Have you been to any old school coffee shops recently? I mean like The Central Perk in the TV Show friends. The sober place where everyone knows your name.
The anti Star Bucks?
I recently sat down at my friends coffee shop of that rustic, Bohemian genre. Sacred Grounds.
Described in Google My Business as
“Coffee, espresso & pastries offered in a relaxed cafe with a TV & comfy, mismatched furniture.”
Old tables and booths and wooden chairs.
Local artisans donate their paintings to adorn an otherwise drab wall. All in hopes of an occasional starving artists sale.
He got real busy so he could not sit with me for our meeting.
No Smart Phone Zone
So rather than do the typical smart phone swiping routine. You know the journey. Twitter, then Instagram, and Facebook to numb your impatience.
I saw something that seemed so familiar…. but so “un” at the same time.
It was the local newspaper. The Pingbacklinks ! I used to solicit and deliver for them in the 6th and 7th grade. Like in paper newspaper.
For old times sake I opened up the sports section. And basked in the tactile sensation of thinly printed paper.
Even sneaking a sniff or two.
As I caught up on the local high school teams.
Have you ever been there?
As I was done catching up on the upcoming season, my host finally sat down. But then the line ran out through the door to the sidewalk once again.
So he had to go help his help.
As I looked over at the stack of paper in search of distraction, I found the opinion / editorial section.
As I knee jerked a desire to respond in the comment section. I could not help but think of the contrast of the paper that I had grown up loving.
And the internet by which I have consumed my news now for 20 or so years.
“How clunky it was in the old days to have to write snail mail to respond to an article.” I thought to myself.
Yes, I do still prefer my digital news consumption. But it is always this time of year when they start talking about local football, that I consider trying that one month for one dollar thing.
But I know I will not read it and will simply throw the paper away.
And with digital I can consume text much faster. Despite how bad much of it is.
Not to say that the real papers are worthy of reading either. That opinion section was about as informed as a 4th grader. Thus my tickle to respond to it.
However, the newspapers are playing offense on us now.
Articles at the Gates
They are “gating” us at the articles.
It is pretty frustrating to follow an article from social media. Only to find that the LA Times or Daily Breeze is telling you that you have seen too many articles for free.
And to pay up, or you cannot see their more than possibly sub-par article!
You mentally reply “NO THANKS!”. And look for the story elsewhere. Or go back to swiping.
Therein is Your Opportunity
FIRST if there is something from the news that you are sharing.
Try copying the salient text and paste it to the post, thus saving your follower a click.
SECOND This has always been a good idea. Because many swipers are addicted to swiping.
So our job is to tell them “what does this mean? What do you think most cable news shows do?
“Our job is to tell them what does this mean?”
~Tim O’Keefe
It is important that you curate the point of the article from your powerful perspective.
Yes, give an opinion on their article, or drum roll please,….your opinion about their opinion.
So why would you do this?
People with strong, valid, rational opinions are seen as authorities.
Why You Just Might Be a Corn Kernel
Rule #1 of business. Don’t be a corn kernel!
Corn is a commodity. A commodity is something that has no differentiation from anything else. And thusly compared to mostly by price.
This is why we are told to determine our mission statements, core values,and company culture. These are things that can evoke feelings within our audiences. Kernels do not cause much feeling do they?
And authority is about as powerful as it comes to de-commoditize your business from all the others that will be compared to by price alone.
To be something different and more compelling than the other bushels of corn out there.
I recently watched a somewhat absurd demonstration of two authorities in their niches attempt to slay one another down. It was the Wolf of Wall Street Jordan Belfort interviewing Grant Cardone.
Watch as they both attempt to chop down the others authority. For added sauce watch and see if you can determine when Belfort uses NLP anchoring to help his case along.
So do not be a corn kernel.
Be above and beyond what your service implies.
How to Be the Authority in Your Marketplace
The easiest is to have an opinion.
The bigger frame wins.
Some quick ways for various industries to show expertise (authority) in their markets:
Realtors–
Offer opinion on changing interest rates and its effect on purchase power. This is an industry where there are a ton of articles already published on any possible subject out there.
However, when you hyperlocalize it to your sub location or neighborhood. And add in how this news will specifically effect this area. You have a very unique structure.
Skin Cosmetics and Surgery–
New techniques and machines are a constant non-stop in your marketplace. To pretend there is no elephant in the room is a failing strategy.
I know one of my clients simply demonstrates the pros and cons of the competitions new device that is hitting the market and his. Conceding non-essential pros to the competition. But hitting big on the pros that are the difference that makes the difference.
Even stating that he had considered the machine and tested and took a pass. As his current device was far superior.
Cosmetic Dentists–
Dental Implants are big business. Why do “all in four”, when you can do “all in six?”. Point out the positives and negatives like above.
So this is a methodology of compare and contrast. No doubt.
But what makes it authoritative is sharing your decision process.
- Why you do this vs that.
- Why do you choose this process over the other.
The book “Positioning” by Ries and Trout is all about being first to market.
However, being first to frame helps you in a huge way.
I recall a Presidential candidate making fun of his opposition as shorter.
It is even better when you are not lecturing to the camera or article.
But try it in an interview format.
- A video of you giving a speech.
- An interview of someone asking you on the video while you respond.
You can even imply this effect by reading pre-written questions:
Johnny from Crab Apple Estates asks. “Hey Tim, what is the best time of year to start SEO?”
Or you can even ask questions as if being interviewed in text form on your blog.
these questions can be from your day to day business day. Or scraped from the internet.
Photos of you speaking to large groups of people.- You interviewing authority figures and let some of that rub off onto you.
If you are enjoying this article you may enjoy this podcast on Authority Marketing.
- Another way to sneak in authority is to quote yourself.
Now as I explored authority here. I use this word in the terms of authority frame, or psychological authority. Not algorithmic which is what is hugely responsible for your SEO results.
What is psychological authority? Obedience is compliance with commands given by an authority figure. In the 1960s, the social psychologist Stanley Milgram did a famous research study called the obedience study. It showed that people have a strong tendency to comply with authority figures.
Another podcast interview on authority.
What is framing in psychology? The framing effect is a cognitive bias where people decide on options based on if the options are presented with positive or negative semantics; e.g. as a loss or as a gain. People tend to avoid risk when a positive frame is presented but seek risks when a negative frame is presented.