Expert Authority Asset
Most experts already have the expertise required to win work.
The challenge is that prospective clients often don't experience that expertise until after a conversation has taken place.
By then, they may have already moved on, compared alternatives, or failed to fully understand the value you bring.
It transforms expertise that currently exists inside conversations, workshops, client engagements and meetings into a trust-building resource that continues working long after it has been created.
Many expertise-based businesses don't have a knowledge problem.
They don't have a quality problem either.
The challenge is that too much of their expertise remains hidden.
Prospective clients often need multiple interactions before they fully understand:
An Authority Asset helps bridge that gap by making expertise easier to experience before a sales conversation ever takes place.
Every business is different, but Authority Assets are often built around:
A perspective, lesson or approach that helps people think differently about a problem.
A repeatable process, methodology or way of working that demonstrates expertise.
The story behind a successful outcome, focusing on the challenge, thinking and impact.
An opinion, observation or piece of experience that helps prospects understand how you think.
The goal is not to explain everything.
The goal is to communicate one valuable piece of expertise exceptionally well.
Every Authority Asset is built around a valuable piece of expertise.
The examples below demonstrate how different experts have captured and communicated their knowledge, helping more people experience, understand and trust their value before a conversation takes place.
The format may vary, but the goal remains the same: helping more people experience expertise before a conversation takes place.
A business consultant wanted prospective clients to better understand how he thinks about opportunity, risk and growth.
Through a structured expert conversation, we captured real experiences, lessons and perspectives developed through years of building, buying and selling businesses.
The result: A resource that allowed potential clients to experience his thinking before booking a conversation.
A mental wellbeing coach wanted to help people better understand the relationship between stress, cortisol and psychological flexibility.
By capturing and communicating a key ACT principle, we created a resource that helped people understand his approach before seeking support.
The result: An Authority Asset that demonstrated expertise through education and insight rather than promotion.
Every Authority Asset is tailored to the expertise being captured, but typically includes:
The outcome: A reusable resource that can support your website, LinkedIn presence, proposals, networking follow-up and client conversations.
We uncover the expertise, insights and stories that already exist within your business.
We shape those ideas into communication people can understand and trust.
We create an Authority Asset that allows others to experience that expertise.
Authority Assets are most valuable for:
Authority Assets are particularly useful when expertise is currently shared through conversations, workshops or client engagements but is difficult for prospective clients to experience beforehand.
An Authority Asset may be a good fit if:
If several of these statements feel familiar, an Authority Asset may be a valuable next step.
Every Authority Asset is tailored to the expertise being captured and the outcomes you're looking to achieve.
Most Authority Assets fall between £500 and £2,000, depending on scope, complexity and the type of asset being created.
The best way to determine what would be most valuable is through a conversation about your expertise, audience and goals.
Tell me a little about your expertise, audience and what you're trying to communicate.
Together we'll identify whether an Authority Asset could help more people experience, understand and trust your value.