Authority: Be the One Who Wrote the Book In Your Niche with Steve Gordon (#048)

Steve is the founder of The Unstoppable CEO, and the host of The Unstoppable CEO Podcast and has written over 400 articles on marketing for service businesses.He's a bestselling author of 4 books; Podcast Prospecting, Unstoppable Referrals, Exponential Network Strategy and the Follow Up Formula.Through his firm, Steve helps service business entrepreneurs create leveraged marketing systems so they can spend less time on business development, and more time on what matters most.You may remember him from a recent Expert Panel: Becoming Limitless that I hosted.Topics:Fundamental challenge for people operating a service based businessProduct based businesses are usually specialized within the business, into separate teamsThe feast and famine cycle'We help the business owner realize the business that they really want to have'All those marketing methods do work, but they don't work for everybodyWe help them create leverage, with a very small time footprint, create consistent business developmentBook number one took about 35 days start to finishMarry your expertise to a solid and simple processWe have the book blueprint, where we breakdown to the key points in the chapter, and each key question to ask each key point, so there's never a blank pageThis is how you can get books done in record timeIt's often as simple as 30 minutes per day, Monday to Friday, for 19 days to have the book writtenYou're a walking talking package of your ideas, but I've to sit with you to sell me your ideasA book is a more efficient packaging to sell your ideas than you"I've a bunch of books printed up, I'd love to gift to people in your network you think would appreciate them"It's a very different proposition, a very different ask"If you're gifted a book you're not even interested in, I'm still grateful they thought of me. It has very high perceived value"All of those authors on your bookshelf, literally own real estate in your worldOften clients say, 'a friend gave me your book, I didn't read it, but I really need what it says on the cover, can you help me?'Authority: You're literally the one who wrote the book on the subjectIt's about getting yourself in a place where people can discover youThis is not about selling 50,000 copies and being on the New York Times bestseller list.Typically you spend $100k-$200k to be get on a bestseller list99% of business owners with expertise need a lead generating book which multiplies their ability to get their message outWhat you do when you run out of relationships and networking events don't tend to have the people you need to talk to as they've sent representatives if at allIt was shockingly easy to get a business owner that I couldn't call on the phone, to accept an email request to be on my podcastA podcast is great for creating relationships, for leading the collaborationWhy selling your expertise is fundamentally different in selling anything elseIf you follow much of the sales training advice you'll just erode trustWhy snake oil salesman are why doctors are so trustedThe client must fully trust the prescription that you give themEven if you don't have legal fiduciary responsibility, it's how we should be approaching our clientsFor one hour a week you can have all your marketing and relationship building done"Anytime thIf you're interested in more visit ▶ https://almcbride.com/minicoursefor a free email minicourse on how to gain the psychological edge in your negotiations and critical conversations along with a helpful negotiation prep cheat sheet.If you enjoyed this episode of Dealing with Goliath Podcast, hit subscribe to hear about our latest episodes.