PODCAST

The Recognized Authority

The Recognized Authority

The Recognized Authority: the podcast that guides Invisible Experts on the journey to becoming a Recognized Authority in your field, so you can:

πŸ‘‰ increase your impact

πŸ‘‰ command higher fees

πŸ‘‰ work with better clients

This podcast features interviews with successful consultants who are willing to share the ups and downs of their story to inspire and educate our listeners.

We also interview marketing and sales experts who have a message or lesson that is relevant for a B2B professional services audience.

We'll cover all aspects of business developement, sales, marketing and lead generation with advice, tips and in-depth analysis specifically aimed at independent consultants & specialized consulting firms.

Topics include developing a unique point of view, how to create your product ladder, building your audience, how to make more time for your consulting business, building your podcast funnel, confessions of a million dollar consultant, the compound effect of content, you don’t need to be unique to stand out, earning and holding attention, don’t overthink your content, bland content and burnout, making video marketing easier, how to build a strategic narrative, how content can save your business, using case studies to build trust, why positioning is crucial to your business, and lots more.

Previous guests include Alan Weiss, Marcus Sheridan, Mark Schaefer, David C. Baker, Ron Baker, Evelyn Starr, Michael Zipursky, Jonathan Stark, Geraldine Carter, Mike Clay, Sara Dunn, Louis Grenier, Anne Janzer, Philip Morgan, Rochelle Moulton, Norbert Schwarz, Heather Steele, Douglas Squirrel and many more.

πŸ‘‰ Learn more at TheRecognizedAuthority.com/podcast

βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com

πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question

⭐ Like what you heard? Please help share the podcast by leaving a rating & review

πŸ€— Connect with Alastair and The Recognized Authority:

➑️ LinkedIn ➑️ Twitter ➑️ YouTube

Misspellings for searches: Alistair, Allister, Alister, Alasdair, Alisdair, Alister, MacDermott, The Recognised Authority. The correct versions are Alastair McDermott & The Recognized Authority πŸ€—


