Struggling to stand out as an expert in your field? Writing with authority can be the key to attracting high-ticket clients and earning their trust online.
When you’re positioning yourself as the go-to expert, showcasing authority matters. It’s the difference between people questioning your experience, to trusting you fully. This is especially important for online businesses offering a high-ticket service.
Let’s dig into how to write with authority online, plus some handy tips from social media experts about those pesky algorithms…
Why authority matters in your messaging
The way you write online should connect with your ideal clients. Part of the equation to showcasing your expertise is building authority within your topic or niche.
‘Authority’ refers to being recognised as knowledgeable, credible, and reliable in your subject. It also comes with the ability to influence or guide people, as you’re a trusted source of information and advice.
Think back to the last time you bought something online from an influencer or well-known business. Do you trust them more than another brand you’ve only just found out about, that’s new to business?
Of course you do. Without realising it, our subconscious gravitates towards brands we know, like, and trust.
That’s why when people look up to you as an authority figure, you:
- Build more trust and credibility
- See increased conversion rates
- Differentiate yourself from competitors
- Create long-term, loyal relationships
- Improve your brand reputation
Generally speaking, people are risk averse, so when you have authority, it naturally applies loss aversion marketing principles to your marketing.
Loss aversion marketing means people are more motivated to avoid losing something they value than to gain something new. When you have authority, potential clients may fear missing out on your expertise, so they’re more likely to buy high-ticket items.
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Standing out in a crowded online marketplace
A difficult aspect of building authority is standing out online when there are millions of people competing for attention.
I recently posted about the topic of authority on LinkedIn, and it prompted a question/comment from a connection of mine, Denise Strohsahl. Here’s what she said:
“The main hurdle these days is that there’s a lot of noise which makes it harder to get your message out there and establish yourself as the go-to person in your niche.
It doesn’t help that algorithms on social media and online search bias the content we see and us as users towards what’s popular and what’s mainstream/trendy – the exact opposite of creating your own niche and positioning yourself for your very own ideal clients.
It sometimes feels like we’re all in a shouting match and it gets harder and harder to curate a social media feed and find sources/platforms that speak to your specific interests and values. It would be nice to have a little more nuanced algorithms and content available.”
This raises an important question: How can we cut through the noise and establish authority in such a crowded online space?
I do my fair share of LinkedIn posting and Instagram scrolling, and I do keep up to date with any major changes, but I’m not a social media specialist. I’m a website copywriter and messaging specialist.
So, I’ve enlisted help from a few experts in social media and they’re sharing top tips on getting seen online.
Advice from experts about building authority on social media
Each social media platform is its own beast, so I’ve summarised the areas each person mentions below:
- Matt talks about videos, specifically on TikTok and YouTube
- Daniel talks about social media in general, plus specifics about LinkedIn
- Amanda talks about being authentic online, and shares specific Instagram tips
Algorithm advice from video expert, Matt Boland
Matt (pictured below) is the video strategist at Jammy Digital, and he says:
“Each platform’s algorithm is different and it’s not a ‘one size fits all’. What works on TikTok might not work on YouTube. I don’t remember who said this but if you change the word ‘algorithm’ to ‘people’, you’ll understand that different ‘people’ are on different social platforms.
TikTok’s algorithm/people love to watch authentic videos. This doesn’t mean that you have to put less effort into your videos though, it’s actually the opposite. You still have to hook them in, tell a story and leave them wanting more.
YouTube’s algorithm is a bit more straightforward, however, it’s very difficult to crack. Viewers are less excited about authentic content and viewers expect a more polished look. Whenever anyone has a question on Google they’ll show a YouTube video. People get their answers on YouTube.
That being said, there are many exceptions to the rule, so how do you know which platform your content is best suited to? Simple answer… “you don’t.”
I always recommend to my clients that you have to just test test test. Start by putting your content on both platforms and see which one has a better reaction.
There’s not a single social media manager in the world that can guarantee your content will perform well but what you can do is slowly understand what your audience wants to see and how they want to see it.”
