BROADCASTS.com

Mr. Marketology Jeff Beale\xa0can teach you to become an authority using the four C's: Content, Contacts, Communication, and Consistency. He tells us how to identify and understand our audience, optimize for social media, sell based on emotional triggers, and differentiate yourself from the crowd.\n\nDisplay TranscriptRobert Plank: Our guest today is best-selling author and marketing strategist, Jeff Beale. He helps businesses leverage their knowledge to gain authority status in their industry, and then he uses authority marketing to generate even higher converting leads. Hey, Jeff. I'm Robert. How are things today?\n\nJeff Beale: Things are going well. Thanks for having me on the show, Robert.\n\nRobert Plank: I'm really glad that you're on. The stuff that you do, you help people gain authority status and do authority marketing, so what does that entail exactly?\n\nJeff Beale: Marketing basically in a layman's term is to become the go-to person in any product or service. Authority marketing is when somebody's hungry right on the street, they think of McDonald's, because, hey, McDonald's is an authority. When you're thirsty, you think of Coca-Cola, because Coca-Cola is an authority. Things of that nature. Becoming that authority no matter which industry it's in helps you leverage your credibility. It also helps you generate business based off the fact that whenever people think of what you offer or that industry, they think of you.\n\nIt's just the process of building that credibility, building that brand awareness so whenever they think of that, you're the first person that comes to mind, and usually the first person that comes to mind will be the one that gets the business unless you do something to mess it up.\n\nRobert Plank: How does someone become an authority? Is it a matter of having a book or a blog, traffic, or social media or some combination? What does someone have to do exactly?\n\nJeff Beale: It's a combination. Actually, the first thing you would need to do is to first identify your audience. Know exactly who your audience is and then their needs, and then the last piece would be to find out where do they go to get information. Identify, let's say your audience. A lot of people like to identify their audience such as, well, they are this age, this gender, this ethnic group. I'm talking more of the psychological. For instance, let's go back to McDonald's. McDonald's serve people that are hungry. Coca-Cola serve people that are thirsty. It can get as basic as that, but you need to really know your audience, then understand their needs.\n\nWhat is it that pains them, keeps them up at night, makes them pull the action trigger to do business with somebody? Once you understand that, then you can find out where do they go most often to find out who they want to do business with? What's the authority? Is it a magazine? A lot of people used to do the old traditional marketing, push marketing, on television and radio or a magazine. Nowadays, like you said, there's social media, there's bloggers, there's sites like Yo. There's tons of places that they go to to find out who is the best choice for what they are looking for.\n\nOnce you find that out, then it's all about quality content. It's all about putting out the best quality information for them to make an informed decision. That can be several ways. That can be social media posts. That can be blog posts. That can be what we're doing right now, podcasting is a great way of doing that. It can be videos. It can be many different things that you could put out as far as content, the type of content, but you find out what resonates the most around your audience and you deliver your actual content in a way that they easily digest it, they can get the information, they can make an informed decision, and they feel comfortable doing so.\n\nRobert Plank: That all sounds like a pretty good plan, and that makes a lot of sense to me. How does this relate to what it is that you do?