Friday, January 18, 2008

Whatcha Waiting For? Appoint Yourself the Expert


I thought you enjoy this fabulous article from Alexandria Brown. It clearly shows the importance of believing in yourself and letting others know that. You want to be an EXPERT. Clients definitely want to work with experts. But, I'll be quiet now, she says it so much better than I do. -- Diana Ennen

"Whatchya Waiting For? Appoint Yourself the Expert!"by Alexandria K. Brown

There's one marketing condition I see over and over with my clients, and it's called "but-I'm-not-an-expert-yet-itis". These people are afraid to play bigger because they think it's not their time yet. (The important words there being "they think".) They're waiting for something to happen - a degree, a certification, a blessing from the gods in their industry, a recognitional nod from their respected peers. Please listen carefully: This attitude will kill your business and take years off your life! It's VERY important to position yourself from the get-go as an expert in what you do.

Why do you want to be seen as an expert? Experts are more respected, get media attention, can market more easily and inexpensively, get paid more, and receive less price resistance (meaning people are happier to pay what you ask). So, instead of waiting for someone to invite you to the top of the mountain, I urge you to simply "leap frog" your way over everyone else at the bottom.

Hear me loud and clear: You do not need anybody's permission to believe you're the best at what you do and share that fact! In fact, here are a few points I make to my clients if they are expressing doubt about their "qualifications" to sell information, programs, or services and charge well for them.In the eyes of your prospects, clients, customers, and the media, you're seen as an expert if...

1. You Know More About Your Topic Than Your Target Market Does. When I first created my Boost Business With Your Own Ezine system, I wouldn't say I was an expert on ezines by far. But by studying the topic in depth to create my own ezine, I'd weeded through all the junky information to get to the good stuff, and I wanted to share it. You'll find you can make quite a good living just teaching people how to get started in something. (You don't have to be the end-all wizard of the topic.)

2. You've Done What You're Teaching Others to Do. One client of mine, whom I'll call "Pat", teaches real estate investing. She wanted to create a high priced mentorship program of her own, but was nervous about it. She didn't feel right charging a lot of money for her personal time and advice, which meant deep down she wasn't confident in what she was teaching. I asked her, "Did you make a million dollars investing in real estate?" She said yes. "Then just show them what you did," I replied. "Are you confident in that?" Her answer was a resounding "YES!" Once she realized she'd simply be teaching what she herself had already done, it eliminated her nervousness, made her sales much easier, and she was comfortable charging a hefty (and well deserved) fee.

3. You've Been Quoted on Your Topic in the MediaSometimes the cart comes before the horse, and a brush with the media IS what makes you seen as an expert. A cosmetic surgeon friend of mine was recently a guest on a Los Angeles television show, and he now proudly promotes that fact in his ads, brochures, and office displays. When I was interviewed by The Wall Street Journal on the subject of small business email marketing, you can be sure I added that to my bio as soon as I got off the phone!

4. You've Written a Book or Articles on the SubjectNothing says "expert" like writing a book or by getting your name "out there" via articles. When you put a pen to paper (or fingers to keyboard) and simply share what you know, no matter how simple the information seems to you, people instantly view you as an authority figure. All you have to do is put yourself out there.A friend of mine recently chose a financial planner based on the fact that he was a published author. "After all, he wrote the book on it!" she said. In her eyes, that sealed the deal, and she was happy to pay more for his services without question.

5. You SAY You Are the Expert! I dubbed myself "The Ezine Queen" several years ago, simply because it had a ring to it. I had no idea at the time how much that would help me get famous and be remembered. Did you know that Muhammad Ali became known as "The Greatest" because Ali himself said it? Yep -- he just kept saying it, and then eventually so did the media! So if you have a good moniker in mind, go for it.The Bottom Line... It's up to YOU.Remember this: Your prospects, clients, and customers will virtually always accept the positioning that YOU choose for yourself and present to others. So, whatchya waiting for? : )

© 2005-2008 Alexandria K. Brown

Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 22,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at

No comments: