial
content ... Distinguished it as being more
exhaustive and comprehensively researched.
• Best Of
• Top Ranked
• Complete List Of…
Remember to use detailed information, images,
and commentary for each item
Now It’s Time To Expand Your Work

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Step 16: Extra, Extra, Read All About It!
• Expand each of the points in the article and turn it
into a special report, which you publish as a free
PDF download on your Web site The report should
be about 4-5 pages long
• Creating a real-world business case attract a like-
minded business or consumer audience
• Good case studies can
take on a life of their
own and often get
shared around the Web.

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Step 17: Special Reports Continued…
Upload the PDF
report to Issuu.com
Think of Issuu as
“YouTube for special
reports”

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Step 18: Research and Statistical Data
Turn the article in to a one-page diagnostic tool, and
publish this as a PDF report. For each point in the
article, replace the explanation with a simple 0-5
rating scale.
Provide unique insights into a
business or consumer problem.
This is one content idea that could
catapult your website and social
presence into the mainstream
social conversation.

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Step 19: Quizzes, Polls and Surveys
Turn your Article into a poll or
Quiz. Take each point and add 3
multiole choice answers along
with an other. Use Google Form
maker to create and share.
• Quizzes for your audience is a
fun way to earn their
attention
• Polls and surveys are a great
way to gauge what your
audience is thinking and get a
pulse on your market-
research efforts.

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Step 20: Live Video & Hangouts
Use Ustream, Google Hangouts, or other live
video services to create an event and
broadcast your content.
Create a live
Discussion or
Question & Answer
session with your
your audience.

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But WAIT, There’s more…

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Remember to consider how your audience
consumes content. Use each suggestion
accordingly.
This Is My List Of Engaging Content Ideas

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• Insightful Q&As with
interesting people
• Fun, engaging,
informative
• Many asset types,
including video, audio,
text, and images.
• Build relationships Help
broaden my reach and my
network.
The Interview

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Stories and Antidotes Special and unique
content comes when
sharing real life stories
and experience.

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Contests and Giveaways
• If you give away something that interests your
key audience, you will receive attention in
return.
• Use your entries as a way to offer additional
content-opt-in opportunities
• Keep in mind that your giveaway should be
relevant to your end goals, or else you will
attract an irrelevant audience.

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FAQ’s
• be considered mandatory
for any business, product,
or service on the Internet.
• provides the answers that
your core audience most
commonly seeks
TIP: Not only for social
outreach but also for search,
because many people will
enter their common
questions about your
business into a search box.

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Reviews
Consider providing regular reviews or
commentary on products, services, or
even business strategies
Use text, video, audio, or a variety
of combinations of asset types.

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Recommendations
Great way to illustrate your knowledge
of a particular topic by relaying helpful
choices to your audience.
• TIP: Recommendations put a
more positive spin on the
review process, without being
negative or creating any ill will
with your audience.

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Scoops or Exclusive Announcements
Being first with a great story can be a
tremendous advantage as content breaks
out in real-time.
TIP: Consider contacting major
players in your business space and
ask whether they have any new
products or services that you could
cover for your blog

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Q & A’s From People Within Your Network
Answering questions and offering expert
advice should be a fundamental part of your
content strategy.
TIP: Post on third-party networks, or create a
blog post with three to five common questions
you’ve received and answer them for your
audience.
Also remember to add your answers to your
site FAQ.

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Images and Image Channels
• Showcase entire galleries or photo channels
on Flickr or SmugMug or create your own
galleries on your blog or website.
• Shoot an industry or consumer event and
tell your subjects where to find you online.
TIP: Audiences are almost always
captivated by content about
themselves.

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Bios and Get To Know You’s
Routinely spotlight
different people on
your team or within
your company.
Add a picture and
publish a Q&A.

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Live Blogging & Live Tweeting
• blogging live from the event
• Give a factual recap of what is being said in real-
time, or offer your own side commentary.
TIP: Create a #Hashtag. It is
very common for people to
monitor social streams by
hashtag or keyword during
these types of events.

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Posts About Other Posts
• Blog about your blog
• Blog about a press release
• Blog about a citation
TIP: This way, you can tell the regular audience in one
channel about his column and also offer different bits
of information to supplement the topic.

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Commentary and Editorials
• Establishing yourself as a conversation leader,
communicate your opinions on the main issues
and topics.
– Blog posts
– Social conversation
– Status updates
– White papers
– Videos…
Be prepared to follow up with comments…

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TIP: A good piece of
insight is one of the
best ways to establis
yourself and your
business as a though
leader in both the
content space and
business space.
Thought Leadership

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Glossaries
• Informative content
• Rank well in search
• Glossary terms on a
single page
• Create unique pages
for expanded
definitions
• SHARE IT!

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Write Down Ideas
TIP: Create a spreadsheet that you can update
with interesting bits of information as you go
through the day.
Refer to this spreadsheet when you need a
content idea for your next blog.
• As you are going through your daily tasks,
• reading your industry blogs,
• conversing with others in your industry,

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Remember:
• In Conclusion
• The above are some of the techniques smart
businesses are using to establish their authority
and credibility and are equally applicable to
online and offline interactions. Needless to say,
all the other must-haves of honest interactions
still apply; standing by your word, not over-
promising and just taking a non-asshole
approach to all interactions.

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Q&A
91

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