Ep: 03 Authority Anchor: The Foundation for Positioning, Pricing, and Faster Conversions
“If you had to pick one result that this container got for your clients, what would it be?”
Emylee
When I keep repeating myself in one-on-one calls and group calls, that’s my cue to bring the rant to the mic. Today I’m talking about the single decision that makes everything in your business simpler, cleaner, faster. It impacts how you market, how you sell, how quickly you convert, what your packages are called, what’s inside them, who they’re for, how long they take, what they cost, even what you post on Threads or how you introduce yourself at a networking event. It’s your authority anchor.
Your authority anchor is the way you uniquely create a specific result, regardless of container. When you know it, every decision gets lighter. Messaging tightens. Sales calls shorten. Proposals get clearer. Delivery gets repeatable. And vendors you hire finally understand what you actually do so they can do their job without shoving you through their template.
I’ve got a free five-video series if you want to binge deeper, it’s at soldoutservices.com/authority. But let’s walk through the big picture so you can start spotting it right now.
What You’ll Hear in This Episode
I’ll show you what an authority anchor is and why it beats plug-and-play frameworks.
I’ll walk you through how anchoring your authority clarifies offers, pricing, and timelines.
I’ll share how I analyze patterns across projects to surface your unique path to results.
I’ll preview my Buyer Bridge framework to test messaging against different buyer motivations.
I’ll help you kill your darlings so your offer ecosystem stops cannibalizing itself.
What an Authority Anchor actually is
Think of it like two branches. One is constant, the signature way your brain and skills create results. The other evolves as your results deepen. My constant is this: I take messy inputs, spot patterns, and map the clear golden pathway to the result that fits your goals, capacity, and context. Then I hand you the next step, the metrics to watch, and what to ignore. That’s true whether I’m working in high-level advisory, a hybrid container, or light implementation. Different raincoats, same umbrella.
When you know your constant, you stop reinventing yourself with every client. You can package that authority in a done-for-you scope, a VIP day, an intensive, or a consulting retainer without losing the throughline. Your content shifts from vague “who I help” bios to outcome-based messaging that actually attracts the right people.
Why so many hires disappoint you
If you’ve been underwhelmed by a brand, copy, PR, or ads engagement, there’s a good chance the vendor tried to bolt their framework onto your business without first anchoring your authority. That isn’t always on them. It’s not every vendor’s job to dig it out. But when you walk in with your authority anchor, great partners can snap into the right strategy fast. No more “we’ll find your messaging during the process” while you light money on fire.
How to find yours
Start with results, not personas, not pricing, not revenue goals. I ask every client one question: if you had to pick one result this container gets, what would it be? Not the sexiest deliverable, not what people say they want, the result you want them to get and can deliver on. Then we reverse engineer scope, timeline, price, and sales process from that one result.
Do a ruthless audit. Look at the last 90 days of sales calls, proposals, yeses, nos, referrals, and delivery outcomes. Where did the best clients come from? What did they ask for in their words? Which scopes felt aligned? Which ones felt like a slog? Patterns will scream at you when you look for them.
Test it with the Buyer Bridge
Once we’ve named the authority anchor, I like to test messaging against five buyer motivations using my Buyer Bridge framework. Same anchor, different angles. One piece of content might dial up desire for the outcome, another highlights the stakes of not getting it, another leans on credibility and proof. We watch who raises their hand, who books, who buys, who gets results, and whether we like working with them. Just because you can attract a buyer doesn’t mean you should.
Kill your darlings
Offer sprawl is real. If you’ve got three containers solving the same problem, you’re likely cannibalizing your own sales. If parts of your suite don’t move the one core result forward, cut them. Keep the asset inside your program if you must, but remove it from the menu. Ethical offers make it easier to buy and easier to deliver.
Build containers around the result
When the anchor is clear, you can sort prospects quickly. Advisory for the leader who wants high-level thinking and quick drive-bys. Hybrid for the creative who needs strategy plus momentum and accountability. Light implementation for the team that needs a system to visualize leads and close faster. Same authority, different wrappers. Your referrals also get sharper because clients can finally articulate what you did for them in outcome language.
Chapters
00:03 — Why this matters more than any rebrand or funnel
02:32 — Why past hires may have disappointed you
04:49 — The problem with plug-and-play statements
07:11 — Authority that travels across containers
09:35 — Preview of the Buyer Bridge framework
12:02 — Two branches of your authority anchor
14:20 — Mapping the golden pathway to results
16:41 — Picking your preferred container and buyer
19:06 — The 18-month analysis that revealed the patterns
21:24 — Building containers around real problems you solve
23:42 — The one question I ask every client
25:18 — Cut the white noise from your offer suite
26:54 — Kill your darlings and simplify
Resources & Mentions
Buyer Bridge Framework (exclusive asset for Sold Out Services clients)
Level 10 Client Matrix (exclusive asset for Sold Out Services clients)
Interested in Being on the Show or Working with Emylee?
Are you a service provider with a bold perspective to share? Apply to be a guest.
Ready to transform your service into a productized, scalable offer? Apply for Sold Out Services.
If you’d like to see a library of all published episodes in a gallery with easy-to-find links to all listening platforms be sure to check out the Sell The Damn Service Episode Library.
