That Computer Guy

Image: Comedy Central

If you’re not aware of the joke around the image above, or the TV show it comes from, the character (known as Cartman), is attempting to have people respect him and his own imagined authority by abusing and screaming at them – reaching a crescendo of “You will respect my AUTHORITY!” Unsurprisingly, he doesn’t meet with much success.

The perception of authority

Unfortunately for you or I, the perception of authority is not something that can be controlled, for it is part of how others see you in your chosen field. There are things you can do however, that can influence a person’s mindset to see you as a trustworthy and authoritative figure.

Someone who has that authority with me is Brendon Sinclair of Tailored Web Services. I first met Brendon around 3 years ago, when I asked him to build the website for a new business venture I was starting up.

Impressing me with his humble nature (Ha!), the way he approached my needs, and his level of knowledge that enabled him to clearly explain the web design & marketing process, I have since happily referred a couple of people his way, safe in knowing they’d be looked after.

Why do you suppose this is?

In short, through those simple actions, he built with me that level of trust and authority that I was looking for, so much so that I still read his newsletters and blog posts today. Oh, and to say he wrote the book on running a web business isn’t untrue – he actually did.

I see naked people

One of his recent emails included a roundup of methods he’s found effective (or not so) in marketing his own business; of all Brendon’s points, the one that stuck out the most for me was this one:

Attending networking events gives some value. Giving speeches and talks generates more business than you can poke a stick at.

Why does this approach work so well?

It all comes back to that level of trust and authority. If people perceive you to have authority over a subject they will come to you first. And standing in front of a room full of people that are listening to you, and you only – well, they’re going to think you must know what you’re talking about, right?

Fortunately for those of us that are scared witless by the idea of standing up in front of a roomful of people, today’s online world allows us many ways to convey our authority of a given subject, without having to imagine everyone in front of us is naked: blogs, videos, emails, and social media such as Facebook & Twitter can all help build your profile.

Why should you use these things?

Advertising is changing; the old methods are dying (which if those furniture and electronic superstore adverts are anything to go by, is a good thing), and if you can get a head start over your competitors by using them now, your name and authority will become synonymous with your industry; much like Brendon’s name is today.

And if your name keeps popping up when a client is looking for the service you provide – who do you think they are most likely to call?

Want to grow your client base? Grow your authority!

P.S. If you are interested in imagining naked people, looking up your local Toastmasters group or chapter of BNI are great places to start.

P.P.S. On second thoughts, please don’t imagine naked people if you go there, I don’t want to be held responsible.