The 3 rings of power
1- Reputation: (what they believe they know about you, what they assume about you, what they
are told by others about you, what stories they hear about you, who they associate you with in
their minds)
Sell Trust: their part and your part
People buy brands because they know what they gonna get
What do you want people to be known for/as ?
2- Authority: (not being questioned)
Specialist vs generalist
Prescribe vs sell
Walk away power vs desperate for business.
Certainty vs uncertainty
Costume strategy, interview strategy(branding by association, being interviewed in famous shows),
social media presence, take a stand against something (eg: hustling),
3- Exclusivity: (they can’t have or other people want it as well)
Have an application process/ waiting list/ invitation only/ refer only
Congratulate don’t thank
Don’t be so easy available
Marketing: properly positioned: by the time the prospect arrive they are pre-disposed, prequalified, pre-interested and pre-motivated to do business or buy.
You must have a hungry crowd.