/claiming authority as a marketer_

Every marketer needs to pull out the notes app on their phone right now and create a bullet list of all the things they know they are competent in and then start cutting that list down until it’s three or less. Then lay claim to being an authority in those core competencies.

One of the most eye opening things moving from the contracting world to working with marketers on a regular basis is that the two worlds are pretty similar. Most agencies actually operate a lot like general contractors. They say yes to a lot of projects and use subcontractors to get the work done. Anyone can make this work, of course, but the further away from your core compentencies you subcontract the greater risk you have at not earning the kind of money you think you’re going to earn. That’s not to say don’t do it. My challenge would be, what will your life look like if you were to narrow in on your core competencies and build repeatable systems around the things you know you’re great at?

The problem with always extending yourself beyond the basics is that you end up experimenting and learning as a part of the process as opposed to following a process you know produces results.

At times, you may be asked to trail blaze and forge new paths where maybe you aren’t an expert yet. Maybe that is strategic. But more often than not, you’re so addicted or thirsty to get a yes out of a prospect that you end up saying yes things that will force you to provide service that is outside of your strength zone.

When I was first starting out in the trades I had an opportunity learn a few other skills. I decided to say no to a lot of that and found my stride in painting. But even within painting there were things that I knew I couldn’t do well and I wouldn’t enjoy. So I stayed in my lane. And as I sought to do that further I realized there were things about running a painting company that I loved (sales and marketing) and things that I didn’t love (project management and accounting) and so when the time came for me to turn a chapter in my life, I moved into an industry where I would never be tempted to touch project management and wouldn’t be called upon to deal with the finances of the company.

But even within my role, when I look to create campaigns I have to ask myself if I’m writing about things that I can claim authority. That our company can claim authority. It’s when we take steps outside of that space of authority where we get into trouble.

So make things easy on yourself.

Take that list of three or less things and make sure that when you create that you are not creating outside of those areas. If you do, it had better come with a research and development budget. Because learning requires resources that your company funds might not be able to cover.

But if you decide upfront what space you can claim authority in, soon enough, you’ll be able to identify the customers who need you to talk about the things you’re talking about because soon enough, they will find you and not the other way around.

If you don’t know much about me yet on the professional side. I work with companies who are trying to automate their marketing funnels and drive more business. My design and tech team and I do this through helping companies design and build a booking site that puts appointments right on their calendar using WP and the Periodic platform. I’m very happy to make new business friends and have whiteboard sessions. Let’s collaborate! Hop on my calendar anytime.

Torlando Hakes | Author | Speaker | Podcaster

Director of Business Development at Periodic