Weekly Update – April 3, 2024

Article of the Week

The Opportunity of a Lifetime LOST Because I Didn’t Have THIS Type of Website (And NO, it wasn’t a funnel!)

It was the late 1990’s. I was building my business as a speaker in the real estate industry. I was hustling, trying to get booked to speak anywhere I could, especially at real estate conferences or gatherings.

My ultimate goal was to secure a speaking gig at a huge real estate conference at a major resort in the US. I submitted my application and was thrilled to be up for consideration, only to find out that the competition was stiff.

The conflict arose when I found out that I was up against another person who did not seem to have nearly as much experience or expertise as I did.

This opportunity could have potentially catapulted my career forward, so you can imagine my disappointment when I didn’t get the speaking gig.

I couldn’t understand why, so I decided to reach out to one of my mentors who was on the selection committee to seek some clarity.

The Shocking Truth Behind Why I Lost My Dream Speaking Gig

Desperate for answers, I turned to one of my mentors who was on the selection committee. I needed to know why I hadn’t been selected. What she told me that day would stay with me forever.

“It came down to the two of you,” she said. “And when someone suggested looking at your websites to see the difference, that’s when you lost out.”

His website, she explained, gave all the information they needed to know about him and how he could help them. It showcased his expertise, his passion for real estate, and the value he could bring to the conference. It spoke directly to the audience and resonated with them.

The Real Reason I Was Rejected for a Dream Keynote Speaking Gig

Then she turned to me and said, “Your website, on the other hand, was all about selling your services for building web pages. It said very little (actually nothing) about you as a speaker, as an expert in the field. It didn’t showcase your authority or your passion for real estate.”

I was stunned. In my eagerness to promote my services, I had neglected to promote myself. I had missed the mark entirely, and it cost me an opportunity that could have changed the course of my career.

I didn’t get the speaking gig. He did. And it was a harsh lesson that I would never forget.

The Brutal Truth About Selling Yourself to the World

Looking back, I realized the crucial mistake I made. I focused so much on selling my services that I overlooked the importance of building my own authority. I failed to showcase my expertise, my passion, and the value I could bring to the table.

I underestimated the power of an authority site… and I paid the price for it.

The moral of the story is clear: having sales pages to sell your services is all well and good. But if you want to stand out as an authority in your field, you better have a site that sells YOU to the world. An authority site that showcases your expertise, your passion, and the value you can bring to others.

It’s about building your authority in the eyes of the people who might want to hire you, trust you, or otherwise patronize you. It’s about making a lasting impression and showing the world what you’re truly capable of.

If you don’t have an authority site, it’s like trying to fight with both hands tied behind your back. And that’s a lesson I learned the hard way, a lesson I’ll never forget.

What Needs To Go On Your Authority Site?

You need to have specific pages that let the world know about you, your services, and how you can help them. At a minimum, you need the following:

  • Home Page
  • About Me / Bio Page
  • Contact Us Page
  • Services / Pricing Page
  • Mission / Vision / Creed Page

Ideally, you’ll also have:

  • Your book page(s)
  • Your course page(s)
  • Your opt-in page(s)
  • Your blog

Each of these pages answers the critical questions about who you are, what you do, who you help, and how you help.

KEY: These pages are all written in a way that communicates directly to, and demonstrates value for, your ideal customer… your avatar!

None of this is written in a self-serving way, but rather in a way that draws your avatar even CLOSER to you and creates intense desire to work with you.

The Good News!

The tools inside of CopyAndContent.AI can help you create EVERY SINGLE PAGE… and EVERY SINGLE PARAGRAPH you need to create an amazing Authority Site. All the goodies you need… targeted directly to your ideal customer avatar. It works so well, you’ll swear it’s magic (and it IS)!

Create all the content you need to set up your Authority Site in less than 60 minutes… no matter what platform you use!

Check it out at CopyAndContent.AI

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