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The Authority Platform

Lesson 5 from: Building Your Authority Platform

Beate Chelette

The Authority Platform

Lesson 5 from: Building Your Authority Platform

Beate Chelette

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Lesson Info

5. The Authority Platform

Next Lesson: Your Elevator Pitch


Class Trailer

The Authority Platform


Class Introduction


Generations Matter in the Way You Sell


Business Has Changed


Move From Selling to Serving to Solving


The Authority Platform


Your Elevator Pitch


Stop Selling and Start Connecting


Hot Seat - Elevator Pitch


About Beate


Platform Building Overview


How to Cut Through the Noise


Interview with Andrea Reindl






Why Peer Approval Matters


Creating a Word of Mouth Campaign


Hot Seat - Word of Mouth Campaign


Social Networks


The Why of Social Networking


How to Build Influence


How to Tell Your Story


Hot Seat: Put Your Story Together


Finding Your Voice


Where to Find Topics for Blogging


The Blogging Formula


The Blogging Amplification Model


Workshopping - Blogging


Your Personal Brand


The Fab Five Social Networks


How to Use the Five Social Networks




What You Can and Can't Post


LinkedIn Overview


Skype Interview - Clint Evans


How to Build Your Profile


LinkedIn Links to Group


Top of Mind Awareness and Misconceptions


Lead Generation


Your Website is More Than a Portfolio


The Call to Action


Hot Seat - Unique Selling Proposition


Workshopping - Unique Selling Proposition


What is a White Paper


Why You Need a White Paper


Skype Guest - Uros Rojc


Be The Authority


Misconceptions about Media Relations


Skye Guest - Shannon Rose


Workshopping - PR Pitch


Great Leaders are Made, Not Born


The Authority Playbook


Accountability and Review


Lesson Info

The Authority Platform

All right, so this is what your universe looks like you are in the middle and all of these are things that you are serving this is how you build your universe this's the son you with son in the medal isis and intimidating enough just looking at it I figured um and I put down you know, speaking affiliate school plus books e books events workshops and we'll go into all of these but for right now I just want you to look at this this is the model this is the model ofthe building your authority so now I would like um to start work shopping and if we have questions can about me and, you know, just jumping around two to bring them in. So on page number seven I'm asking you in the work shopping part which social or traditional channels are relevant or feasible for you and I frightened down quite a few and what I want you think about is very quickly without sort of going too deep because we will go deeper later. But what of this sounds appealing to you? Is it speaking? Is it creating a failure ...