Sell Expertise, Not Your Hands with Kevin C. Whelan
We often start out working on execution, implementing projects for clients after they've decided on strategy. Our former guest David C. Baker talks about this as "working with your hands". But we can have more impact, be more profitable, and enjoy our work more if we can shift back a step to the strategy phase, selling our expertise rather than the output of our "hands". In this episode, Kevin C. Whelan and Alastair McDermott discuss why and how to make the shift out of selling implementation, a different approach to working with subcontractors & clients, and why Kevin sees being a fiduciary as crucial to his business. They also discuss the pros and cons of using affiliate links, how to establish credibility in a niche, and how to think about choosing a different business model. β€œOptimizing for trust is the biggest thing. It's easy to do when you're not financially incentivized by where they spend their money.” -- Kevin Whelan on The Recognized Authority podcast β€œYour one to one work creates your methodology. Once you have it defined, you can then start to split off pieces of it and sell those independently of your one to one engagement as products, memberships and subscription products.” -- Kevin Whelan on The Recognized Authority podcast πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/sell-expertise-not-your-hands/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
Yesterday
50 mins
Specialization Case Study with ReeJade Richmond
Even just contemplating niching down your business can feel absolutely terrifying. That's why I think it's so important to hear from people who have done it successfully, and learn about the massive rewards that they are seeing. In this bonus episode, ReeJade Richmond and Alastair McDermott discuss how ReeJade niched down her consulting business to focus specifically on memberships, how she saw results incredibly quickly, and the huge rewards that have come from the tighter focus. A massive thank you to ReeJade for allowing me to record our Zoom conversation, and giving permission to publish it. If you are interested in niching down and specializing your business, reach out and connect, I'm happy to get on a call with no obligations and let's see if I can be of help!   We're also starting a mastermind group in the next few weeks, so if you'd like to get some peer support and feedback on your journey, you can learn more about that here: https://therecognizedauthority.com/group  πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/specialization-case-study-reejade πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
6d ago
17 mins
Creating Your Content Marketing Strategy with Heather Chavin
As independent consultants, our approach to publishing content is often haphazard and inconsistent: the topic depending on what issues are top of mind, and the schedule based on our client workload. One way to ameliorate that is to create a content marketing plan: some guiderails to help us stay on track. In this episode,Heather Chavin and Alastair McDermott discuss what a content marketing strategy looks like for an independent consultant, how thinking of it as a funnel can be useful for content ideation, and why time management is key to successful content production. They also discuss how to dig deeper into your client's problem and symptoms to create content ideas, how to analyse what's working in your content strategy, and why being number 1 is so important. β€œThe ability to craft the time to stop and reflect, and move into problem solving mode or move into development mode is really important.  Otherwise, just expect more of the same. Tomorrow will be just like today.” -- Heather Chavin on The Recognized Authority podcast β€œWe're willing to pay more for number one. We're willing to trust number one more because other people have told us number one is number one, right? Social proof is built into it.  If you want to cut through the noise, you need to be number one for the person who's looking for you.” -- Heather Chavin on The Recognized Authority podcast πŸ‘‘ Learn more about the Authority Labs mastermind group programme: https://therecognizedauthority.com/group πŸ‘‘ πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/creating-your-content-marketing-strategy πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
09-05-2022
52 mins
Building Your Podcast Funnel with Jonathan Baillie Strong
Podcasting is a hot topic, and you heard before on this show and others why you should consider both guesting on podcasts, and even starting your own podcast. But where to start? In this episode, Jonathan Baillie Strong and Alastair McDermott discuss how to approach podcasting as an authority building platform. They talk about different formats of podcasts, how a podcast mini-series can be very effective at building authority in a specific niche, and how to create a podcast funnel for your business. They also discuss podcast guesting, how to ensure hosts actually consider your guest pitch, and how to use video to promote podcasts. β€œIf you don't catch people's attention immediately with video, people tend to drop off. The same thing doesn't really apply to podcasting.  When people listen to podcast episodes, they tend to listen to them all the way through.” -- Jonathan Baillie Strong on The Recognized Authority podcast β€œPodcasting lends itself well to B2B, because a lot of B2B products and services are complex to understand, and have a lot of nuance to them.” -- Jonathan Baillie Strong on The Recognized Authority podcast πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/building-your-podcast-funnel/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
02-05-2022
49 mins
How to Make More Time for Your Consulting Business with Faheem Moosa
