From Authority to Demand, with Stephen Woessner

Episode 196

For the last 4+ years, our Sell with Authority podcast has focused on one core idea: how to help agencies own and monetize their position of authority.

When agencies choose a niche, commit to a point of view, and teach what they know in service of the right audience, something powerful happens. They become recognized.

Their thinking travels.

And prospects begin to show up more prepared, more confident, and more aligned.

But over time, another pattern emerged for our team, and we took it into the Predictive Lab to test it out.

Agencies that have built an authority position may no longer struggle to be seen.

They struggle with creating and activating demand.

Prospects know them. Prospects respect them. Prospects may even believe they’re the right agency to choose.

And still… they wait.

In this final episode of Sell with Authority, Stephen reflects on what the podcast set out to do, why it worked, and the natural next question that follows once authority is established:

What do you do with attention once you’ve earned it?

This episode introduces an important distinction:

Authority earns attention. But demand…turns attention into action.

What you’ll learn in this episode:

• Why authority alone no longer creates movement
• The difference between passive trust and activated demand
• How intrigue, curiosity, and desire influence decisions
• Why inbound and outbound aren’t opposites — but incomplete without each other
• What it really means for an agency to be in demand

This episode also marks the close of the Sell with Authority chapter — and opens the door to the next conversation with the launch of The In-Demand Agency Podcast.