On an episode of “Leaders In The Trenches” with Gene Hammett, Brian Ainsley Horn, Best Selling Author, discussed how entrepreneurs can develop the Authority Mindset.
According to Horn, becoming an authority in your marketplace will allow you to stand out from your peers. However, this “authority” thing comes with some limiting beliefs that you have to overcome.
Horn said, “Your service needs to target a specific pain that keeps someone up at night.“
When host Gene Hammett asked, “Why is it important to become an ‘educator and an advocate’?“ Horn answered, “People are uncomfortable calling themselves experts – but as long as you can say you are acting as an educator and advocate for your customer’s success, you are in true alignment with your purpose. It’s important to wrap your mindset around this concept.“
During the interview, Horn explained the art of “micro-specializing” stating, “Basically it’s becoming an expert on a very specialized topic within your niche, instead of trying to be the answer to everyone’s problem. People are often worried that if they niche down the services they offer, then they’ll end up missing out on a lot of business. But think about it terms of food. Would you rather go to the best steakhouse in town for a steak or to a restaurant that serves steaks, Italian food, Chinese, Indian, etc.? Probably you’d want to go to the place that specializes in steak. There is a place in Houston that specializes in ‘bone-in fillet’…even more specific than just a steak. And if I want a good fillet, I’ll go there and spend two to three times as much as a fillet costs at other steak restaurants. The same thing applies to your business. The more specialized you get, the less competition you have and the more money you can charge for your services.”
Brian Ainsley Horn is a bestselling author, investor and entrepreneur that helps professionals leverage their knowledge to gain authority status in their industry, then uses “authority marketing” to get them national media exposure.
The interview concluded with Horn saying, “Authority marketing helps entrepreneurs leverage their knowledge to gain authority status in their industry. This authority status then allows them to dramatically amplify their message and convert their new audience into higher paying customers. In other words, it’s the process for positioning yourself as an authority, or even a celebrity, in your marketplace.”
To listen to the full interview on Leaders In The Trenches, visit http://leadersinthetrenches.com/106-the-authority-mindset-brian-horn/.
To learn more about Brian Ainsley Horn, please visit authorityalchemy.com.