The Secret to Becoming an Expert
Let me ask you a question that few business owners actually stop and think about. What is it you want to be known for?
Let’s be realistic. You’ll either be known for something or you’ll be known for nothing. With the right marketing and branding strategy, you’ll be known for something. But the question is, what is that something?
If you want to be successful, really successful, you have to own something. Branding is the idea of ownership, of taking up real estate in someone’s brain. What’s your business to them? What do they think of when they think of you? What are you known for?
Do you want to be known as the go-to people in your industry for your products or services?
Do you want to be seen as the leader, the innovator, the absolute best provider? Of course you do! You want to be seen as the obvious choice. You want to become the expert.
Think about how you can brand yourself (or maybe some executives) as the thought leaders in your space. To do this, begin by determining what you want to be known for.
Look, you’re an expert on something. No matter what your field, the challenge is to take that message to the world. Or at least the part of it you want to reach.
So, what’s the secret?
The reality is that to be taken seriously as an expert you have to be really good. But here’s a secret: you don’t have to know everything in your field inside and out to brand yourself as an expert. Too many business owners are too cautious and hold themselves back because they’re afraid someone somewhere will doubt their knowledge about something.
You’re an expert. Act like it! Be aggressive and position yourself as the go-to person. That’s how you shape perception.
If you’re a dentist, you can work to brand yourself as the top expert on treating gum disease or best treatments for elderly patients, for example. If you own a shoe store, you can be the expert on the trendiest styles of shoes in your city, or the most comfortable professional shoes, or how to find shoes that will last the longest. . .
You just need to be certain that the real estate you carve out in your customers’ brains is something that will impact them. Be an expert in something they need!
It’s so important to be known as the authority in today’s market. But you see, with some creativity and persistence, you can do it.
Tagged with: #BottysEC • businessgrowth • Entrepreneurs • Entrepreneurs Circle • mindset • Nigel Botterill
Filed under: Business Growth • Interesting Stuff
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I agree entirely Julian – Really well made point – thank you
Nigel
This is very resonant with Tom Peters’ work in Re-Imagine and BrandYou50.
Perception is very often reality, but it is critically important to be distinctive in your offering whether that is focused at the micro or macro end of things. Too many people take too much for granted (or on trust) when it comes to branding instead of getting some honest feedback on the subject. For many people they just think that a flash website, business card and lots of MARCOMS will cut it but don’t think enough about their persona. Call it the likeability factor but it is as much about working on your core beliefs, values and soft skills (listening being top of the list) that will often make the biggest difference. For me the best three words are: “Distinct or Extinct.”
Julian
A huge part of this is finding your niche and pinpointing your target audience. Yes, you may want to be the expert on a broad topic but it’s all got to start from somewhere. That one point where your experience in life has already made you the expert and expand fromm there into different areas and markets. Remember The universe which stretches out in every direction started off at one single point. Find your point, create your universe. Forget the so-called experts who are after a ‘fast buck’ because the cracks will soon show.
I don’t think ‘aggressive’ is the right word. You need to be confident and consistent in your ability and in delivering your message – you have to be assertive
I think what Nigel is trying to say is that to be an expert you don’t have to be the MOST knowledgeable on your topic. There are people who know more about marketing for small businesses than Nigel but he is seen as the go-to person because he is confident and consistent with his message. You have to be ‘seen’ to be the expert!
I agree in principal but if you’re claiming to be an expert you need to be able to back it up with genuine expertise otherwise you just look stupid.
Positioning is the key!
Interesting post but I strongly disagree, I feel that of course you have to be an expert in your field to call yourself an expert. That’s like saying as long as you can put your foot on the accelerator you are able to drive a car. It’s why you have so many ‘Social Media Experts’ who don’t understand what backlinks are, or even know what SEO stands for. Also as a consumer I’d feel extremely decieved if I found out that the perception they built was not a true perception but an ‘aggressive’ representation of that service.
Thanks
Andy
The dictionary says ‘an expert – is a person who has an extensive skill or knowledge of something’so as you say knowing everything is not essential just be confident in what you do know. Act confident, talk with confidence and always be willing to learn! Another great blog giving advice on positioning in the market place