At Elevated Strategist, we’re always looking for ways to help you hone your public relations strategies to better serve the needs of your customers and your business.

Today I’d like to share what I call The 5 Laws That Help You Sell With Authority.

Authority is all about trust.

For a brand to speak with authority means its customers and potential customers feel you know what you're doing and that they’re spending their money wisely when they choose to purchase your products or services.

Authority is especially important if you’re selling higher priced products or services.

If your brand has authority, it will have influence over its customers buying choices and will have clear prospects for growth.

A brand looking to build and maintain trust with its customers would do well to follow these 5 simple, but critically important, "Laws":

LAW #1: Choose Your Niche - Don’t Try To Do it All

If you want your brand to stand out, you’ve got to align it with a unique and specific niche. You need to be seen by your customers as an expert in order to speak with authority.

Trying to be an expert in everything will just diminish your authority in the eyes of your customers. Stay focused on what you’re good at and what your business does well. This is the best way to gain a competitive edge, and to maintain influence over your customers buying decisions.

Don’t try to do it all!

LAW #2: Feature Your Business’s Awards and Accreditations

There’s no harm in letting your customers know you’re qualified. It may seem a little counterintuitive to toot your own horn, but customers will feel more comfortable buying from you or taking your advice if they understand that you’re an expert.

Show off your certifications, reviews, awards, professional memberships, etc. This will help you speak with authority.

You got those accolades for a reason. Use them!

LAW #3: Use Content Marketing

Content marketing is all about providing valuable, relevant content to your audience to help bolster your credentials, display your authority, and connect with your customers in a more personal way (kind of like this email!)

It’s all about building a relationship. Try to create an emotional link with your audience and at the same time display why they should trust your judgment.

If you provide your prospects with valuable content for free, they will often reward you for it.

LAW #4: Be Honest

As I said earlier, brand authority is all about trust. And the way to build trust is to consistently deliver what you promise and to keep the commitments you make.

View your customers as prospects for an ongoing, mutually beneficial relationship. Don’t view your business as a zero sum game. Treat customers with respect, and they will keep coming back.

Don’t abuse your customer’s trust, or what authority you and your business have will quickly evaporate.

LAW #5: Offer a Great Customer Experience

If your customers enjoy working with you, they will be more likely to come back again in the future. It’s just basic psychology.

Provide your customers with a positive personal experience. Return their investment in your business with a willingness to invest in their genuine needs and show them you are willing to go the extra mile to leave them satisfied.

A happy customer is a repeat customer.

Talk to you again soon.

Neferteri Plessy
CEO, Elevated Strategist 

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