,

I had planned to talk about something else entirely today.

But while talking with my mum on our way back from an event this afternoon,

She said something that struck a chord in my mind and I thought to share it with you and draw out a lesson from it.

She was telling me the story of when she traveled for the graduation ceremony of one of her pastor's daughters.

And while talking about it, she mentioned that the lady in question studied food in school (Food Science or something around that point).

Then she mentioned something else that made me realize how powerful positioning can be.

She said the lady told her about the immense health benefits of fruits, particularly cucumbers.

She said the lady called it "heaven's fruit" — or something around that point.

And then she went on to stress the health benefits of cucumbers and fruits generally to her.

And immediately she said it to me, I began to connect the dots.

It then dawned on me why every single time I went out to the market in the past few years, my mum would ask me to buy fruits for her when returning.

And she always specifically wanted cucumbers, cabbages and the likes.

It became clear to me that her new-found love (not so new now anyway) for fruits — especially cucumbers...

...was all because of the words of someone who she perceived to be an Authority in the food niche — i.e the lady who studied food science.

That was a clear reminder to me of the power of positioning, and authority voices.

I'm sure you must have also experienced situations with your friends or family around you who heard something from somebody.

Sometimes, the person may not necessarily be right about that thing.

But because the person has a certain qualification, or the person is perceived to be an authority in that niche...

Or maybe even because the person has correct brand positioning,

Your friends and family take their words as law.

This is an incredibly powerful concept.

And you can use it to your advantage in your marketing.

How?

Several ways.

You can look for people who are authorities in your niche and some of the things they have said that align with your brand message.

Quote these words to your audience and leverage their authority to get your audience to believe your message more deeply.

It may not necessarily be an individual.

It may be a body or an organization that is publicly recognized as an Authority in your niche.

Use their statistics and their publications to buttress your marketing message.

Your audience will be much much more inclined to listen to you if you do this.

So much so that they can even become dogged advocates for your brand.

Because they truly believe that what you say is true/right.

Another thing you can do is to position yourself or your brand correctly as an Authority.

This can take a long time to do, but if you achieve it, it will do your brand a lot of good long term.

And how do you do this?

First of all,

By having visible and undeniable results/proof of what your brand or product has done or achieved.

This is non negotiable.

Your product or brand must be able to deliver on its promise.

Next, you need to CONSISTENTLY put out highly valuable content.

Content that takes your audience from where they are currently to where they want to be.

Content that is not only valuable to your audience...

...but is also useful and practical.

Content that they can implement the lessons therein and get visible and trackable results.

Do this consistently and for as long as possible.

Eventually, you will get to a point such that whenever you say something,

Or whenever your brand puts out a product and makes a claim or big promise...

People won't have a shred of doubt in what you say.

Heck they'll believe you so much to the point where they take your word as law.

Do you understand?

Good.

Now say thank you. 🌚

And I'll see you in tomorrow's email.

Yours "authority and correct brand positioning",

— KD™

P.S. I noticed some people didn't receive yesterday's email.

And some new folks just joined as well.

Just in case you fall under that category,

Click here to read yesterday's email.

You're welcome.