REVEALED: How to Reach the Top Rung of Credibility, Power & Influence
REVEALED: How to Reach the Top Rung of Credibility, Power & Influence
For starters, we have to build credibility with our audience and get them to begin looking for our messages, because they know that what we say has value. How do we do that? Let me show you.
Let’s take a look at a simple principle that I call the Ladder of Credibility, Power & Influence.
At the bottom of the ladder you have the Generalist.
The Generalist is anyone who has a general knowledge about the subject matter at hand. You can lump many people into this category, because a generalist is anyone with a working knowledge of the subject who has no specialized niche.
On the first rung of the ladder, there is the Expert.
The Expert specializes in and should ideally know everything about a narrow field. In our society, we value the opinion of the expert more than that of the generalist. If you don’t believe me, imagine that you have a brain tumor. Who would you call first: your family practice doctor or a brain specialist? That’s what I thought.
Towering above the Generalist and the Specialist, the Celebrity is at the second rung of the ladder.
I know it sounds a bit absurd, but studies show that in a marketing message, consumers will value what a celebrity has to say over pretty much any expert you can put in front of them. One example is the long-running infomercial for the acne medication, ProActiv®, which is a product of Guthy-Renker, one of the most successful direct marketing companies in the world. They pay celebrities, including Jessica Simpson, Sean “P. Diddy” Combs, Jennifer Love Hewitt, Vanessa Williams and Serena Williams, to convince consumers that their product is the right solution to fight acne. They could afford any physician in the world for the amount that they have to pay these celebrities, but the celebrities outperform the experts all day long.
Last but not least, the Holy Grail top rung on the ladder of Credibility, Power & Influence is the Celebrity Expert.
Not many celebrities ever rise to the status of Celebrity Expert, but you can bet that when they do, their marketing planner is full! In order to reach this status, the celebrity has to find a way to communicate their knowledge of a subject to consumers. This can be done in many ways: by writing a book, sharing their knowledge with another celebrity like Larry King, or posting blogs on their website. There are many ways to do this; the point is that to reach this status, the celebrity has to do more than just be good at their chosen profession, e.g. acting, music, sports. Consumers value a celebrity expert over all other categories of people who deliver marketing messages. Some great examples of Celebrity Experts are Rachael Ray (Cooking), Martha Stewart (Domesticity), Donald Trump (Real Estate), Oprah (Self-Help), Robert Allen (Real Estate), Jay Abraham (Marketing), Dan Kennedy (Marketing), and there are many more. If you don’t know who all of these Celebrity Experts are, that’s ok! To their chosen niche, they are celebrities and experts on their subject matter.
The point here is that most people’s preconceived notions about who consumers listen to are wrong. If you are willing to put in a lot of time and effort, you too can reach Celebrity Expert status and turn your prospects into raving fans.
Additional Resource:
If you’d like to learn more about the steps you need to take to become a Celebrity Expert and see the view from the top of the ladder of Credibility, Power & Influence, check out some of the resources we have compiled for you at www.CelebrityBrandingYou.com
REVEALED How to Reach the Top Rung of Credibility Power Influence - To learn more about this author, visit Nick Nanton's Website.
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It is no secret that we live in the age of information overload. No matter where we look, eat, sleep or breathe, we are bombarded with information. The problem is that our potential clients are too. So how do we cut through the clutter?
For starters, we have to build credibility with our audience and get them to begin looking for our messages, because they know that what we say has value. How do we do that? Let me show you.
Let’s take a look at a simple principle that I call the Ladder of Credibility, Power & Influence.
At the bottom of the ladder you have the Generalist.
The Generalist is anyone who has a general knowledge about the subject matter at hand. You can lump many people into this category, because a generalist is anyone with a working knowledge of the subject who has no specialized niche.
On the first rung of the ladder, there is the Expert.
The Expert specializes in and should ideally know everything about a narrow field. In our society, we value the opinion of the expert more than that of the generalist. If you don’t believe me, imagine that you have a brain tumor. Who would you call first: your family practice doctor or a brain specialist? That’s what I thought.
Towering above the Generalist and the Specialist, the Celebrity is at the second rung of the ladder.
I know it sounds a bit absurd, but studies show that in a marketing message, consumers will value what a celebrity has to say over pretty much any expert you can put in front of them. One example is the long-running infomercial for the acne medication, ProActiv®, which is a product of Guthy-Renker, one of the most successful direct marketing companies in the world. They pay celebrities, including Jessica Simpson, Sean “P. Diddy” Combs, Jennifer Love Hewitt, Vanessa Williams and Serena Williams, to convince consumers that their product is the right solution to fight acne. They could afford any physician in the world for the amount that they have to pay these celebrities, but the celebrities outperform the experts all day long.
Last but not least, the Holy Grail top rung on the ladder of Credibility, Power & Influence is the Celebrity Expert.
Not many celebrities ever rise to the status of Celebrity Expert, but you can bet that when they do, their marketing planner is full! In order to reach this status, the celebrity has to find a way to communicate their knowledge of a subject to consumers. This can be done in many ways: by writing a book, sharing their knowledge with another celebrity like Larry King, or posting blogs on their website. There are many ways to do this; the point is that to reach this status, the celebrity has to do more than just be good at their chosen profession, e.g. acting, music, sports. Consumers value a celebrity expert over all other categories of people who deliver marketing messages. Some great examples of Celebrity Experts are Rachael Ray (Cooking), Martha Stewart (Domesticity), Donald Trump (Real Estate), Oprah (Self-Help), Robert Allen (Real Estate), Jay Abraham (Marketing), Dan Kennedy (Marketing), and there are many more. If you don’t know who all of these Celebrity Experts are, that’s ok! To their chosen niche, they are celebrities and experts on their subject matter.
The point here is that most people’s preconceived notions about who consumers listen to are wrong. If you are willing to put in a lot of time and effort, you too can reach Celebrity Expert status and turn your prospects into raving fans.
Additional Resource:
If you’d like to learn more about the steps you need to take to become a Celebrity Expert and see the view from the top of the ladder of Credibility, Power & Influence, check out some of the resources we have compiled for you at www.CelebrityBrandingYou.com
REVEALED How to Reach the Top Rung of Credibility Power Influence - To learn more about this author, visit Nick Nanton's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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