It’s not easy to convince people to buy your products as a thought leader. That’s why some entrepreneurs get frustrated and want to push their customers into a sale.

However, doing that can push people away from your business. That’s why, in this video, Entrepreneur Network partner Greg Rollett explains how to build an image that your audience can relate to. Specifically, it’s important to be genuine and add value to other people’s lives if you want to be a thought leader. You need to prove to people why you’re worth listening to or watching before they’ll open up their wallets for you.

Rollett calls this strategy leading your business with your heart and not your wallet.

Click play to learn more.

Related: The 3 Tools Every Expert Needs to Become a Thought Leader

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