How do you get someone who doesn't know you yet to see you as an authority?

It's tricky.

Let's be honest, a lot of what we use to try to differentiate ourselves is pretty much the same as everyone else has.

We probably tell our clients we get great results for them. We probably have a bunch of testimonials on our website. And a list of services we offer to deliver the results we promise. We might even have a guarantee.

None of that is probably all that much different from what our competitors say.

Now, under the surface, I'm sure it's very different. I'm sure you deliver different results in different ways and that your clients say different things about you.

But if someone doesn’t know you and just has your website to go on it's hugely difficult to say something different about results, services and testimonials to what everyone else is saying. Everyone says they get great results. Everyone has a 3 step methodology. Everyone has glowing testimonials.

But where you do see huge differences is in the ideas you share.

Look at a handful of websites in your field (or any field). A quick glance at the blogs, videos or free reports they share will reveal huge differences.

80% of the sites will just spout the same well-worn advice in their field as everyone else. Set a clear vision, engage your people, work on the business not in the business, blah blah. It immediately marks them as just being one of the pack.

20% will say something different. They'll have a strong point of view with interesting new ideas their clients can use to be more successful. You might not always agree with what they say, but they stand for something.

That different point of view can trigger lightbulb moments for potential clients. It can get them to whisper “hell yeah” under their breath when they agree. It can make them want to do business with you.

You must be one of the 20%. The different ideas you share are one of the few things potential clients can see that really mark you out as different and better to your competitors.

It takes a bit of bravery to put something out there that others might disagree with.

Bland is easier. But bland is the way of the commodity.

New and different ideas are the way of the authority