In this episode of the Revenue Accelerator Podcast, our guest is Michael Delon. He is the president of Paperback Expert, which helps business owners publish a book that positions them as experts in their field. Business owners seek Michael to clarify their brand strategies, make them bestselling authors, and set up their profitable podcast. They use their Credibility Marketing strategies to gain more clients, get more referrals, and grow their revenue. Since 2013, Michael has worked with business owners across the United States and internationally to establish and market their credibility.
The Common Struggle for Business Owners
[01:08]
Business owners struggle with marketing because there are so many shiny objects, and they get confused and stagnate. Michael helps these business owners clarify their brand strategies. He shares that there is a reason for what you do if you have a story. When that story is told properly, it sets you apart from everybody else.
What does credibility have to do with branding?
[02:11]
Credibility is what people have to know about your brand to like and trust you. What happens in marketing can happen in the minds of your audience, and it’s how they think about you.
Positioning your Brand and Credibility in the Marketplace
[07:40]
It starts with your clear branding and story. Everywhere Michael goes, he tells his story of escaping prison and being a foster parent. He knows that somebody is going to connect with his stories. He says that understanding his whole story is the seed that has grown into his company, the Paperback Expert.
What is Marketing?
[11:22]
What makes you choose one restaurant over the other three that offer the same type of food? It’s the experience. It’s the people around you. They’re going to buy you much more than they are whatever you do. Marketing is everything you do to gain and retain a client.
Tug of War
[16:01]
There is a tug of war that we all fight with. One is time vs. money. Time is the commodity when resources are running out. When you help a business owner save some time, they’re going to give you their money because that’s a valuable resource that can’t be replaced. The other tug of war is intellect vs. emotion.
Offering Micro-trainings
[20:39]
Michael sends out a daily email to his list. He wants people to know, like, and trust him. He stays in touch with that list and sends out daily emails. Doing that lets him position himself in the minds of his clients regularly. When you start offering those regularly to your list who listen to you every day, you’re going to convert those people who are on your database.
How to Draw People to You
[26:03]
It’s a lot like the ocean to walk go to the beach, you look at the ocean, and there are waves and currents. The consistency of who you are, how you show up, and what you say is the current of your credibility. That’s what’s going to draw people to you
Michael’s Final Advice
[28:41]
Be yourself. Find out your story. Tell your story. Be you because that’s who people really want to know, and tell your story because it is essential.
Learn more about Michael Delon:
Website: https://paperbackexpert.com/
LinkedIn: https://www.linkedin.com/in/michaeldelon
Hosted on Acast. See acast.com/privacy for more information.
