Dan Martell - Authority Branding Secrets (3 Easy Steps to Building Authority Brands)

00:00:00.000 Hey there, I'm Dan Martell,

00:00:01.140 serial entrepreneur, investor, and creator of SaaS Academy.

00:00:03.560 In this episode, I'm gonna share with you

00:00:04.960 how to create a authority brand, okay?

00:00:08.440 I'm wearing this fat, fancy, dancy shirt

00:00:11.180 because I wanna teach you how to build authority. 0.92

00:00:13.780 No, I'm kidding.

00:00:14.220 I'm gonna give you the real stuff

00:00:15.300 you haven't heard from anybody else

00:00:17.040 and be sure to stay at the end

00:00:17.860 because one of the things around building authority

00:00:19.740 is knowledge, experience,

00:00:21.220 and having the right strategies to serve your market.

00:00:24.340 So to do that, you need to read books.

00:00:25.840 I'm gonna give you my top book recommendation.

00:00:29.420 Recommendation.

00:00:29.780 If you've never read a book before

00:00:31.200 and you're saying, what are my favorite books

00:00:32.540 for different categories of things in your life?

00:00:34.860 I'm gonna give you access to those at the end.

00:00:37.260 Let's get into it.

00:00:50.740 So here's the crazy part, okay?

00:00:52.640 I'm gonna tell you a quick story,

00:00:53.680 but when I started my personal brand about five years ago,

00:00:57.460 So yeah, sure, I had ambitions for what was possible.

00:01:00.960 I had vision of creating content and helping people

00:01:05.560 and impacting the world

00:01:06.700 and creating a coaching practice for me.

00:01:10.440 I really love it.

00:01:11.120 I've always been an operator, a business builder,

00:01:13.460 a creator of companies, you know?

00:01:15.020 And that's why all of my content

00:01:16.740 and the strategies come from real world experience

00:01:19.060 of actually building and scaling companies,

00:01:21.780 venture-backed companies, bootstrap companies,

00:01:23.760 investing in over 40 companies.

00:01:25.280 but I also had aspirations to have an impact

00:01:28.380 and to make my life turn into something

00:01:31.200 that had meaning to serve other people

00:01:33.200 by teaching everything I know.

00:01:34.800 And I've been inspired by some of my friends,

00:01:36.920 guys like Gary Vee, Lewis Howes, Russell Brunson,

00:01:39.980 Ryan Dice, literally people in this space

00:01:42.860 that have created in their category of the world,

00:01:46.540 they're the top influencer,

00:01:48.180 the top authority brand in the market.

00:01:50.640 And talking to them and learning how they did it

00:01:53.700 and applying it to my life to now, today,

00:01:56.160 not only having the largest YouTube channel out there

00:01:59.020 for B2B SaaS, the niche I focus on,

00:02:01.160 not only having over a million people

00:02:02.740 across all my social media profiles follow me,

00:02:05.380 but just a few weeks ago,

00:02:07.060 I got named one of the top SaaS business coaches

00:02:10.060 in the world.

00:02:11.160 That happens when you focus on the market,

00:02:14.860 you focus on creating value,

00:02:16.920 you're relentless, you're consistent, and you show up.

00:02:19.480 I've published a video on my YouTube channel every Monday

00:02:23.480 for five years straight, and I have never, ever, ever,

00:02:26.600 not one week missed a Monday.

00:02:29.080 Now, those are all kind of like table stakes.

00:02:31.920 What I'm gonna share with you specifically

00:02:33.600 are three key easy steps that you can implement

00:02:36.940 to become an authority brand in your market.

00:02:39.240 Number one, education-based marketing.

00:02:42.100 So here's the big idea, is your market,

00:02:46.160 the people, if you're doing this for your business

00:02:47.920 or you're doing it to improve your coaching

00:02:49.680 or improving your authority because you wanna serve,

00:02:52.720 at the end of the day,

00:02:54.120 people don't care what you have to say.

00:02:56.680 They care about solving their problem.

00:02:59.160 So a lot of folks make the mistake

00:03:00.800 of trying to be like just an influencer

00:03:02.960 by sharing their beliefs on stuff.

00:03:05.800 But that is interesting.

00:03:08.000 It's entertainment, but it's not valuable to have impact,

00:03:12.260 to build authority and a brand.

00:03:13.980 What you need to do is work your way backwards

00:03:15.900 from your perfect target market.

00:03:18.700 Think about this.

00:03:19.520 Like when I first started off, I did it for my boys.

