Here I am, three episodes deep into this podcast, but it’s not quite hitting the mark like I expected. The content and ideas being shared are great, yet something feels off. I can’t quite put my finger on it. If I hadn’t already read several issues of this creator’s newsletter, I probably would have given up after episode one.

Then it hit me. I remembered another podcast episode I listened to recently, and that’s when I finally understood what was wrong.

In that episode, the host discussed how to build authority—how to make people see you as an authority on a topic, even when you’re just starting out. And I realized that the “don’ts” he outlined were exactly what the host of this podcast was doing.

I wanted to share some key lessons I took away from that, as they could help you on your journey to building an audience, earning loyalty, or even growing a business. These lessons aren’t limited to content creation—they also apply to your professional interactions.

Here are the lessons.

1. Change Your Mindset

When you doubt yourself, your audience will sense it. What’s happening in your mind influences your choice of words, your tone, and even your body language. Just like I almost gave up on that podcast, people might hesitate to buy your product or hire you if they pick up on that uncertainty.

I’ve been there too—questioning if I was qualified to talk about language learning, especially Shona. But as I continued doubting myself, the results started showing up—results I couldn’t ignore.

One day, I saw some of my blog content in a school textbook, published by one of the leading educational publishers in the country. Then, a full article based on my blog was published in one of the country’s top weekly newspapers. And to top it off, I saw several Wikipedia articles citing ZimOriginal as a source.

It took me a while, but I eventually realized there was no reason to feel inadequate. My research and writing had set me apart as an authority. If I had dealt with my self-doubt sooner, I’d probably be much further along by now.

2. Don’t Claim to Be the Authority—Demonstrate It

Instead of just claiming authority, show it through your actions. Let the results speak for you. In my case, the educational publisher and the newspaper did the talking. Get your customers or students to speak for you.

Be clear

A key part of building authority is clarity about your niche. When people think of thing X, you want your name to come to mind. There’s often a temptation to try and cover as many areas as possible in the hope of reaching a broader audience. However, doing this can lead to being overlooked or forgotten. Being clear on what you stand for is vital for establishing yourself as an authority in that space.

Be confident

Another way to demonstrate authority is by being confident in your knowledge. I noticed the podcast host struggled with this, often using phrases like “I think” or “I feel.” She probably doubts her expertise because her podcast is focused on analyzing the work of others. But after spending over 2,000 hours doing deep dives into others’ work, she’s undoubtedly earned her place as an authority. She just needs to own it.

Avoid language that suggests a lack of confidence. Authority comes from clarity and certainty, and your audience will feel that

Be consistent

Lastly, building authority is also about trust. To build trust with your audience, you need to show up consistently. Whether it’s through content creation or other interactions, consistency builds reliability. When it comes time to sell your product or service, staying top of mind will make you the go-to person in your field.

We’re living in a world where people care less about your credentials. The internet has made it easier for anyone to demonstrate their capability and earn trust by creating value or solving problems. So, be clear about what you offer, be confident, and show up consistently.