Authority Positioning: How to Become The Leader In Your Niche
Summary
TLDR演讲者通过'权威之梯'模型,阐述了个人或品牌在商业领域从'不稳定'到'不可见',再到'市场性'、'可信度'、'可见度',最终达到'名人'级别的六个阶段。强调了在竞争激烈的市场中,要通过建立个人品牌和提高知名度来吸引客户,而不是被动寻找。演讲者分享了自己的经历,鼓励听众认识到自己的当前位置,并朝着成为行业顶尖10%的目标努力。
Takeaways
- 😀 无论你多么优秀,如果没人知道你,那么优秀就毫无意义。
- 🔍 职业生涯初期,你可能处于“不稳定性”阶段,意味着你不确定自己能否支付生活费用。
- 🙈 “看不见”阶段意味着人们看不到你,即使你非常出色,但别人不知道你,就无法给你钱。
- 📈 “市场性”阶段意味着人们开始与你做生意,虽然不是持续的,但至少有推荐。
- 🔐 “可信度”阶段是当人们知道你、喜欢你、信任你时,你变得可信。
- 👀 “可见性”阶段是当人们在考虑买卖时首先想到你,你成为他们的首选。
- 🌐 在线上,客户不需要找到你,而是需要能够找到你,这是关键的转变。
- 📺 你不需要生产10小时的内容来获得佣金,但需要确保在线上有你的存在。
- 📢 要脱颖而出,你需要在市场中制造噪音,让人们注意到你。
- 🌟 “名人”阶段意味着人们争相获得你的注意,你可以选择你想合作的客户。
- 💰 顶尖的10%赚取了90%的收益,你需要思考如何成为那10%。
- 📝 写下你目前所处的阶段和你想要达到的阶段,诚实地评估自己的位置。
Q & A
什么是'不稳定性'在业务中的含义?
-在业务中,'不稳定性'指的是不确定能否赚到足够的钱来支付租金、照顾家庭或支付账单的状态。这是许多新入行或第一年从事业务的人的起点。
'不可见性'在职业发展中代表什么?
-'不可见性'意味着尽管你可能非常擅长你的工作,但人们看不到你,你是行业中最好的秘密。这导致你无法获得别人的注意和金钱。
什么是'市场性',它在职业发展中扮演什么角色?
-'市场性'指的是人们实际上正在与你做生意,购买你的产品或服务,虽然可能不是持续的,但足以让你获得一些推荐和客户。
为什么'可信度'对于业务成功很重要?
-'可信度'意味着人们知道你、喜欢你并信任你。这是建立长期客户关系和获得更多推荐的关键。
为什么'可见性'对于业务至关重要?
-'可见性'意味着当人们考虑买卖时,你是他们首先想到的人。这不仅意味着他们知道你、喜欢你和信任你,而且他们在网上搜索时能找到你。
为什么说我们不需要寻找客户,而是需要让客户找到我们?
-因为潜在客户已经在寻找服务,我们需要通过在线可见性来确保他们能够找到我们,而不是我们去寻找他们。
为什么说在媒体业务中也需要房地产销售技能?
-因为即使是房地产销售,也需要通过媒体和在线平台来提高自己的知名度和吸引客户,这与媒体业务中的品牌推广相似。
为什么说在市场中'脱颖而出'很重要?
-市场中有很多噪音,为了吸引潜在客户的注意,我们需要通过独特的方式或策略来让自己脱颖而出。
为什么说'名人'级别可以给你业务上的选择权?
-达到'名人'级别意味着你有足够的知名度和吸引力,客户会争相获得你的注意,这让你可以选择与谁合作,何时何地工作。
为什么说顶尖品牌或专业人士占据了大部分市场份额?
-顶尖品牌或专业人士因为他们的知名度、专业性和信誉,能够吸引更多的客户,因此他们占据了大部分市场份额。
为什么说在任何行业中,人们往往只记得第一品牌?