If you're a consultant who wants to build authority, you need to do that through content creation. That involves writing and speaking. Publishing words, videos, or podcasts. Every consultant who walks this path hits the same problem: lack of time. How do you find the time to deliver high pressure client projects, create content, and build a pipeline? In this episode, Faheem Moosa and Alastair McDermott discuss how consultants can build a sales pipeline while you're also working on projects, understanding where your time goes, your productivity and priority management.  They also discuss how to make and deliver a Big Promise to your clients, how to partner with them rather than be a service provider, and how to start thinking like a business owner. β€œThe biggest mistake consultants make is not learning sales and marketing.  The world changes, industries change, politics change, technologies change.  Your business has to respond, and that requires sharp marketing &  sales.” -- Faheem Moosa on The Recognized Authority podcast β€œIt's totally up to you if you want to do everything yourself. But if you have a goal of growing your business, and you feel that it's going to take 80 hours a week to do that, then it's prudent to hire somebody to take care of the lower yielding tasks.” -- Faheem Moosa on The Recognized Authority podcast πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/make-more-time-for-your-consulting-business πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
25-04-2022
52 mins
Building Your Audience with Dan Sanchez
Effective marketing is difficult to get right, and independents like us have a lot to juggle when marketing ourselves. Hubspot says that the biggest determinant of effective marketing is your audience. If we're not properly targeting our ideal clients, we might as well not be marketing at all. In this episode, Dan Sanchez and Alastair McDermott discuss how to start building an audience, what types of channel to target, and how the different types of content can work for each channel. They also discuss Dan's two channel rule, how to use long form and short form content synergistically, and how to use content to save time. β€œHave one channel for short form content, one channel for long form content. Short form would be like LinkedIn, Twitter, Tik Tok, long form would be blogs, podcast, YouTube videos. Being okay with being all in on just two mediums is probably the best thing you can do as a solopreneur or independent consultant.” -- Dan Sanchez on The Recognized Authority podcast β€œGet more out of your content, use your content to save you time. Whatever your long form channel is, use it to answer questions. Keep a list of all the questions you get, write the best possible answer that you can without customizing it for the client.” -- Dan Sanchez on The Recognized Authority podcast πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/building-your-audience/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
18-04-2022
48 mins
Confessions of a Million Dollar Consultant with Alan Weiss
Growing a consulting business to seven figures seems an impossible goal for many independent consultants, but it is possible, and my guest today is the Million Dollar Consultant himself, Dr. Alan Weiss. Alan is a polarizing character, probably the most polarizing figure in the consulting industry. During this conversation I ask him about his provocative and contrarian style, and he explains his perspective and why he likes to poke people.  At the same time, even those who aren't fans of that style have to acknowledge the huge contributions he has made to the industry through his publishing. His contributions to the body of knowledge are remarkable. In this episode, Alan Weiss and Alastair McDermott discuss building authority through publishing, why to choose a contrarian position, and how to grow a consulting business.  They also discuss how to reframe a conversation with clients, why confidence is essential to success in consulting, and the importance of long-term relationships. β€œI poke people, because people need to be poked! If you're on a plateau, that plateau erodes: the only way to be successful is to continue to grow. The secret to continued growth is innovation.” -- Alan Weiss β€œHow do I differentiate myself? I'm going to disagree with common practice. The readers hated it, wrote letters to the editor. I was so naive, I called to apologize. He said to me: they read it. That was an eye opener.” -- Alan Weiss β€œThere is something worse than no business. It's called bad business. Not all clients are good clients. There are some clients you just don't want to take on. And there are clients you have taken on that you need to fire.” -- Alan Weiss β€œYou have to walk into a client's office as a peer. They might have a larger office, they might have a $3 million or $30 million budget, they might have 1000 people working for them. But you are the expert.” -- Alan Weiss πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/million-dollar-consultant πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
15-04-2022
50 mins
The Compound Effect of Content with A. Lee Judge
Everyone is talking about how we should create more content. Write more blog posts, write more LinkedIn articles, start a podcast, do more video on social. But when we actually start creating this content it seems to be hugely time consuming for very little return on our efforts. In this episode, A. Lee Judge and Alastair McDermott discuss the compound effect of creating content over time, and creating a body of work that builds your authority and personal brand. They also discuss why and how you should capture your content in a way that you're comfortable with, how to get more from your content, and how to automate in a personal way. β€œContent is a way to be ever present. Create good content and schedule it to go out over time. Then even while you're sleeping, you're meeting with clients. Your content's out there working when you're not.” -- A. Lee Judge β€œYou're competing with people who are not afraid to use a camera, they're not afraid to publish what they think. That's what you're competing with and it's your choice. You can choose not to compete, but the fact is that your competitors are out there and they're being seen.” -- A. Lee Judge πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/compound-effect-of-content/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