relationships itself for you isn't writing a book publishing e books, facilitating events, workshops, being a radio or tv personality talking about you know, you could do that very easily, especially being being young and talking about the needs ofthe the millennials as they're buying houses, I bit that what they worry about is very different what other people worry about by the pure nature of that there's actually speaker out there, who specialized just on the topic off millennials, and he demands five figure numbers to speak just about that because he explains to companies what millennials are are all about and what motivates them traditional networking linked in facebook blocked twitter, google searches, take a moment and write those down on just very quickly. What feels natural to you? I put this picture up there, this is my narcissist picture my slight, so this is thea outcome. So the reason I put this up there is because in my world, in my brand, in my authority, I sell the other side, so what I talk about is what it looks like, what it feels like, what you can do when you are on the other side, which is go on fabulous trips meet interesting people have a great time, totally fail on that pumpkin. I just want to pay attention that that pumpkin, I don't think I've ever done so poorly on a pumpkin, so I put that in, so you see, I have I definitely have flaws, I clearly cannot carve pumpkins or know enough about it to make him last a day and hanging out with my daughter, my friends and I do like to go to a lot of trips, especially ski trips, which is, you know, some of my favorite stuff, so the reason you're in this and the reason you're building this is because your brand however you're going to design it has to stand for something if it is green, if it is solar, if it's renewable energy, if it's, if it's about that your lifestyle has to be congruent with that, as you showcase that very important, if you talk about inspiring people making a better lifestyle, helping people to relax your lifestyle, your brand that you portray has to be concluded with that look here's me going for a long walk in the woods with my two dogs look here's me having a home cooked meal with my beautiful wife partner and my children just checking back and enjoying our our home. So what is that for you that your brand portrays? Because this is a very carefully crafted uh, branding exercise we're doing, I don't share things that are not good for me. I mean, I do she throw occasional viral tape, temper ten trips which are very effective, what was your latest viral? My god, it was like, you know, like especially when I'm going into a sale cycle I usually pick a controversial topic and I just go off and I said, I cannot believe that these idiots they did this it's outrageous, you know? And I just go full out and then it's like it lights up, but boy, I mean, the numbers just go up because people love that kind of controversy you can't do too often because if you know, can be perceived as a difficult person but not to say the word, but it is very, you know, it works sometimes to share things that are not going well or that make you really angry and then people say, don't worry, it's going to work out okay, you know that then you get that sort of kind of tribe tribe engagement, all right? It is time to workshop, so I would like who would like to share, who is who wants to share share what they've written down on the authority platform day? What channels feel feel good, darryl like it or not, he go? Yeah, no problem um, you know, I'm finding myself looking towards the things that are easy, easier are comfortable I'm not a big writer, you know, I think I can write fairly well when I do put my mind to it, but it's something I labor with a little bit I wanted right wanted perfect, you know, so I struggled to get through bloggin trees and things like that so you know, I put in some of the things that traditional networking linked in seems to be a pretty comfortable place for me. Andi we've talked obviously in your other course about engaging where your customers live on linked in as opposed to kind of being in the same room with the other photographers et cetera um facebook, twitter and the old standby the website so those were the places I guess I'm oh mikey and I quickly because that's seems manageable for me. Okay, very good what about you? I said speaking, um events and workshops so I've done that with my job currently, um I've done some speaking engagements and some workshops and I feel like I've got a great story to tell in a lot of important information to get out there to photographers so I never thought that I would that would have been me, you know, speaking but after doing at several times, I've found I really enjoy it and I think it's because I'm passionate about what I'm talking about and and I know what I'm talking about so I guess that it feels good at the end of the day when you know that you've gotten some great information wonderful soon ok, so where do you speak photographers, workshops okay so currently I I um work for the being home page so I go out of my source the images that you see on that daily right daily image and so are you know we're trying tio engage our users so how do you make that image stand out from the rest? How do you make that image speak to people or make them wonder where it is? What is it? You know, how do you what's an intriguing photograph versus a beautiful photograph? Because there's there's a huge difference so that's what I speak about they're good have you been able to monetize said yet in any way no only for microsoft I guess ok, so so when there's a local event you made yourself available to come and speak to create the connections. Okay, very good. So so this is actually a great example kept because what I what what happened? It is in the beginning when you go out to speak you have to do a lot of these freebie stuff because you have to make the connections but then as you build your platform further and you nail what that particular thing is that you talk about right if it's sort of a broad thing is very it's difficult, but if it's a niche right if it's about telling photographers how to or showing magazines on how to if that's if you if you can get to that one thing and we will be working with you over thie, you know these special days that to find two and what, that what that really is, that is the gold, and then when you get there and you do the speaking, then you can say, well, my, my speaker feet is five hundred, a thousand seven, fifty two thousand five, whatever, whatever sort of it is, and you then create the handouts very much like what we're doing here, the workbooks that hand out where you helped them to go and walk away with a tangible items, so it's like the first to speak about it, and then you teach and train it on the teaching and the training that's where the money isn't it, or there's the youtube version of it, and I'm just going to go over some of these things with you so you can start seeing the picture because we had that universe thing, and it goes in all places. The other way to do it would be to create a series of youtube videos and broadcast those youtube. When you're over, a certain number of people talk about that in the social network's day is there's, a whole bunch of resource is available to you and you make the money through the ads so if you get the hits and the views on the videos that you have, you can make money through youtube in google through the advertising