00:03:22.020 That was like, who, what kind of content did I wanna share?

00:03:25.040 I wanted to do for my kids

00:03:26.140 in case something happened to me.

00:03:27.420 I wanted to make sure that I got it out

00:03:29.420 in a place that people could consume.

00:03:30.920 And it turned out a lot of other people appreciate it.

00:03:33.180 That was interesting, but it wasn't until I realized

00:03:36.380 I wanted to serve the 17 year old version of me.

00:03:39.320 I wanted to serve the 17 year old kid

00:03:42.240 that's living at his parents' house,

00:03:43.980 working on his software dream,

00:03:45.740 and he just needs inspiration, motivation,

00:03:48.400 and strategies to build his business, okay?

00:03:51.220 And once I started doing that

00:03:52.860 and I changed all of my content working backwards

00:03:55.540 from all of the problems and challenges

00:03:58.160 and top questions that they would have,

00:04:00.140 that's when things shifted and exploded.

00:04:02.320 Now, the way I do it today,

00:04:03.640 I'm gonna make it really easy on you,

00:04:04.980 is find 20 of those perfect, ideal people

00:04:08.980 you wanna speak to, that you wanna create content for,

00:04:11.620 that you wanna write for,

00:04:12.660 that you wanna solve their problems.

00:04:13.620 Find 20 of them.

00:04:14.540 Maybe they're your customers today.

00:04:16.040 Maybe they're people and friends of yours.

00:04:18.040 Ask them the questions.

00:04:19.100 What are the top five problems you have

00:04:20.680 when it comes to X, okay?

00:04:22.120 If you don't know how to format this,

00:04:23.520 read the book by Ryan Levesque, Ask.

00:04:27.280 It's an amazing book.

00:04:28.540 Ryan's a good friend of mine and a coaching client.

00:04:30.540 The book, Ask, will tell you how to formulate the question,

00:04:33.480 but asking the question, getting their response

00:04:36.400 is how I create my hit list of content.

00:04:39.680 This specific episode was inspired by my clients,

00:04:44.600 my best clients asking me this question

00:04:46.780 and me saying, hey, I'll answer for you today,

00:04:48.920 but I'm also gonna create some content around it

00:04:51.280 because I wanna attract other people just like you.

00:04:53.940 So knowing who the perfect people are

00:04:56.260 that you wanna serve,

00:04:57.360 the people that are ambitious, motivated, driven, right?

00:05:00.740 You don't want a bunch of people to show up

00:05:02.100 that are lazy and looking for get rich quick

00:05:04.460 and all this other crazy stuff.

00:05:05.480 And that's the problem.

00:05:06.220 A lot of people that have those large audiences

00:05:07.720 and they're full of those people,

00:05:09.860 they get so annoyed by the questions that show up

00:05:12.300 on their comments and their DMs, et cetera,

00:05:13.940 because they attracted inadvertently trying

00:05:16.340 to build an audience the wrong people.

00:05:18.240 So for me, it's work backwards, ask the top questions,

00:05:22.100 find out what their biggest challenges are

00:05:24.300 that you can serve, that you can answer,

00:05:26.300 and then create content education-based marketing

00:05:30.340 to help them out.

00:05:31.920 That's step one.

00:05:33.260 Number two, elite edification, okay?

00:05:36.200 I got this term from my buddy, Travis Houston.

00:05:38.080 Don't know where he got it,

00:05:38.880 but he said that to me once.

00:05:40.160 We were on a call reviewing some marketing funnels

00:05:42.100 and he says, you need more elite edification.

00:05:45.060 I was like, what are you talking about?

00:05:46.200 He's like, you need people that are known by your market

00:05:49.580 to say nice things about you.

00:05:51.160 And he goes, Dan, let's be honest.

00:05:52.740 You do know these people.

00:05:54.140 You probably have never asked them for that.

00:05:57.120 And I realized that that was a huge opportunity even for me,

00:06:00.100 even though I have been friends

00:06:01.820 with all these crazy influencers

00:06:03.200 and these incredible business stars,

00:06:06.160 people on Shark Tank

00:06:07.080 and folks that are running publicly traded companies.

00:06:10.920 I never really asked them for anything.

00:06:13.680 I just wanted to focus on my content

00:06:15.320 and let that change.

00:06:16.680 But what shifted for me was starting a new show

00:06:19.320 called the Escape Velocity Show

00:06:20.920 that allowed me to invite those friends of mine,

00:06:23.960 literally the titans of our industry in the software world

00:06:27.100 to not only come on, but to answer questions

00:06:30.260 and to have them involved in my programs and coaching

00:06:33.240 and share their strategies with my clients.