-因为第一品牌在人们心中建立了强烈的品牌形象和认知,当提到某个产品时,人们首先想到的是这个品牌,而其他品牌则很难被记住。
Outlines
😌 从不稳定到可见:建立行业权威
本段讲述了个人在行业中如何从不稳定状态开始,逐步提升至可见度和权威性。不稳定状态意味着收入不稳定,无法保证基本生活需求。随后是隐形状态,即尽管技能高超但无人知晓。接着是市场性,意味着开始获得一些推荐和业务。然后是可信度,即客户开始认识、喜欢并信任你。最后是可见度,成为行业内的首选,人们在需要服务时首先想到你。
🤔 内容创作与市场噪音:如何脱颖而出
这段内容讨论了在充满噪音的市场中如何通过内容创作来脱颖而出。提到了即使没有10小时的内容在线,也可以通过媒体业务来增加知名度。强调了在任何行业中,顶尖的10%赚取了90%的利润,并鼓励人们思考如何成为那10%。最后,通过提问和品牌联想的方式,说明了成为行业第一品牌的重要性,以及如何通过知名度来获得选择客户和工作方式的自由。
Mindmap
Keywords
💡不稳定性
💡不可见性
💡市场性
💡可信度
💡可见性
💡名人效应
💡选择权
💡品牌认知
💡市场竞争
💡内容创造
💡消费理论
Highlights
无论个人能力多强,如果无人知晓,就毫无意义。
讨论了“权威之梯”,从不稳定到可见度的六个阶段。
“不稳定”阶段意味着收入不确定,无法支付生活费用。
“隐形”阶段指行业内无人知晓你的存在。
“市场性”阶段意味着人们开始与你做生意,获得一些推荐。
“可信度”阶段是人们知道你、喜欢你并信任你的阶段。
“可见度”阶段是当人们想到买卖时首先想到你。
强调了在线可见性的重要性,人们需要能够在网上找到你。
提出了“消费理论”,即不需要主动找客户,而是要让客户找到你。
讨论了内容创作的重要性,即使没有10小时的内容也应努力提高在线可见度。
强调了在媒体业务中突出自己的必要性,即使在房地产市场也是如此。
提到了市场上的噪音问题,需要通过提高知名度来脱颖而出。
“名人”阶段意味着人们争相获得你的注意。
名人阶段赋予了你选择客户和工作方式的权力。
提到了顶尖品牌或专业人士赚取了行业内90%的收入。
强调了要成为行业顶尖10%的重要性。
讨论了品牌认知度,即人们首先想到的品牌。
提到了在任何行业中,只有顶尖品牌才真正“存在”。
鼓励听众诚实评估自己当前的位置和想要达到的目标。
分享了演讲者自己的经历,从不稳定到名人的转变。
强调了“谁认识你”比“你认识谁”更重要。
Transcripts
they could be very good but it doesn't
matter how good you are if no one knows
you it doesn't matter how good you are
if they don't know
you so let's talk about the ladder of
authority so if you're brand new or is
the first year in the business you start
off at what I call
instability instability the bottom level
when you talk when I talk to an agent I
asked them how's business and they say
fine fine what's fine in Italian what's
fine in Italian B Banner Banner right
now in English fine is actually an
acronym it stands for freaked
out in
debt not making enough money and
emotionally stressed out
f i n
e
right instability means I don't know if
I will make enough money to pay for my
rent I don't know if this month I will
make enough
money to pay for my family to take care
of
them it means I don't know if I will
make enough money
to pay for anything that I to bill to
pay the
bills that's
instability and most all of us we start
at instability yes we start there right
Next Level we have
invisibility means people can't see you
you the best kept secret in the
industry you might be very good at what
you do
but it doesn't
matter because they can't give you money
unless they first give you attention and
money right they can't give you time
unless they first give you
attention that's the
key that's the
key and then you have
marketability write this down
marketability what is
marketability it means
people
actually are doing business with you
they're buying from you not consistent
but
enough how many of you are getting some
referrals in your business some
referrals
referrals that means your clients refer
other people to you great great so you
are at level three
marketability people like you you do
good you're professional they refer some
people to you good
Next Level you have
credibility they know you they like you
they trust
you they know you they like you and they
trust you you are credible you're
credible credibility they know like and
trust you and then you want to get to
visibility
visibility and I'll talk about this that
means means when they think of buying or
selling they think of you
first you're the first person they want
to
call not only they know you like you and
trust you but they think of you first
and when they people go
online they find you you see people
think most
agents they think how do I find
clients how do I find more clients how
do I find more
listings that's not
true you don't need to find
clients you need clients to find
you you need to be found when they go
online can they find your name when they
go on YouTube can they see your video
when they go on Instagram can they see
your
photo because right now those clients
those product
prospects they are buying and they're
listing with somebody right now you
don't need to find them they are there
you need them to find you do you see the
difference we got to change the way that
we
think people are already searching
online they're
looking but can they find
you goes back to the theory of
consumption
you might be thinking but
$10,000 in commissions 10 hours of
content I don't have 10 hours of content
online I have not produced 10 hours of
content and that's the problem that is
the problem that's why we are working
too hard to make too little money does
that make sense
we are in the media business who happens
to sell real estate it is the same let
me ask you this how many of you would
agree there's so much noise in the
marketplace so much noise in the
marketplace so we need to stand
out we need to stand out we have to
stand out next you have
celebrity now people fight to get your
attention fight to get your
attention and now you have more clients
calling you then you don't know how to
deal with it too many people calling you
right celebrity and that gives you the
most powerful thing in
business choice you choose who you want
to work with
you
choose when you
work you choose where you work in Cas in
some cases you don't need to go to the
clients they come to
you they come to you let me demonstrate
in any industry in any industry the
celebrity the top brands the top
professionals the top 10% makes 90% of
the
money the top 10% makes 90% of the
money 90% of money think about what you
need to do to get to that to top
10% when I say
a product I want you to yell out the
first brand that comes to
mind okay I'm going to say a product the
first brand that comes to mind just yell
the answer together okay
ready okay
hamburger oh say McDonald's I had soda
drink Coca-Cola Coca-Cola there you go
how about jeans Le
Lis you notice this so in every brand
every
category the top brand comes to mind
what it means is as you get to second
and third and fourth place you don't
exist you just think of the first
one so here together you are not
competition you no this is not
competition even though you're in the
same city you're not this is not
competition you can work together yes
yeah it's not
competition but
some are higher up on this letter than
others some you may be
at
fine
instability
invisibility marketability so write down
in your notebook where you're
at where are you at
now and where do you want to be where
you now and you need to be honest with
yourself where are are you
now and where do you want to be let me
ask you this how many of you don't like
where you're at now you don't like where
you're at
yes we can change
it we can change
it I started
off at
instability and I went from
instability to invisibility to
marketability to credibility right and
to a Authority and to celebrity I go
this same
thing it's the same thing you can do it
and I'll teach you how you
see so write this down it's not what you
know it's not even who you
know is who knows you
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