Most people in professional services are dissatisfied with the amount of interactions that occur with their social content. Often, only one attribute is missing. This 6-minute video explains.
Hi, there. My name is Andrew Schiestel. It’s great to reconnect with you. If you’ve watched Kill the Cold Call videos in the past, if you’re new, welcome. It is great to have you here. Today’s concept is particularly useful for people that are in professional services that want to increase the amount of interactions and engagement that they’re getting with their social content. What happens is most professionals get very little to no engagement with their content. So it’s a very important topic. If you want to become skillful to masterful at digital selling, you have to get to a point where people are really interacting with your content. You’re going to be able to reach and serve more people that way. What oftentimes happens is people in professional services have a variety of positive attributes. They have awareness. People know about them, and they know what their services are. Most people in professional services have expertise. They can help someone get a mortgage, or they can help sell a home, or they can help with legal services, or they can help with accounting services, depending on what type of professional that they are, etc. Most people in professional services also have a high amount of likeability. They’re likeable people. They get involved in the community. They volunteer, or they make donations. They be of service to other people, to their clients and others. They really make an effort. They’re likeable people.
You have this situation oftentimes where people in professional services have awareness for their brand. They have expertise, and they have a high amount of likeability, but it’s still not enough, is it, oftentimes to get an adequate amount or a satisfactory amount of engagement and interactions with the content that is being produced. So what is missing in almost every case in this instance is authority; this concept of authority. What it is and why it is important – I’ll unpack it a little bit. There’s a concept that we have all probably heard of before called thin slicing. It’s a psychological term, and Malcolm Gladwell made it popular in his book, Blink. Thin slicing is basically… We all do it. It’s when we take information, we make snap decisions about it, because we’re getting thousands of pieces of information per day. How this applies to authority and why … I think authority is a very interesting attribute is that authority isn’t actually granted by the subject themselves, by the professional; authority actually starts to occur based on associations that that professional has with third parties. And then what occurs when they’re associated with those third parties… I’ll get to some examples in a moment… But when they’re associated with those third parties, it’s the audience, the marketplace, that makes quick decisions. They’re thin slicing probably to help save them time as well, probably a lot subconsciously. Whether people know it or not, they are applying a level of authority to almost every professional, if not every professional, that they interact with in their lives. The higher authority you have with your marketplace, with your audience, the better you’re going to do when it comes to social media and digital selling.
The question then becomes: well, how do you increase your authority? Well, here’s some examples. You can develop a relationship with news media or publications in your industry and write articles for them, op-eds, opinion pieces, on your area of expertise. You can develop relationships with journalists so that they contact you for stories so that you’re being cited now in different news articles. You can join a Board of Directors with a credible organization in your community. You can public speak more at your association or various credible organizations. As you’re doing this, as you’re sharing your craft, sharing your expertise, you’re doing so in conjunction or in association with these credible organizations.
It’s going to be natural for you to share certain content. If you’re cited in a newspaper article, for instance, you might share that article in your social media, or if you’re written the article, you might share it on your social media. So over time people are going to think, “Well, that person is associated with this group. That group is credible. Then, this person must be credible.” The authority starts to increase. It’s not too dissimilar to what Google does with Search Engine Optimization. One of the ways that Google actually prioritizes ranking for a website is it looks at the number of third-party websites that are hyperlinking to that website, and they look at how credible those third-party websites are. Those are called backlinks in the SEO world. This is this concept of authority.
What you want to then work on as a professional is you want to over time continue to increase your awareness, your expertise, your authority, and your likeability, but what oftentimes happens is professionals either ignore or they’re not cognizant of authority and how that plays a role in building their brand over time. In my forthcoming book Kill the Cold Call, these four attributes are summed up as a concept called a Microcelebrity. I go into quite lengthy detail around this concept called a Microcelebrity in that book. But today, I want to really leave you with the importance of authority and how it applies to a person, a professional, in professional services.
I hope today’s conversation was helpful. If you have any questions or comments, please leave them in the comments section below. I always love to hear from you, and I look forward to connecting with you soon again.