Adam Witty, How To Manufacture 'Authority'

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00:00
welcome to funnel hacker radio podcast
00:02
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward well welcome back
00:17
everybody welcome to fun hacker radio
00:19
I’m your host Dave Woodward today you
00:20
guys are in for an amazing opportunity
00:22
hear from Adam witty Adam welcome to the
00:25
show Dave thanks for being well thanks
00:29
for letting me be with you you guys may
00:32
not know who Adam is she’s actually the
00:33
founder and CEO of advantage media group
00:35
and also Forbes book Forbes books and is
00:39
an author of seven books and really one
00:41
of the main things we want to talk to
00:42
you guys about today is the importance
00:43
of becoming an authority and the great
00:46
thing Adam has actually worked with a
00:47
ton of entrepreneurs to really help them
00:49
become authorities in whatever industry
00:51
they might be in through the use of
00:53
books you’ve seen a lot of the things
00:55
that we’ve done inside of clickfunnels
00:56
with obviously obviously with Russell’s
00:58
expert secrets with dot-com secrets and
01:00
we really want to kind of dive right
01:02
into this whole Authority marketing type
01:04
of conversation again Adams an expert in
01:06
this and you guys are in for an amazing
01:08
ride so get ready take some notes and
01:10
we’re just kind of dive right in so with
01:12
that Adam what exactly do you classify
01:14
as authority marketing what is that
01:16
topic yeah so I hate to bring up
01:20
politics so early in the podcast but I’m
01:25
gonna use an example that is live and in
01:29
the flesh and that is the President of
01:32
the United States is Donald Trump full
01:37
handedly systematically used Authority
01:40
parking to become the leader of the free
01:42
world and if you don’t believe me look
01:45
at every other successful businessperson
01:48
that has tried to be president before
01:50
Trump and none of them ever had any
01:53
success but Trump really started running
01:57
for president in 1987 when he wrote his
02:01
book the art of the deal and if you’ve
02:04
ever gone back to read that book he more
02:07
or less lays out his campaign plan some
02:13
30 year
02:13
years ago and over those last 30 years
02:16
very strategically very systematically
02:19
Donald Trump has done things to make him
02:23
appear larger than life to build a name
02:27
and to build a brand where people would
02:30
literally want to put his name on top of
02:32
skyscrapers and I think it’s such a
02:35
great example of authority marketing and
02:38
certainly a very relevant one this day
02:42
and age but to answer your question Dave
02:45
Authority marketing is the strategic and
02:49
systematic process of positioning an
02:53
individual or a company as the leader
02:58
and expert in their community in their
03:01
industry in their marketplace and and
03:05
it’s all about this idea that when
03:07
you’re the authority it gives you or it
03:11
gives your company an unfair advantage
03:13
over all your competition you become the
03:18
logical choice that people would prefer
03:20
to work with over all of the
03:24
alternatives and the best news about all
03:27
of this is that authority can be
03:30
manufactured it can be systematically
03:33
and strategically created if you’re
03:36
intentional about it I love it I love
03:39
the idea as far as that unfair advantage
03:41
and I also appreciate to understand the
03:43
fact that it actually be manufactured
03:44
and I think these days it’s kind of
03:47
mentioning I’m in the process right now
03:48
we have a huge event coming up here
03:49
September 15th the day after this
03:51
podcast is gonna go live and we’ve got a
03:54
ton of influencers that we’re bringing
03:55
it to Boise we’ve got this viral video
03:58
launch and the amazing thing to me is
03:59
this whole idea of authority it when I
04:03
take a look at these YouTube influencers
04:04
and I’m just absolutely amazed at people
04:07
who have Lily manufactured their
04:10
authority you have millions of views
04:12
millions of subscribers who are asking
04:14
astronomical sums of money to fly into
04:17
Boise and I’m like absolutely I’ve
04:20
struggled so much X I’m like you guys
04:22
don’t even do anything and get it the
04:24
same time
04:26
this amazing authority and they command
04:28
so many eyeballs so I really kind of
04:30
like to address the idea that you just
04:32
brought up and that is how do you
04:34
manufacturer this kind of authority yes
04:37
so the first thing we should all
04:38
remember as marketers is people buy on
04:42
perception oftentimes not on reality and
04:47
and and if you are the real deal then
04:51
someone will buy on perception but you
04:54
will back up those perceptions with
04:56
reality and so that’s a fundamental
05:01
