How Do You Become a Trusted Authority?
Members of your audience have to see you as a trusted guide.
That doesn’t happen because you say you are one. It happens because they build a relationship with you.
And that relationship doesn’t start on a call.
It starts earlier.
Through outreach. Through content. Through someone mentioning your name.
They begin to follow the digital breadcrumbs you’ve left behind.
One piece of content leads to another. You help them find more of you.
As they consume more, something shifts.
They start to feel like they know you.
If they consume enough, they can begin to anticipate what you’re going to say before you say it.
At that point, they know you. Or at least, they feel like they do.
Then something happens.
A trigger event in their business. A moment where they need clarity, help, or direction.
And they reach out.
To set up a call. To ask a question. To get guidance.
You may not know them.
But they feel like they know you.
Then you get on that first call. And something interesting happens.
They are candid.
They share more than you expected. More than most people would share in a first conversation.
It can even be surprising. But it makes sense.
They’re not talking to a stranger.
They’re talking to someone they’ve already built a relationship with.
So your job is simple.
Create enough content, with enough consistency and clarity, that every digital breadcrumb leads back to you.
Leads to that relationship.
Mental. Professional. Emotional.
Mechanically, How Do You Do That?
- Podcasts
- Videos
- Social media posts
- Newsletters
- eBooks and books
- Guides, checklists, and other value-driven PDFs
- Website and blog articles
- Webinars and workshops
- Courses
- Communities
None of these, on their own, is the transformation.
That’s your role.
But each one plays a part in leading someone to you.
You never know which path someone will take.
A YouTube Short leads to your podcast.
The podcast leads to your ebook.
The ebook leads to your webinar.
The webinar leads to your contact form.
Or…
A LinkedIn post leads to your newsletter.
The newsletter leads to your blog.
The blog leads to your video.
The video leads to a call.
You don’t know.
And you won’t know.
Which means you can’t rely on any one piece.
The only way this works is over time.
Through repetition. Through consistency. Through volume with structure.
And the only way to sustain that…
Is with a system.
A structure that supports consistent content creation at scale.
Because you already have a full-time job.
You’re a business broker.
You don’t have time to become a full-time marketer.
And if you did enjoy that role, and already knew how to do all of this…
You’d already be doing it.
Featured Podcast Episode
What if selling your business is less about the perfect timing and more about your everyday readiness? Are you truly building a sellable company, or just creating an unsellable job for yourself?
Mark Hartmann, an M&A advisor, author, and seasoned “business owner turned broker,” shares candid stories, from his own 8-figure exit to helping clients negotiate like a pro (yes, even “like a terrorist”). You’ll hear the tough truths about why most businesses aren’t qualified for premium exits, what de-risking really looks like, and why authenticity, selectivity, and real relationships win over chasing volume. Practical marketing, emotional intelligence, and the art of tough love, Mark Hartmann brings them all to the forefront.
Check out the full episode: https://businessbrokergrowth.com/podcast/lessons-from-an-eight-figure-exit-with-mark-hartmann/
Until next week!
Jason
PS. Take the Digital Impact Assessment (free)
