Almost everyone has done a personality test at some point in their lives. Usually it confirms things you already knew about yourself...like "you're a detail oriented introvert" or "you're a big picture extrovert." Good to know, but does it really make a difference in your life? Would it be more beneficial to you, if you knew what persona or avatar was a good fit for you to become a leading authority in your marketplace? You might think there are hundreds of possibilities, but in actuality there are only four. Every person that is considered an authority know this and focus only where they are strong. Unsuccessful people flounder back and forth between the four types which confuses their customers and prospects. When people are looking to work with an expert, what they really want is to identify with them in some way. This 'way' will change depending on what need or pain the expert is helping resolve. They may want someone that has struggled to gain attributes and qualities that they want to achieve themselves. Or maybe they may want the expert to simply have the ability to motivate and push them to the next level. Your Authority Avatar is something you should carefully consider before you make a big mistake in communicating with your prospects in a way that may actually push them away. In this book, authority marketing pioneers, Jack Mize and Brian Horn dissect and explain each of these archetypes, so you can decide which one is a good match for you, then amplify those traits so you can quickly become a recognized expert in your marketplace.

The Internet is getting smaller and your customers are online, right now, looking for recommendations and sharing their experiences... The good, the bad and the ugly on review websites and social media networks for everyone to see. Go ahead and "Google" your business and see what you find. You can build a good online reputation, monitor potential problems and work on cleaning things up if you've been neglecting what people are saying about your business online. Online Reputation Management is Crucial for Your Local Business. It can also be easier to get started than you may think. Proactively managing your online reputation can be one of the most important marketing tasks you implement this year. Remember, you have an online reputation whether you like it or not. It's up to you to decide if you are going to take control or leave it in the hands of others