thing that we as marketers have to
05:02
remember is we are very much in the
05:04
perception business
05:05
now when I say Authority can be
05:07
manufactured what I mean by that is look
05:10
you have to know something about your
05:14
thing whether it’s the industry that
05:16
your company’s in whether it’s the
05:18
community that your business operates in
05:21
or the marketplace you have to know your
05:23
stuff but the bottom line is that
05:26
there’s a lot of people that know a lot
05:30
of stuff about a lot of things but they
05:33
don’t tell anybody that they know a lot
05:36
of stuff about something they don’t do a
05:38
very good job at getting the word out
05:41
and so when it when it when I say
05:44
Authority can be manufactured it’s this
05:47
idea that there is a strategic and
05:50
systematic way that you can promote your
05:54
expertise so people will realize and
05:58
recognize that you are a thought leader
06:01
you are an expert at your thing which
06:05
makes them of course want to hire you it
06:08
makes them want to work with you or work
06:10
with your company I love that I think
06:13
that’s the main thing I want to really
06:14
kind of dive in I don’t free a lot of
06:16
the stuff you do it’s primarily through
06:18
books is that correct yeah so no doubt
06:21
that when you become the author of a
06:23
book when you’re the guy or gal that
06:26
wrote the book on the topic that in and
06:30
of itself
06:31
a lot of situations where people
06:36
automatically say well you wrote
06:39
the book on it yeah we broke up the
06:41
audio there a little bit so if you don’t
06:43
mind for some reason tell us a little
06:45
more as far as when you’re the authority
06:46
when you write that book let’s go from
06:47
there if you don’t mind yeah so when you
06:50
write the book on the topic no pun
06:53
intended
06:54
it really is seen as many as being the
06:56
trump card because it demonstrates it
07:01
demonstrates to the audience that you
07:03
know what you’re talking about
07:05
otherwise how in the world could you
07:09
have written a hundred and fifty or 200
07:12
pages on the topic and so what book
07:16
authorship does is it communicates to
07:20
you your prospect that without a shadow
07:23
of and without a shadow of a doubt you
07:26
know a lot about this topic and they
07:29
should trust you as the service provider
07:32
as the expert to help them with whatever
07:36
it is they need helping on on that topic
07:41
so let’s talk a little bit about how
07:44
long does it we see a lot of books these
07:46
days being written a lot of people
07:48
trying to you know manufacture that
07:49
authority whether it’s they they become
07:52
part of an anthology type of book where
07:54
it’s some major face and they put a
07:56
whole bunch of other chapters behind
07:57
them they try to use that as a story
07:59
what type of book you’re really talking
08:00
about that creates real Authority you’re
08:02
talking I mean 100 plus 150 plus pages
08:04
that’s that’s a real content so help me
08:06
if she and exactly what type of book and
08:08
how do they actually create these things
08:10
real Authority comes from real books
08:15
you can’t fake it and you can’t mail it
08:18
in so you were just mentioning you’re
08:22
just mentioning Dave these anthology
08:24
books where you write one chapter thirty
08:30
other people write one chapter and they
08:33
get a really famous celebrity on the
08:35
front cover and now you can say and I
08:39
say that in air quotes you co-authored a
08:43
book with Richard Branson well no you
08:47
did you wrote a chapter and that chapter
08:51
was submitted to someone
08:53
who then paid money to Richard Branson
08:55
to agree to let them put his name on the
08:57
cover so really to build Authority you
09:02
do need a real Parkin so that’s a
09:04
hundred and fifty page that’s a 200 page
09:07
book I mean that’s significant that’s
09:10
30,000 words maybe 35,000 words in the
09:14
publishing industry we say what’s a real
09:16
book well you can tell a real book by
09:18
the thump factor the thumb factor is the
09:25
noise the book makes that thump sound
09:28
when you put it down when you kind of
09:30
throw it down on a table if it’s a real
09:33
book it makes a real thump if it’s a
09:37
pamphlet you can barely hear it at all
09:39
and so to build authority that real book
09:45
it creates and without a shadow of a
09:50
doubt it just creates this immense
09:53
amount of credibility and if you write a
09:57
good book that’s engaging that’s
09:59
informative that really helps teach and
10:03
lead your prospects down the right path
10:06
what you’ll find is that people will
10:08
read your book and they’ll be calling
10:11
you an email england saying how do i
10:13
talk to you how do I hire you how do I
10:16
hire your company to help implement this
10:19