11-04-2022
39 mins
You Don't Need to Be Unique to Stand Out with Belinda Weaver
"Embrace what makes you different" "Stand out from the crowd" "Have a distinct point of view" "Find your 'Blue Ocean'" Everyone is telling us that we need to show how unique we are, how we are different from our competitors. Is that really what we need to do?" In this episode, Belinda Weaver and Alastair McDermott discuss how to shine the spotlight on your business, yourself, and your clients so you become more chooseable to your ideal client. They also discuss repurposing your existing content, how to connect with your clients like Velcro, and how to use transparency to build rapport and trust. β€œWhen we make a purchasing decision, what we want to know is that the business can solve the problem that we have and have done so before for other people, and we also want to know we're going to enjoy the experience of working with them.” -- Belinda Weaver β€œIf I have to choose between a business that will tell me exactly what happens next and I have a clear sense of how the project will go, or a business that tells me none of that, I'm going to choose the business that gives me the roadmap. Because it makes me feel safer, more certain, and that's a very powerful trigger.” -- Belinda Weaver πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/you-dont-need-to-be-unique-to-stand-out πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
04-04-2022
42 mins
Earning and Holding Attention with Ian Brodie
Attention is a currency, something we all spend on those who entertain us, and those who help solve our problems. In a cluttered, noise-filled world, getting your ideal client's attention focused on your content is difficult, creating content that will hold their attention even more so. In this episode, Ian Brodie and Alastair McDermott discuss how you can earn the attention of your ideal buyers, and how to incorporate humour in a way that is congruent with your personality and style. They also discuss what makes an effective lead magnet, how to inspire curiosity, and how fun is just another form of value. β€œI think we get into problems when we think in theory. Don't do it in abstract, think about your actual clients. If there might be some things you could do that would damage your credibility with a real client, don't do those. But put it into real context.” -- Ian Brodie β€œYou need "long attention" if you're thinking about becoming an authority. People specifically paying attention to you and what you're saying, because that's going to increase your perceived expertise, build a relationship with them, they'll see you as the kind of expert they want to work with. ” -- Ian Brodie πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/earning-and-holding-attention/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
28-03-2022
54 mins
Don't Overthink Your Content with Teodora Pirciu
We know that creating and publishing content is a key part of building your authority - you've heard it from many guests on this podcast. But yet it's still difficult to find the time to create that content. And even after we create it, we still need to deal with our perfectionism and other fears that hold us back from hitting the publish button. In this episode, Teodora Ema Pirciu and Alastair McDermott discuss the difficulties in creating good content, why we shouldn't fear repeating ourselves, and how to avoid overthinking it all. They also discuss tailoring the different types of content for each social network, what keeps people from repurposing content, and where to find great content for your LinkedIn posts. β€œMany people are overthinking it. Every piece of text, every video, every tweet, and every LinkedIn post that you write is content, it's not like you have to create something fancy to start producing content. You're already producing content.” -- Teodora Ema Pirciu β€œWhat keeps people from repurposing content is that we rush to produce more and more new content. We think "it doesn't make sense to repeat myself", but people need to hear the same thing more than once.” -- Teodora Ema Pirciu πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/dont-overthink-your-content/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
21-03-2022
47 mins
Bland Content and Burnout with Craig Burgess
Special bonus episode: Bland Content and Burnout with Craig Burgess This is a special bonus episode of the podcast, and it’s very different from our usual interview episodes. It’s a behind the scenes look at an impromptu conversation between Craig Burgess and I. This is the first time I ever spoke to Craig and I thought our conversation was really interesting, and might be useful for someone out there to listen in. When we started chatting we had no intention of publishing this publicly, but as you'll hear in the recording I ask Craig for his permission to share it at the end because I thought it was might be of value to you.  The intention of the call was to talk about content creation and burnout, and we hit record about 5 minutes into the conversation as just as Craig explains to me what he wants to ask me about.  It's not amazing quality because we recorded our call on Zoom rather than the recording studio that I normally use, because it was originally intended for broadcast. It’s a longer episode at just over an hour, and if you prefer the interview format episodes, feel free to skip this one. πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰https://therecognizedauthority.com/bland-content-and-burnout/πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
