Welcome back to Agency Journey. In this episode, Gray MacKenzie welcomes guest Rochelle Moulton, an authority consultant who is working with consultants and big thinkers to help people build their authority in the marketplace.
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Turning a Consultant or Big Thinker into an Authority
2:30 — What do you do to transform your audience?
This is built around your unique point of view, your unique set of stories, actions, and visuals. Build your brand around your point of view.
Does your idea need to be different from the market?
3:33 — Your big idea should always be unforgettable. It’s not about you, it's about your audience and the transformation they'll experience.
Why do people work with Rochelle Moulton
4:56 — Two primary motivations: business development or a legacy play.
9:14 — Once you are clear about what the transformation you provide, you can really start slicing and dicing your audience. Moulton is a big believer in niching as a way you differentiate yourself.
Understand your ‘technical expertise’ and ‘transformational expertise’.
Your audience selection must come from your heart because you are going to serve those people for a long time. Ask yourself, who do I want to serve?
Selecting the right social media platform or channel
14:30 — Go to where the people already are.
Do your own research and don't accept general theories about where your audience is. It's easy to think a particular audience wouldn't be on Twitter, for example, when the reality may be completely opposite.
Choose three to five channels, focus on those. Adjust based on traction..
18:21 — “It's difficult to be an authority, without some form of speaking."
Keep in mind that "speaking could be a podcast like this...it doesn't have to be that you're up on a stage in front of millions of people.”
20:40 — “Your most important asset as an authority is not your firm...it's a list. It's having that email list of people who are welcoming you into their inbox.”