It’s more important than ever to become an authority in your industry.  You may think that the market is overcrowded, but don’t be fooled.  Most people assume that you have to be an author, self-employed or CEO to be seen as an authority.

Becoming an authority in your industry can be an excellent way to promote your business and help you better serve your clients. It needs a constant dose of education and risk, but the rewards can be well worth the trouble.

Why? Becoming a go-to person for industry leadership should incentivize potential clients to ask for your wealth of knowledge. The bottom line is that the authority can lead to profitability.

Here are some simple, straightforward steps you can take to get there.

Know who you serve and speak their language.

If you have been in business for any amount of time, you know that in every conversation, someone is buying and someone is selling. Your target audience has to know your language and be able to connect with it. You have to speak to their pain points and offer yourself as the balm to help ease their business discomfort. When potential customers and clients are looking to make a purchasing decision, they are looking for the purest and most convenient and effective solution. Your job is to know what triggers them to take action and entice them to do business with you.

Think like a leader.

For entrepreneurs, this might go without saying, but your life and business will change the moment you begin to think like a leader. Leaders aren’t focused on trying to maintain the status quo. They’re focused on doing what must be done to ensure growth and profitability in the future, which is not an easy road to take.

Focus on the process of promotion and not the result.

Odds are, you would like your business to be well-known. You want the result of being known as an authority.

Interestingly enough, the people who typically are authorities don’t focus on that result. They don’t worry too much about being seen as a go-to person in their space. Instead, they are out on the streets, pounding the pavement, and networking like crazy. They are doing everything they can to spread their message. In short, they focus on the process of promotion and networking.

It’s important to distinguish this as a process because it is on-going. Marketing and promoting your business is something that always needs to be done, not something that gets done.

When you focus on the process of promotion, the result of becoming an authority is simply a natural extension.

Speak at conferences.

Speaking at conferences is a huge way to boost your reputation in your industry. It’s a simple psychological trick. People are sitting down, in the dark, watching you, brightly lit, elevated above them, lecturing, joking, showing off an awesome slideshow. The entire environment is structured to build you up as the most knowledgable person in the room about a given subject.

If you’re terrified of public speaking, join the club. Everyone is nervous on that stage, but they push through it and take advantage of every opportunity until it becomes routine.

Authorities are consistent.

Most of us are capable of putting together a good show now and then. But the real challenge is to show up every day, contribute and create, and continue to push forward.

Authorities do that. Yes, they have a passion for what they do, which often helps drive them. But passion alone is not enough. The simple difference between the consistency of authorities and most people is that authorities decide.

Are they perfect? Of course not, but that doesn’t stop them from trying to improve whenever possible.

The result is that authorities produce more great work than their counterparts (often, simply because they work more).

That’s the power of being consistent. Authorities have their shining moments, their flashes of brilliance. But those flashes are built upon a slow and steady fire that burns for years.