placement so there's a whole bunch of different ways to monetize this because in my world we're not doing everything for free you know, we just don't we want to provide a service it's valuable to other people and we want to be properly adequately in richly compensated for it. Okay, very good. All right um stafford what you comfortable but, um country trying to build affiliate networks um I'm comfortable writing, uh podcasts for something father doing, um podcast yeah tradition that working facebook blogging on the website you do have a good voice I think you'll be really good on radio. Yeah, and I'm just curious if you can share what type of work that you d'oh relative to what you know what? What things that your resonating with well, there's two things I'm doing one because I'm trying to figure out how to market and sell services for a creative agency where we can't show our work because most of the work we do is for a particular client so we're trying to say here's all these great skills this wonderful people, these great things we have to offer but I can't show the work you know because it belongs to somebody else on the other thing I'm doing on a personal level be outta knows I've been involved photography forever and I'm trying to come back into that space and trying to figure out if there's a business here that what works I'm trying to figure out what's the appropriate client base what kind of services would you offer and how to engage with those folks? And would you want to be a photographer? You yourself that's a photography business okay, all right, so there's a couple things you know as sort of my brain starts to warm up on your businesses so the selling services that you can show is about the is all about the end result, right? That's what we just talked about the mindset shift what comes out on the other side of things. So wait work with customers whose work is so groundbreaking special that we can really show it to you but what we can tell you yes, that they sleep better at night they they have a better interaction with their consumers because we identify the secret sauce that I would have to kill you if I gave you the recipe, which is why we can show it but what we can tell you is that secret sauce is so good that now they're in result engagement with the customers up twenty five percent, their return on investment has gone up this much their their feedback on their website to their special offer has quite true boat, right? And as a result their customers are buying more are happier living better lives so if you can show it what you do you take that process and you make that process the brand formula right you says like this is like a kid as a safety blanket that's what we do, we take a safety blanket and we throw it over the company and everybody in it underneath it is safe and everybody that gets to hold onto that blanket is a result of them working is also safe. So analogies like storytelling analogies I work really well so in your case, if you can show it, you could do a case study and a case that he would be a client in the food beverage industry whose problem wass to came to us we applied the secret sauce at the end of this they had the website engagement was higher, their return on investment was they added a six figure more numbers into their bank account in the first month. You know that is significant so you can tell this story a different way fifty different ways it's just about walking away from the traditional model off this is how usually a story still and we we talk about the storytelling on day two in the social networks day how to sort of kind of put that together but I like a challenge all right so jan what about you? We have a few more minutes um all of them I'm already engaged in all of them like all the list the whole list I'm comfortable in all spaces and and I see the opportunity and you know being powerfully president each one and yeah so that's the quick answer that's what you see is easy not easy because it's not easy to be everything excellent all right cannot what's the audience do it yeah so we take people were talking about in the chat rooms what areas? They're most comfortable ok, but it's kind of a question based upon that is what's what's more important what the areas that you're most comfortable in or where your audience is and so if you're really comfortable let's see we had tomorrow heart who says I'm a boomer I'm finding instagram is very comfortable for me but I don't think it's where my clients are definitely no past clients from their ninety nine mike percent of my clients come from referrals so those people aren't actually active on social media themselves ok? Barry that's a that's a very sneaky good question so the answer to that is, um social proof comes from having the numbers to back you so if even if your clients are not in on instagram millennials but you have a half a million followers on instagram, it still will count as social proof because hiss clients might be wanting to sell to them. So it goes two ways you either re gym, where the clients are and connect with them there, and if that's not possible, the out that could be where their buyers are. And this is where we become the sneaky authority, because our language changes just as quickly, where we say all while the reason I am, you know, reaching baby boomers, but I have this instagram account is because let me show you what great benefits you could derive from having this audience, and I as a boomer, have done it, so I can show you how to do it. Therefore, it's a great benefit to you to hire me, because I know how to do this selling point done, that's great, sneaky. I know it's, sneaky and s o for everybody wants to connect. This concludes our segment number one I know it goes really quickly. Please dio check out the photography business group on linked in and there's also another group called the women's code. Uh, follow me first before you want to be my friend, because we're building the relationship remember on facebook, you find women's code and photo bears fans and I have a close group, also called photo base coach. So do is start interacting with us and please, by all means, send us your questions. Tweet. The twitter handle is built authority.

Class Materials

Bonus Materials with Purchase


Ratings and Reviews


Beate Chelette delivered so much value with so much style and grace that it was a "no-brainer" decision on the 2nd day -- I needed to own "Grow Your Business as the Authority In Your Space"! This is material I can really go back to and mine for nuggets over and over -- PLUS, I can't wait to get a closer look at the workbook (and start trying out the exercises of course!). Beate's surprisingly broad expertise coupled with her polish and professionalism made each day's programming a true joy to watch. She is a wonderful role model for all of us nascent women entrepreneurs -- and obviously, men will find her lessons just as empowering. Thank you, CreativeLive and a special thank you to Beate Chelette!


Outstanding lessons and advice on how to make your sales become real. The advice on how to link yourself to others via Linked-In is compelling and easy to begin. I like her advice about doing at least 1 thing every day for your business. Barry L Walton

Amy Fletcher

I love this course and dip back into it frequently. I would highly recommend this course to entry-level and mid-career academics, particularly women. More courses please from Beate Chelette! Cheers, Amy

Student Work