Saturday, July 21, 2018

Book Review: 'Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant' by Adam Witty and Rusty Shelton

The co-authors of this book bring to their task considerable depth in the field they discuss. South Carolina author Adam Witty, founder and CEO of Advantage/ForbesBooks, is a speaker, teacher, and consultant on marketing and business growth techniques for entrepreneurs and authors, and is chairman of the not-for-profit Youth Entrepreneurship South Carolina, where they teach entrepreneurial skills to at-risk youth in every South Carolina public school. Texas author Rusty Shelton is senior marketing strategist and publisher for ForbesBooks, founder of Zilker Media and co-founder of the quiz marketing platform Catch Engine. Rusty has spoken to audiences at Harvard Medical School, SXSW, EO Alchemy and beyond about how to build authority in the new media landscape.

The opening chapter of this interesting book offers the core of the change to Authority Marketing: ‘Charlie Epstein went over his notes carefully as the car proceeded down Avenue of the Americas in New York City. He had been studying and rehearsing the entire way from Springfield, Massachusetts. As the car pulled up to the offices of Fox News, Charlie took a deep breath. He was about to appear live on Fox Business’s Closing Bell with Liz Claman and was determined not to screw it up. A few weeks earlier, he had been given the opportunity to appear on the show remotely, but things had not gone well— his location was too dark and his responses not as sharp as he would have liked. Luckily, his team had convinced the show’s producers that he would be a much better guest in person. Now it was time to do or die. For Charlie, it was an incredible moment. As he waited in the green room among familiar TV news personalities, he couldn’t help but consider how far he’d come. He had gone from being a normal life insurance and 401k salesman, waiting on his next prospect meeting, to a leading Authority in the financial field waiting in the green room to address millions of Americans on one of the highest-rated cable finance shows. How had things changed so much for Charlie? His transition from commoditized financial advisor to leading Authority in the financial space began with a decision he made years earlier to play a game no one else knew was being played. He recognized that he was fighting an uphill battle competing in a crowded space and knew he had to do something to differentiate himself from his competitors. He wanted to work smarter rather than harder, which was a must in a field as competitive as his. Think about it— as of this book’s publication in 2018, there are nearly 285,000 financial advisors in the United States. 1 All of them have the necessary credentials, the prerequisite education, and the experience to become financial advisors— which makes them experts in their field. However, just like doctors, dentists, attorneys, among others, simply having the formal credentials doesn’t make any single financial advisor stand
out from the other experts in the crowd. So, what does? Authority Marketing! Authority = Expertise x Celebrity’

This fascinating concept is well presented in three parts: The Big Idea, Creating Your Authority Marketing Blueprint, and Implementing Your Authority Marketing Blueprint. Or as better stated, ‘Authority Marketing isn’t about ego or attention -it’s about accelerating the speed of trust so you are viewed not as an expert with something to sell, but as a thought leader with important insight to teach.’

A bright new idea for marketing in a well considered format. Grady Harp, July 18

Editor's note: This review has been published with the permission of Grady Harp. Like what you read? Subscribe to the SFRB's free daily email notice so you can be up-to-date on our latest articles. Scroll up this page to the sign-up field on your right.

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