Get Slightly Famous

Demonstrate Mastery

You will get more business with less effort if you demonstrate that your company is the most qualified candidate for the job. Do this by building credibility into your marketing strategy that demonstrates to prospects that you are the best, most qualified person or company among competing alternatives.

Today's consumers are more discerning and skeptical than ever before. We've heard every outrageous claim imaginable. We don't want to get taken. Against this backdrop, merely doing good work is not good enough anymore.

The lion's share of business in any industry will go to those who have deliberately postioned themselves at the top of their fields by repeatedly demonstrating their mastery in their marketplace.

The Expert Advantage

Not so long ago, expertise was equated with the number of years you were in business, or the college diploma that hung on your wall. That has changed as people have come to be more interested in results.

As an expert, you’ll be are sought after. You will get more business with less effort, and command higher fees. Journalists will come to you for information. You will be asked to speak at conferences. You will out-position your competitors because you know more and will be recognized as knowing more.

You don’t have to be appointed by anyone other than yourself to become an expert in your field. If you can deliver to your prospects’ unique needs, people will be interested in you no matter how brief your business experience or how bare your walls are of diplomas.

Becoming an expert takes work, but it's within your reach. You don't need a special degree, but you do need a willingness to learn.

Articulate A Distinct Viewpoint

It's not enough just to be an expert. You need to use your knowledge to deliberately distinguish yourself from your competitors.

Plug yourself into every possible outlet that influences your niche.
Assess what others are doing, saying, and writing about your industry. Your goal is not just to be fully informed, but also to develop a perspective that makes connections between your industry and the larger world.

Experts know that they must actively seek out new evidence that impacts their theories and assumptions. You don’t need an ultimate truth, but you do need to articulate your position clearly and have the relevant facts close at hand.

You Are the Resource

Becoming a resource within your target market starts with sharing your knowledge.

Publishing articles and giving talks are powerful techniques to establish your expertise. Writing and speaking pre-sells others of your abilities and exposes you to thousands of prospects. And reprints of published articles make excellent, low cost sales literature, easily replacing expensive brochures, mailers, and newsletters.

The more you become known as a source of expert information, the more potential customers trust you. You become part of their world, a center of influence, and because people like to do business with people they know, or know of, you will be their first choice.