The common belief amongst Me-Too Experts is:
They are NOT the (very) best at what they do
Of course, this leaves them feeling less than confident and less than honest at times. Big problem!
But here’s the secret: Being the Expert (in the traditional sense) isn’t really the goal. Afterall, it can be very relative.
The paradigm shift is that the GO-To Expert (GTE) simply knows their audience better than anyone else does.
They believe that instead of falling in love with their business, service or products; they should fall in LOVE with their target audience.
That’s why you must be such a good fit for each other (shared passion, vision & values)
Because when you love someone, you want to know everything there is about them. It’s that level of CARE that fosters long-term loyalty.
So START getting prospects to see you as credible in-demand professional that truly CARES about their best interests.
You can demonstrate this by giving more upfront without expectation because you also have more to give (as your vision is bigger than you).
5 Ways to Create a Stronger Bond With Your Audience:
1) Write the way you speak (as though you were having a conversation with them).
2) Have opinions – strong ones! Having opinions allows your readers to know where you stand and makes you relatable.
3) Imagine that you’re talking to the guy or gal next door. Remain humble and non-judgemental.
4) Tell stories from your own life. Use anecdotes from your personal and business life that relate to whatever you’re writing about.
5) Use multimedia so prospects come to recognise your face, voice and idiosyncrisies.
The GTE Success Mindset Shift #7:
Being An Expert is about being an Expert on Your Chosen Target Audience
(eg it’s not JUST about your #1 ability or skill!)
This makes EVERYTHING easier – what to say, what services to offer, what products to create etc
You can speak in their language to their immediate fears, frustrations and desires which means they are more likely to bond with you over others.
You see Business can be as simple as listening and delivering where your clients become your #1 marketing guides.
I remember listening to Gary Vaynerchuck when he stated he does not read or watch videos etc because there is “no leverage in that”. He simply shows up authentically as Gary and facilitates the conversation.
Reminds me of the WHO rock opera – Tommy: “Listening to me, listening to you … ”
and also of this Annie Lennox quote:
“When you’re … successful, things have a momentum and at a certain point you can’t really tell whether you have created the momentum or it’s creating you”
It’s a fantastic opportunity for the altruistic amongst you because unfortunately many Experts aren’t able to shift their focus away from themselves.
Noel Lyons
GO-To Expert Marketing & Strategy
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