Want to Build Your Brand's Expertise? Then Do This ...
This ONE thing will make all the difference!
Maybe you're ramping up your company's marketing and branding by working to become THE expert in your field.
THE leader in automotive repairs
THE authority on climate science
THE voice of reason on financial investing
If you want to be THE on anything, you need to consistently ... always ... religiously ... every time ... do this one thing. It's small, but it will set you apart from your competition.
Are you ready?
CITE. YOUR. SOURCES.
Yes. That's right. Attribute, attribute, attribute. And make sure you're attributing to reputable sources. Otherwise, your expert status will become moot.
The Importance of Attribution in an Age of Misinformation
I'm a former daily newspaper reporter. During that time, I worked on an investigative news team, earning two Associated Press awards for our journalistic work. You could therefore say I'm well-acquainted with proper attribution.
I've since moved to corporate communications, where I've developed media strategies and communication plans for companies, writing their stories and building their public personas as experts in their fields.
Proper attribution has been key to accomplishing those goals every time.
In our current age of rampant misinformation, people don't know what (or who) to trust. Conspiracy theories, lies, and the manipulation of facts have become commonplace.
However, if you're offering a service or product, you want people to trust you. But why should they?
As a journalist, people didn't trust my work because I was a doctor, or teacher, or economist. They trusted my articles because I consistently cited doctors, or teachers, or economists when writing about those topics. I did my research, and I showed it.
My attribution to experts--whether people, organizations, or government agencies--is what led readers to trust me as a journalist. Even if they didn't believe others, they believed me.
They could believe you, too.
Just do your research, ensure your sources are reputable, and cite them. Every. Time.
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