or help make this happen in in my
10:21
business so let’s talk real mechanics on
10:26
this kind of things I know that you know
10:27
I’m sitting here I’ve got experts
10:28
secrets in one hand dot-com secrets in
10:29
the other to the books that Russell
10:31
wrote both over 20 50 pages I mean
10:33
that’s the type of factor that you get
10:35
when you’d say he’s hit the ground at
10:36
the table and I understand that I saw
10:39
Russell go through this the pain and it
10:41
was like a birthing process and I know a
10:43
lot of authors are really afraid to
10:45
actually go through that but it’s one of
10:46
things that you’ve done to kind of
10:47
simplify that process so what have you
10:49
done to actually make it easier for
10:50
authors to get these books out yeah so
10:54
you make a really good point and that is
10:56
that each entrepreneur and each CEO that
10:59
decides to write a book they become
11:01
their worst enemy
11:05
reason they become their worst enemy is
11:07
the standard that you have for yourself
11:12
is typically much much much higher than
11:16
the standard others have for you and so
11:20
what is really helpful useful content to
11:24
a novice to you is chicken scratch it
11:33
have to work hard with our authors them
11:36
realize that they don’t have to give a
11:39
doctoral dissertation in a book in fact
11:42
the simpler the book can be the more
11:47
effective it typically is as a marketing
11:50
tool you know it’s really true that a
11:53
book should be written to meet a reader
11:56
that’s reading it roughly a fifth or
11:59
sixth grade level when you try to get
12:03
really fancy and really technical that’s
12:06
when you can lose a lot of people the
12:08
second thing that I can tell you Dave is
12:11
that most ad D entrepreneurs and I say
12:16
that term affectionately because I’m one
12:18
of them we could talk until the cows
12:24
come home about our thing right I could
12:28
talk about books Russell could talk
12:31
about conversion you could talk about
12:33
clickfunnels like we could talk about it
12:35
for days but if you then ask us to sit
12:39
down at a keyboard and start writing we
12:42
look at a blank screen for an hour and
12:46
the reason is that most entrepreneurs
12:49
they’re very good off-the-cuff they’re
12:51
very good verbally they’ve got lots of
12:55
ideas that are just coming out of their
12:57
head at a mile a minute but they can’t
13:00
communicate that in a written word
13:01
nearly as well so about a decade ago we
13:05
saw this trend and we said you know what
13:08
if we could just interview the author
13:11
and ultimately turn those interviews
13:14
into the book so they didn’t have to sit
13:17
down and write the book themselves
13:19
and we pioneered a program called talk
13:22
your book and so it’s just what it says
13:26
instead of sitting down and writing a
13:29
book we’re gonna interview you and it’s
13:32
a very structured very intentional
13:35
interview so it’s not off the cuff by
13:38
any means but by getting the
13:41
entrepreneur to talk about something
13:42
that they’re passionate about that they
13:45
have lots of knowledge about and in many
13:46
cases they have a lot of great stories
13:48
to support by getting them to talk about
13:51
it our ghost writers can take all of
13:54
that content and all that information
13:56
and turn it into what could be a really
13:59
great manuscript for a book and and so
14:02
literally we were able to help people
14:05
get a book done in about 10% of the time
14:10
that it would otherwise take them if
14:13
they were to sit down and try to write
14:14
the book on their own that is fantastic
14:17
I know that is one of the main things
14:19
most entrepreneurs struggle with is time
14:20
so the ability to create that kind of
14:23
content within a tenth of the time so
14:26
what what do they get out of that I mean
14:28
I know the hard part for a lot of people
14:31
is literally trusting that the process
14:34
is going to generate the type of quality
14:36
that they really want so how do you
14:39
actually do that well so so a big
14:42
disclaimer is that if you do a book
14:46
right it can literally stand the test of
14:51
time and it can generate leads and
14:54
generate customers for you and your
14:56
business for the next ten years
14:58
in some cases the next 20 or 30 years
15:02
you know there’s some great books that
15:05
you and I have read that we pay a lot
15:08
attention to that were in the 80s 90s
15:12
early 2000s and those business books are
15:16
still effective at generating customers
15:19
for those authors so it’s important for
15:22
you to see your book as not something
15:24
that is going to be used for the next 12
15:27
or 24 months but really to see the book
15:31
is a
15:32
can asset for your company for ten years
15:36
and beyond and I’m sure if we looked at
15:40
Russell’s two books which have been out
