Experts are sought after, are well known, command higher
fees and get more business with less effort. The media
takes the time to contact experts to get quotes for
articles. Associations call them to speak at their events.
People remember them. And, better yet – the more you
enhance your position as an expert, the more referrals you
will get.
Becoming an expert is no accident – it takes hard work that
follows strategic planning and ongoing effort, but it is a
crucial part of your marketing if you want to customers to
seek YOU out. Get known as the go-to guy or gal in your
field. The more well you are known, the more prospects will
trust you before they even talk to you. And your customers
are proud to work with you because you are the authority.
Here are a few things that can help you to position
yourself as an expert:
- Write articles for industry magazines and online
directories.
- Start a blog and update it regularly.
- Write a book.
- Begin podcasting to your audience.
- Ask for customer testimonials to include with your
marketing materials.
- Become a public speaker.
- Give radio interviews.
- Send press releases to your local media.
- Write a page on your website explaining what you have
done to become an expert.
Remember, the first step is to believe in your own
expertise. People will perceive you in alignment with the
way that you present yourself. And, it starts in your own
mind. When you believe in yourself as a capable, valuable
provider of a service, your audience will also perceive you
as an expert. Are you confident in your own values and
abilities? If not, what can you do to grow your skills and
your self-esteem?
Then, make sure you are walking the walk of an expert.
Everything you do should reflect your expertise. Make sure
you dress well. Don’t show up to at a meeting late. All of
your marketing materials should be professionally designed
and consistent. Be professional in the way you act with
prospects and customers – provide excellent customer
service always. If you have employees, they are also an
extension of your expertise so make sure everyone and
everything that represents your company shines.
When you speak to your prospects, remember you are not
“selling” them. You don’t have to be overbearing to be
perceived as an expert. In fact, less is more. Position
your statements to offer people with solutions to their
problems. Ask plenty of questions to make sure you
understand what your client needs. Then speak back to them
in a manner that expresses your understanding of their
issues. All of this will demonstrate your authority in a
soft manner.
In all of your marketing materials, keep the focus on the
benefits to your prospect or customer. Be honest, show
integrity, and express a sincere desire to help them. If
you are not authentic, this will come across to your
audience. The more you do to understand and create remedies
for your customers’ unique problems, the more of an expert
you become. And people will be delighted to spread the word
about how you helped them.
ACTION ITEM: Have you positioned yourself as an expert in
your industry? What will help you do this? What can you do
in the next year to accelerate your learning? What events
can you attend? What new information do you want to attain?
—————————————————-
Wendy Maynard, the Marketing Maven, publishes REMARKABLE
MARKETING, a weekly marketing strategy ezine for business
owners, freelancers, and entrepreneurs. If you’re ready to
skyrocket your sales, easily attract customers, and have
more fun, get your FREE TIPS now at
http://www.gomarketingmaven.com/ezine_3.html
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