The Recognized Authority: the podcast that guides Invisible Experts on the journey to becoming a Recognized Authority in your field, so you can: 👉 increase your impact 👉 command higher fees 👉 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. 👉 Learn more at TheRecognizedAuthority.com/podcast ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube Misspellings for searches: Alistair, Allister, Alister, Alasdair, Alisdair, Alister, MacDermott, The Recognised Authority. The correct versions are Alastair McDermott & The Recognized Authority 🤗
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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! “Different 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 “All 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/create-your-product-ladder/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “People 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 “I 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/making-video-marketing-easier/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “Sometimes 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 “Writing has been the tool with which I've refined and crafted a point of view on all kinds of things.” -- Tom Critchlow 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/developing-a-unique-point-of-view/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “Most 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 “The 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/build-a-strategic-narrative/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “The 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/the-new-publishing-world/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “I realized that if I focused on the questions that nobody else wants to answer I can actually get gains really fast.” -- Marcus Sheridan “I 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 “I 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/content-can-save-your-business/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
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. “I 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 “People 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 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/running-a-consulting-business/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Research and The Journey to Authority
Last week, David C. Baker talked about the importance of research. In this week's solo episode, Alastair McDermott speaks about how research fits in with the Journey to Authority, and explains the Authority Maturity Model. If you are interested in growing your expert business and becoming an authority, this is for you. On Thursday Alastair will be running a live webinar for consultants and experts on the topics covered in this episode, learn more at https://therecognizedauthority.com/webinar 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/the-journey-to-authority 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
The Business of Consulting with David C. Baker
Running a consulting business can be exhausting. How can we make consulting easier to sell, easier to price, and easier to predict? In this episode, David C. Baker and Alastair McDermott discuss the business of consulting, including why research is crucial in positioning and standing out from your competitors, how to deal with the fears of niching down, and how to expand your services in a tightly specialized business. They also discuss how to create a marketing plan for a consulting business, why we are always "leaving money on the table", and what keeps David on his toes in business! “Research is a huge part of differentiation. Doing proprietary research and making that available to your clients is the only thing I know of that cannot be replicated easily.” -- David C. Baker “What drives most consultants forward is that they're terrified of no longer learning something every day. Take that urge and keep looking at the same things a little bit differently, try to notice even deeper patterns.” -- David C. Baker “Part of the definition of good positioning is that you have an identifiable, reachable target. If you're struggling with that, then you need to revisit your positioning.” -- David C. Baker ➡️ Learn more about Authority Labs: https://therecognizedauthority.com/authority-labs/ ➡️ Learn more about the webinars: https://therecognizedauthority.com/webinars 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/the-business-of-consulting/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Using Case Studies to Build Trust with Kate the Case Study Copywriter
Selling consulting services is often selling the invisible and intangible. How can we better demonstrate the value of our services to prospective clients? In this episode, Kate The Case Study Copywriter and Alastair McDermott discuss how case studies can help convert your prospective buyers. They can learn how you have helped businesses like theirs to achieve measurable results, and help you differentiate yourself from your competitors. They also discuss how Kate niched down her consulting business, and how she changed her target market after choosing the wrong option at first. “Do not be afraid to niche down. The fear is "if I niche down, I'm going to lose all these clients", but the reality is when you niche down you gain more entry into the market than you ever could have before.” -- Kate The Case Study Copywriter 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/using-case-studies-to-build-trust/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Accelerating Revenue Growth with Killer Positioning with Emily Omier
How do you give yourself the maximum chance of winning your ideal clients? What are the characteristics of clients that you are uniquely able to help? How do you know if your messaging is right? In this episode, Emily Omier and Alastair McDermott discuss the differences between strategy, positioning and messaging, how to get more referrals, and how to make it easier for your clients to make a purchasing decision. They also discuss being authentic, contrarian and developing a point of view. “If you can't say what your product is in under eight words, you have a positioning problem.” -- Emily Omier 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/accelerating-revenue-growth/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Marketing is for Morons - and What You Should Do Instead with Michael F. Schein
For consultants, traditional marketing can often feel like an inappropriate tool for the job. In fact, sometimes it even feels like we're screaming into the void. But what's the alternative? In this episode, Michael F. Schein and Alastair McDermott discuss how to use hype to grab attention, create curiosity, and build a tribe of like-minded people. They cover some fundamental strategies to achieve your business goals, including lessons from rock stars, cult leaders and business "celebrities". They also discuss working on your point of view, networking, and why doctors recommended bacon as part of a healthy breakfast! “I went out and I learned everything there was to know about SEO and funnels and the latest social media tools, and it didn't help me much at all. What I realized is that people have things in the reverse order: marketing should be anything that gets you up to bat to make sales.” -- Michael F. Schein 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/marketing-is-for-morons/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Why Positioning Is Crucial to Your Business with Shannyn Lee
As a consultant, it can often be difficult to be seen as meaningfully different from your competitors. Every consulting firm has - or claims to have! - smart people, great methodologies and tools, and every website talks about how they can solve complex business problems in a variety of industries. So how can you stand out from the competition? In this episode, Shannyn Lee and Alastair McDermott discuss why positioning is crucial to your consulting business, why people fear positioning, and how your perspective and ideology helps differentiate you from your direct competitors. They also discuss how experimentation can help you find what energizes you, the different business models for consulting firms, and why they are happy to be a training organization! “Positioning is fundamental business strategy, it affects everything that happens in the day to day of your organization. When you're well positioned, you're very clear about every move that you choose to make, or anything you choose to walk away from, and there are lots of benefits that happen as a result.” -- Shannyn Lee 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/why-positioning-is-crucial/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
The Journey to Authority - Alastair McDermott and Philip Morgan
In this episode reposted from Philip Morgan's The Self-Made Expert Podcast, Alastair and Philip discuss what the journey to authority looks like, why you should cultivate expertise, and how publishing develops your thinking. They also discuss when authority matters, how you know if you have authority, and the importance of specialization in building authority. ➡️ Learn more about Authority Labs: https://therecognizedauthority.com/authority-labs/ 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/journey-to-authority/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube
Using LinkedIn for Lead Generation with Louise Brogan
LinkedIn can be a fantastic source of leads for consultants, but there's a lot of noise on the platform, especially since the start of the pandemic. In this episode, Louise Brogan and Alastair McDermott discuss how to do lead generation on LinkedIn without spamming people or burning yourself out. They also discuss Louise's specialization journey and how she niched down to just LinkedIn. “That is where you get business on LinkedIn - you don't get it out on the newsfeed, you get it in the messaging inbox.” -- Louise Brogan “Stop thinking of LinkedIn as a lead making machine, and start thinking of it as a place where you go to build a valuable network of contacts.” -- Louise Brogan 🗒️ Show Notes 🗒️ Access all the links mentioned in this episode in the show notes here: 👉👉 https://therecognizedauthority.com/using-linkedin-for-lead-generation/ 👈👈 ---------------------------------------------------------------------------------------------- ✉️ Subscribe to the email list at TheRecognizedAuthority.com 🎙️ 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 🤗 Connect with Alastair and The Recognized Authority: ➡️ LinkedIn ➡️ Twitter ➡️ YouTube