15:42
for a while now they’re just as
15:45
effective if not more effective today
15:47
than maybe they were three four or five
15:49
years ago and that’s why I believe it’s
15:52
important to invest the time the energy
15:55
and in some cases yeah the money to make
15:58
sure that this book is done really
16:00
really well the other thing that I’ll
16:02
remind all of your listeners is don’t
16:06
listen to your mom
16:07
because she was wrong books are judged
16:11
by their cover every single day and if
16:18
your book doesn’t look as good and read
16:22
as good as any you any book you’d find
16:26
on the front table of Barnes & Noble
16:28
people quickly discredit and discard it
16:33
your book can build your authority but
16:37
if your book looks self-published it
16:39
looks cheap if it’s not well written
16:41
your book can just as quickly plummet
16:45
your thought to do it right you want
16:52
that book to truly stand the test of
16:55
time and if you want that book to really
16:58
generate phenomenal leads and phenomenal
17:01
new customers into your organization
17:04
well obviously I mean that’s what you
17:06
guys do as a business so tell me what
17:09
are the some of the things you’ve
17:10
learned from this that would help people
17:11
either decide to work with you or decide
17:13
to go and create your own book which
17:15
what should they be thinking about at
17:16
this point well a couple of big things
17:18
are number one most entrepreneurs make
17:25
the same mistake and that is they create
17:30
a book that they want they don’t
17:34
necessarily create a book that solves a
17:37
burning issue or problem that their
17:41
target customer is having
17:45
analogy I like to use dave is bait the
17:49
hook to suit the fish not the fisherman
17:54
you know a lot of people when they write
17:57
books their ego begins to get involved
18:01
and so they write the book that they
18:03
want to write but the question is is the
18:07
book that you want to write the book
18:10
that your target customer actually wants
18:11
to read and usually there’s a disconnect
18:16
there so the first thing that I would
18:18
share with all your listeners that is so
18:20
important is that if you want a book
18:23
that will make you money now if you
18:27
don’t care about the book making you any
18:28
money then you can disregard everything
18:30
I’m saying
18:31
but if you want a book to help you grow
18:34
your business then you’ve got to be
18:36
strategic about it from the get-go so
18:39
the book is solving a problem that your
18:43
target customers have the book is well
18:46
titled to literally speak directly to
18:50
the art to that target customer I talk
18:53
to people all the time entrepreneurs
18:56
that you and I would know and I say who
18:58
is your book for who’d you write the
19:01
book for and the common answers will
19:05
everybody everybody would benefit by
19:08
reading my book and as soon as I hear
19:13
that I’m done because as as really smart
19:18
marketers know the more niched the more
19:22
specific you and your company become the
19:26
easier it is to not only reach those
19:29
people but the more clearly you speak
19:34
and the more attracted they become to
19:37
you Dan Kennedy a mentor of mine he
19:41
taught me many many years ago that the
19:44
riches are in the niches and so the more
19:47
intentional you can be about your who
19:50
the more specific the more narrow you
19:53
can be about your who the easier it is
19:56
to reach those
19:58
people and the same is true with a book
20:01
is you need to create a book that is
20:04
written to a very narrow target audience
20:07
and that book has to speak to them as if
20:12
you were their best friend for years and
20:14
if you can do that you can really see a
20:18
book pull a significant amount of weight
20:20
when it comes to marketing and and lead
20:24
generation and customer development I
20:27
think it’s fantastic so as you kind of
20:30
get close to wrapping things up here and
20:32
tell me what are some what are the main
20:34
takeaways you want our listeners to take
20:36
away at this point what’s what are some
20:38
of the main things they need to know
20:39
so the first takeaway is this not every
20:44
single person should write a book you
20:47
should write a book
20:48
if one there’s a passion and a desire to
20:52
share your stories your passion your
20:55
knowledge with others number two you
20:59
should write a book if you can in your
21:03
mind understand the plan of how a book
21:08
can help you market and grow your
21:11
business that’s of course assuming that
21:14
there’s an ROI goal that you might have
21:16
with the book and number three you
21:20
should write a book if you have a bigger
21:24
idea as to how that book can help drive
21:29
your authority right we started the
21:32
podcast by talking about Trump and