17-03-2022
1 hr 2 mins
How to Build Your Personal Brand with Mark Schaefer
Building a personal brand is advice we hear a lot, but it's not always clear what that means, why it's important, or whether it's something we can approach in a deliberate way. In this episode, Mark Schaefer and Alastair McDermott discuss why personal branding is overtaking corporate branding, the four key steps to building your personal brand, and the mistakes that a lot of people make along the way.  They also discuss entertainment value in business content, why an 18 month mindset in personal branding is essential, and how to look for qualitative and quantitative measures of success. β€œDon't be confused, don't be overwhelmed. Just get focused, pick one thing. Don't be afraid. Don't be overwhelmed by the competition. What's going to bring you joy? What's going to ignite you, when you create this content? That's the minimum standards for your content.” -- Mark Schaefer β€œIncreasingly, the company brand is the personal brand. That's what people want to know: "Who is this person? What do they stand for? How do they treat their people?"” -- Mark Schaefer β€œBe aware of qualitative measures of success: someone asking you a question, an invitation to be on a podcast, people sharing your content more often, commenting, leaving reviews. That's a signal that it's working. You're becoming known.” -- Mark Schaefer πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/build-your-personal-brand/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
14-03-2022
42 mins
How to Create Your Product Ladder with Chris Lema
As consultants, we often think about having a single core offer - usually a high ticket offering. But it's not always a good fit for a lot of our potential clients, and there are some clients who are willing to pay more to get more. So how should we approach creating a product or services ladder? In this episode, Chris Lema and Alastair McDermott discuss how to think about product ladders, including the three key offers you can include in your ladder. They also discuss how content marketing is about telling a story, how to use frameworks to tell that story, and how Chris got it wrong about mattresses!  β€œDifferent people need different products, even when they're all saying "I need a hotel" or "I need a car". As service practitioners, who have high ticket offers, we act like everybody is the same. Do you have a "more for more" offer for people who want more? Do you have a "less for less" offer? You deliver less, they pay less.” -- Chris Lema β€œAll content marketing is about helping someone progress from A to B. But in order to get them over the hump of inactivity, to willing to do something, you have to tell them a story.” -- Chris Lema πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/create-your-product-ladder/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
07-03-2022
45 mins
Making Video Marketing Easier with Nina Froriep
Video is the medium of choice for many, and the social platforms encourage and even incentivize us to upload videos directly. But so many consultants and experts are reticent to use video for marketing.  Video seems complex, expensive and time consuming to produce, and requires "a particular set of skills"... or does it? In this episode, Nina Froriep and Alastair McDermott discuss how to make video marketing easier, including practical steps you can take to look better on camera, reduce filming time and have less editing work afterwards.  They also discuss the importance of framing, why to use a series of short "tips" videos, and what equipment you really need to make great videos. β€œPeople are making video a lot more complicated than it needs to be. I want you to focus on your marketing strategy. The video part is a mechanical thing like writing an email, it should be just as easy to create a video.” -- Nina Froriep β€œI love the month-long challenges because by the third week whatever isn't working with your workflows or the way you're creating the videos is going to fall apart. And so you're forced to address all the things that you aren't addressing.” -- Nina Froriep πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/making-video-marketing-easier/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
28-02-2022
49 mins
Developing a Unique Point of View with Tom Critchlow
As experts, we hear the advice that we should have a distinct - maybe even unique - point of view that comes through in our work, when we speak, and when we write. But what does it mean to have a point of view? Do you need to sound like Alan Weiss or Gary Vee when you write? In this episode, Tom Critchlow and Alastair McDermott discuss how to develop your unique point of view as an expert, and how to implement it in practice.  They also discuss publishing, both in terms of books, the value of blogging, and the value of writing with a single reader in mind. Tom tells the story of how he made several course-corrections or pivots over the lifetime of his consulting business. β€œSometimes developing a point of view isn't as much developing a new point of view, as much as recognizing which bits of your current opinions are distinctive or interesting or resonate with people.” -- Tom Critchlow β€œWriting has been the tool with which I've refined and crafted a point of view on all kinds of things.” -- Tom Critchlow πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/developing-a-unique-point-of-view/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
21-02-2022
