How to position yourself as an expert?

7 years ago

Write a book.

Have the best known person in your industry say/write something to the effect that you're awesome. At least have your picture taken with a celebrity in the world of your prospects.

Publish an article in some magazine your prospects read.

Originally Posted by Will Iam

This is both an online and an offline marketing question, but I think it really applies to both realms so I'm asking it here. When trying to sell your services or promote your business, how can you effectively position yourself as a winning option and a leader in your industry? If you've ever walked into an establishment to offer services for SEO, web design or some other type of marketer, you probably had to sell yourself one way or another.

You can sell yourself based on your past experiences - "I was the head of marketing at a big company for some time and based on my experience I can get these results for you" but you can also sell them your services based on their actual problems, which requires doing a bit of homework but pays dividends when the prospect realizes that you really understand what problems they face on a daily basis.

What other strategies can you use to sell yourself on the spot to a prospective client? Doing homework or research in their niche works great but is there a better way that I'm missing that could help me show even more credibility? Any ideas or input would be appreciated.

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marciayudkin

7 years ago

I know this is going to sound strange, but my observation is that many clients don't give a hoot about whether or not you are an expert or a leader in your industry. Instead, they simply want to know whether or not you are competent, reasonably easy to work with and will get the job done on time and within budget.

Indeed, I once ran a survey in which I was surprised to learn that many respondents strongly preferred to hire someone who was not prominent in the industry or famous because they felt they would get better service that way.

Does this change your idea of the key question to ask here?

Marcia Yudkin

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PaulintheSticks

7 years ago

Originally Posted by marciayudkin

I know this is going to sound strange, but my observation is that many clients don't give a hoot about whether or not you are an expert or a leader in your industry. Instead, they simply want to know whether or not you are competent, reasonably easy to work with and will get the job done on time and within budget.

Most of my business has been gotten because the prospect believed I was an expert. When I started, I had no proof that I was competent, could get the job done within budget or anything else. But the prospect always believed I was an expert.

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tryinhere

7 years ago

Your position with the title of expert in your field is not something you can bestow upon yourself, but is awarded to you by those who you have worked for in the past and have now recognised you for the work you have done and they now see you as the leader / expert in your chosen field.

In short only others can truly judge you, and any self judgement is delusional at best and belongs up there with a good fairy tale.

In general, most people who sit there and waffle how good they are are mostly full of ....

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BigFrank

Banned 7 years ago

Originally Posted by tryinhere

Your position with the title of expert in your field is not something you can bestow upon yourself, but is awarded to you by those who you have worked for in the past and have now recognised you for the work you have done and they now see you as the leader / expert in your chosen field.

In short only others can truly judge you, and any self judgement is delusional at best and belongs up there with a good fairy tale.

In general, most people who sit there and waffle how good they are are mostly full of ....

That's ridiculous. All of it. I became 'The Answer Man of Life' simply by declaring myself to be so. I guess in your mind I should have waited for someone else to bestow the title upon me. Excuse me for trying to shave a few days off the wait.

Frank

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tryinhere

7 years ago

Originally Posted by BigFrank

That's ridiculous. All of it. I became 'The Answer Man of Life' simply by declaring myself to be so. I guess in your mind I should have waited for someone else to bestow the title upon me. Excuse me for trying to shave a few days off the wait.

Frank

I think Frank, we are talking about different things, I am saying I can no more run around saying I am an expert in rocket ships, if in fact I have no feckin idea about rocket ships. A nice twist and play on words give you that, and yes we are as we think, but that's not what I think the OP was saying ? just maybe I read that wrong, Have a great day as always.

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Claude Whitacre

7 years ago

Originally Posted by tryinhere

I think Frank, we are talking about different things, I am saying I can no more run around saying I am an expert in rocket ships, if in fact I have no feckin idea about rocket ships.

You're right, that would be foolish.

But if you really are an expert, the quickest way to get known as "The expert" is to declare it yourself.

And writing a book...even a self published book on Amazon, impresses more people than you think. Now, you're an expert in their mind, without you having to say anything.

Giving a speech or two for your trade organization (they are always looking for speakers). A TED talk requires no more expertise than a talk in front of your peers. And it impresses those that watch TED talks, a small minority of the population. If you have an academic subject, that's different...a TED talk is useful in positioning you.

A website that has lots of testimonials, a book (a good book can be written in a week), and making a speech or two in your niche will set you head and shoulders above the crowd.

You'll hear that a book isn't necessary. But you only hear that from people who haven't written a book on their subject.

You'll hear that speaking isn't necessary, but that also only comes from people who don't speak in public for money.

But you wouldn't believe the change that comes over someone when they find out that you are an author....of a book on your area of expertise....and that you were a keynote speaker talking to other experts in your business....

Real experts write books and speak in front of groups. You can be an expert without doing these things...but writing books, articles, and speaking are what experts do. And this is marketing. Every speech is a positioning statement. Every book is a sales letter, selling the idea that you are an expert.

Doors open.

I speak from experience.

Of course, if you really don't know your subject cold, writing books and speaking just makes everyone find out that you are a wannabe...faster.

So, don't "Fake it till you make it". Become the expert first, then do these things to declare it to the world.

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shaqsquash

7 years ago

Here's one idea: Before you do a book, do a TED talk.

They do these events in hundreds of cities around the world, and they have several going at any given time. If you have a interesting, unique idea it's super easy to get into one of these talks, you don't need to be a author or public figure. Being seen on stage in front of hundreds of people with your ideas lends a lot of credibility and press. Pretty easy to position yourself from there.

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animal44

7 years ago

I'd agree with Marcia.

Writing a book is old hat. Most people see past that these days...

I like the TED talk idea, however, I thought those were invitation only... Unfortunately, many people are terrible at public speaking, so might just be easier to get a few referrals and build on that...

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Oziboomer

7 years ago

Sometimes you just have to be an expert.

If you've ever looked at what Brendan Bouchard espouses as part of his "Experts Academy" it is basically about becoming an expert.

People often come to me via referral.

Sometimes it is difficult to live up to the picture someone has painted in their mind because someone else has said "You are a genius" or "You have the gift".

It is hard to perform to these expectations but easy to charge accordingly to the reputation others have supported.

Personally I rather "WOW" a new client who I'm unknown to rather than try to perform to the "LOFTY" vision someone else has created for me.

Sure I LOVE working with my group of trusted and trust giving clients as often I can perform my best when I'm just building on what has been done before.

Unfortunately there is a downside to being an EXPERT and that is you are often expected to perform at a level which is significantly higher than others.

With those expectations comes stress and the negative impacts that follow.

Just today I got a call from a PR company requesting my expertise.

NOW I'm excited (but also worried) because I have to perform again.

The added pressure is the time limit imposed and the fact that the people I'm supposed to perform for are in the film industry and flying in from LA later next week.

I'm cool about what I have to do but the butterflies and self-doubt never go away regardless of how high a pedestal others put you on.

As Brendan says "Just be an expert"

Positioning yourself as one generally takes longer than you think and requires a humility and modesty coupled with a small dose of self promotion when required.

Once you are considered an expert you need to exude that confidence publicly on a consistent basis.

As others have said it is better that someone else says you are an expert than proclaiming it yourself.

Best regards,

Ozi

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