Algorithm advice from social media expert, Daniel Morgan
Daniel is the social media manager (pictured below) at Jammy Digital, and he says:
“I like to think of algorithms as your personal gatekeeper. It lets a few people in at a time and if it sees them having a good time and engaging with your content (stopping to look at it, liking it, commenting) the more readily it will open your gate for more people to come in.
So, in order to build more authority you need to create content that people want to engage with. For content to be engaging, it needs to be four things.
- Authentic – It needs to have a “You-ness”. It’s not just that it needs to stand out from the crowd, but it needs to be content that only YOU could’ve made. What is your unique perspective?
- Relevant – It needs to be something relevant to peoples day to day lives. Something they really care about.
- Frictionless – It needs to be clear and concise. Attention spans are limited on social media. Any friction at all and people will scroll away, especially if they don’t know you.
- Familiar – The more people see you and recognise you, the more likely people are to read what you have to say. The more they read, the more they will engage. The more they engage, the more the algorithm will promote your stuff.
The more you post the more you will grow, it’s that simple really. Most visibility and engagement on a LinkedIn post happens within 24 hours, though, so posting more than once in that timeframe can hurt the performance of previous posts.
Especially because post performance isn’t just dependent on showing up in feeds, but also on people clicking through to your profile, where the latest post will have the most visibility. I would recommend 7 days a week max. However, this is a lot and burnout is real.
So, just pick a number you are comfortable with and can manage, and stick to it. Your gatekeeper doesn’t like it if you’re infrequent, it likes to know it can always reliably send people your way.
Lastly, analytics and and reflection are vital. After you’ve been posting a month, take a look back at what you’ve done. What was favoured by the algorithm and what wasn’t. Drop the bottom 10% and do more of the top 10%. That way, your letting the platform tell you specifically what it likes. Rinse and repeat, and you won’t be able to help but to grow.”
Algorithm advice from brand photographer and Instagram expert, Amanda Hughes
Amanda Hughes (pictured below) is a brand photographer and Instagram whizz, who also has resources for other small businesses to grow on the platform. Here’s what Amanda said:
“Oh! I love this subject… The best way to establish yourself as an expert in your niche online amidst the noise is absolutely to show up and be yourself – it truly is your superpower! Don’t try to be anyone else, literally show up online, talk on video, show your image regularly, let yourself be seen.
If you’re looking to attract new clients on Instagram, the grid algorithm is massively favouring shareable content at the moment. The best way to create shareable content is to create valuable content.
Think of your ideal client, what do they *really* need help with just now? How can you add value to their lives and better still, make them think “I’ll send this to a friend too”?
Be sure to mix your content up too, keep things interesting for your audience. Think of content pillars – educate and entertain in particular, if it’s appropriate for your audience, a little bit of humour goes a long way!
TL;DR: Key themes about authority building on social media
To recap everything these fabulous experts have said, to become an authority on social media, you need 3 main things:
- A platform-specific content strategy. Each platform has a different algorithm, and content should be tailored to the platform’s audience. However, there’s no certainty about which platform will work best without testing, so adjusting based on audience response is essential for content success.
- Consistent, engaging content. Authority is built through consistent, relevant, and frictionless content that resonates with your audience.
- To show up authentically. Create valuable, shareable content that resonates with your ideal client and encourages interaction. Authenticity and consistency are crucial for standing out and building trust with your audience on social media.
So how do we take that advice into actual writing? I’m sharing my top tips below…
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11 writing tips for building your authority online
These tips apply to your main website’s messaging – which includes all copy such as your home page, about page, service pages, and any blog posts. But they also apply to your social media platforms and emails.
Anywhere you’re writing online to promote your business, look to do the following:
1. Show you know your audience
Write in a way that demonstrates you really understand your customers’ pain points, desires, and hesitations. Tailor your content to speak directly to their needs and challenges. Showing you fully ‘get’ them not only builds their trust, but it improves your authority.
