MRM Episode 129 - Gabe McManus

And let's explore the financial advisors particularly.

But can you just take us through, particularly for people that are not marketing gurus, and I'll put myself in that category quite clearly.

Authority marketing.

Just tell us a little bit more about that.

I think this is how you share your expertise with the world.

That so many of the people that I work with, they've spent years doing what they do and really developing deep expertise in it.

The authority side of things is how do you present that to the world? How do you get it out there in meaningful ways and so people understand what you do and how you can help them? And so authority marketing is making sure that your voice gets out there and is heard.

And that's where a book can be a great foundational layer to showcase that.

And then all the ways that come after that podcasting and getting social media content going, that's the way that you really can differentiate yourself in a marketplace and separate the ideas, the things that you do best.

And so people can find you.

Yeah, great.

And there's so many examples, and I'm sure you've seen it in your own career steps as well, where there's fantastic people with just superior expertise and cannot communicate for love nor money.

Yeah.

So, you know, I mean, it's a real shame because, you know, they're bright people.

They've got great ideas.

They can innovate those sort of things, but can't communicate or can't connect and get that message across.

So I guess this in some respects is being able to do that on a broader scale of actually getting your foot in the door with a client or all those sort of things.

That's exactly why I wrote my book, Sharpen Your Message, because I did meet with people that one in particular, this was a couple of years ago that she was getting ready to go on a podcast to talk about her book that she'd co-authored.

But the first thing she said to me was that she said, I am not a public speaker.

She said, I am a numbers person and I like to nerd out on the numbers.

And she said, I don't know how this is going to go.

But I said, well, let's get started and find out.

What I found is that when we started talking about the stories from her practice, that she really communicated in a very deeply personal way that showed a lot of care and compassion.

I said, that's something that we can build on.

She started with one podcast, and then there's an identity shift that can take place.