49 mins
How To Build A Strategic Narrative with Guillaume Wiatr
Storytelling has been the topic du jour in marketing over the past couple of years. We all know we should use stories more in business, but what does that actually mean from a practical standpoint? In this episode, Guillaume Wiatr and Alastair McDermott discuss a practical approach to using stories in business, the seven elements of a strategic narrative, and how to develop your origin story. They also discuss the four different strategic narratives that can be used in your business, as well as further resources that can help you implement stories in a practical way. β€œMost people think storytelling & narratives are about communication and marketing - and that's true. But it's also a very narrow understanding: a narrative runs your whole business. If you're a solo entrepreneur, the narrative that you tell yourself about why you're doing this job is extremely important.” -- Guillaume Wiatr β€œThe CEOs & founders are faced with the challenge of changing people's buying behavior. You can't just do that by just telling a bunch of stories. You have to frame your buyer's reality into a new narrative.” -- Guillaume Wiatr πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/build-a-strategic-narrative/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
14-02-2022
47 mins
The New Publishing World with Melissa G. Wilson
Book publishing has changed dramatically over the past couple of decades. Traditional publishing no longer has a monopoly on distribution, and authors can thrive independently. Hybrid publishing models are springing up. What does it all mean for experts who write a book? In this episode, Melissa G. Wilson and Alastair McDermott discuss the new world of publishing, what's different about thought leadership books, how a series of books can be trademarked, and how to use books to build an audience. They also discuss the importance of book covers, how to use Amazon to research ideas, and the reason why you should study fiction when writing nonfiction.   β€œThe worst advice is write a book and then go to somebody for help. It would be like going into a hoarder's home, they take everything outside, then they say  "this is all the throwaways", it's painful. So the most important thing is to spend time outlining.” -- Melissa G. Wilson πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/the-new-publishing-world/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
07-02-2022
48 mins
How Content Can Save Your Business with Marcus Sheridan
Writing articles for your website or social media is hugely time consuming, and it's so difficult to find the time when you're already working long hours on client projects. But you need to make the time. Here's why. In this episode, bestselling author & renowned speaker Marcus Sheridan and Alastair McDermott discuss how writing articles, answering client questions, and giving away "proprietary" secrets saved his business. The internet has changed the sales process forever, and we need to adapt to this new reality. They also discuss how to become a better leader by asking questions, how to sound more authoritative, and why you should publish pricing information on your website.  β€œI realized that if I focused on the questions that nobody else wants to answer I can actually get gains really fast.” -- Marcus Sheridan β€œI started seeing the patterns, I started to recognize the types of content  that do better than others, and I continued to focus in on those.” -- Marcus Sheridan β€œI was going to go out of business, so I don't have time to sit there and say "I don't have time". So instead of watching Game of Thrones, what did I do? I sat there and pecked away at the keys every night, I slept six hours instead of eight hours.” -- Marcus Sheridan πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/content-can-save-your-business/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
31-01-2022
50 mins
Running a Consulting Business with Molly Angel
The business of independent consulting can be challenging, no more so than for a change management consultant in the healthcare industry in the midst of a pandemic!  In this episode, Molly Angel and Alastair McDermott discuss what it's like to run consulting projects in challenging times. Molly shares why she hired a business coach for her business despite having an MBA herself, some big mistakes she's made, and why it's important to loosen your grip on the reins in some circumstances. They also discuss podcasting for consultants, and how to create an abundance of content ideas for your writing. β€œI am very blessed to have a creative group around me who are my sounding board, a writers room that I can ping things off of. We'll have an hour-long call, where we'll throw out lots of different topics and we just kind of riff from there. And every single week we do this, it's a wealth of content.” -- Molly Angel β€œPeople would say "You've got an MBA, why do you need a business coach?"  I ask "Do you think I can truly be objective about myself? I don't think so."   I credit my business coach with being the person who got me fixed in the right direction first, which was "figure out the money".” -- Molly Angel πŸ—’οΈ Show Notes πŸ—’οΈ Access all the links mentioned in this episode in the show notes here:  πŸ‘‰πŸ‘‰ https://therecognizedauthority.com/running-a-consulting-business/ πŸ‘ˆπŸ‘ˆ ---------------------------------------------------------------------------------------------- βœ‰οΈ Subscribe to the email list at TheRecognizedAuthority.com πŸŽ™οΈ  Record a question or voice message for the show at TheRecognizedAuthority.com/question ⭐ Like what you heard? Please help share the podcast by leaving a rating & review πŸ€— Connect with Alastair and The Recognized Authority: ➑️ LinkedIn ➑️ Twitter ➑️ YouTube
24-01-2022
48 mins