Over the last several weeks I’ve talked about two of the three critical elements that float service-based entrepreneurs to the top of their field and attract the revenue to go along with it.
Your Unique Transformational Systems, Compelling Offers and Expert Positioning are the backbone of any service-based business. If you are weak in any of those areas your business will chronically struggle or even fold.
Making them far more magnetic and marketable, I insist on my clients building serious muscle in these areas. It gives them the ability to stand out and be exceptionally more successful selling from the podium, as well as in all their marketing and sales conversations.
Today, I want to give you a snapshot of the third secret in this 3-part series to get you looking at and thinking about your business from a different perspective and then let you know how you can take the next step to discover and use these to turbo charge your speaking and propel your business in 2012 and beyond.
Expert Positioning is about claiming your space in the market and positioning yourself as “the authority” in your field. The result is that when you clearly define your expertise, you stand out as best person to go to in your field and attract people to you. There are four steps to implementing Expert Positioning.
1. Get over your belief that you are not an expert!
You have something special and valuable to offer that other people need and want. See #2 to take the next step.
2. Discover your expertise
You can read more about the three different kinds of “expert” in my previous blog post “Earn the Right and Become the Expert.” Even if you have a seemingly unrelated work history or you’re just getting started in your field, you can carve out a catchy title that sets you apart and makes you memorable.
3. Name your expertise
It’s a myth that you have to have the word “expert” in your title. You can position yourself as the top dog in your field by creating a unique title that is distinct from your job title. It should capture the essence of who you are, what you do, the niche you serve, what you stand for or the transformation you provide. For example, one of my clients is a Life Coach (job title) but she has coined herself “Interior Diviner,” (expertise). Here are a few others…”The CEO’s Secret Weapon,” “The Start-Up Guru” and “Media Expert to the Stars.” I call myself “The Speak with Heart Expert” because that’s what I stand for and have a reputation for.
4. Use it in all your marketing and branding
Your bio and speaker intro are great places to start so event hosts get an immediate sense of your command of your subject matter.
The trickiest part of Expert Positioning is being able to step outside your personal perceptions to see yourself for your true gifts and talents. As soon as you start to acknowledge and really step into your power, that nasty old inner critic jumps in to say “Who do you think you are – saying you’re an expert at X?” Or what you come up with has no “pop” to it. And sometimes, no matter how hard you look, you can’t find your unique contribution.
If you struggle with those obstacles, or need help with any of the three secrets that support you in rising to the top in your field, there is a solution. My Stand Out and Shine! 1:1 intensives can help you hone in on, develop and leverage your UTS, Compelling Offers and Expert Positioning to start 2012 off on the right foot for maximum profitability. Good intentions are a start but you need practical tools in your toolbox to implement those intentions. And you certainly won’t get a different result than 2011 if you don’t do some things differently. I invite you to click on the link to learn more.