00:06:36.120 And that edification, that elite edification

00:06:38.360 allows those people's trust to shine on you

00:06:42.280 to give you more credibility.

00:06:44.400 at the end of the day, the messenger matters.

00:06:47.460 It doesn't matter what I have to say.

00:06:48.720 If I can't show you that I'm credible,

00:06:51.420 that I've done the things that I'm sharing about,

00:06:53.260 that I've done the effort, that I've hired the coaches,

00:06:55.460 that I've read the books, and I have,

00:06:57.440 then you don't care what I have to say.

00:07:00.160 So elite edification, having people

00:07:02.320 that are notable in your market say nice things about you.

00:07:05.820 That's why books have blurbs on the jacket

00:07:08.260 so that you see other people you might recognize

00:07:10.120 saying nice things about the author of the book.

00:07:11.840 It gives you more confidence and trust

00:07:14.700 in the potential content.

00:07:16.180 That is incredibly powerful

00:07:17.800 if you wanna build an authority brand.

00:07:19.540 Number three, powerful platform.

00:07:21.960 So a lot of authority brands, people that are authorities

00:07:25.580 don't realize that one of the biggest points of leverage

00:07:28.380 that you could have is creating a platform,

00:07:31.520 creating a space where you can invite other people

00:07:34.820 to collaborate with you.

00:07:36.300 So typically this shows up in the form of podcasts.

00:07:39.680 That's an easy one.

00:07:40.520 lot of people that launched that. There's events, which is my favorite. I'm a very big fan of in

00:07:46.040 person collaboration. I'm an extreme extrovert. I want to connect in person, you know, even though

00:07:51.160 we live in this crazy world right now and it's not socially responsible today. Prior to that,

00:07:55.920 I used to run big events and invite people to share my stage and the podcast. You might have

00:08:01.700 a magazine, you might have a blog, but your opportunity to create a powerful platform to

00:08:07.380 collaborate and bring these titans bring these experts into your world will just make your

00:08:14.740 authority your position your brand even more powerful literally look at you know what lewis

00:08:20.860 has done with the school of greatness or gary has done with the ask gary show or or other plot

00:08:25.660 literally if you look at the thought leaders in the space even the top tiktokers okay i study 0.99

00:08:31.300 everybody they're creating their own podcast and they're bringing in um what's his name uh josh

00:08:36.700 Richards or Bryce Hall. Bryce Hall's got a new podcast called Capital Factory, Capital University,

00:08:41.920 Capital University. And he's inviting all the top business folks like Mark Cuban and man,

00:08:48.100 who did he have on the other day? Weinstein, David Weinstein, who is, I mean, he's one of my idols

00:08:54.280 in the private equity world. He created Carlisle Group. This is a 21 year old kid that's got the

00:09:01.160 titan of the industry coming on and giving him life and business advice. That's what I'm talking

00:09:06.000 about, creating these powerful platforms will allow you to create an authority brand. So let's

00:09:10.960 review. Number one, education-based marketing. Solve the top problems your market has. Number two,

00:09:16.260 elite edification. Ask favors to have those people that you know say nice things about you and share

00:09:21.320 that message on your social media. And number three, build a powerful platform. Now, before I

00:09:27.040 go, I want to give you a bonus, okay? And it's called shining your light. I truly believe in

00:09:33.020 this world that every human is uniquely qualified to be the fullest expression of themselves.

00:09:39.260 They themselves, you have a fingerprint of who you are, your likes, dislikes, characteristics,

00:09:46.740 behaviors. And the more you accept that and shine that to the world, your insecurities and all,

00:09:54.000 just be a hundred percent you. The more you do that, trust me, you will build relationships.

00:10:01.320 You will build trust.

00:10:02.880 You will build authority.

00:10:04.700 But I'm gonna encourage you to shine your light.

00:10:06.880 If this episode has supported you in any way possible,

00:10:09.860 be sure to subscribe, like, and leave a comment below.

00:10:14.180 I'm really grateful that you're here.

00:10:15.760 And as for usual, I wanna challenge you

00:10:17.260 to live a bigger life and a bigger business,

00:10:18.940 and I'll see you next Monday.

00:10:21.600 I love my team.

00:10:23.560 They're awesome.

Dan Martell - March 01, 2021

Authority Branding Secrets (3 Easy Steps to Building Authority Brands)

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