{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"TYE 134: How to build online authority for your business with Lara McCulloch","description":"Lara McCulloch teaches businesses how to disrupt their industry and become the only choice instead of \u2018one of many\u2019. In over 25 years as a Brand Positioning Strategist & Growth Consultant, she\u2019s advised multinationals like Johnson & Johnson, Kraft, Shell and Benjamin Moore as well as small businesses around the globe.    But instead of teaching how to get more leads and customers, Lara shows entrepreneurs, coaches, speakers, doctors how to create better content, fix their processes, build authority and even get over fears.    She\u2019s on The YES Effect to talk about why businesses have to start doing things differently in their own industry in order to stand out. It doesn\u2019t necessarily take radical change, but leaning into your authentic self and putting it all out there.    In this episode, you\u2019ll learn:   The importance of perceived value in the marketplace Why empathy is so important in marketing Why Lara is a big believer in attraction-based marketing versus advertising How Lara got over her own fears of showing her face online using filters Why Lara recommends using social media filters to get over your fear of posting photos and videos of yourself The embarrassing moment that forced Lara to get challenge her fear of speaking in front of an audience Why Lara believes there\u2019s no such thing as \u201cconquering fear.\u201d The 3 strategic choices every business has to make about market position Why business need to niche down How Lara helped one event planner triple their revenue in less than a year   Quotables:   \u201cI want to understand: what is the dream they\u2019re looking to create and what does success look like to them. Because everything we do in business has to get them to that goal.\u201d      \u201cIt doesn\u2019t serve you to be your industry\u2019s best-kept secret.\u201d    \u201cMy fear was actually my rocket fuel.\u201d   \u201cThere\u2019s no such thing as conquering fear; there\u2019s only making the decision that I\u2019m going to give myself no opportunity to retreat into my safe place. And that\u2019s where the magic happens.\u201d    \u201cThe more we can hone in on our anti-narrative, that\u2019s how we create distinction.\u201d Links mentioned in this episode:   Lara McCulloch on TikTok https:\/\/www.tiktok.com\/@winwithlara?lang=en  Lara McCulloch on Instagram https:\/\/www.instagram.com\/winwithlara\/?hl=en    Lara\u2019s free content that will teach you how to win more business through differentiation, value creation, generating predictable leads and closing sales: https:\/\/bit.ly\/3vYbCsm  Join The YES Effect Inner Circle Facebook Group for a behind the scenes experience about what it means to Believe, Belong and Become!   Join Shelli on Facebook Join Shelli on Instagram Join Shelli on YouTube ","author_name":"The YES Effect","author_url":"http:\/\/www.TheYesEffectShow.com","html":"