Becoming "an"
expert -- not "the" expert
In order to
use speaking and writing as marketing tools -- often referred to as
"thought leadership" -- you have to position yourself and your firm as
"experts," speaking with authority on what you know best -- the work
you do.
But often my
clients tell me they don't "feel" like the expert.
On one of my
marketing group calls last week, I realized I need to clarify what
"expert" means. (I took a stab at articulating it on the call -- you can listen here.)
In fact, you are an expert when
it comes to your work. It's what you've chosen to do. It's what you
spend your days thinking about. The time and effort you invest puts you
in the category of expert -- the longer you spend, the more expert you
become.
Though you may
not be "the" expert -- the best of the best in the world -- you are "an"
expert compared to
your clients and prospects. That's all you need to be.
Once you
“feel” like an expert (by simply accepting the fact that you already
are an expert), you can use thought leadership to increase the
perceived value of your services and attract the clients who will pay
more. (I elaborated about this on the blog yesterday.)
If you’re
ready to grow your business as an expert—we offer custom marketing plan creation
that will help you do that.
And if you’d
like to see how I have helped other firms becomes experts—by working
with them to create marketing plans that use thought leadership and
content strategy—let’s talk. I’d be happy to share my newest case
study and recent samples of marketing plans.
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you with your marketing:
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