Visible authorities already have an established credibility.
In the video below, Scott Keffer explains Visible Authority Connection at the Double Your Affluent Clients Bootcamp.
Visible Authority Connection
(Below is the transcript from the video.)
So, I get a call from the publisher of a magazine, and he says, “I wonder if you can help me.”
I said, “Help me with that? What are you looking for?”
He said, “We hired an estate planning attorney to write an article,” and he said, “It was horrid.”
I said, “So, yes?” There’s no surprise there.
He said, “Can I hire you to write an article?”
I said, “Yeah. Tell me about your magazine.”
Well, “We have 650,000 subscribers. We do high-end real estate properties, luxury vacation properties, 650,000 high net worth, and we’re sold in Barnes & Noble, Borders, and all of the bookstores. Would you be willing, if I paid you, to write an article?”
And I said, “Yes.” I said, “Let me get back to you,” because I’d learned this before in the free article world.
What I do with the editor or publisher, because all you have to do is target the magazine that you want to get into. Most people write an article and try and get it published. That’s pretty much a waste of time.
So I wrote titles. I’d send five titles to Chris and I’d say, “Which title do like?” And then I’d send ten titles, which one do you like? Guess which articles I wrote? And guess what order I wrote them? The order they had a deadline.
So, as a result, I was published in Resort Living Magazine. He paid me a buck a word, it’s kind of the standard, it’s like $1200. 1200 words is standard for a magazine. I not only did this, but the next one.
So, here’s the “aha” with this. If I wrote all about me and why I’m great and so cool, would he have published it? No. There are multiple customers when you’re doing this. One is the publisher, publisher and editor. You’ve got to be super easy to work with. Two is the reader of the magazine.
If you’re on television, you’ve got the producer of the show, you’ve got the host, and you’ve got the viewer. So you’ve got to think about, there’s multiple clients here. So I want to make everybody, make it super easy to work with and do an article that’s of value to folks, and he ultimately hired me again.
But I said, “Hey, I really like this. Do you have any extra magazines?”
“Yeah, I think we have 275.”
I said, “Oh, okay, I’ll take them.”
He said, “You want 275? Why? You don’t have that many relatives.”
I said, “I’m not buying them for my relatives. I’m buying them to hand out.”
When you think about which is better, you know, if I’m going to say, “Here’s my brochure,” or, “Oh, by the way, here’s a copy of a magazine that I wrote in.” Which is better? Four color. Lots of good stuff.
Yeah. Looks good, huh? It’s nice. Yeah, very nice.
So, my point here, and there’s a couple of things that happened. Of course, then you go into, now I’m a contributor. Which is better, a brochure or an article?
You think about, save your money and time on all the brochure stuff. It’s just a waste. It has zero credibility. Spend your time and effort on this kind of stuff. Just much more.
Then I realized, oh, visible authority connection! Because visible authorities already have an established credibility. Already have an established credibility.
When you can make a visible authority connection, your credibility is boosted with the connection. It’s powerful because they’re recognizable, right? And this allows you to join the conversation that’s already going on in the minds of your clients. That’s a Robert Collier thing, enjoying the conversation.
It’s impossible to duplicate the social proof. If those people hang out with Jack Canfield … so there’s a rising when that happens. There’s a rising when that happens.
Use press releases, so you notice, here’s what’s interesting. If you were Jack, would you say, from a credibility standpoint, he’d probably have arrived. He sold almost a billion books, he’s a Harvard grad originally, he’s been on a thousand different shows, and he’s syndicated on 150 different newspapers, New York Times best selling author. Would you say he has … from a credibility standpoint, he’s probably doing okay.
Do you notice what he did in the middle of the presentation? This is me with Oprah, Larry King, Suze Orman. By the way, so how many in here think Suze Orman’s a dweeb? Yeah, notice Jack used her. So, what would that tell you? Your opinion’s irrelevant. No, your opinion’s irrelevant.
You’re just so smart that she’s goofball, Suze Orman. What does she know? She knows how to market. She knows how to market. Jack Canfield is using her for his credibility. What would that tell you?
See, I’m telling you what the financial industry has taught you is killing you. What they teach you is killing you. What they teach you is valuable is killing you. What they teach you that works is killing you. It’s just killing you.
But Jack built his credibility by making a visible authority connection with people you know. Don’t miss that.