February 26, 2020

Establishing your authority, with Drew McLellan

Episode 924:

Drew McLellan is a 25-year marketing veteran who helps clients create authentic love affairs with their customers. Drew has run his own agency, the McLellan Marketing Group, for over 20 years and helps the owners of over 250 small to mid-size agencies a year learn how to take their business to the next level through his consultancy, the Agency Management Institute. Drew has appeared in the New York Times, Entrepreneur Magazine, Businessweek, and Fortune Small Business. The Wall Street Journal calls Drew one of 10 bloggers that every entrepreneur should read.

What you will learn from this episode:

  • How the internet has disrupted buyer behavior and changed the way B2B sales are conducted today
  • Why establishing yourself as an authority or expert in a particular niche can be a powerful way to boost your sales
  • How being the expert of your niche opens up a larger geographical area for your sales and can allow you to charge a premium
  • Why your unique point of view allows you to stand out from competitors and is what you uniquely bring to your business that your competitors lack
  • What steps business owners can take to define their point of view and establish their expertise in a niche
  • Why attracting “sweet spot” clients is the key to building a base of loyal clients who spend more money and offer better referrals
  • Why you should start with robust, informative “cornerstone content” and how your preference between writing and talking can help determine what content to create
  • How cornerstone content can be broken up into “cobblestone content” that can be shared across social media and other locations
  • Why it is important to develop a relationship through your content before you try to sell to your prospective clients, and why showing authenticity is key

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Additional Resources:


Stephen Woessner

Stephen is the CEO of Predictive ROI and host of the Onward Nation podcast. He is the author of two bestselling books, speaker, trainer, and his digital marketing insights have been featured in SUCCESS, Entrepreneur, The Washington Post, Forbes, Inc. Magazine, and other media.