2. Use language your audience resonates with
When your language doesn’t match the language your target audience uses, it can miss the mark. For example, if your dream customer is an open-minded creative business owner, you wouldn’t use traditional corporate messaging – they won’t ‘click’ with it.
If you are unsure of the language your customers use, you can conduct voice of customer research by interviewing your best customers. I’ve previously shared some example customer interview questions to mine for that messaging gold.
Examples: Changing your writing to suit your audience
For example, if you’re a creative graphic design brand, which option would best suit you?
Option 1: “We’ll work together to create striking designs that capture the heart and soul of your brand.”
Option 2: “We provide strategic design solutions that enhance your brand’s visibility and align with your business objectives.”
It’s option 1, right?
As another example, a more corporate CTA would be: “Contact us for a consultation on your business needs.” and a more approachable alternative “Ready to create something amazing together? Get in touch today!”
3. Showcase your expertise through stories
Share unique insights or stories about things you’ve experienced, learned from, or done that demonstrate your knowledge and experience in your field.
Showing your specific opinions and expertise – not generic advice or top tips anyone else could post about – is a great way to build authority.
4. Share real-life results and social proof
Incorporate social proof. Use real-world examples, testimonials, and case studies to highlight your expertise. Just like sharing stories, they highlight you know your stuff as your customers are raving about what you do.
5. Communicate the transformation you help clients achieve
Don’t just focus on the ‘features’ and the ‘what’ you do – really dig deep into the outcome you get clients. A good way to get to the bottom of this is to ask, ‘So what?’. You design websites, so what? Keep asking that question until you can’t ask it again, and you’ll get the overarching transformation and why it matters to your customers.
Take interior designers, for example. You’re not just designing spaces – you’re transforming homes into sanctuaries where families can relax, connect, and make lasting memories, elevating their everyday living experience.
6. Don’t be afraid to show your personality
Communicate what makes your service or product unique and why clients should choose you. If you’re the face of your business, don’t forget to give people an idea of what you’re like as a person.
Part of being authoritative is being authentically you; you need to showcase who you are in everything you do. When it comes to language, the words, phrases, and tone you use make a big impact.
7. Use clear, concise language that’s easy to scan
Avoid jargon and complex sentences. Write in a way that is easy to understand, keeping your content accessible to your audience; be direct and to the point. Bullet points, lists, and plenty of subheaders makes your writing easier to digest.
8. Maintain a consistent tone of voice
Develop a distinct voice that reflects your brand and resonates with your ideal clients and use it consistently across all platforms. Consistency builds recognition and trust.
For example, you don’t want to talk about “innovative solutions” in your website copy (a b2b fave) when your LinkedIn profile is casual and conversational… it throws people off and you lose authority in the process.
9. Address customer hesitations and objections
Anticipate common objections your clients might have and address them in your content, rather than shying away from them.
For example, instead of saying your consultancy services improve efficiency, say something like: “We understand switching consulting services can feel risky, but our proven track record shows an average of 25% cost savings within the first six months of implementation, ensuring you’ll see immediate results.”
It addresses the fact your customers might be feeling anxious and puts them at ease.
10. Include strong call to actions (CTAs)
Encourage readers to take specific actions, such as signing up for a newsletter, booking a consultation, or downloading a resource.
Guide your audience toward the next step with specific, action-oriented language.
11. Don’t let your messaging become irrelevant
Keep your content current and relevant by updating it with new insights, trends, or information. Don’t send people to out-of-date info that discredits your authority.
For example, if you’re going after public speaking opportunities and your online messaging mentions you’ve just started when in fact you’ve been delivering high-value talks for many years, it will put people off.
Get help writing with authority online from a professional website copywriter
This is a lot to digest… and quite simply, you might not have the time or inclination to implement it yourself. If that’s the case, I’m here to help.
As a website copywriter, I focus on getting your core messaging right on your website, so everything else you write online becomes easier. I write in a way that showcases your authority, building trust and connection with your audience – all while sounding like ‘you’.
Ready to build your authority and attract more of the right clients? Get in touch to arrange a free 20-minute discovery call.