Have Your LIGHTHOUSE Strategy in Place to Build Unstoppable Brand Authority

The point of a LIGHTHOUSE is that there’s someone who is a higher authority, better known, has a bigger audience, and more perceived expertise in a particular area — and you’re co-creating content with them. This confers authority on you.

Their audience respects you because they already respect the person who is the LIGHTHOUSE.

A LIGHTHOUSE lets you teach by quoting someone with higher authority and showcasing what they’ve done. It’s not because of testimonials; it’s about meaningful collaboration and creating real value together.

Here’s Some Advice for You

If you’re talking to clients, professionals, or experts in any area, you must have your Facebook, LinkedIn, and Instagram pages set up. Build a strong foundation in the first month by consistently posting content. Then, start boosting and optimizing it to generate leads. This is a 90-day process.

For example, we’re building training for Tommy Mello, the home service expert. We’re using our 90-day challenge framework to help build personal brands — something that anyone in the home service space, like plumbers or roofers, can follow.

This training is under Tommy’s name, and he’s thrilled about it because it attracts talent to his growing team as he expands nationally.

We’re also doing 90-day challenges for Justen Martin of iHomes Colorado. If you’re a real estate agent struggling to generate leads, you can go through this system. It’ll guide you step by step, sending you automated notes congratulating you on milestones like setting up your website or making your first video.

Justen, as the figurehead, has pre-recorded various messages that our system, using tools like Infusionsoft, sends out at the right times.

These are co-created training programs with Justen and Tommy that take what already works and adapt it to different industries, with real-world examples.

Why Is LIGHTHOUSE an Excellent Strategy?

LIGHTHOUSE is an excellent strategy because people trust authority. If someone is trying to sell you something without proof of success, what would you do? You’d hesitate. You need to see proof — success stories that back up their claims.

So I teach from my example: my course for real-estate agents or how we’ve applied dollar a day on one-minute videos. And even though several other people might have checklists for driving more leads, we have a proven model.

For example, in the mortgage space, Barry Habib is a recognized authority. He’s our LIGHTHOUSE, and by showcasing the results we’ve delivered with him, we attract others in the mortgage industry who want the same results.

The beauty of the LIGHTHOUSE model is that when you’re working with well-known figures in any industry, their audience becomes your audience. By demonstrating how you’ve delivered results for someone they respect, you naturally draw in other clients who want those same results.

The LIGHTHOUSE Strategy allows you to leverage existing audiences to drive warm leads by borrowing the authority of people your target clients already respect.

Here’s how it works:

1. Leverage micro-influencers: Your LIGHTHOUSE doesn’t have to be a global celebrity. A micro-influencer with a dedicated and engaged following can have just as much impact, especially in niche markets.
   
   
2. Create evergreen content: Focus on creating content with your LIGHTHOUSE that remains relevant over time, such as how-to guides, podcasts, or training videos. These assets can generate leads for years.
   
   
3. Expand beyond industry leaders: Consider collaborating with thought leaders in adjacent industries. For example, a fitness coach might partner with a nutrition expert to reach a broader but related audience.
   
   
4. Build a network effect: Encourage your LIGHTHOUSE figures to introduce you to their peers. This helps you create a web of credibility, extending your reach without additional marketing costs.
   
   
5. Incorporate testimonials strategically: While the LIGHTHOUSE model isn’t about traditional testimonials, including stories of success from past collaborations in your content adds credibility.

The Inception Model

The LIGHTHOUSE model is also about planting seeds of authority. You don’t have to directly reach your consumer or target client — you just need to reach the people they respect. Create content with those leaders, then turn that content into courses, books, or other scalable formats.

We’ve used this strategy with our #1 best-selling book on social media, which stays relevant on Amazon because we continuously spend a Dollar a Day promoting it. This creates massive lasting authority.

Everything here is about building authority, and the LIGHTHOUSE Strategy concentrates power by aligning you with trusted industry leaders.

And the LIGHTHOUSE model allows us to leverage their authority over their existing audiences to drive warm leads for yourself.  

Key Takeaways for the LIGHTHOUSE Model

I want to show you that I’m a living, breathing example of the LIGHTHOUSE Strategy in action. You don’t have to be famous to succeed with this.

When I explain this to people, the first reaction is often, “I don’t have the kind of connections you do. I don’t have 30 years in the industry.” But you don’t need 30 years. You just need a couple of credible people to co-create content with you.

The most potent part of the LIGHTHOUSE model is the relationships you build. Direct interactions and meetings with LIGHTHOUSE figures allow you to co-create content and establish trust.

If you haven’t partnered with someone yet, consider being an apprentice or working at an agency to gain experience. You need to demonstrate your ability to deliver results before building your LIGHTHOUSE.

Take examples like Tommy Mello, Caleb Guilliams, or Justen Martin. These are real LIGHTHOUSE figures who’ve partnered with us and brought massive value to their industries. Our LIGHTHOUSE in fitness, Matthew Januszek, is the CEO of Escape Fitness and a leading figure in his field.

Avoid partnering with people who are only motivated by commissions. Credibility is everything. Your LIGHTHOUSE should be someone whose word carries weight and whose success inspires others.

Sometimes, people want to focus solely on the mechanics of their business and neglect brand-building. But you must focus on building your brand because that’s what generates word of mouth.

If you have a solid LIGHTHOUSE Strategy, your landing pages and ads don’t need to be perfect. The connections and authority you build will speak for themselves. When you’re living proof of your expertise, people trust you.

This strategy works because it’s authentic. It’s about relationships, credibility, and delivering results that others can see and trust. Start small, collaborate with credible figures, and let their authority elevate your brand.