James: James Schramko here, SuperFastBusiness, chatting with Ron Reich. How are you going, Ron?
Ron: How’s it going, James? Good to be here, as always.
James: Going well. Now, one thing you’re known for, and particularly specialized at, is helping people build massive authority. I mean, I first met you when I went to a Ryan Levesque workshop, I was coaching him at the time. And you were one of his highly-regarded authority coach / business partner / genius behind-the-scenes / affiliate manager guy. Like, he drew on your expertise to help him make his product fantastic in the marketplace. And I know you’ve gone on from there to help lots and lots of entrepreneurs go from six to seven figures, and to become authorities in their marketplace. What’s your go-to checklist for how to become an authority in the marketplace?
Ron: To be totally honest, like, becoming an authority, it’s not that difficult. One of the things I learned a little while ago is that the root of the word authority is the word, “author”. So really, this is something that I’m sure we jive with, is that it is really about putting out content consistently for your specific target markets.
One of my favorite sayings is that it pays to be prolific. And it’s one of these magical things, is that once you decide exactly who your target market is, who your perfect client is, and then start putting out content just for that specific person, and if you’re consistent with it – and I’m talking about literally over, not just every day, but every single week, every day, over the weeks and months and really even years – eventually you’re gonna be a super authority. But if you do that, even consistently over 30, 60 days, the right people are going to be drawn to you, and here’s one of the most amazing things about this.
It is that there’s this – I can’t remember who said it – but kids spell love T-I-M-E. Meaning that the more you spend time with your children, just giving them their attention is going to make them love you more. Well, the truth of the matter is that it’s the same thing with clients. People spending T-I-M-E with your content, that is going to make them love you more. And here’s one of the kind of, I won’t call a secret, but it’s a hack or whatever you want to call it, it’s that your content doesn’t have to be that great, or it doesn’t all have to be like top shelf, A+++ material, as long as it’s good, solid, helpful stuff, as people engage with it over and over and over again, repeatedly, they just become more and more and more drawn to you.
And so then when you start making offers, start inviting them to download your lead magnet or get on a fast sales call with you, at some point, they’re going to say yes. And that’s how you can really, really grow your business. What are your thoughts, James?
James: I mean, you kind of described my whole business model. Like, prolific content, you know, not that amazing, but over an enduring period. I’ve done lots and lots of podcast episodes. I’ve been making videos like this for a long time. And I do it for a few reasons. One, is because it’s an easy format for me to do. I’d much prefer to just talk for a living, if I can just talk and do some coaching. Because I’m not a writer, for example. So in terms of author, I love that you can make videos or podcasts which can then be turned into transcriptions and written word, even a book or two. So that’s terrific.
I love also what you said about 30 to 60 days. When I first introduced people to the idea of creating content or having a show or publishing ongoing, often, they haven’t even been sending out any emails, they’ve got no content, they struggle with ideas. And they’re concerned that people will judge them when you publish stuff. But I allay that, firstly, because no one is going to see your first content. And everybody’s first content is rubbish. And some would argue that it’s even still rubbish for years down the track. But if only one in 50, or one in 30 people that see that really resonate with you, just like a long form sales letter, the people make it all the way through and buy, even if it takes them a while, they are going to be great customers. Because they know, like and trust you, they’ve seen demonstration of what you can and cannot do, they feel like they’ve got some kind of bond or rapport, like you do with your favorite Netflix characters. And it’s not an instant result.
But that’s also the barrier. That is the moat that stops a lot of your competitors from getting to the castle, because they just drown in the moat or they give up when they first put their pinky in the water. Like, Oh no, I can’t do this. So my advice would be yes, publish, and give yourself three months of publishing before you have any expectation of an instant result. And then you might be surprised with what happens, because that’s what happened to me. It’s like, it turns out that every minute of content that I create is worth a lot of money to me, because I just create and yeah, if you keep talking to your exact prospect or you, in my case, because I coach people all the time, I know exactly what questions they ask me, it’s very easy to talk about things that are on their mind. You will get people nodding and thinking, Yes, I would like to get in touch with this person. And I’d like them to help me with my business.
And hopefully, they’re going to get in touch with you and me, Ron. RonReich.com.
Ron: Yeah, there we go.
James: You’re an expert at this. And I love what you’ve been doing building authorities. You take unknown people, you turn them into known within their audience with rabid buyers, and that’s a great skill.
Ron: That’s how we do it. Great stuff. So we’ll definitely have to keep the conversation going. Once again. Thanks for the talk.
James: Thanks, Ron.
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