No matter what business you’re in, you are the expert in something. Establishing yourself as an authority gives you a coveted status that places you head and shoulders above your competition. It also builds loyalty with your client base and generates interest from prospects. But how do you establish expert status? Here are a few ideas.
Believe you are an expert, then claim it. You don’t have to have all of the answers to be an expert. No one does. So claim your status and give yourself a title such as process specialist, systems consultant, or subject matter expert.
Narrow your focus to a specific industry, demographic or topic. For example, instead of promoting yourself as a general marketing guru, focus on a specific market segment, such as the manufacturing industry or technology users.
Develop a press kit. A two-pocket folder can work wonders. Insert a letter describing your role as a media contact or guest speaker. Include your biography and a fact sheet tailored to showcase your knowledge. Keep sales literature to a minimum here. Establish yourself as a serious, credible authority, not as a peddler of a particular product or service.
Establish credibility with print. People believe what they read. Showcase your expertise with newsletters, white papers, and special reports. Educate, don’t sell. Send kits to media outlets and industry publications so you are top of mind when they are doing coverage in your area of expertise.
Join the speaker’s circuit. Give lectures, host seminars, hold workshops, or teach a class. Start local, then look for regional and national opportunities. Host a session at the annual meeting of your trade association.
Host a blog. Most experts have blogs these days. Blogs also give you entry into the world of social media and boost your SEO.
There is work involved in expert positioning, but it can be a powerful element of a comprehensive marketing and strategic communications plan. Expert status also gives you a unique selling proposition, a reason for customers to choose your company over your competitor.
© 2014 The Foley Group