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Psychology & Marketing Series: Authority

posted by: Corrin Magditch on August 27, 2015

Psychology & Marketing Series: Authority

posted by: Corrin Magditch on August 27, 2015



Marketing and Psychology go hand in hand. It is important for anyone in the industry to understand why humans act a certain way and how this behavior shapes business.

When I started college, I was studying International Business Management/Spanish. It seemed practical. What I learned my very first semester is that I couldn’t care less about Economics and Business Theory. The only class that resonated with me was Industrial/Organizational Psychology, where we studied human behavior in relation to the workplace and organizations. My switch from Business to Psychology gave me insights into the Marketing world that made for an easy transition into a marketing role.

This is part one of our five-part series on marketing & psychology. This series is intended to help you understand human behavior in relation to your marketing strategy. In it we will talk about topics that run the gamut: from reciprocity to commitment marketing to the importance of scarcity tactics. Each one of these topics layered onto the previous, gives you a deeper understanding on how to understand human behavior in relation to your marketing strategy.

Our first part is about Authority.

When we have a problem, whether it be in the workplace or with our physical/mental health, we usually consult an expert. People like to defer to experts because they expect to get real, actionable advice.

The  same goes from a marketing standpoint. In fact, there is a whole division of marketing aptly called Authority Marketing. It is important to lobby yourself as an expert in your field. It allows you to increase your audience, make your message more powerful, and yield higher revenue.

“The simple truth is, if you aren’t deliberately, systematically, methodically– or rapidly and dramatically– establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset.”

This quote comes from Direct Marketing expert, Dan Kennedy, and is absolutely true. Here is how you can position yourself as an expert, and what you can gain by it:

1)  Standing Out In A Crowded Market:

Whether you are in a booming industry or are a niche business, the likelihood that you are doing something that no one else is doing is slim. That being said, you need to take every opportunity to stand out. Setting yourself apart, as THE industry expert, is a good way to stand out among the masses.

2) Establishing Credibility:

The more your work and name are out there in the community, media, and web, the more your peers and potential client base will see you as an expert. Leaving a “paper trail” that can be linked back to you, shows that you have a strong hand in the market. In addition to positioning, your intentions need to be pure when building credibility.

The more recognized you are in the industry, the more transparency there will need to be in your brand. It is thus important to remember to never promise something that you cannot deliver, or misrepresent your product, service, or brand.

3) Media Contribution

It is not often that a person is interviewed by a news source who has never been published in a news source previously. Having your own pieces of “Thought Leadership” released to local news outlets, and industry specific trade journals/news sources is a good way to get your name out there. It is also additional advertising for your brand.  If you are not comfortable writing your own pieces of thought leadership, you can hire a ghostwriter who can write them in your name. The more often your name appears in these sources, the more you appear to be the authority on your industry/subject. You are more likely to have people come to you for additional media contributions and work.

4) Strategic Partnerships

If you have a well-known client or have developed a partnership that can add to your strength as an authority in your field, be sure to display them with pride. Get your partners and clients in on the action by placing their logos on your website (with their permission, of course). This adds to your credibility and heightens your client’s perception of you/your company.

To speak with us more about marketing strategy, feel free to give us a call! We’re here to help. Call 610-317-4010 or email Jeremy Jones at [email protected].

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