Three Keys to Succeeding in Business by Empowering Your Prospects

It’s time to start the most crucial process in building an expertise-based business.

I’m talking about discovering how to communicate with your prospects, customers, and clients. Specifically, figuring out “what to say and how to say it” to prompt them to choose you over the competition, and stick with you beyond the initial purchase.

We’re now beginning an intensive process to do exactly that.

The Leading Expert Marketing Framework features three key components that lead to real-world guidance about what to say and how to say it when it comes to your content and copy:

• Mentor

• Mission

• Movement

We’ll begin with the specific type of Leading Expert you need to be. As we’ve seen, the key idea in thought leadership is “leader.” To be viewed and accepted as a leader, you have to demonstrate shared values to the people you hope to influence.

Once that’s in place, what does a leader do? They empower their people to execute the activities necessary to accomplish the agreed-upon objective. The result is some form of transformation away from the status quo.

Unlike the generic word “content,” empowerment marketing gives you the true objective right there in the phrase. No one would ever confuse an attempt at empowerment with producing bland AI-generated information or SEO slop.

When you seek to empower people, you’re leading them on a journey of transformation. You’re a mentor who essentially tells a story over time to your audience to spark change and action.

This journey can be the path to a purchase or a way of thinking differently. For our purposes, we want both. And that means telling the right kind of story that recognizes, from a psychological standpoint, that people are the protagonists of their own narratives.

What Kind of Story Are You Telling?

As you know from the mentor mindset lesson in the PEA course, you need to tell a Star Wars story. By that, I mean you need to take your prospects on a thought leadership version of the mythic hero’s journey...