As a local business owner, you’re always looking for ways to attract new customers and grow your local business. You probably spend money on marketing and advertising, but if you’re not also working to build authority, then you’re missing out on the one thing that can make the difference between success and failure. Why Authority Matters What is authority and why does it matter? When you make a decision about where to spend money, you take many things into consideration. You may look at things such as the quality of the product or service you are buying, the cost of buying it, and the ease with which you can make the purchase. Those are all important, but there is one other thing that can make a huge difference in purchasing decisions, and that’s authority. A person who is considered to be an authority is someone people trust. Do you remember…

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