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Be the expert

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‘Expert’ is in danger of becoming meaningless.

It’s going the way of ‘passionate’ as a business buzz word so heavily overused its become detached from its real meaning. The world is apparently passionate about customer service, fresh ingredients, packaging, air fresheners, consumer risk reduction. Passionate? Really? Are you?
And ‘expert’ risks slipping in the same direction, which is a shame, because its a useful term that should carry weight. It means you absolutely know your stuff, your opinion can be trusted, and you’ve got valuable knowledge to share.

So here are some ways of proving you’re the real deal.

1. Demonstrate your expertise. Just saying it means nothing. Use your website to show me your expertise in action. Deliver that talk. Write the book.
2. Share it. Be generous with your expertise. Social media is a great place to help. Don’t worry about giving it away for free, people will like you for it, and likeability counts for a lot. It means you’ll get referred, recommended, and in front of the people who can pay. Spread the word.
3. Learn more. Experts know there’s always more to find out. So read around your subject, ask questions of other people in your field, dig deeper.
4. Be niche. Carve out your space and stick to it. The longer I go on copywriting, the clearer I’m becoming on my own space. I think mine is knowing what people need to hear, and saying it clearly. And that’s it. Tiny! It makes me perfect for getting messages spot on or web projects – creating high performing websites that really make a difference – but if it’s a white paper you’re after, I’m probably not your girl. I distill the essence of things, I’m not a reams of detail writer.
5. Have a story. What brought you here? Experts are made, not born, and understanding the steps that led you here will help you be clear about how your knowledge fits into the bigger picture, and how exactly you can help.

What have I missed? I love to know your thoughts on how you can prove it’s expertise and not empty words.

If you need help distilling your business message, call me on 07985 015300.

2 Comments

  • 1
    admin
    April 27, 2011 - 6:56 am | Permalink

    Yes, you need to have the evidence to back up your claims. The right content is brilliant for sorting the real deals from the also-rans!

  • 2
    April 28, 2011 - 6:53 am | Permalink

    Great post – and I couldn’t agree more. Points 2 and 3 go hand in hand, the more you learn, the more you can share that learning with others.

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