21:34
specifically how he had used Authority
21:36
mark and what I want all of you to
21:43
realize is I don’t want any of you to go
21:45
become Trump I want you to become the
21:48
authority and the celebrity and the
21:51
expert in your micro niche because when
21:56
you are the go-to guy or the go-to gal
22:00
in whatever industry it is that you’re
22:03
in you’ll literally have a line of
22:07
customers beating down the door to get
22:10
into your business
22:11
and and that’s a great position to be in
22:13
so you’ve got to have passion and desire
22:17
to do it you got to see the big picture
22:20
of how a book can build Authority and
22:23
how you can monetize that authority to
22:28
grow a business and the last thing that
22:30
I would say is you’ve got to be willing
22:32
to put in the time the effort and the
22:34
money to do it right if you think that
22:38
this is something that you can simply
22:39
delegate to your marketing and a
22:41
marketing assistant and in a couple of
22:44
months and in a couple of thousand
22:46
dollars you’re gonna have a great book I
22:48
can assure you that you’re wrong
22:51
the authors that we work with the book
22:54
becomes a significant piece of their
22:58
overall marketing strategy Authority
23:01
marketing becomes a significant
23:03
investment because they are making the
23:07
bet and it’s a very calculated bet but
23:09
they are making the bet that if they can
23:12
position themselves and their company as
23:14
an authority it gives them an unfair
23:17
competitive advantage in their market
23:19
for a very very long time
23:21
I love that well I know one of these we
23:24
talked about the beginning was a free
23:26
book you ready to give all the listeners
23:27
where do they find that out yeah so what
23:30
is it great I’ve got a great new book
23:31
Dave it’s titled lead the field and the
23:37
subtitle is how to become the authority
23:41
to dominate your competition
23:44
and we’ve got a free copy of that book
23:47
available to all of your listeners and
23:50
that book can be found at forbes
23:55
ebooks.com forward slash funnel hacker
24:01
again that’s forbes books.com forward
24:05
slash funnel hacker awesome and we’ll
24:10
make sure we have that in the show notes
24:11
for sure so Adam what are some of the
24:12
things they’re gonna find in that book
24:13
yeah so in that book we’re gonna talk
24:16
about the seven different pillars of
24:20
authority marketing now we didn’t have
24:22
any time to go into that but
24:24
there’s some really great meat for what
24:27
are the seven different levers that you
24:30
can pull to build Authority I’m gonna
24:33
talk in the book about the reasons why
24:36
Authority marketing becomes so important
24:38
especially this day and age we’re gonna
24:43
talk about case studies and examples of
24:47
other people that have systematically
24:50
and strategically used authority to
24:52
build their business and we’re gonna tie
24:55
it all all together to provide you the
24:59
reader with ideas on how you can get
25:02
started in your authority journey
25:04
awesome well I greatly greatly
25:07
appreciate that again everybody that’s
25:09
at Forbes ebooks.com forward slash
25:12
funnel hacker again that’ll also be in
25:14
the show notes please make sure you guys
25:16
get a copy that I think it is something
25:17
you guys will really enjoy especially as
25:19
we’ve talked so much about the
25:20
importance of becoming that authority I
25:21
know obviously it’s one of the things
25:23
worry we’re using a ton with in our
25:25
business here at clickfunnels
25:26
Russell’s got two books that we use all
25:28
the time free plus shipping funnels that
25:31
we’ve used to market those and again I
25:33
can tell you it’s been a huge huge
25:34
opportunity for us especially going out
25:36
to a new niche or a new audience and
25:39
really bringing as as Adams mentioning
25:42
really bringing in the right people into
25:44
your business so I highly recommend you
25:45
guys go check that out again it’s for
25:47
ebooks.com forward slash funnel Hecker
25:49
adam again thank you so much for your
25:51
time today I greatly appreciate it it’s
25:54
been a lot of fun my pleasure thanks for
25:56
listen to funnel hacker radio podcast if
25:58
you’d like to be notified anytime we
26:00
release a new episode just subscribe
26:02
over at Bono hacker radio com
26:04
in addition to that we’d love to send
26:06
you a free gift you can find that free
26:08
gift at funnel hacker radio.com forward
26:11
slash free trial one last thing is we
26:14
love giving away cars so if you’d like
26:17
access to a free dream car all you have
26:19
to do is go to funnel hacker radio com
26:21
forward slash dream car and you’ll get
26:24
all the details thanks again for
26:25
listening

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